Increasing sales volume is, of course, a burning topic. True, I'm not sure that all 22 methods proposed in this article actually work. But it's worth a try.

Sales volume is the main indicator of the success of every company. And the task of the commercial department is to make this indicator as high as possible.

In this article, we have collected 22 effective ways increase sales for the most common areas of activity. Let's take a look at them.

Volume of sales, or rather its increase, sooner or later begins to disturb every manager. It is important to understand that increasing sales is a complex and multifaceted task that needs an integrated approach to solve.

In addition, there are no universal solutions in the world of commerce; for each case, you need to try different approaches. As practice shows, some solutions will be effective, while others will not bring the desired result. This is fine.

But you need to work hard to increase sales volume. Let's focus on proven ways to increase sales.

Method number 1. Offer your customers at least three different offers

Often, when contacting a company with new customers, to anticipate them price range pretty hard. Therefore, offering products from only one price range, it is possible not to guess the preferences and expectations of the buyer. It would be more rational to offer several options - in particular, standard, business and premium kits.

Here, the so-called sales psychology will operate - the buyer understands that he is offered goods for any price range. Therefore, the probability of ordering increases significantly. But it is important to carefully consider the proposed kits from different price niches, explaining to the client the differences between them.

Method number 2. USP or differentiation from competitors

You should analyze your possible differences in comparison with other market participants. If you differ from other companies only in the offered price, cardinal changes are required.

Among the possible competitive advantage can be highlighted: free and / or fast delivery, service, provision related services, bonuses and gifts for customers, the constant availability of products in stock, etc.

Method number 2. Visual commercial offers

The commercial offer should be made in such a way as to really interest the client. Namely, with detailed description characteristic advantages provided after-sales service. For short-term promotions, this offer should be supplemented with information about promotions and discounts of the company.

Method number 3. Progress report every quarter

Clients often do not understand what exactly and in what quantity they receive when concluding an agreement subscription service. Therefore, we decided to regularly send detailed reports, indicating information about the work carried out - in order to improve loyalty from our target audience.

Method number 4. Promotion of services using the Internet

Thanks to the site, we managed to significantly improve our results - we indicated all the data on special offers there, posted videos with information about the features of subscription services, and explained the benefits of working with us.

In addition, we have thoroughly approached the issues of search engine promotion, updating the structure, design, and navigation of the site to increase resource traffic.

Method number 5. Improving Application Processing

Improvement CRM systems includes feed function electronic application client, through which the client can easily learn about Current state execution of the application. Applications marked "urgent" are processed first of all, without waiting for the general queue.

Automation of the processing of incoming applications has allowed us to significantly increase the overall loyalty of the user audience, simplifying the tasks of the company's engineers.

Method number 6. Increasing sales by mailing to databases of potential customers

Formation of bases of people who expressed interest in our project, even if the contract was never concluded. We always make sure to keep the version of our databases of potential customers up to date by regularly adding and updating data.

Method number 7. Selling site development

For modern business the relevance of the site is difficult to overestimate, it becomes the main means and channel for attracting customers, increasing significant sales. In order to increase the return on the site importance is given to three main elements - the main page with high-quality selling text, the form for filling out an application, the form for collecting contacts of potential customers.

Tips to help make your site more efficient

1. Simplify the structure: refuse to pile up different types of information on one page. It is very important for clients to understand where and what to look for.
2. We are preparing 2 separate menus - a general menu (for site navigation) and a catalog of available solutions, which are divided by business segments (in particular, "Expert. Restaurant chain", "Expert. Club", etc.).
3. You should publish in a conspicuous place on the main page information (better infographics) about the benefits of your offers. In particular, it is possible to reflect a visual comparison of losses in the absence of proper automation and a possible improvement in performance, which its presence will contribute to.
4. You can place a link to customer reviews on the main page. The visitor who clicked on them goes to the reviews section.
5. It is also necessary to provide on the main page a place for a banner that advertises the current special offers of the company, etc.
6. A callback button should be placed on each page in the upper left corner.

Method number 8. Increasing sales through the right choice of promotion channels

We always recommend using advertising campaigns in Yandex.Direct, advertising banner, articles about plots for sale on the main portals of your region. So, for example, a company selling land plots at first shortly annulled special offer, after which eight plots were sold.

