Increase in average check: your profit is just around the corner. Several ways to increase the average check

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How to increase the average check? Typically, this question is asked by heads of companies that already have a stable flow of customers, or have reached the maximum possible market size. The topic of increasing revenue is very extensive, there are many options for how to increase the average check and earn more from one client. We will talk about these methods in this article.

To increase the average bill, it must be counted correctly

For a business owner or head of a company, the average check is a convenient means of assessing the state of the business and the process of its development. By tracking the dynamics of changes in the average check, the manager can understand at what stage his business is.

The calculation of the average check depends on the range of goods and services that the company provides. For each type of business, this parameter will have its own characteristics. For example, if the assortment matrix of products is small, then the calculation will be simple, but if there are a lot of goods, then the formula for calculating the average check will become more complicated.

There is a myth that it is not possible to calculate the average check for every company, but this is an erroneous statement. Focusing on the basic formula, you can roughly calculate the average amount of one purchase: we take the entire volume of sales for a certain period of time and divide it by the number of completed transactions. As a result, we get the average check.

But not everything is so simple, there are moments that can spoil and distort such a seemingly simple calculation. We are talking about a number of the following circumstances.

1. Seasonality... If your business has different indicators depending on seasonal demand, then when calculating it is worth taking short periods: the larger the jumps in demand, the higher the volatility and volatility of the market, the shorter the time period for which the calculation is made.
2. Range... If your firm provides consumers a large assortment goods and services, then when calculating the average check it is necessary to divide your products into certain groups. Calculations must be performed separately for each of the groups of goods and services.
3. Clients... If your clients are representatives of groups of people of different incomes, then consider the average check for each of them, at least it is worth dividing buyers into two categories - economy and VIP.

As a rule, the calculation of the average check does not cause difficulties, and in most cases a basic formula is sufficient, which can be adjusted in accordance with the specifics of the business.

2 strategies to increase the average check in the store

1. Increase the depth of the check, that is, the number of units of goods sold in one check.

Thus, we will increase the turnover - with the same number of transactions, the sale amount will be greater. This is a common and common method of increasing the average check. Traditionally, they try to increase revenue in this way by selling related items.

But in general, it is worth understanding the depth of the check as an increase in the number of any goods sold in one transaction, and it does not matter what kind of goods they are - accompanying the main purchase or simply an increase in the amount of the same product.

1. Increase the cost of goods in the receipt while maintaining the number of items.

We sell the same quantity of goods, but already at higher price, thus increasing the average bill.

9 ways to increase your average check in retail

Attraction of cheap goods, and sale of expensive

It is very important for a company to create a line of products of the same type in various price categories - from economy class to expensive branded brands. At the same time, care must be taken so that sellers can interest the buyer in purchasing goods of the highest price category.

To do this, you can develop and apply a system of bonuses and incentives to motivate sellers. You also need to use techniques that remind specialists of the need to sell more expensive goods.

For example, when selling sports items, sellers may be interested in a client in purchasing more expensive, but at the same time, multifunctional equipment for training, or offer to buy another model instead of a cheap tourist backpack at a higher price, but allowing more comfortable travel due to its ergonomic design.

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As a rule, after hearing arguments from a sales assistant in favor of expensive items, customers are ready to purchase them, despite the overpayment and the fact that they initially came to the store for the product. low cost... As a result, the sale of goods at a higher price brings an increase in the average check.

Additional sales

As practice shows, people who come to the store for one specific product often immediately buy those accompanying it. The simplest example of this is the sale of paint, in which the consultant can offer the buyer immediately to purchase the brushes and baths suitable for him for further work.

Another way to sell related products is to place frequently needed small items near the checkout. For example, a person who stopped by on the way to the dacha for paint can buy not only brushes as an accompanying product, but also take a lighter, felt-tip pen, and chewing gum at the checkout.

In addition, the arrangement of attractive little things at the checkout encourages a person to make impulsive purchases: he may like Beautiful design lighters and he will buy it, despite the fact that he already has a pair of previously purchased lighters in his pocket and, in principle, he does not need a new one.

Selling more goods

This method is not always possible, since a person in any case will not buy some groups of goods in unnecessary quantities. But often the average bill can be increased by offering the customer more goods than he originally intended to buy.

For example, in a flower shop, you might be advised to buy not five roses, but a bouquet of nine, or when selling an air conditioner, draw the consumer's attention to the advantages of installing two at once - one for each room.

Sales

When conducting sales or providing promotional discounts, the buyer is inclined to compare the new price with the old one. At the same time, he does not understand much how much the cost was initially increased, and it seems to him that the purchase of goods at a discount is profitable.

