Methods of stimulating sales of buyers. Sales promotion methods

Non-price methods incentives for end customers:

· Credit cards;
· Present;
· Prizes;
· Free samples;
· Reusable packaging;
· Contests and games;
· Lotteries;
· Extended warranty period;
Volume stimulation.

Test cards- these are documents of the "special money" type, giving the right to buy certain types of goods with them in a special department of the store. The number of coupons depends on the amount of the purchase. The type of goods sold with coupons may or may not be associated with the promoted brand. Merchants using test coupons first, usually attract a new additional clientele. Other merchants use these coupons for defensive purposes, but in the end, credit coupons turn out to be a burden for everyone. And then some merchants simply decide to refuse them, offering in return more low prices. price quality buyer goods

Example: In St. Petersburg, test coupons were actively used in 2003. stores "Maksidom" in the form of a certificate with a face value of 5% of the amount of the purchase made when buying in excess of the established amount.

Present. The most popular types of gifts are:

Ш Promotional souvenirs with the company logo;
Ш Complementary goods (for example, headphones to the radio);
Ø A sample of another brand of product from the same manufacturer (for example, a trial bottle of Procter & Gamble's Head & Shoulders shampoo for Wash & Go shampoo).

Gifts are used for continuous stimulation, and when choosing them, it is necessary to strive to comply with the following conditions:

1) It is better if the gift is related to the product and brand. An unrelated gift is not branded;
2) It is better to choose a gift with a long service life (for example, a calendar). Such a gift reminds the buyer of the brand for a long time;
3) The gift must be worthy of this name. Not to be given as gifts plastic bags, adhesive tape for pasting gifts, etc. Such "gifts" humiliate the company and the buyer.
4) The gift should be pleasant and useful for the buyer. You can not give out, for example, expired batteries as a gift.

Example: From April 15 to May 31, every buyer of LG plasma TVs with a diagonal of 50 and 60 inches will receive a laptop LG LS50-U21RV as a GIFT!

Prizes. A premium is a product offered at a fairly low price or for free as an incentive to buy another product.

Types of awards:

· Direct premium;
· The premium offered with the help of the store (outlet);
· Delayed premium.

Direct Premium is handed to the buyer at the time of the purchase, as it is enclosed in the product itself, or attached to the packaging of the product, or paid to the consumer at the checkout. The premium must be attractive to the consumer, because the purpose of receiving it is to repurchase the product. Marketing communications: textbook / A.A. Romanov, A.V. Panko. - M.: Eksmo, 2006. - S.280.

1. Prizes for children are often a collection of car models, puzzle pieces (mosaics), small blister pack toys, decals, stickers, or associated with popular cartoon characters;
2. Useful premium is addressed to adult buyers and is designed to convince them of the practicality of a particular product and encourage them to make a purchase. It must be original and complement the product in some way. For example, the firm "Zepter" makes extensive use of this type of premium, offering customers as gifts pots, books with recipes and other useful goods;
3. The pleasure award is addressed to all categories of consumers and reflects the manufacturer's desire to bring joy, to create a new style of relationship with the consumer. For example, the consumer may be given the right to choose his own premium, the amount of which depends on the amount spent on the purchase of goods.

The premium offered by the point of sale, those. if the cost of the goods is not much higher than the size of the premium, then sales promotion can be attracted outlet. In addition to purchasing the item being promoted, the customer must make other purchases for a certain amount.

Postponed premium. In this case, the buyer cannot immediately receive the premium after the purchase, he must send proof of purchase to a certain address. After that, he will be awarded a prize in the mail. This premium is used when a manufacturer wants to build a loyal customer base for low cost, fast turnaround products. Such a premium is cheaper for the manufacturer than a direct premium, as it is awarded only to those consumers who have declared a purchase. An example of a deferred bonus would be the offer of a film cassette with the purchase of a product. After receiving proof of purchase from consumers, a film cassette is sent to the consumer, accompanied by a proposal for post-processing. The benefit of the action is the photo processing organization, which carries out this sales promotion operation.

Free samples. Sample - free transfer of goods in a quantity that has no commercial value and is sufficient only for its testing and evaluation. The cost of the sample should not exceed ten percent of the sale price of the goods.

The inscription is applied to the sample with indelible paint or in large print: " free sample, not for sale.