In addition, to this day, television advertising is quite effective. In particular, thanks to the launch of the reality show Construction. Your house in 3 months” the company was able to achieve recognition of its brand in a short time.

Method number 9. Organization of work of sales managers

In order to increase sales, we decided to general scheme sales. Now the manager had to demonstrate the plot to a potential buyer before bringing him to the office. And the head of the sales department had to successfully complete the transaction.

This principle is beneficial for each party - the manager had additional time to attract clients, while the boss achieved a larger volume of concluded transactions, since he was not forced to spend time inspecting the sites.

We also approved a standard sales scheme:

• Call or request to inspect the object;
• Manager calls to clarify site inspection plans;
• The buyer visits the site for sale;
• Meeting of the buyer and the head of the sales department in our office;
• Registration of the contract.

In the period March-December, we managed to sell a total of more than 100 plots of the first stage. Managed to increase sales five times compared to the same period last year. The company was able to improve its reputation, with better promotion of the following projects, related areas.

Method number 10. Improving the quality of your services

The company initially conducted a survey of its customers. This principle allowed us to determine the preferred course of action. First of all, we started improving the quality of services, training employees, and buying new equipment. Clients are provided with a number of bonus services and additional gifts for the holidays.

Method number 11. Free coupons for the first lesson

In addition to fitness services, we launched two new business areas - health tourism and SPA programs.

Results: We achieved a 30% revenue growth, winning awards from prestigious competitions, attracting many corporate clients, sports teams. The media published the news of our competitions - for additional advertising of their center.

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As you know, three conditions are necessary for anyone who wants to conduct trade in good order: money, an account and order.

Increasing sales: 101 tips for the seller

The most important of them is cash and various other valuables, without which it is difficult to trade ... The second condition for trading is to be able to correctly keep books and quickly calculate ...

Third and last necessary condition It is the conduct of one's affairs in due order and as it should be, so that all information regarding both debts and claims can be obtained without delay.

L. Pacioli

Starting your trading activity, every company, whether successful or not, dreams of how to do it in order to sell more.

After all, an increase in sales is a 100% increase in the company's profits. And it only brings benefits, as it appears more money, the company is expanding, the salary of employees is increasing, starting from an ordinary seller, ending with the director of the company.

Everyone knows the saying that money is never superfluous. It is not easy to make them bigger, but by taking certain steps towards increasing sales, even a novice entrepreneur will succeed.

Indeed, most often failures overtake not because a person does nothing, but because he does not know what to do. The problem is always relevant. So what should be done to significantly increase sales? What methods and tools should be used?

Are there specific tools to increase sales?

In such a business as increasing income from trade, technology is not so much. There are so-called tools used to increase sales, which, if properly implemented, increase work efficiency:

Although there are not so many methods, but with constant application they are guaranteed to increase sales growth. It is worth taking a closer look at them, and learning how to correctly apply them.

Methods for increasing retail sales

Everyone wants more. And the increase in retail sales is based on methods that have already proven themselves positively:

• Cross selling. When buying one thing, the client is offered to provide the appropriate service. For example, having bought an aquarium, the buyer orders the service of its installation and maintenance. And all in one place. The store only needs to have agreements with such companies, attract customers and receive a percentage of this.
• Upselling. An offer for an additional purchase to the main product. For example, when buying a phone, it is immediately offered to buy a SIM card for it, or the purchased bouquet is packed for an additional cost. It is only necessary to adhere to the rule that the cost additional service should not be higher than the main purchase. In such cases, an increase in sales can bring 30 percent profit.
• Determination of the purchase threshold. There is no specific model here, only the store owner's imagination. General essence is as follows:

1. By making a purchase, the value is above a certain amount, the buyer receives free shipping, coupon for drawing or gift.
2. Buying two items, the third is free.
3. Making a purchase of three products, the buyer receives them for the price of two.

The list can be continued for a long time. Each store is trying to come up with something different, looking for new ways to increase sales:

• Payment of change of goods. This technique is not so widespread, but quite interesting. The buyer, paying for the goods, receives change not with money from the cash register, but with goods from the store, for example, matches or sweets.
• Yellow and red price tags. This method has long been recognized. In many supermarkets, products that are past their expiration date and no one buys them are sold at discounted prices, which is what the price tags of different colors indicate.
• Limited time for price or discount. This formula for increasing sales strongly motivates buyers, forcing them to make a purchase at this particular time.
• The ability to return the product if you do not like it. Moreover, there is a law that still obliges you to take the product back if it is returned within 14 days after the purchase was made.
• Price hints. Information is placed on the price tags that both another and a third are bought with this product. The client, seeing this, will definitely acquire something in addition to what he wanted to buy.

