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

Author: Zhang Yong (Compiler)
Publisher:
Publish Date: 2006-10-01
Features: As a salesperson, you need to develop strategies based on product and market conditions at the sales location and adopt 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 particular product, first sell it in a smaller region or target market through other promotional methods to build store credibility and brand reputation. Then, leverage the mobility of customers, using these moving customers as "free promotional media" to gain a market foothold, and gradually expand step by step.
2. When promoting multiple 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 customers' psychology, catering to their preferences or needs, with the fundamental strategy being "to win the heart first."
3. When organizing inventory, salespeople should choose to purchase nearby goods. The quantity of each purchase should not be too large, but the range of products should be comprehensive, including various colors, specifications, and models, ensuring they are marketable. At the same time, various promotional methods 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 products spend in circulation, accelerating capital turnover, and improving economic efficiency.
4. The "thin profit, high sales" strategy aims to achieve a certain profit by combining low profit margins per unit with high sales volume. Products are sold at a price lower than that of similar products from other brands to attract more customers, complemented by other promotional methods to achieve high-volume 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 "thin profit, high sales," aiming to achieve a certain profit by combining high profit margins 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 reduce the price every two days. For example: on the first and second days, sell at 90% off; on the third and fourth days, at 80% off; and on the last two days, at 10% off. The cycle repeats every 18 days. The cleverness of this strategy lies in giving customers the complete choice of selecting different prices for the same product at different times, allowing them to choose the best buying time. Of course, customers are undoubtedly willing to buy later, but due to supply limitations, they might not be able to get the product if they wait too long. Currently, homogenization is a very serious issue in China's clothing industry, whether in materials, quality, styles, or even retail store displays. Brand differences are minimal. At such times, promotions become the most direct edge for brands to compete.
The main sales channels for clothing products are primarily store counters, supermarkets, specialty stores, wholesale markets, and clothing retail stores. As an important sales channel for brand clothing, store counters have been exhausted by the chaotic competition, leaving Chinese clothing brand manufacturers exhausted.