Touching Customers - 36 Golden Rules to Make Customers Pay with Their Own Money

Author: Zhang Yong
Publisher:
Publish Date: 2006-10-01
Features: As a salesperson, you need to develop strategies based on the product and market conditions at the sales location, employing a series of promotional methods to increase sales. Currently, most promotions have formed a nearly perfect set of methods, in addition to the ones mentioned above, which also include the following:
1. When selling a certain product, first sell it in a smaller region or target market through other promotional forms to generate significant sales, establish store credibility and brand reputation, and then leverage the mobility of customers to use them as "cost-free promotional media" to gain market foundation, gradually expanding step by step.
2. When promoting several complementary products simultaneously, sacrifice a less profitable new product to attract more customers, thereby driving the large-scale sales of highly profitable products. The basic requirement of this promotional strategy is to first grasp the psychology of customers, catering to their preferences or needs, with the fundamental strategy being "to win the heart first."
3. Salespeople should source goods by choosing nearby suppliers, with each purchase not being too large in quantity but ensuring a full range of product varieties, specifications, and models that are marketable. At the same time, various promotional forms should be adopted promptly to sell the purchased goods as quickly as possible, followed by multiple purchases. The major advantage of this sales strategy lies in shortening the time goods spend in the circulation field, accelerating capital turnover, and improving economic efficiency.
4. The "thin profit, large sales" strategy aims to achieve a certain profit by combining low profit per unit with high sales volume. The product is sold at a price lower than that of similar products from other brands, using low prices to attract more customers and complementing it with other promotional forms to achieve large-scale sales. This promotional strategy is more effective for general daily-use goods but is not very suitable for clothing retail stores. In contrast, the "high profit, low sales" strategy is the opposite of the "thin profit, large sales" strategy, aiming to achieve a certain profit by combining high profit per unit with low sales volume. This strategy sets the product price very high and appropriately controls the sales volume to maintain the product's rarity and prestige. Compared to other strategies, mid-to-high-end clothing is particularly common in using this sales strategy.
5. First, determine and announce a sales cycle and total supply volume, then sell at a discount every two days. For example, sell at 90% off for the first two days, 80% off for the third and fourth days, and 50% off for the last two days, with a 18-day cycle. The cleverness of this strategy lies in giving customers complete control over the choice of different prices for the same product at different times, allowing them to select the best purchase time. Of course, customers are undoubtedly willing to buy later, but due to the limitation of supply, delaying might result in the product being unavailable. Currently, homogenization is a very serious issue in China's clothing industry, whether in terms of materials, quality, style, or even retail store displays, with brands differing little from each other. At this point, promotions have become the most direct edge in the battle between brands. The main sales channels for clothing products are primarily retail stores, supermarkets, specialty stores, wholesale markets, and clothing retail stores. As an important sales channel for brand clothing, retail stores have become increasingly competitive due to their unordered competition, causing frustration for Chinese clothing brand manufacturers.