The above methods will increase retail sales at any outlet several times. They also guarantee that the buyer will return for the next purchase to this particular store, as he was offered so many different things there that it makes no sense to look elsewhere.

Methods to increase wholesale sales

In addition to retail, there is also wholesale. It is the sale of large consignments of goods that gives a significant increase in wholesale sales. Every leader strives for this. To achieve the best results, it is required, as in retail, apply various methods and techniques:

• Emphasis on staff professionalism. Indeed, often, it is from the seller or manager that a lot depends. And in order for professionalism to be developed, employees should be regularly trained and given the opportunity to practice the acquired skills in practice.
• Only high-quality goods at the most affordable prices. The optimal ratio of price and quality attracts wholesalers more than other indicators. By selling such goods constantly, a positive reputation is increased and consolidated, and this gives a significant increase in sales efficiency.
• Create your own transport department. This gives additional benefits in uninterrupted supply of orders. Of course, significant financial investments, but after a certain time they will pay off and will bring additional income.
• Building a good marketing department. Its specialists must explore the market for the products sold, look for new opportunities, fully optimizing all processes.

All these methods are exactly what you need to increase sales. By following them, an entrepreneur can be sure of the success of his business.

10 tips for negotiating price with a client during a sale?

Determining the price of a product is the right way to sell. But you still need to present it to the client and convince it of its fairness. Not just the ability to bargain, but a constructive dialogue can lead to a result. What keys can be used to successfully negotiate a price?

Any organization connected with trade, be it a small shop or large enterprise, which not only sells, but also manufactures goods, have always been concerned about one issue: how to increase sales.

It was the activity of the sales department that was the main measure of the company's success: sales are growing - everything is fine, falling - so you need to look for sources to increase their volume.

And only when things were going really badly did the emphasis shift: the goal was not to increase sales, but to retain existing customers.

Certainly, main reason, for which it is so important to maintain sales volumes high - profit. With a decrease in the number of customers or with a decrease in their purchasing power, the profit of everyone, from sellers to the owner of the enterprise, will fall.

Both large companies and small companies often make a common mistake: when sales fall, management starts blaming the departments responsible for them or the sellers themselves for everything. This is wrong, because no matter how qualified and pleasant the seller or manager is in communication, The buyer will not purchase the product if:

• the store has a meager assortment - he simply will not find what he needs;
• there are interruptions in deliveries - now there are enough stores, so you can buy the required product elsewhere, and not wait until it appears at your place;
• in trading floor dirty or have an unpleasant odor;
• the product is not advertised, etc.

What are they based on modern ways increase sales volume? Sales can be increased if:

1. Increase the number of clients.
2. Increase average check each client.

"If you don't take care of your customer, someone else will take care of him"

Konstantin Kushner

Depending on the problems you have, start acting either in one or in several directions. If you use even at least some of the methods described below, this will already significantly affect the growth of your sales.

How to start working to increase sales in your business?

Start with what sags the most for you. Not enough clients? Work on the first indicator. Do they buy a little? Apply sales promotion techniques. Small purchase amount? Increase the average check, the number of purchases. Accordingly, in order to work on any indicator, it is necessary to know their initial values, i.e. measure.

When you understand what sales are made up of, it becomes much easier to influence your revenue with the help of various techniques control of each of the components of the formula. Here are 15 ways to do so.

1. Potential clients

The easiest way that you can increase the number of potential customers is to increase the number of advertising messages and addresses that come from you.

• How many promotional emails do you send per week?
• How many contacts do you have in your mailing list?
• How many flyers do you distribute?
• How many people are in your social group?
• How many customers do your sales managers say after a completed transaction: “Thank you so much for your purchase! To which of your friends would you recommend us?
• By the way, if you bring 2 clients to our company, you will receive a discount on your next purchase.” And yet, if you have sales via the Internet, for example, an online store - when sending your product to a client, you can put advertising material there with an offer to purchase the next product / service and a discount for a limited time.

