However, he said that when he was writing "Father's Advice" in the summer, the business of the flower shop was also surprisingly good, so that he sometimes did not have the time to add a word to the manuscript of this article for three or five days. Therefore, it took more than a year to finalize this article, which is more than 30,000 words.

When it comes to the development of the florist business, we have to start from 2004. At that time, less than 100 meters around Fan Ting's flower shop, five or six flower shops popped up one after another, and Xia Xia thought: "Selling flowers makes a market, after all, it is not selling vegetables, it is not delicious, what is the picture? Now the most effective way is to reduce the loss rate of flowers, and at the same time, reduce the gross profit margin, to see who can not survive first. ”

Then, Summer wrote a book called "Principles and Methods of Running a Small Shop", which said:

First, we must establish a firm will and belief, and firmly believe that as long as we work hard, we will be able to win in the competition. It was, it is, and it will always be.

Second, on the premise of adhering to the main business, we should take into account a variety of operations. However, we must not lose our main business, and we must do it well, meticulously, and well. In a variety of operations, we must not only dare to try, but also try carefully, and we must grope for progress, and do not make four dislikes.

Third, on the basis of consolidating the existing customer base, we should expand the new customer base. Guarantee sales and gross profit from customers. For this reason, the quality of the product is the cost of eating by yourself. Style attention: maintain a balance between tradition and innovation.

Fourth, a few words should be memorized and pay attention to grasp the relationship between them: sales revenue, gross profit, purchase cost, expenses, profit, pricing range.

Sales revenue - purchase cost = gross profit

Gross Profit ÷ Sales Revenue = Gross Margin

Sales revenue - purchase cost - expenses (rent, utilities, taxes, freight, wear and tear, labor wages) = profit

The pricing interval is the range between the upper and lower limits of the selling price of a product. The upper limit is: the sum of the quantity of each commodity multiplied by the retail price and the appropriate addition of labor costs, and the lower limit is: the quantity of each commodity multiplied by the purchase price and the sum of the relevant purchase costs, taking into account the quality of the goods, and the selling of capital preservation or loss reduction. The change between the upper and lower limits is the change range of gross profit margin.

Fifth, several issues should be noted:

1. Communicate more, ventilate and communicate more internally. It is necessary to give feedback on the customer's views, opinions and requirements, especially when handing over the shift, and clearly introduce the unfinished matters contacted by the customer and the situation of the customer who has not done business.

2. When receiving orders, through the eyes to look at the other party's face, ears to listen to the other party's demands, and the mutual communication between the two sides, the rapid judgment of their own brains, pay great attention to the timely analysis of the customer's ideas and potential ideas, such as: is the unit pay, or pay for themselves? It is estimated that the customer ran a few to the store, or only to the store?

In addition, it is also necessary to grasp the proportions of the presentation, and when you want to say more, you should say more, and when you should not say more, you can play stupid. Don't forget, our ancestors didn't speak when they were shivering because they were shivering from the cold, and the story of "making twenty-four dollars by pulling urine for soak urine".

Here's what it is: sometimes passion is like fire, sometimes silence is golden.

It is said that in the past, there was a seller of chili pepper seedlings, and one day he met two customers, and the first one asked, "Are you spicy?" She said, "Yes! Unexpectedly, the guest explained, "I'm going to buy sweet seeds." With that, he left. Later, another guest came and asked, "Are you sweet or spicy?" But the customer said, "I found a street, but there are no spicy chili seedlings for sale." "Gone too.

In my opinion, if this chili seedling seller has to pretend to be stupid and talk when answering customers, only one sentence can guarantee the above two transactions. That is: avoid answering and ask the other person: "Do you want it to be spicy or sweet?"

3. Every day, we should carefully calculate the cost of purchasing materials for assembling goods such as bouquets and various flower baskets, so as to determine the capital line (lower limit), and be able to use it freely when customers come to negotiate, which is also the key to receiving orders. For this reason, it is necessary to know the quantity of each item of the combined product and the unit price of each purchased product, so that it is easy for you to calculate by heart.