Comparing on the price tag the old amount and the new one, taking into account the discount, the client subconsciously feels the benefit and is inclined to purchase the goods. Discounts and product markdowns provoke a person to make a purchase.

Sets

Very often, having come to the store, the buyer, along with the main product, also purchases related items. By forming sets and giving them a discount, we can stimulate a person to make a deal.

Buying sets is profitable, since when purchasing each item separately, the buyer will pay a larger amount than for a ready-made set. We, having sold him several goods at once instead of one, albeit with a small discount for everything, will get an increase in the average check due to the amount of goods sold at a time.

A classic example is the sale of shaving kits ahead of February 23rd, when women buy them as gifts.

Big packaging

Selling products in large packages can increase your average check. Many people take goods in such a container when buying household chemicals, goods for animals, building materials... In addition, for some social groups, for example, large families, the issue of buying goods in large packaging and saving money is very relevant.

For the seller, the sale of goods in large containers will increase the amount of the average check.

Additional options

Many firms provide almost identical sets of goods and services, but at the same time they can offer their customers various additional services, guarantees, programs and conditions that increase the value of purchasing the main product.

So, buying a large household appliances, the client can order the delivery and lifting of items to high floors to the apartment. At the same time, consumers are willing to pay for the urgency and convenience of delivery. You can offer customers an additional guarantee, which will cost separately, but people will be sure exactly what they are paying for.

Offer different payment methods

In addition to complex ways to increase the average check, there are simpler ones. Practice shows that working with financial instruments, you can end up with a good increase in the average check.

• Credit

If you trade in expensive goods, then it makes sense to negotiate with banks to issue loans to your customers on favorable terms. Having received the opportunity to immediately purchase goods on credit for a small part of the cost, many will not hesitate to agree to the purchase.

At the same time, support of the transaction and the loan must be carried out from start to finish: the buyer must feel protected, understand the essence of the loan. You must give the client confidence that when buying expensive goods from you on credit, he does not make a mistake, but, on the contrary, even wins in something, getting what he wants immediately, instead of saving for it.

• Cashless payments

Despite the ubiquity of bank cards, many business owners are in no hurry to provide a credit card payment service. But what if a person wants to buy a product, but he only has a card with him, but there is not enough cash and the terminal is far away? He will simply refuse to purchase the product or postpone it for later.

It is very important that the buyer has the opportunity to pay for the goods by all means, including using bank cards. In order for the credit card settlement to be beneficial to both the seller and the bank, it is necessary in each specific case to conclude agreements that suit both parties.

• Installment

Interest-free installments are increasingly in demand among buyers, while sellers began to offer it instead of bank loans more and more often. But, despite the benefits, many companies are still hesitant to offer customers interest-free installments, fearing non-payment, and as a result - loss of money.

Although statistics show that only 10-15% of buyers do not pay their debts in installments. At the same time, in order to compensate for the losses, it is enough to make the price with this method of calculation 5–10% higher. Thus, when providing an installment plan, even despite the risks of non-payment, you will still remain in the black.

Products / services of different pricing policy

If there is only one price category in the store's assortment, it is extremely difficult to achieve an increase in the average check - today the buyer is already accustomed to choosing a product from various cost ranges, so if you do not provide him with such a choice, you most likely will not only not increase the average check, but you will also lose most of your customers.

Therefore, for the successful implementation of sales, it is necessary to have products with different pricing policies.

In addition to increasing the average check, creating a number of value groups and product lines will bring you additional bonuses:

• A customer who has already made a purchase from you is likely to come to the store again, because he trusts you.
• Against the background of expensive goods, cheaper counterparts will look more affordable, and the buyer will be more willing to purchase them.

It is also advantageous to have a line of both expensive and cheap goods available because there is a certain category of people who thinks about the price, believing that the higher it is, the better the quality of the product. Such people are more likely to buy an expensive item than its cheap counterpart, despite the fact that both products will be comparable in characteristics and quality and are the same.

How to increase the average check in a cafe or restaurant

Waiter quotes

If your waiters, when communicating with customers, use only standard, duty phrases, then most likely you will not be able to increase the average check. Therefore, it is necessary to conduct special trainings for the staff, at which people will have the opportunity to learn what words can be used to stimulate a visitor to place an order.

To make it easier for the waiter, it is necessary to draw up a table of main and additional dishes. Waiters should remember this table and on the fly offer the client to try other suitable dishes for the main order. You also need to prepare templates for phrases that service staff will advise the customer about food and drinks.

• Offer a clear, specific alternative. Instead of the phrase: "Anything else from the drinks?" say: "Tea, coffee, lemonade or maybe beer?"
• Forget denial. There should be no “not” particles in your speech.
• Be persistent, make affirmative sentences using words: advise, recommend, try.
• Offer specific positions: "Try our novelty - a signature cocktail from the best bartender in the capital!"