2. Potential customers who left an application

To increase this indicator, you need to know the conversion rate of your ad.

• How many people visited the site and how many of them left an application / bought?
• How many flyers did you distribute and how many referrals/calls did you receive?

Conversion and site traffic (how many people visited the site and how many left the application) can be analyzed using the free Yandex. Metrics.

But in any case, you should have a rule that every client who called or came to your company should be asked: “How did he find out about you?”. This will give more accurate readings.

If you don't have sales pages yet, you need to make them. The selling page is your 24/7 sales manager. A selling page is a site made up of just one page, aimed at selling just one product / service. If the page is done well, then you can count on a conversion of 5% or more. In addition to conversion, you need to understand that advertising should be based only on surveys.

It is far from a fact that what customers in Rostov peck at will be relevant in Chelyabinsk.

An example from practice, in Cherepovets, in the title of an advertising article, focus on the city-forming enterprise - Severstal. "What for?" - you ask. We answer: Severstal is an enterprise that employs most of the city's population.

An example of such a headline: “The shocking truth about the management of Severstal! Yesterday we learned that the entire management of Severstal buys products only in the Scarlet Sails store. There has long been a discount on consumer goods for all employees of Severstal!

And we can guarantee that the response to such articles by the residents of Cherepovets will be very high, definitely higher than just the title "Come to Scarlet Sails - we have discounts." However, the same headline will no longer work in Chisinau.

3. Customers who agreed to buy

To increase this indicator, you need to work properly with the sales department. You can go in two ways - increase the quantity or increase the quality.

Quantity is how many calls your sales team makes to customers. Quality is how many of those calls lead to sales.

If you want to increase both, then implement scripts right now. Write scripts at least for the standard objections of customers: expensive, not interesting, I’ll think about it.

This will allow your managers to move from the question: “what to say to the client?” to the question “where else to get clients?” to whom it can be said. Also, the quantity can be increased by hiring additional sellers.

Yes, and if sales managers are on a salary, transfer them to salary + percentage%.

And, in any case, do not make the ceiling from above! Sometimes good sellers understand that they will not be able to become leaders in the company, because all the vacancies at the top are already filled. Then the only reason for them to sell a lot will be money.

4. Gross income

This indicator can also be separately increased in two ways: Increase the value and / or increase cross-sells (sales in the appendage). If the first is obvious, then the second needs to be worked on.

You need to find answers to two questions:

• What else can you sell right now to a client who has decided to buy from you?
• Why is it profitable for the client to buy, and for the manager it is profitable to sell it right now?

Example: One store owner luxury shoes, pays a percentage to the manager only if the client bought two or more pairs of shoes at once. At the same time, the client, buying the second pair at once, receives good discount or branded shoe care cream.

Another owner of a car dealership works in the same way. The manager who sold the car receives a good percentage only from the amount of additional equipment purchased by the client: floor mats, sound system, anti-theft alarm, etc.

Remarkably, the same owner also opened a car service and tire fitting.

Returning to points 1 and 2, this owner has arranged with insurance companies, and now their field representatives are located right in the showroom at separate tables and offer auto insurance policies to customers. In exchange for this, along with each policy that is issued at the head offices of these insurance companies, customers are given an advertisement for its car service and tire fitting.

5. Net profit

The last link in this chain is the increase in net profit.

Net income is gross income minus costs. See how you can reduce costs - "squeeze" suppliers for discounts, refuse

some unnecessary positions in the company, or vice versa, to have a full-time accountant with a salary of 20,000 rubles. instead of outsourcing for 50,000 rubles. Done? Fine!

Now look at how and where you can increase the speed of particles in your company and reduce time costs. To the smallest detail:

• How long does it take for a customer who calls your company with a desire to buy to receive their product in their hands?
• Can this time be reduced by at least an hour?
• How long do your employees smoke?
• How long does it take for an item to be in stock after ordering?

If you plan income by months, then you must understand that every wasted minute of your employees works against YOU. It is you, not your salaried accountant, who is missing out on net income. The accountant will get his salary anyway.

6. Add value to the product

If your company is engaged in the production of any product, then one of the decisions that positively affects sales is to increase the value of the product. In many cases, to increase sales, you can change appearance product, such as its packaging. And, as a result, the value of the goods in the eyes of buyers will change.