4. Always pay attention to the sales dynamics and sales prices of the surrounding flower shops, so as to control the up and down adjustment of their sales gross profit margin. For example, do other people's bouquets go fast, do they buy more, how is the flow of customers, what are the merits of the color variety, and so on.

5. In the competition, the prerequisite for adjusting the gross profit margin is: the purchase price of the store is equal to or lower than the general average purchase price, and the loss of the store is lower than the general average loss rate of the society. To this end, the quality and cost of procurement are key while taking measures to control the wastage rate. Lessons and experiences have also taught us this truth: We should not buy at retail prices in the wholesale market, we should not sell at wholesale prices in the retail market, we should not buy cold-backed and sluggish commodities and hoard them for sale in the off-season, and we should not be overly worried that the commodities may not be sold before the arrival of the prosperous festival and dare not buy sufficient quantities of goods.

Mr. and Mrs. Fan Ting control the gross profit margin of flowers at about double the cost, and some varieties, such as lilies, only have 30% of the gross profit from sales. In fact, for flowers, if you consider the loss, it is already at the critical point of profit and loss. However, once this trick was used, the effect was unexpectedly good: not only did it consolidate the original customer base, like a salesman who was engaged in a life insurance company, when he saw his customer's birthday, he could buy a bouquet of cost-effective flowers in Fan Ting's flower shop for 38 yuan to congratulate the customer's birthday, which was more exaggerated than any gift. Many young friends came to the flower shop to buy a bouquet of flowers, cost-effective in line with their own minds, before leaving to take away a flower shop business card, from time to time there are flower order phone calls, asking for flowers.

The most busy summer couple has to start with a man and a woman.

One day, a young girl who claimed to have the surname Liu bought a bouquet of round flowers from Fan Ting for forty yuan and asked for an invoice to be issued to her. After Fan Ting finished, Miss Liu still took a business card when she left. The next morning, Luo Xiaoli received a call from Toyota Sales Company in South China Automobile City: ask the owner of the flower shop to come to their company to discuss business.

Fan Ting went to the company as an appointment and saw nearly ten bouquets of different styles in the exhibition hall on the first floor. A understanding, it turned out to be yesterday morning, the company has nearly ten flower shops to buy back the bouquet for on-site evaluation, to choose a flower for the partner, each sale of a car, will send a bouquet of flowers as a means of promotion, in order to strengthen communication with the owner, and for the 4S shop after-sales service to open up a communication platform. Later, more than a dozen young ladies in the company and Mr. Zhao, the head of the company, chose to choose to come to the flower shop as a partner.

At that time, the sedan was just going to the prime time of the family, and the company could sell more than a dozen or twenty cars a day, and they required that the unit price of each bouquet of flowers must be lowered, preferably no more than 30 yuan a bouquet.

Fan Ting looked at the sunshine outside the company's office and thought: "It's summer now, it's the off-season, and the loss of flowers is also large. So, he said to Mr. Zhao: "30 yuan a bunch, less is a little less, but as long as the two sides cooperate sincerely, they can still try to do it." In my opinion, in summer and autumn, you can set a price of 30 yuan a bouquet in the half of the year, but the price of flowers in winter and spring is generally upward, you think, a rose on Valentine's Day costs 10 yuan, and a bouquet of flowers will definitely not be bought for 30 yuan. ”

After listening to Fan Ting, Mr. Zhao said: "Do you think this will work? In principle, the price is 30 yuan, and when the time comes, it is true that because your cost is long, I will not watch you make a loss-making transaction, and the price will be discussed once a month, isn't it OK?"

Fan Ting agreed, so she came to the flower shop at random and signed a cooperation contract with the top ten car dealers in the country to supply flowers. The next day, more than 20 bouquets of flowers were sent on demand.

