Sales Tips

Look Behind When Planning Ahead

As you plan your year ahead, start by looking at the past year. Sit down and analyze your numbers. What was hot and what was not for the year?

Start by taking an analytical look at seasonal sales. Next, take a look at department sales. Finally, analyze sales following the various promotions and advertisements you run.

Once you know your numbers, be sure to know your products. By attending the big trade shows (e.g. SHOT, NRA) you will see what the "buzz" is in the industry.

You can also read all of the trade publications and consumer hunting/shooting magazines to get a sense of what is hot for the upcoming years.

Talk to your employees. And while you are at it, talk to your customers.

Don't be afraid to ask for help. Talk to your manufacturer's sales reps about co-op allowances, advertising support materials and promotions.

Now that you've done your background work, it's time to look forward. Plan the work, then work the plan.

Sit down and take out your calendar.

We've found that it's a good idea to stick to the 30-day rule. Order 30 days before you need deliveries.

Plan when you are will be placing advertising in the local newspaper or on television or radio. You'll have a better sense of when you will need to get your ads created and when you will need to promote the advertised items in the store itself.

Be sure to set aside a few days here and there for training with your staff. We believe in the FAB rule, which stands for: Features, Advantage and Benefits. Arm your staff with these and they can sell just about anything. Training will give your salespeople confidence and make them better at their jobs.

Plan out your departments so they are easily found and products are in the right place. Make sure your displays are clean and well organized.

And make the most of your end caps.