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Retailing Versus eTailing – Convincing Customers To Buy Where They Try
It’s hard to believe that traditional brick and mortar retailers are becoming increasingly successful with the emerging group of online retailers. We can talk all we want about how they can handle the beating by making shopping fun, how they can create events that make people happy and fun ‘walking through the market’, and finally how and when will they take ’em can’t beat ’em so let’s join ’em’ way to click and bricks maybe. Although they don’t seem to realize it, the owners of their large stores and retailers have the opportunity to do this, but I can’t help but listen to their smaller relatives, especially the retail line sellers who have started to do this. listen slowly in the face of the upcoming ‘try life and then buy online’ trend.
It’s starting to look like their difference will be going back to the oldest technology in the world and mastering it – the human form. To survive the onslaught of the Internet, store owners must rethink the importance of face-to-face sales, especially the art of selling extras. In my meetings KNACK of Sales, especially for these small salesmen, is finally starting to take its rightful place as the most important and difficult skill required by the seller on the floor, of course for all but the most important things. As the guardian of the last three feet of commerce, they are the ones who should not take prison; they should not only convert each of the hard-earned heads at home, but increase the maximum profit margin by becoming living experts in sales, marketing, and delivery… and all of this begins with product knowledge. !
In sales, our products and services are our life. We need to know our trends and availability like the back of our hands, to understand how our ideas are related to what our competitors have come up with, and to appreciate the synergy of products so that we can sell, add, bundles. , and add any sales. We need to know why our products are in the stock, how they are placed among them, and how they are made and why they are placed at prices similar to those in the stock.
One of my recent students, a computer salesman, gave me a great example. He carried a calculator in his pocket, an organized summary of all the products and a combination of prices to create a selection of products and accessories that worked on the computers he sold. Although his first strategy was always to qualify the work the client wanted, then sell ‘up and away’ from the price leader, his return policy was not to let the client leave – to spread the word that his company did not compete. He was not in the mood to buy at any price. He was well aware that this would make the customer expect that he would never want to pay the full price. Instead, they simply take the high ground and build it under pressure. In addition, his laptop computers also came with “plug and play” USB sockets that you can connect to many communication devices – connecting additional products.
In his opinion, it would be imprudent to sell something like a mobile computer without the necessary requirements – the right software, Internet access, a protective wallet, anti-virus protection, and external storage options. data value customer. On average, he collects five or six items in his laptop and tablet sales, each time turning an unprofitable sale of $699 into a $1000-plus transaction, bringing in a profit greater than the store’s volume. He went so far as to create high-quality graphics to support his ideas and add credibility to them by displaying options on the computers he sells. This is the epitome of not only knowing and understanding your business, but using that knowledge to both increase sales and increase profits. Using this integrated approach enabled him to overcome the most difficult ‘similar pricing’ threats from nearby competitors or internet searches.
It also has a way of keeping loyal customers, where consumers want to be comforted knowing that the store really has their interests, and is not ready to leave the valuable purchases of its customers unprotected – easy sales, and high responsiveness. nothing. Most importantly, it also avoids giving the impression that the store is not competitive. A sale or customer is not lost, and the loyalty shown can lead to more referrals. This will not always be available to us, but we will give ourselves the opportunity to prepare well. I can’t compare many things that are rented out like computers, or cars, but even so, you can make the right choice for your market. For example, just as mugs go with bowls, earrings with bracelets, and golf balls go with golf clubs, there will be many ways to enhance and enhance other products that you sell.
You need to ask yourself the question: ‘Do you have your extra sales channels planned, listed, and ready?’ If in doubt, consider the supermarkets. It is not surprising that the unplanned purchase, the attraction that buys at the exit, contributes significantly to their figures among each customer, or that the sale of accessories and stickers is chosen as a separate / profitable area for a new car. sales.
In my training, I also emphasize the importance of having the habit of introducing these supplements at the beginning of the trade. Intangibles like extended warranties and technical support packages are often introduced when products are to be offered randomly to say, ‘This product deserves our extended warranty’. This is a variation of a well-tested marketing strategy where terms like ‘qualified’ and ‘qualified’ are used for the customer, not the product. In this case, the word ‘fit’ serves as a powerful but small benefit (trustworthiness/peace of mind) in favor of a particular drug, subtly suggesting that not all products may be fit. It can be reintroduced late in the sale as a question (small, optional) to effectively close the sale itself and the additional service.
The same discipline of ‘announce it early and show it always’ applies to investment decisions as well. By breaking the front barrier, the seed is sown to sell well and include extras throughout the sale. This method is very effective in allowing us to gradually reduce each cost to a very low level, which is expressed in ‘cents per day’ currency. It’s a better option than running it into a panicked negotiation late in the sale – after we’ve done the budgeting process.
It should be noted that going back to the financial perspective, these intangibles are the ‘crème de la crème’. Not only do they return more profit than the products they support, they don’t include inventory costs, and they don’t take up shelf, floor, wall or storage space. It always makes sense to put them on the table, and display them as quickly as possible. So, just because these are called ‘upsells’ and ‘upsells’, it doesn’t mean we should see them as the ultimate sales job. Of course, the best time to sell something is when the customer has just bought it, and this applies especially to supplements, but the seed must be planted early and allowed to grow throughout the sales cycle.
So, there’s obviously more to product knowledge than just reading the book. This understanding of multiple products, services, and support services is the key to true marketing knowledge. This is what it says. Surprisingly, knowing everything about each product, including all the sales options that have been put in place, remains the best way to make our difference – especially for website shopping options.
It may be that – for small business owners who form the backbone of sales in every market segment in every corner of our world – resurrecting the old art of face-to-face sales will be their savior. Remember, they are the people who will forever buy our products, they are the people who will use our products… it makes sense then they are the people who will sell our products!
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