For some goods, as well as for most services, this form of incentive, such as providing free samples, is not applicable, because such goods and services are indivisible and cannot be sold in parts. In such cases, they resort to a free trial for a short period of time.

Free samples of goods are needed so that, having become interested, the buyer has already purchased a large consignment of goods (larger packaging). If the proposed sample is perceived by the buyer as something insignificant, the premium loses its appeal and turns into a "pathetic handout." Therefore, it is necessary to find such dimensions of the sample and the form of its presentation that would meet the requirements of the legislation and the wishes of buyers. Free samples are expensive to distribute, as their cost includes production costs, distribution overheads, and promotional advertising costs.

The main methods of distribution of samples: at the point of sale, mailing, attaching to advertising in magazines, investing in the packaging of another product.

Reusable packaging. When selling various household items, manufacturers often offer their customers reusable packaging in which they can put the same product when it runs out (nails, cleaning products, etc.).

Example: Cleaner "Mr. Muscle" is sold in two types of bottles. At a higher price, the product is sold in a spray bottle, which can be used repeatedly. The second type of packaging is ordinary plastic bottle without a spray gun, it costs less.

Contests and games. The incentive to participate in them is the attractiveness of the game and the spirit of competition.

Competitions are classified according to the subjects of their organization and according to the audience groups for which they are held (table 1).

Table 1 - Classification of competitions

As resellers- the organizers of the competition can be shops, merchants representing the interests of any territory (competition for window dressing of the area).

For presses Contests act as a means of attracting subscribers and readers.

Manufacturers may use various channels and means of conducting competitions to promote sales.

Prizes received by the winners of competitions organized for general public are generally consumer goods.

Children's competitions are clear and simple, and the prizes are items for the game and leisure activities.

Technical competitions are addressed to strictly defined groups of the population, the choice of which depends on the nature of the product, and are distinguished by fairly strict rules for participation (for example, competition for the best advertisement goods among professional artists).

Family competitions.

They are most often resorted to by manufacturers of consumer goods and service industries (banks, real estate dealers, Insurance companies). Questions in these competitions should, first of all, attract the attention of housewives and their husbands. There are two types of these competitions:

one). Contests based on brand awareness. They are designed for the observation, deduction and common sense of the participants and are associated with advertising campaign goods of this brand;
2). Knowledge Based Contests quality parameters goods that must be in the family in order to take part in them.

The prizes offered at competitions can be very diverse, but quite valuable and pleasant. Specialists in this field and employees of advertising agencies are usually involved in the preparation of competitions.

The closest, in fact, to contests and lottery games. The main difference is that you need to win the contest by showing ingenuity and resourcefulness, while winning the lottery is a random event.

Example: New Year's lottery "JEANS"

"Until March 1, we are still giving new Year gifts: You can purchase "JEANS" sets with the "JEANS-Minute" service activated and lottery ticket which can help you win up to 2005 seconds of extra calls monthly.

The conditions of the lottery are extremely simple. In each of the New Year's JEANS sets there is a lottery card with 10 protected fields, in which, among other things, the letters D, J, I, N, S are located. All you need to do is erase 5 fields correctly so that you can was to add the word "JEANS". If you have guessed correctly, then come to the nearest MTS office for your prize - up to 2005 seconds of free calls every month for the whole of 2005!

Be careful: tickets where more than 5 fields are erased are considered invalid.

Extended warranty period. Each country has laws that set minimum warranty periods for various groups goods.

To stimulate purchases, manufacturers and trade establish their increased warranty periods. Everyone knows, for example, the Swiss brand of folding knives Victor Inox, whose products have a lifetime warranty. Sales promotion: information and analytical collection / A.I. Klimin. - St. Petersburg: GORTIS MK, 2006. - P.77.

Example: Some hardware stores use an "extended warranty". The buyer, of course, is interested in a longer warranty, which attracts his attention.

By "extended warranty" stores mean the standard warranty period + an additional service period. Additional service maintenance includes all the terms of the standard warranty, except for the replacement of an existing item with a new one and a refund.

Volume stimulation - This is the opposite discount. The ability to purchase the same volume of goods for less money, and vice versa - a larger volume for the same money. An additional volume of goods is not a particularly high cost, and an increase in the size of the package is not technologically difficult. The costs in this case are small, and the impact on the buyer is very significant.