Avoid being overly intrusive

The management of any cafe or restaurant is afraid that customers will find the service staff too intrusive. In order to avoid such an assessment from visitors, you can prohibit the waiters from offering dishes that are not in addition to the main ones and are not intended to expand the order.

Add words to the list of rules for the waiter, after which he should stop offering the client additional positions. If the visitor said “that's it,” “thank you, that's enough”, “nothing more,” the waiter must stop recommending food ordering.

Use a feedback system to evaluate the performance of your staff. Ask your visitors if the waiter was too intrusive, if he did his job well, and if his suggestion was helpful when choosing an additional order.

The experience of Russian restaurants shows that waiters are often not active on their own, therefore it is very difficult to find an intrusive waiter, most often they do not at all seek to tell customers about additional features institutions.

Motivation of the waiters

Staff motivation is very important for increasing the average check: the percentage of sales, which affects the salary, is a great incentive for waiters to sell more.

Tipping also depends on the average check, despite the fact that waiters often do not believe that additional sales can increase this type of their income. Practice shows that the average tip comes out about 16% of the order amount.

It will be useful to organize competitions on the average check among the waiters, having calculated their results per month. At the same time, it is very important not to skimp on the prize, because the subordinate who showed the best result has already brought you considerable profit.

Some restaurateurs are sure that the policy of dividing tables with different average check indicators is beneficial to the institution, because it makes no sense to keep tables with a knowingly high check at a weak waiter, since the institution loses money in this case.

When holding competitions, it must be remembered that they must be honest: it is necessary to create conditions under which it will be unprofitable for the waiters to cheat and they will not have the opportunity to fraudulently raise the amount of the average check, for example, by reducing the number of customers relative to their actual number.

But often the competition among the waiters is perceived by them cheerfully and even negatively, as they force them to leave their comfort zone, start working more actively, and offer additional dishes and drinks. Care must be taken to ensure that the competition between the waiters does not take on an unhealthy look.

In order for the service personnel to more adequately perceive the management's attempts to increase the average check, it is necessary to work not only with the waiters, but also with the management staff, teaching them modern management techniques.

How can you increase the average check in an online store?

The increase in the average check in e-commerce is not very different from a regular store, but it has its own characteristics.

• Recommendations for other products.

Sometimes, customers of an online store find it difficult to understand the entire range of goods, and they focus only on buying the one they are going to purchase. But, perhaps, they would like to order other items additionally - show them the most suitable ones from your assortment in the block special offers.

This can be done, for example, on the "shopping cart" page, where the customer will take the final steps to checkout. Perhaps, having seen a suitable offer, the customer of the online store will add a few more products to the basket, thereby increasing the average check.

• Related products.

In addition to popular goods or products from different categories, in the advertising block you can offer the buyer to choose related items, accessories to the main order. For example, to mobile phone it is possible to advise covers, spare batteries or the service of connecting to the favorable tariffs of cellular operators.

• The minimum order amount.

Many online stores install minimum size purchases, for example, with a service free shipping... Thus, the client is encouraged to place an order for large amount what the item he needs is worth.

By purchasing additional goods and accessories, a person spends more money, in order to cross the threshold of the minimum price, thereby increasing the average check of the online store. You can also offer a discount on subsequent purchases, provided that the client makes a current order for an amount equal to or more than the minimum.

• Together is cheaper.

If you want to increase the average check of an online store, try holding special offers, when a visitor, having selected and ordered two or more items at the same time, receives a certain discount, for example, buying a set of clothes consisting of two skirts and a sweater for a client will cost 15% less.

Or prepare collections, for example, of books by one author: it will be convenient for a person to purchase all the books at once with a 10% discount. Thus, when buying kits or sets of things, the client receives a favorable discount, and you increase the average check.

• Loyalty program.

If an online store sells everyday consumer goods, such as household chemicals, then a loyalty program can be developed in which the client receives bonus points to his special account or accumulates a discount. Next time, the person will return to your store and make another purchase using points or discounts.

Loyalty programs are aimed at strengthening cooperation with customers. Loyal customers give online stores up to 70% of all profits and increase the average check.