A few days later, Ms. Xi of Honda Motor Sales Company, another of the top 10 car sellers in Shenzhen, found a business card from a flower shop out of nowhere and called the flower shop to ask the owner to meet with their business manager. Fan Ting immediately asked Xia to come to the company to negotiate. On the way there, Xia said to Fan Ting: "If the negotiation is successful, it is better to put the price at 40 yuan a bunch, and the other terms are according to Toyota." ”

Fan Ting agreed.

When I learned about the business management department of Honda, I learned from Miss Xi's mouth that the company had officially terminated the cooperative supply relationship with a flower shop in Bagualing, and was ready to sign a contract with a random flower shop.

Fan Ting asked, "How much does it cost to spend each bouquet?"

Miss Xi didn't hide it either, and said, "It's definitely more expensive than yours." After speaking, he made an internal phone call; "Minister Luo, the owner of the flower shop is here." ”

The other end of the line said, "Okay, I'll be there in a moment." ”

Twenty minutes later, a burly middle-aged man walked into the office, glanced at the summer couple, and said, "Arrived?"

Miss Xi then said, "It's been more than half an hour. ”

After the man sat down, Miss Xi introduced in a timely manner, "This is our Minister Luo." ”

Minister Luo said to Fan Ting: "We want to transfer the business of selling each car and supplying a bouquet of flowers to you, what are your requirements?"

Fan Ting said: "From the current cost, each bouquet needs a minimum of 40 yuan to make it. ”

Minister Luo laughed and said, "It's not the first time I've dealt with your flower shop. You can ask your clerk, I spent 30 yuan in your store to wrap a very beautiful bouquet of flowers. ”

At this time, Miss Xi said in a timely manner: "Minister Luo is your fellow countryman and wants to take care of you." ”

Fan Ting asked, "Where is Minister Luo's hometown?"

Minister Luo showed a look of love to talk and said, "Meizhou." ”

Summer said, "By the way, it's a fellow countryman. I said, fellow countryman helps fellow countryman, don't talk about gossip, I think just sign according to the text of Toyota's contract, and we will try our best to do things well. ”

Minister Luo said: "Okay, then you take the contract, and we will stamp it for you." No, it counts now. In this way, this is sent by the flower shop opened by the Hubei Yankee in Bagualing, and you break it up into three bunches, and add some flowers—you are an expert in this matter, I don't pay for two bunches, and I give you money for one bunch, and it will be the first business. How?"

Summer said: "It's better to be respectful than to obey your fate, and a word is a certainty." ”

After saying that, the summer couple left the Honda car sales company, returned to the flower shop, and quickly changed the flowers for them. During this period, I received a call from them to add seven more bouquets of flowers as the side flowers for the sales car of the day. The three of them were busy in the store for an hour, sending flowers over, and Minister Luo and they were very happy.

In this way, from this day on, the two top ten car dealers took turns to come to the flower shop every day to ask for flowers, sometimes the most up one day reached as many as 90 bouquets, and they were so busy that the summer couple and Luo Xiaoli went around all day long, the purchase of purchases, the whole flowers of the whole flowers, and the packaging of the packaging. At the end of the day, my back hurts and my legs hurt, but it is also full of freehand.

And to send out so many flowers every day, the number of purchases will naturally not be small, in the middle of summer and August, it still needs 20 roses a day, and there are so many kinds of matching flowers that many wholesalers are dumbfounded, and they have asked: "What kind of reputation is your store, in summer, you still have to buy so many roses and other flowers every day?"

Summer smiled and said: "I'm doing the business of 'making lovers all dependents', in the words of the past, it is learning **, and now, it is called good deeds." ”

The wholesaler said, "The devil believes you!" As the saying goes, if you don't make money, you can't make any money, so who likes to suffer this sin?"

Summer said, "There are some things that make sense if you don't believe them. However, one thing is true: the price of my bouquet of flowers is lower than the price of your wholesalers. Believe it or not?"

"I don't dare to doubt that. The other party said in disbelief.

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