At the launch stage, offer an additional 20% of the product or reduce it by 20% % its prices are perceived by consumers as two completely different acts. A more positive psychological impact has a "plus" offer, that is, an increase in the volume of goods.

Methods for such an offer:

· By the piece (200 pieces + 20 pieces);
In percentage (+ 17%);
· In terms of weight (+ 200 g).

When using this method, the manufacturer incurs two types of additional costs - the free provision of a certain amount of goods and new packaging for the goods. These costs are quite high, so this method is usually used by large firms.

Example: Among manufacturers of cosmetics and detergents volumetric stimulation is popular. Its essence is to increase the size of the bottle by 10 - 25%, mainly due to the height, with a corresponding increase in the content without changing the price. The enlarged part of the bottle or container is painted in a color contrasting from the main volume, against which, for example, it is written "+ 25% free" or "+ 50 ml free". Oversized bottles and cylinders stand out on the counter and attract the attention of customers with their size and contrasting colors. After studying the packaging, many buyers change their minds about the brand they are purchasing in favor of the stimulated one.

Hello! In this article, we will talk about methods of sales promotion.

Today you will learn:

Why and by what methods sales are stimulated;
What are the sales promotion methods?

It happens that it is not enough to promote a product or service. Therefore, it is necessary to resort to other marketing means and stimulate sales. How this happens and what methods exist, let's talk today.

The essence of sales promotion

The term "Sales Promotion" means throughout the entire chain of movement of goods: from the manufacturer to the final consumer. Moreover, the form of promotion can be any, except for advertising.

How to plan incentives

After a decision is made to promote the sale of goods, a plan is developed in accordance with which this event is carried out.

It consists of the following items:

Setting incentive targets;
Budget setting;
Implementation of the choice of stimulation methods;
Analysis of the result.

Types of Incentives

There are three main types. We will review and describe each of them.

1. General.

Used at points of sale. This is a tool that is used for the general revitalization of trade.

2. Selective.

With such incentives, the product is placed in a more advantageous position than other products. For example, on a separate rack or at the beginning of a row of products.

3. Individual.

This type of incentive is usually a manufacturer's initiative. Advertising posters, signs, and so on are placed.

What is the purpose of sales promotion?

All goals can be conditionally divided into several main categories.

Strategic character:

Increase in the number of buyers of goods or products;
Achievement of planned sales targets;
Increase in turnover;
Increasing the quantity of goods purchased by each consumer.

One-time character:

Support for advertising campaigns;
Getting profit from any event.

Specific character:

Establish regular sales of seasonal goods;
Get rid of products that are illiquid or stale;
Increase the turnover of a particular product;
Put up a barrier to emerging competitors.

Incentive objects

The objects of stimulation are:

Sellers;
Intermediaries;
Consumers.

Consumer-facing incentives have the following goals: to increase the number of people who buy a product, and also to have the same buyer purchase large quantity goods.

Intermediaries are the link between those who produced the product and those who buy it. In this case, stimulation has other goals: increasing its interest in the sale of goods, making the product recognizable, and so on.

When the incentive is addressed to the seller, then the account is taken of how successfully and skillfully the seller sells the goods. Moreover, the encouragement of the seller and the development of such qualities are always in the interests of the company.

Price promotion methods

It consists in attracting a potential buyer with a reduced price on the goods or products of the company. It is advisable to use it at such moments when the interest of buyers in goods is rather low.

This technique does not require any preparation, and the profit is good. The main thing here is that the process is organized correctly.

A similar method is a short-term phenomenon, while an excellent alternative to various advertising.

What is included in the list of such methods:

Providing discounts on goods;
Promotion "2 for the price of 1" and similar;
Reducing the cost of goods, plus a discount on the next;
Provision of gift and discount plastic cards;
Refund of part of the funds after payment for the goods.

We note right away that all the manipulations associated with lowering the prices of goods are price methods.

Let's dwell on them in more detail.

Providing discounts.

Everyone knows that buyers are most attracted to various discounts. They can be seasonal, wholesale or festive, the essence of this does not change. Even if a discount is provided for a product that has been on the shelf of your store for a long time, there will definitely be a buyer.

Return of part of the money.

As soon as the buyer pays for the goods, a small part of the amount is returned to him again and is a kind of compensation for the costs incurred. By the way, this technique is often practiced by large retail chains household appliances and electronics, cosmetics and perfume stores and so on.