8 more ways to increase your average check on the Internet

1. SMS mailing... Send a newsletter with great deals to those who have already made a purchase in your store once. But don't use these alerts all the time, annoying customers.
2. Gift for your purchase. Make an inexpensive but enjoyable gift for your customer. Present a beautiful or useful item when you reach a certain purchase amount. Everyone loves to receive gifts.
3. Joint action. For example, start working with a good budding photographer and give your customers coupons for a free photo shoot. This way you can increase sales and the photographer builds up his customer base.
4. Increase or give additional guarantee. Practice shows that customers are more willing to make a purchase if an additional guarantee is attached to it, even though the customer himself pays for it in a slight increase in the price of the product.
5. Optimization of prices. Today, it is very easy for an online store client to compare prices with competitors, so browse their sites and make your price match the current market position.
6. Certificate for subsequent purchases. An advantageous offer - paying a part of the amount with a certificate at the next transaction attracts customers and makes it possible for the online store to bind a customer to itself, and it is beneficial for a person to make another purchase.
7. Be sure to adapt your online store website for different mobile devices: Today, a third of all traffic is on mobile devices, and this value will only grow, so the interface of your online store should be convenient both on a regular computer and on mobile devices.
8. Limited offer... Make a reminder that every day on the site will offer to buy something for favorable price with a limited number of products participating in the promotion.

What NOT to do in pursuit of an increase in the average check in an online store

• Don't slip the trash... When selling a stale product, remember: it must be free of defects and useful to the user. Don't make this offer to everyone.
• Don't offer too many items, the visitor will simply get confused in them and end up buying nothing.
• Do not forget about profit, make discounts and great offers so that sales do not go to zero or even to a minus.
• Don't break Rule 25, that is, do not sell additional and related products for an amount greater than 25% of the main order. Each buyer has a spending bar that he is psychologically unable to overcome.
• Don't be afraid to downsell. If a customer has added an expensive product to the cart, spent a lot of time on the site, but never made a purchase, offer him a similar product with a lower cost, but with the same functionality. At the same time, show the person that a cheap product is no worse, and sometimes even better than an expensive analogue.

Mikhail Merkulov “Restaurant. 50 Ways To Increase Your Profits "

The book allows you to look at the restaurant business through the prism of world experience. Many restaurant owners forget that their business is also based on sales, and no matter how much they improve their dishes and assortment, the main thing in business is successful implementation.

Dmitry Kolodnik, Denis Podolsky “Retail store. How to double your sales "

Pavel Lisovsky "Secrets of the average check" (2nd issue)

The book offers a description of an effective technology for increasing pharmacy sales. The technology is based on increasing the average check due to additional sales: dietary supplements, medical devices and FMCG goods.

The book also describes the technology of customer survey when:

• selection of OTC drugs, dietary supplements, medical devices, FMCG products;
• synonymous replacement of Rx drugs;
• selection of drugs by INN.

When working on this book, all the wishes and recommendations from specialists and managers of pharmacies, who managed to evaluate the first edition of this manual, were taken into account. The publication contains more than 30 topics that reveal methods of increasing the average pharmacy check.

Dmitry Tolstokulakov "How to quickly increase profits in a taxi"

Both successful and failing businesses require careful analytics and key metrics calculations. You need to know why things are going one way or another, what changes in certain points can lead to, what to expect in the future or what needs to be done to get the desired results. One of the parameters that needs to be considered in order to get reasonable answers to all these questions is the average bill. This is a simple parameter, but it is also extremely important because it can be used in many other calculations and food for thought about many aspects of the company.

What is the average check

The average bill is an amount that is equal to the total volume of purchases made over a certain period of time, divided by the total number of purchases during that time. Thus, this is not just all the purchases and orders made, but the average indicator - between all the orders that each customer made during one visit to the store or, for example, contacting the company for ordering services. Why is calculating the average bill so important? Because he says so much. If you evaluate the dynamics of changes in the average check, you will be able to draw conclusions about how the various changes that were carried out earlier worked: assortment policy, pricing policy, advertising, marketing activities, merchandising - all this can be reflected in the size of the average check. In addition, the average bill can be viewed in the context of each individual employee in order to determine its effectiveness or to find out whether it made sense to conduct training events, etc.

Eventually, calculation formula the average check looks like this:

Average check = revenue / number of checks

Analysis of the average check indicator

A simple calculation of the average check does not mean anything. The resulting figures need to be analyzed and done periodically. Tracking the dynamics of the average bill allows you to find out the following magnitudes, also necessary for analytics of many sides of the business:

• average check value;
• the average number of checks over a period of time;
• check amount interval.

These indicators should be used by every marketer, because they indicate the general position of the company or store. The period for which you need to analyze the average checks is determined based on how intensively you have or. It can be a month, a week, or even a day if you shop very often. The main thing is that one-time calculations do not give anything - you need to observe the processes in dynamics. Scheme or analysis algorithm average checks might look like this:

• collection of data from all received checks;
• calculation of the above values ​​and assessment of their dynamics;
• carrying out activities based on the findings;
• reanalysis;
• with positive dynamics - work to consolidate the result;
• in case of negative dynamics - the search for new solutions.