For example, the company was engaged in the production of cheap clothes that were sold in the markets and in cheap shops. As a result of the analysis, it turned out that the main competitor of this company was China. The goods that the company produced were perceived by consumers as Chinese, and the price of the products was slightly higher.

It is clear that clothes made in Russia cannot compete with Chinese ones in price. Even the fact that the quality of the products was higher did not help in the current situation, since the nondescript appearance of the goods, together with the relatively high price, reduced the interest of buyers.

An analysis of the product and its perception by customers was carried out. This led to risky decision: changed the packaging to a better and more modern one.

What was done:

• Changed the logo, fonts, design. Made it bright, stylish, attractive.
• We chose a different material. Instead of cheap plastic bags, high-quality cardboard packaging was used.
• The packaging contains as much information as possible about the product.

As a result, the product in the perception of buyers "fell out" of its usual price category. Thanks to the packaging, it began to be perceived by customers as more expensive and of higher quality. At the same time, at first the price was not raised at all, and the real cost increased quite a bit.

Thus, in the perception of buyers, the goods “left” the niche filled with Chinese goods, and the real price increased slightly, since the cost of a cardboard package in terms of a unit of goods turned out to be very small. Of course, we had to tinker with the introduction of new packaging; in production, any changes are associated with certain difficulties. But this is a different story. But thanks to the new packaging, the goods moved from one value category to another in the perception of buyers, which became a real "springboard" to increase sales.

7. Quality work with the order

For some reason, many companies still neglect to work with the buyer's order. Of course, certain actions are being taken. The manager accepts the order, processes it, issues an invoice, then the shipment is made, etc. At the same time, most of the small and medium-sized businesses, and I remind you that I work with these segments, do not work on order.

The sales departments of companies are somewhat reminiscent of stalls: what is available is what they sell. And if the requested product is not on the balance, the manager does not even offer to issue the desired item “on order”. Most often this happens because the system does not have necessary tools, and the manager simply does not know how to place such an order.

It would seem that the solution lies on the surface. Do not refuse buyers! Offer not only analogues, but also design desired product"under the order". Those. your customer orders whatever he needs. And the manager accepts the order and notifies the buyer about the delivery time, taking into account the time of receipt of the missing items on the balances. All companies that have implemented this system have received a noticeable increase in sales.

In this case, we are not talking about online stores that operate without a warehouse at all, i.e. only on order, regardless of whether they inform their customers about this fact or not. And we are talking about companies that have their own warehouse, but at the same time they can order goods from a supplier. What is the problem with implementing such a scheme of work? It lies in the fact that companies do not know how to technically implement it. An example of how such a scheme was implemented by a person engaged in the wholesale of ceramic tiles.

All products are divided into two groups:

• The first is the goods own warehouse, i.e. those goods that you yourself ordered from your main supplier.
• The second one is “foreign” goods, i.e. those that can be quickly ordered from another supplier or competitor. This attribute “Alien” was filled in the product card to designate goods ordered from competitors. Also, the supplier (competitor) from whom this product is purchased was indicated in the product card.

This company, which trades in imported goods with a long delivery time (about two months or more passes from the moment of ordering to receipt at the warehouse), a special system was developed when, when receiving a buyer’s order, if there is no goods in the warehouse, but before the next delivery another month, the manager can find out if there is this product from a competitor and order it. The manager includes this product (Foreign product) in the customer's order with the designation Under the order (To supply), and when the customer's order is posted in the system, the order/orders to the supplier/suppliers are automatically created (data on suppliers are taken from the product card). As a result, the client receives all the assortment he needs and continues to actively work with your company. He will not go to a competitor in search of the position he needs, because you have everything he needs.

This approach significantly increases the volume of sales, while in many cases the profit increases slightly, because you buy goods in small quantities, perhaps even from competitors, and therefore sell some items at almost no markup. What is the point? You get customer loyalty. Your customer does not leave, fills out an application from you, buys other goods along with an unprofitable “foreign” position. And you will notice an increase in profits from such a scheme of work at the end of the month, quarter or any other reporting period. By increasing customer loyalty, sales and profits will increase markedly.

8. Sale of related (additional) services

Many companies sell only goods without any additional services. But often it is the service that contributes to the fact that buyers make a choice in your favor.