Provision of gift and discount plastic cards.

Also a practical ubiquitous technique. It is used not only by retail chains and shops, but also by beauty salons, fitness centers, and even some taxi services.

If the card is a discount card, then the buyer will constantly receive a discount in a particular store or hairdresser. If it is a gift, then he will be able to use it when paying for the next purchase, or maybe give it to someone else.

Issue of coupons.

For example, a customer buys washing powder, at the checkout, he is given a coupon, using which he can purchase another product at a lower cost.

Negative sides of price methods

Along with the positive effect that the use of these methods has, there is also a negative one. We will not bypass it, but analyze it.

The most common mistakes sellers make are:

Promotions run too often. It turns out that on other days the buyer considers prices unreasonably high;
Large discounts. Not all people consider discounts a boon. There are buyers who are sure: the larger the discount, the worse the product;
Reduce the price at a loss. A very risky policy. If you just want to increase the flow of customers, do not use it. Such actions may lead to an outflow of funds from the company.

How effective are pricing methods?

To understand how effective price reduction measures are, you need to analyze several important points:

Discount percentage. It should be such that the buyer feels it. If you set a discount of 0.5% for phones worth 70,000 rubles, it is unlikely that buyers will line up for you;
In what period to reduce the price. If you want to sell a seasonal product, or one that has taken its place on the counter for a long time, set discounts at a time when there are very few buyers;
What result will you get. A global decline in prices can cause distrust of buyers, and hence the outflow of profits.
Increasing the % discount on a product with a large margin. If you initially made a large premium for safety, then you can reduce the price by a significant percentage. Stay positive.

Non-price methods of sales promotion

If you are getting buyers' attention to your product without resorting to price manipulation, then the methods you are using are non-price methods.

The use of such methods necessarily involves psychological factor. The buyer receives a pleasant gift from the seller, which means that next time he will most likely come shopping to this seller.

The list of these methods includes:

Tastings of various products;
Issuance of various gifts and souvenirs that complement the goods
Holding contests and lotteries;
Issuance of credit cards;
Distribution of free trial samples.

Product tastings.

Such events are often organized and held in supermarkets. For example, just a few months ago, a tasting of Syrobogatov brand cheeses was held in the Lenta hypermarket chain. Everyone could try the products and choose something for themselves.

Issuance of gifts and souvenirs that complement the goods.

Everything is simple here: headphones are given as a gift to the purchased mobile phone. At the same time, it is important that the gift is related to both the product and the brand. Otherwise, it will not remind you of the trademark.

Holding contests and lotteries.

A well-known brand of alcoholic beverages held the following lottery: a silver bar was awarded for the purchase of a certain amount of drinks of this brand, and an amount of 200 rubles was credited to the account as a consolation prize. mobile phone. That is, if you do not win the ingot, then you will definitely receive money on your mobile account.

When holding such events, you also need to take into account some important nuances: the buyer must see that the prize is real, the established rules of the competition should be extremely simple and not contradictory.

Issuance of vouchers.

Vouchers are a transitional link between price and non-price methods. These coupons allow you to exchange them for certain goods. It's practicing large network hypermarkets, for example: last year a number of coupons could be exchanged for expensive brand-name crockery.

Distribution of free trial samples.

This method helps to stimulate a potential buyer.

Samples are distributed in different ways:

Invested in packaging with other goods;
Sent by mail;
In various magazines are attached to the pages and so on.

This technique is used by sellers of household goods, offering customers a package in which the product can be placed after it is already finished.

Example. Cleaning agent for washing mirrors is sold in different types vials. A spray bottle is more expensive, while a regular bottle is cheaper.

On the price tag, indicate the price without a discount, but attach a sticker indicating its percentage;
Indicate two values in the price tag: old and new. The client clearly sees the benefit, and you encourage him to buy the product;
Set discounts for the third and next positions on the check: this will increase the cost of the average check;
Form goods into sets: a great way to sell surplus stock;
Set discounts for goods at a specific time of the day: for example, in the morning and in the afternoon;
Offer additional services that encourage customers: a long product warranty, free service, free home delivery, and so on.

Using these options helps the seller get rid of a whole range of problems with the sale of goods.

Conclusion

In modern economic conditions Sales promotion plays an important role in the activities of any commercial enterprise.Although it is not only about them. The level that prevails in the market forces manufacturers and sellers to make concessions to buyers and intermediaries.