And when you repeat these steps regularly, you can draw conclusions about various aspects of your business:

The intensity of the work of cashiers and cashiers. This is true for retail stores. You will know better when you have the greatest influx of customers, what day of the week is the most and least busy. Knowing every minute when you have what flow of customers, you can optimize the work of the checkout.

Average check amount. A basic parameter that will tell you a lot about who your customer is, how much he is willing to spend, whether it will be easy for you to enter a more solvent segment.

The work of sellers and the structure of retail space. This may be evidenced by the number of commodity items in the check: if the goods in the check are monotonous, or some are found much more often than others, this is a possible sign that the goods are not laid out in the store. the best way, or sellers are not doing well with. To increase the list of goods in the check, it is possible to revise both the assortment policy and prices, and to conduct training courses for staff, so that related products are more often sold in the store. But, of course, you need to take into account the specifics of the goods in the check: if it was made, then there is nothing terrible that there is only one in the check.

Customer loyalty. Knowing the average check value, you can determine from what value it is worth introducing discounts, bonuses or other measures that will be designed to increase customer loyalty so that they make purchases from you more often.

Form of payment. Sometimes an analysis of how customers pay can give interesting results: statistics on cash and non-cash payments are different. For those who pay by card, the average check is usually higher.

Seasonality. A very important indicator. Knowing what time of the year, month, week, day, on the eve of which holidays, you have more sales, the average check is higher, you can develop marketing activities to stimulate demand on the hottest days. Or, on the contrary, to increase demand during not the most favorable periods.

Do not miss:

To calculate the average check, the total value of the amount of purchases for the period should be divided by the number of checks issued during the same period. The higher the value obtained, the larger the average check.

So how do you increase the average check amount?

Method number 1. Additional sales

Practice shows that when buying the necessary product, people quite often agree with the offer to purchase something else.

How it works?

As an example, consider a customer who purchased wall paint from you. Offer to buy a quality paintbrush or paint roller. The secret here is that the accompanying product should not be more expensive than the main one.

Another method of upselling is placing attention-grabbing little things in the checkout area. This arrangement encourages the buyer to make impulsive purchases.

Method number 2. Snapping effect

Here it comes about a markdown or a discount on a product. In this case, the buyer tends to compare new price(at a discount) with the original cost indicated on the price tag. At the same time, he does not analyze the realism of these prices and their correspondence to the market average.

How it works?

Consider sales, for example. Even with a significant overestimation of the initial cost of the goods, the buyer sees his own benefit in the difference between the initial and discount prices. As a rule, such a benefit provokes the visitor to make a purchase.

Method number 3. Benefits of larger packaging

Frequent sales of larger goods can significantly increase the average check.

How it works?

An example is the sale of coffee at McDonald's. If a customer orders a latte, then the cashier's question: "small or large?"

Method number 4. Bonuses

There are many ways to accrue bonuses, but most of them are designed to allow the buyer to receive some kind of add-on if he makes purchases for a certain amount.

How it works?

Let's assume that the average check in the store is 850 rubles. You can offer customers to buy goods up to 1000 rubles and in this case get a gift from the store for free (for 1 kopeck). This usually works flawlessly. At the same time, store employees need to be instructed which commodity items are participating in the promotion.

Method number 5. Incorrect math

This implies the holding of promotions "1 + 1 = 3", "2 + 1 = 4" or the sale of different products in sets, in which each constituent element it costs significantly more separately.

How it works?

You can offer clients a ready-made set in a perfumery store, consisting, for example, of eau de parfum, body milk and soap of the same brand. Moreover, the price of such a set will be 20% less than in the case of purchasing each of the products separately.

Method number 6. Delivery is free

This method is often used when trading over the Internet.

How it works?

Let's say that the average check in your online store is 2,000 rubles, and the delivery of a purchase is 200 rubles. The limit is set, for example, 3000 rubles. A purchase in excess of this limit automatically guarantees the customer free shipping.

Method number 7. Competent display of goods

Correct placement of goods on store shelves contributes to an increase in the average bill. Often they use such a technique as placing a number of products that belong to different product groups.

How it works?

As an example, consider a mono-brand women's clothing store. It would be correct to place next to each other goods that complement each other (clothes, shoes, accessories).

Method number 8. Offer a cheaper product

It often happens that a client hesitates for a long time before buying an expensive product. Try to offer him an analogue for a lower price and some other related product with a significant margin, explaining that he gets the opportunity to purchase two necessary things at once for this money. This method not only increases the amount of the average check, but also significantly increases the loyalty of visitors to the object of trade.

How it works?

For example, if the buyer doubts the advisability of buying an electric kettle famous brand, then you can offer him to buy for a lower price an analogue with the same functions and design, and in addition to it, a thermo mug.