For example, among my clients was a company specializing in the sale of cable products. At some point in time, they decided to introduce an additional service - cable laying. Those. in addition to the delivery available to all, they began to offer cutting the cable on the spot, as well as its installation at the customer. As a result, not only profit increased by paying for an additional service, but also the volume of sales of goods.

What is the reason for this increase in sales? Some customers of such products consider it a big plus to be able to order everything in one place: both goods and services. They do not want to waste time looking for performers and cannot install (lay) the cable they need on their own. Those. in this case, customers argue as private buyers: “if I bought a sofa, then I need to assemble it right away, albeit for an additional fee.”

For some reason, many companies neglect this opportunity to increase customer loyalty, the attractiveness of products for new customers, as well as profit margins. In fact, selling services is a great way to increase sales. Don't forget about him.

9. Soften the terms of cooperation

Many companies work with their clients on very strict terms. Especially often those who have been working on the market for a long time, often since the 90s, work with imported goods, with products that have no analogues on the market, and so on. For example, I had a client who was selling imported professional cosmetics for beauty salons. Given that one bank of funds can cost from 17 euros and more, at the same time, in order for the dealer to receive a 5% discount, it was necessary to complete the volume of purchases of 2,500 euros, and in order to receive a 20% discount - 7,500 euros. In addition, dealers took on the obligation to buy and distribute magazines that no one wanted. There were other requirements, often uncomfortable and unfriendly to customers.

10. Sell more expensive product

Usually the buyer chooses from several different cost units of the product. At the same time, the price will not always be the decisive argument for making a decision. Let's say a person will not always buy the cheapest jeans out of three options.

At the moment when the buyer has almost chosen, offer him a similar product, but from a more expensive segment. Perhaps the buyer did not notice it on the shelf. Explain why your option is better (higher quality, better fit, fashion brand, etc.). If you have shown a benefit from the purchase, 30-50% of customers will agree with you.

11. Sell kits

Create kits using the principle "together with this thing they often buy." This works both in offline trading and in online stores. The buyer is trying on trousers - offer him a suitable shirt, jacket, sweater. Don't say "take something else" but offer a specific model, a specific product. Together with the second purchase discount, this works even better.

12. Run promotions

Promotions like "4 things for the price of 3" are a powerful motivator to increase the purchase amount, even if you personally are skeptical about them. Of course, such promotions make sense only when you are primarily interested in selling goods and clearing shelves. If your product can lie down, will not deteriorate and will not go out of fashion - you do not have to arrange a total liquidation.

13. Increase customer time in store

Time is one of the important factors influencing the purchase. You can increase it, say, by influencing the companions of your customers. In the shop women's clothing make a recreation area for your husband and a play area for children - and you will immediately notice how the average check has increased.

If you rent a room, for example, in a luxury mall, then the allocation and equipment of a recreation area for you may not be low-budget at all, always consider the costs.

14. Use "cardboard sellers" and "talking" price tags

Cardboard sellers - signs on which you place important features product. It can be a mini-selling text, specifications, an indication of the audience or purpose of the product. In a clothing store, you can write, for example, what type of figure is suitable for a particular outfit. In the shop household appliances- for which house, what intensity of work, and so on. “Talking” price tags are a variant of the “cardboard seller” on the scale of one price tag.

It is especially important to use this technique when working with a male audience. Women are more willing to communicate with sales assistants, while it is more convenient for men to read information.

When placing large "cardboard sellers", remember that people will read them on the go, so choose your location, text and image scale thoughtfully. In the online store, the function of the “cardboard seller” is performed by product descriptions, remember their importance!

15. Let's test and try your product

Often people do not buy something that is unfamiliar to them, because of doubts: is the quality good, and will I like it, and will it fit, and will I be able to use it. For some products there is legislation vested right buyer for a refund. But you can go further: give an extended money back guarantee.

Some products cannot be returned, but you can let visitors try them out. For example, recently I had a consultation with the owner of a needlework store. She did not sell well tools for making jewelry. She set up a table in the store where anyone could try them in action - and she increased sales not only of the tools themselves, but also of consumables.

It has become the norm for online stores to have many payment methods in their arsenal, including electronic money. But offline there are still outlets where only cash is accepted. To different ways calculations, add payment on credit, payment in installments - there will be more purchases.

Of course, these are not all ways to increase the average check in retail store. Each business and each occasion may have its own recipes.