The main thing here is that it is necessary to apply all the methods analyzed above carefully and with full responsibility. After all the main objective- make a profit from holding various promotions, not losses.

The main goals and methods of sales promotion

pitch: Professional marketers are constantly expanding their arsenal of effective sales techniques. Proper use of them can increase sales by at least 10-15%. Most of these methods are universal and work regardless of what products or services are offered to customers.

Maria VELES

It has been established that, for example, the phrases “Would you like something to drink?” and "What will you drink?" affect differently end result. The latter option increases the daily profit of the institution by 20-30%. As you can see, a carefully thought-out system of cross-promotion of goods can significantly increase revenues.

Basic goals sales promotion

The strategy for increasing sales in the end will depend on what goals the company sets for itself. These could be the following tasks:

Growth in sales. Ideally, any business should not only pay for itself, but also increase profits every year.

Increase in the number of repeat purchases. It is regular customers in certain cases that can bring up to 80% of income. That's why it's important to encourage repeat purchases by working with consumers.

Increasing loyalty. Most people pay not just for owning a product, but for the opportunity to use the products of their favorite brand. But in order to turn a company into a brand, it is necessary to win the sympathy of the consumer.

Expanding the use of the product. The more opportunities a product has, the wider the circle of consumers.

Increasing consumer interest in the product. The more benefits you find potential client the faster he becomes a customer.

Reducing the "weight" of the price. The more benefits the buyer finds from the purchase, the less the price of the product seems to him.

Increasing awareness

About the product. Quite often, some products are sold poorly just because the target audience is small.

He knows about them.

Consumer differentiation. Consumer groups are formed depending on the type of goods price category they choose (economy, medium, luxury). Marketing Approach for such clients will be significantly different.

Improving brand perception. Consumers love brands that can clearly define their features. Whatever changes take place within the brand, the buyer should not change his positive attitude towards the manufacturer.

Price Methods sales promotion

The ability to correctly set the price - guarantee that the business will be profitable. Professional marketers recommend using a number of techniques when manipulating prices.

1. Direct price reduction. Depending on the occasion, there are about three dozen varieties of price discounts. They can act as a special offer and be limited in time or play the role of a nice bonus. Price discounts are provided to both retail and wholesale buyers; they can be given for paying for goods in cash, be preliminary, cumulative, personal, collective, festive or seasonal.

2. The new price of the item. When reducing the cost of goods, it is very important to indicate both prices - both the old and the new, and ideally write on the price tag the amount that the buyer will save. Otherwise, the client simply will not appreciate his benefits.

3. Discount at certain hours of the day. It is very important to choose the right time here. Many cafes, for example, make discounts for early or late breakfasts, fitness centers - for morning workouts. In this way, they protect themselves from empty halls at not the most visited time.

4. Delayed discounts. A casual customer does not necessarily turn into a permanent one. For him to come again, he needs a stimulus. This may be a discount on the second and subsequent purchases. The circle of consumers can also expand the discounts provided to relatives and friends.

5. Personal discounts , that is, those that are dedicated to the personal dates of the client - the days of the wedding, birth, appearance of the first child. Such formal care of the company personally about the client helps to tie him to a particular brand even more tightly.

7. Small wholesale sale. To do this, the product is packaged in quantities of two to six units and is offered at a reduced price. This method stimulates the purchase of not only wholesalers, but also retail buyers. It is important here that the cost is really below the average prices in the market. This little trick allows you not only to increase sales, but also to get rid of products that were in low demand.

8. Simple discount cards. Most often, the discounts provided for them are small and do not exceed 6-7%. These figures are unchanged and do not depend on the amount for which the goods are purchased. However, regular customers do save good money over the year. Moreover, this small incentive binds the client more strongly to a particular company, store, brand.

9. Accumulative discount cards. This type of card is the most popular. Unlike simple cards, the discount amount here is not fixed and directly depends on how much money the consumer has spent. Benefit for target audience here is obvious and logical, and therefore, you can count on sales growth.

10. Bonus programs. Bonu sy - this is the same discount, only veiled. The person accumulates discount card not money, but bonuses, which can then be exchanged for a virtual amount, gifts, they can be used to purchase any product much cheaper. bonus program is developed for specific stores and can be built on a wide variety of conditions. Usually bonus cards are used in the entire network of stores, in any city of the country. Bonuses, even if they are small, significantly increase brand loyalty.