Method number 9. Discounts, promotions, sales

Holding promotions for the holidays, as well as seasonal sales, can significantly increase the amount of the average check in your trade.

How it works?

Many chain stores have special stands with discounted goods. If a visitor sees ads “all for 450” or “only today there is a 50% discount”, he will consider it appropriate for himself to take advantage of the situation and buy several things at once.

In conclusion, I would like to note that it is worth trying different methods increase the average check amount, pick up suitable options specifically for your direction and sometimes change them. All your efforts will help not only to raise the level of sales, but also to increase the loyalty of visitors to your establishment, which is guaranteed to make many of them your regular customers.

The retail business these days is akin to a struggle for survival: every day we need to think about how to increase the efficiency of our stores in order to achieve targets, ensure compliance with service standards, operational processes in order to gain customer trust and affection and, as a result, get a well-deserved profit. One of key points this "struggle" is the work to achieve the goal of KPIs, as the main indicators that our actions are correct, and the management of stores is carried out in the right way.

As a rule, most retail managers, among other KPIs, pay special attention to the average number of units per check or check fill rate, as one of the main indicators of the store team's ability to correctly use sales techniques when working with visitors, namely to sell additional products. This publication will focus on one of the successful methods to stimulate the growth of check fill, the effectiveness of which has been proven by two years of practice in Puma retail stores.

What can affect the average number of units sold per customer? There are several answers to this question: this is the product range, and the company's pricing policy, and the solvency and mood of the client, as well as the availability of promotions and special offers in the store. But what is more important is effective use sales staff in working with visitors of sales techniques. This factor also depends on a number of conditions:

· Knowledge of theoretical techniques, offering additional goods;

· The ability to use them correctly in practical work with clients;

· Impeccable knowledge by the sellers of the assortment of their store and the ability to competently combine different products to create a complete image;

· Motivation of personnel to work with additional goods;

Ability to work with client's objections

It would seem that for all these points it is easy to get the job done. traditional ways such as conducting trainings and meetings, observing the work of sellers in the sales area, quick and timely training of new employees, the work of a manager in the sales area of ​​a store, as a mentor for his team, on personal example showing correct work with buyers. And it makes no sense to dispute the need for these actions - this is, of course, the basis for meeting the standards of customer service. But in practice, we very often come across the fact that, despite the significant time spent on training our staff, the above techniques do not help to achieve the planned value of the check fill rate both for the store as a whole and for individual employees. Failure to meet at least one of the conditions for the effectiveness of the use of sales techniques can negate other attempts to increase the amount of the check by making a complex purchase.

So, knowing theoretical basis a newcomer offering a related product may face a psychological barrier in working with a client in practice. On the other hand, an experienced employee may, for a number of reasons, not want to work with a client 100% due to lack of desire or mood, which reduces his personal UPT below the goal. The wrong approach to compiling a harmonious image from several products can also become an obstacle to a successful transaction.

As practice shows, the absence systems approach control over all of these factors is the cause of their occurrence. To eliminate this gap, it is possible to introduce a tool for comprehensive control of check filling - a certain form for fixing sales of checks with one position. It can look like this:

The bottom line is that the seller, who made a deal with one unit in the check, fixes the name of the sold goods in this printed form in the first column of the table. Next, he must list related and non-related products offered by him to the client. In the third column, the employee indicates the customer's objections that led to the refusal to purchase additional items. Finally, in the last column, the seller writes what actions he took in order to overcome these objections. Immediately after filling out, this form is worked out with the administrative staff of the store or his mentor, so that the seller is given feedback on the past sale in a timely manner.

Such a scheme of work allows you to identify and work out several problems at the same time.

First, by looking at the second column of the form, the mentor can conclude that the employee is able to correctly select an additional product. As a rule, novice sellers are limited to offering one unit of related goods, for example, socks for shoes, instead of trying to choose a complete image for the client from the available assortment of goods. In addition, when analyzing this sale, the conditions and circumstances under which the seller offered additional units will be considered, which will allow you to discuss possible mistakes at work.

Second, the mentor, based on the form, assesses the salesperson's ability to deal with objections when trying to expand the check. Correcting mistakes in this context will allow the employee to develop the skill of correct argumentation when working with doubts.

The problem of lack of motivation to offer additional goods, as it turned out, is effectively solved by the emerging need to fill in the form for fixing checks by sellers and conduct a "debriefing" with a mentor. Many employees will be more willing to do their best when working with the client, just not to enter the data on a single sale in the form.

The most important thing in using this tool is to ensure control over its completion and timely verification with appropriate feedback. You can use a form in several situations. So, if we need to tighten up individual lagging employees by UPT value, we can implement check accounting only for these sellers. At the same time, the duration of filling out the form is limited by the moment they reach the planned values ​​of the receipt filling.

