1.
Selling to old customers and their friends: if satisfied,
experience
shows that past customers are more likely to buy
again
more than anyone else, so never forget them. If a
customer
has purchased a TV, they are very likely to want a
Video
or other home appliance. Having purchased from a
classified
advert before, and being satisfied, are likely to
purchase
again, especially if they can enjoy a discount.
You
may wish to contact your past customers say every 2-3
months
telling them about your latest offers, contacting them
either
by post or telephone, details of which you will have on
them
from your invoices. Another good way is to issue a
small
certificate, printed or photocopied, giving them a
Privilaged
Customer Discount of say 10%
Always
ask your past customers to recommend you to their
friends
- it costs nothing to ask them, but better still give
them
a supply of discount vouchers to use either for
themselvs
or to give out to their friends. Do this when they
purchase
from you. The Discount offered can be made up for
by
achieving extra sales that otherwise would not have come
your
way.
2.
Window cards and posters: inexpensive way to advertise -
a
postcard or small poster in shop windows such as
newsagents
and corner shops. Potential customers may
forget
your details, so to be effective, ensure your card or
poster
is visible in say 20 or 30 places in an area.
3.Leaflets:
The main thing to remember with leaflet drops is
that
they are much more effective the larger
the drop
because
the printing cost drops in comparison to the greater
number
ordered.
Do
make sure you have enough stock to service increased
demand.
Remember, with a leaflet drop, a 3% response over
a
few weeks would be considered good, therefore 5,000
leaflets
would give 150 maximum response, whilst 20,000
would
give around 600 maximum response.
Look
for the best printing prices, but remember, is a tatty or
badly
copied leaflet likely to persuade you to part with
perhaps
œ100+? Be careful to maintain a printing standard
that
reflects well on your company.
To
distribute the leaflets you can either do it yourself if you
like
plenty of exercise (and we mean plenty), or have
others
do it for you, sharing the 'drop' with several other
leaflets.
Better to pay someone else and concentrate on the
selling.
4.
Direct Mail: ideal for selling to old customers and to
business
customers. The mailing shot should be direct but
interesting
and should make the reader want to respond i.e.
special
prices or discounts.
For
your mailing list use records of your past customers i.e.
always
ask for a name and address when making out a
customer
invoice. Use Yellow Pages to draw up a list of
business
customers; small business and self employed are
your
best bet because larger companies tend to lease their
goods.
5.
Car boot sales: select a local car boot sale and go along a
week
before to check out the situation. Prices tend to be very
low
so sell only second hand, at no more than œ30, as this will
attract
impulse buyers, but if above this price, it becomes
more
difficult to strike a deal. Remember there will no
electrical
supply to demonstrate goods.
6.
Garage sales: If you live in a large town or city and have a
garage,
place your stock in the garage, price it and invite
people
in. Publicise the event by using classified adverts in
your
local press. You will not be able to hold these one day
sales
on a regular basis due to planning laws, but there is
nothing
to stop you with occasional sales.
Do
remember that the disadvantage of garage sales is that
low
prices are expected, therefore sell used goods rather
than
new.
7.
One day sales: Once you have accumulated enough stock,
think
about renting a room in the town hall or banqueting suite
of
a hotel. Set up your goods and invite the public in. The
advantage
is that in this situation you can plug in and
demonstrate
your goods. Offering a delivery service,
perhapes
for a few pounds may well help sales.
Once
again use classified adverts in the local press to inform
the
public, while at the same time depending on the position
of
the venue you should get plenty of passing trade. Although
you
can make a good profit from these sales, holding them
on
a regular basis, every month or quarter, helps the public
get
to know about you and where to come when they want to
buy.
8.
Auctions: Although prices are not as high as retail prices,
with
care, there is still a profit to be made: buy your stock
one
day and sell the next multiplying your cash very quickly.
Goods
bought at keen trade prices are frequently cheaper
than
what can be achieved at a Household Effects auction.
Do
take into account auctioneers entry fees for items to be
sold,
plus any sellers commission.
Ask
a local firm of auctioneers about organising an auction
for
you once you have enough stock. The profits are relatively
low
but give a quick turn - round of profits.
Developing
a network of agents: self employed people in
your
area or region who will sell your goods for you on a
commission
basis. Provide them with a supply of basic stock,
for
which you will hold a deposit from them based on the
trade
value.
The
commission should be no more than 50% of the actual
profit
(not of the selling price). They will be responsible for
the
advertising and marketing costs. Ensure to draw up a
basic
agreement with them.
Perhapes
keeping the local area for yourself, advertise for
agents
in other areas you wish to expand into. Interview them
and
advise them on how to sell the goods.
Although
your profits will be halved, you will achieve far
greater
sales which otherwise would have not come your way.
Once
set up, your agents will help you achieve these greater
sales
into the forseable future.
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