11. Stimulation. The discount centers of branded stores, where products are purchased at a discount, are excellent for stimulating sales. This method is especially good for clothing, sporting goods and electronics stores. Naturally, leftovers or those goods that were sold poorly are sold with a markdown.

Non-price methods sales promotion

In addition to playing with the price, there are many more methods to push a person to buy.

First of all, this is a natural stimulation when, after a purchase, a person receives a gift. For example, when buying two tubes of toothpaste, a toothbrush is guaranteed as a gift, and when buying a bottle of expensive wine, a box of chocolates is guaranteed. The gift should not be too expensive, not cheap, but most importantly - useful. It happens that the buyer himself chooses a gift depending on the amount spent. It is important to provide bonuses for children. First, attention to the child is very flattering to parents. Secondly, it is easier and cheaper to surprise and please a child in financial plan. This is skillfully used by shops, the main contingent of which is young families. For children, a keychain, a souvenir, a pen, stickers can become a bonus. The methods of natural stimulation include tasting and distribution of samples. This technique is especially good for promoting food, cosmetics, and hygiene products. People are afraid to buy a pig in a poke, but they are happy to purchase new items, the quality of which they are convinced.

As practice shows, buyers take part in social games with pleasure. This allows, firstly, to prove oneself in communication; secondly, to demonstrate their dexterity, ingenuity and strength. Finally, everyone is pleased to receive a prize if they win. Therefore, stimulation by the game, contests, drawings, lotteries can be very effective. In competitions, for example, both adults and children willingly participate. Creative or family contests are especially popular. Prizes should be interesting for both parents and the child. Draws are also very effective, especially on the opening day of a store or company foundation, during seasonal or holiday sales, when the winner can choose one of the possible prizes, get a discount or use additional service. Sweepstakes may be held as a customer event or on a more modest scale. Most often, before buying, a person is offered to pull a ticket out of the box or shoot any of the balls to find out what discount he is entitled to. Another playful and effective BTL marketing technique is situational promotion. This method involves organizing trading floors holidays, dedicated to some common dates. Here it is important to correctly determine the group of goods that are in greatest demand on a particular day. For example, by March 8, perfumes and cosmetics will definitely be sold out. It is logical that if there is a discount, the products of a particular brand will be dismantled even faster.

Additional services offered to the customer are not necessarily directly related to the specifics of the store. In order to stimulate the buyer with a service, you can, for example, organize free home delivery of goods, offer a partner company's goods at a discount, or issue an additional guarantee. This warranty does not replace the first one or change the conditions, it is provided by the seller in addition to the obligations of the manufacturer. This marketing technique works best in home appliances and electronics stores.

Business prosperity largely depends on intermediaries and business partners. It is no coincidence that most companies pay great attention to corporate communication, strengthening ties and holding events. Joint promotions, exhibitions and presentations introduce buyers to new products form brand loyalty, and partnership programs promote product distribution.

One of the most effective methods sales growth - initiating reviews of satisfied customers published on the website, in the catalog, booklet. People trust consumers more than the manufacturer. But the manufacturer, when forming reviews, must follow clear rules. First, reviews cannot be fabricated. Secondly, next to the review, it is necessary to publish photos of clients or partners, indicate their position, age, and, if necessary, put a signature.

Methods for increasing the average check

Cross-sell, Up-sell and Down-sell methods are very effective for increasing the average check of buyers.

Cross-sell (cross-selling) is a technique in which the customer is offered another product that complements the main purchase. So, if we are talking about a smartphone, then in addition to it, you can be advised to purchase a case, stylus, memory card or screen protector. There are several types of cross-selling. For example, batch cross-sales, which are pre-planned by the manufacturer. For this, a small series of useful products is being developed that the consumer cannot refuse. Internal cross-selling stimulates the promotion of complex solutions among consumers. And external cross-selling is organized to sell complementary products from different companies. An entire product line can be sold using the core-periphery method. To do this, the price of goods is calculated so that with each subsequent product the client receives a discount, small, but sufficient to interest. This is how electronics and accessories are sold: mats, keyboards, covers, styluses. And the “second product” strategy allows you to sell the second or third product much cheaper than the first. This technique is most clearly demonstrated by shoe stores during the sales season, when customers are invited to buy two, three or even four pairs at once. at a big discount.