Another way to apply this method is to implement solid form fill-out for all salespeople. The need for this may be due to a sharp decrease in the UPT indicator, including external reasons... In this case, continuous accounting helps to mobilize the entire sales team to obtain the best results from working with customers. But it is worth considering that long-term use of the form of a permanent result will not bring, but can give reverse effect to reduce employee motivation. Therefore, in crisis conditions, the maximum recommended period for applying the form for recording single checks can be limited to one month.

As practice shows, the use of a form for accounting for checks with one position allows you to increase the value of the average number of units in a check by 15-20% already in one or two weeks of its use. In addition to traditional methods training and control, its application will improve the efficiency of any retail store and use the internal resource for the highest possible value of the receipt filling in the most efficient way.

Yaskov Artem

Store group manager

When the customer has already arrived at the retail outlet, it is important to sell him as much of the desired product as possible. However, the head of the store should first of all think about how to increase the average check in the store. He must know the main ways to achieve this goal and be able to implement them.

Schematic diagrams of increasing the average check

The techniques for raising the average check work even in small stores. The main thing is to choose exactly those methods that will be effective for a given outlet.

You can get the buyer to buy goods for a large amount in the following ways:

1. Sell ​​as a set or as a set.
2. Increase sales of key products.
3. Focus the buyer's attention on related products.
4. Increase the average price of a product due to a more expensive assortment.
5. Luring the buyer with the upper "magnet".
6. Motivate and train employees to cross-sell and upsell.

Each listed method of increasing the average check has its own implementation secrets, which will be discussed in more detail below.

Complex sales of goods

A person feels the need for a product more strongly as part of a thematic composition. In the mind, not just a product is displayed, but its expanded images in a real situation. An example would be a set of beer with croutons, towels with shower gel, dresses with a perfect bag.

When forming and selling kits, the following rules must be observed:

1. A copy of the kit must be displayed in the window for every customer to see it.
2. The price of the set should be slightly lower than the cost of the goods separately.
3. The kit should include high-margin products that ensure the economic feasibility of its sale.
4. To stimulate the desire to purchase the kit, it is recommended to place it on a stand or mannequin that evokes positive thematic associations.
5. Require sellers to inform buyers about the benefits of the kit, but without pushing for the need to purchase it.
6. It is recommended to form a composition of 3-4 products.

Selling in a set is a passive way to increase the average bill, therefore, special attention should be paid to its appearance when forming it.

To choose the right set of goods, it is necessary to determine the running positions and consider the possibility of combining them with other products.

How to increase sales of basic products

With daily purchases of bulk products, buyers almost always receive large quantity goods than ordered. If the seller weighs less, he will not satisfy the client's need. But excess weight is quite acceptable. The main thing is to ask the buyer if such a volume will suit him.

When selling piece products, clothing, household goods, it is quite difficult to offer a client to buy more of a similar product. The following methods can help with this:

1. Thoughtful merchandising. It is important that the customer, when visiting the store, pays attention to the maximum number of commodity items.
2. Make a discount when purchasing several similar goods at once.
3. It is advisable not to offer the client to buy another dress or T-shirt, but only to inform him about such an opportunity with a discount. For example, say that 7 roses will look prettier than 5.
4. After the client finally chooses the object of purchase, offer to consider additional options.
5. To lure customers with cheap promotional goods, selling at the same time high-margin products.
6. Packing goods in large packages.

The wrong thing to do when selling additional units is to put pressure on the customer. At the same time, the seller experiences a strong fear of rejection, and the buyer rejects the offer due to the perceived psychological pressure. As a result, both feel uncomfortable.

When offering a product, you cannot ask closed-ended questions, limiting the client to two answers: "yes" or "no". It is better to simply inform the person about the possibility of additional acquisition, forcing him to think about the advisability of buying on his own.

Encouraging the purchase of related products

When a customer comes to the store, he expects a certain amount of the purchase. However, psychologically, a person is ready to easily spend 20-25% more than planned. It is this gap that must be used to increase the average check amount.

1. Place racks with inexpensive but high-margin hot products in the checkout area. It should be designed for the maximum age range and be suitable for both men and women.
2. Sellers should engage in up-sales, not letting the buyer go only with the product for which he came to the store.
3. It is recommended to place popular seasonal products in a roller coaster at the beginning of the shopping area. Their price should be low, creating a sense of the availability of other products.
4. It is imperative to offer suitable accessories for every clothing sold: belts, brooches, earrings, socks, hats, etc. If you let the buyer go without them, he will buy them from competitors.
5. Do not ask closed-ended questions like "Maybe you need a brooch?", "Do you have a flashlight?" It is recommended to simply inform the buyer about the available assortment of useful related products.
6. If the client wants to get a discount, you can agree to convert it into a purchase of a related product or service (for example, payment for delivery).
7. If the product has consumables, then you should immediately recommend purchasing several units of this product.
8. On the websites of online stores, when reading a block of information about a product, related products should fall into the client's field of view.
9. It is necessary to place related products on the shelves next to the related main products.
10. If the client refuses to pay for a branded product, you can offer a cheaper analog and an additional accessory.