Up-sell technology - sale of a more expensive product. This technique is suitable when the consumer has a clear intention to purchase a product, but he has not yet decided which one. Up-sell works for almost all product groups, if the cost of the product does not exceed 10-20% of the one that the client was initially willing to spend. For greater efficiency, direct contact between the seller and the client is necessary.

It is worth noting a few more effective techniques.

.Increase the purchase threshold.

In this case, sales promotion occurs not due to artificial restrictions, but due to indirect factors. For example, free shipping in the city when ordering for a certain amount.

. contrast method. Before selling a product belonging to the middle price category, the customer is shown cheaper and more expensive products. As a result, the impression of the product remains the most favorable.

. Delivery of goods. In fact, this is another cross-sell. Instead of delivery, if there is no way to count a round sum, the client receives some useful related product. This technique is used quite rarely, although in practice it turns out to be very effective and can significantly increase the profit of the store.

Sales promotion by price is usually a short-term phenomenon, calculated on the approval of the product by the consumer and attraction in the future to purchase at the present price.

Sales promotion strategies include:

Product discounts.
Reducing the cost of another product when buying a promotional item.
Reducing the cost of the product with a discount on the subsequent product.

Let's consider the methods in more detail.

Loss leader

Unprofitable products are called because their price in the store is equal to or below cost. This technique is used to advertise a new product in order to conquer the market. At the end of the action, the product should justify itself and bring a good profit to the performer.

Discounts

Selective. Effective when the customer fulfills a certain purchase condition.
Seasonal. Discount for those goods, the further storage of which is unprofitable for seasonal reasons. These products include clothing, footwear, accessories.
Festive. Designed to increase the flow of customers in holidays. The margin on goods decreases, and the number of checks increases, which contributes to the growth of profits.
Discount on an obsolete product. Approaching the end of the expiration date of the goods obliges to apply such a discount in the store. Common in grocery stores.
wholesale. Available for a certain number of purchased products. the price tag of the goods indicates the price per unit and the cost when buying several such units. This method is mainly applied to small household goods.
Flash sales. Most often they are used to sell a large number of products. The bottom line is to limit the discount to a temporary indicator. In this case, the contractor will not incur large losses due to expired products. The time interval can be equal to several hours or weeks.
Coupon. It is presented to the seller in order to receive a discount. In this case, the discount can be both fixed and percentage. Coupons are distributed through newspapers and magazines or when buying a product in a partner store.

The recommended cost of the product, like the unprofitable leader, at first will not bring huge profits to the enterprise. This method was created with the aim of attracting potential buyers and involving them in an extended search for products, therefore, it is more of an advertising character.

Cards

Discount. Encourages the buyer to make a purchase with the opportunity to receive a discount. In addition, the use of a discount is psychological in nature, introducing trust in the brand into the mind of the buyer.
Gift. Offers customers bonuses for making a purchase. In this case, the client will be able to spend them on the purchase of any other product in this store.

Refund

This method is used when a customer purchases an expensive product. In this case, the consumer must pay for it in cash. Then the contractor promises the customer to return the established percentage of the cost of the goods for bank card. To do this, the client fills out a form where he enters all the necessary data about himself, after which he receives a bank transfer from the company within a specific time.

Method efficiency

So that the business does not turn out to be, before launching price promotion, the entrepreneur needs to consider the following points:

The discount on the product must be substantial and appropriate. For different categories goods discounts are different (usually, the higher the margin, the greater the discount percentage can be). For example, Appliances requires no more than 5-15% discount, and food - up to 50-70%.
Promotion period. The frequent use of discounts and bonuses can lead to a change in the minds of buyers, and the usual prices will seem to them too high and unjustified.
The influence of shares on the image of the enterprise. Sometimes the buyer perceives the goods at a discount as "discounted", spoiled. Accordingly, the customer loses confidence in the manufacturer.
Matching expectations and reality. When applying price incentives for sales, the contractor must always take into account the reserve volume of profit in order not to work at a loss.

The higher the markup, the greater the discount percentage can be.

Pricing is a great alternative to advertising and non-price promotion methods. Their use has led many Russian enterprises, whose services citizens of the country use to this day. But do not forget about the appropriateness of their use, otherwise, instead of a good profit, you can get significant losses.

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