At first glance, it is quite easy to sell inexpensive related products, because the client is willing to part with the money to purchase it.

However, it is highly likely that such goods have already been purchased earlier, and the buyer does not need them. Therefore, it is initially necessary to identify a person's needs for a related product and only then actively offer it.

Increase in the average cost of goods

There are two ways to increase the average cost of a purchased item:

• increase the margin;
• make the client buy a higher quality and more expensive product.

The first method is quite dangerous because it can scare away regular customers from the store in the long run. The second option for increasing the average bill is optimal.

But often more expensive products do not have advantages that can be determined at first glance. To lead a client to the need to purchase a premium product, the following conditions are required:

1. Availability of a line of similar products in different price categories
2. Conducting special training for sellers so that they can competently sell the "first price" product.
3. The seller must be personally interested in selling a more expensive product.
4. Expensive products should take the best place on the shelves.
5. Registration and appearance a premium product should compare favorably with cheaper counterparts. For example, the image on expensive TVs is specially made brighter and more saturated.
6. Before expanding the assortment at the expense of expensive products, you should think about its demand among regular customers.
7. The description of an expensive product should be more detailed.

Techniques for shifting the focus of purchases to a more expensive segment are mostly organizational and do not require cash costs. Practice shows that competent merchandising in combination with trained sellers gives an increase in turnover retail by about 20%. Therefore, the task of the business leader is to realize this potential in his store.

Formation of the upper "magnet"

Quite often in hardware stores you can find an ad “When buying for xxxx rubles - delivery is free!”. Instead of delivery, it may offer a discount, gift or additional service. Thus, a “magnet” is placed in front of a person - a bait, which offers bonuses when the purchase amount reaches a certain value. This simplest scheme for increasing the average check is available for every store.

Those retail outlets that are seriously engaged have the opportunity to increase sales even more. The transition to software has contributed to the proliferation of special.

When introducing discount cards, the store management gets the opportunity to see the average check of each customer separately. This allows you to automatically form individual size"Magnet", increasing it from month to month. As a result, in a year, each customer will purchase products in the store for the maximum amount possible for themselves.

It should be remembered that the size of the bait must be constantly adjusted to reflect the ease with which buyers can reach it.

Motivating employees to sell

Increasingly, retailers are linking seller premiums to the average check. If, you can easily track this indicator for each employee in personal account OFD. The optimal level of dependence of the premium on the amount of one sale is 70%.

This method can be used even in small grocery stores, where up-sales depend as much as possible on the desire and skill of the seller. You can stimulate employees to sell as many products as possible to one customer in the following ways:

1. Additionally, reward for each check above a certain limit.
2. Use methods of non-material motivation: certificates, cups and other honoring of the best sellers.
3. Send employees to special trainings to increase the level of retail sales.
4. To enable sellers to provide bonuses to customers who make large purchases.

When promoting upsells, it is important to ensure that the rewarded employees do not get stuck in the financial comfort zone. In this case, they will not have the desire to strive for a larger average check.

Almost all effective methods increases in the average check in the store are known. In addition to the strong-willed decision of the management, their implementation requires minimum costs for employee training and merchandiser services. Therefore, if you want to increase sales by 30-50%, you can now begin to implement the described techniques in life.

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1.1. This agreement on confidentiality and processing of personal data (hereinafter referred to as the Agreement) is freely accepted and of its own free will, applies to all information that LLC "Inseils Rus" and / or its affiliates, including all persons belonging to the same group with LLC "Inseils Rus" (including "EKAM service" LLC) may receive information about the User while using any of the sites, services, services, computer programs, products or services of "Inseils Rus" LLC (hereinafter referred to as the Services) and the course of execution of any agreements and contracts with the User by Insales Rus LLC. The User's consent to the Agreement, expressed by him within the framework of relations with one of the listed persons, applies to all other listed persons.

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Date of publication: 01.12.2016

Full name in Russian:

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Abbreviated name in Russian:

LLC "Insales Rus"

Name in English:

InSales Rus Limited Liability Company (InSales Rus LLC)

Legal address:

125319, Moscow, st. Academician Ilyushin, 4, building 1, office 11

Mailing address:

107078, Moscow, st. Novoryazanskaya, 18, p. 11-12, BC "Stendhal"

INN: 7714843760 Checkpoint: 771401001

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