Challenge - Customers asking for discount (Haggling over price).
Solution - Holiday Vouchers used as an incentive if customers pay full price.
Further Challenge - Retail sales staff, saw Vouchers as a useless ‘gimmick’ and did not offer them to customers. Resulting in some customers returning to the store upset about not getting Vouchers.
Two Marketing Tactics used…
1. Suggestion Marketing When customers start to Haggle staff simply said.. “If I discount the price you can’t get the Holiday Vouchers, it that OK with you?”
2. Theatrical Marketing (1) A multitude of Tropical Holiday Posters (palm trees and beaches)
An actual ‘Beach Scene’ with deck chairs, sand, beach umbrella…
Staff wearing Hawaiian Shirts and Lays
Under-performing stores shown photos of successful ‘dressed’ stores as Social Proof
Promotion grew organically through ‘word of mouth’
More customers assumed the promotion was legitimate
meaning less customers asked for a discount
Result; Revenue Increased
Contact James for further details
Face to Face Cold Calling. 3 phase plan
This example - An Employment Agency (Strategy applicable to most industries)
Challenge - To continually increase the amount of Job Vacancies from local employers.
Action 3 phase, Sales and Marketing Plan, designed and implemented.
Doubled revenue in 12 months
Awarded 3rd best branch nationwide (initial ranking of 113 of 120).
3 Phase Plan then used as Blueprint for all Sales Training
3 phase, Sales and Marketing Plan
Phase 1. In a Digital Age, hardcopies achieve ‘cut through’ Hand deliver Branded Sales Folder to all local businesses, containing;
(1) Letter, listing all Services, (large type in Plain English)
(3) Call To Action form (available on website) Record the name of the recipient and your Contact Always be friendly, courteous and smile
Phase 2. Follow-up phone call to your Contact. 2 days later Do not leave a message, it’s your responsibility to call back, each time you call back you are advertising your company name.
When you visit – do not talk about your services. Listen and ask questions about their Business. When they need staff, say, “I can have 3 ready to be interviewed by you, at my office in 5 days time”. (see First Call Resolution article)
Unable to Visit – speak to your Contact and Call Back every 3 months.
When Job Vacancy received, thank them and request site visit (to understand their workplace culture). Most will not want you to visit, but your offer, reinforces your grit and professionalism.
Phase 3. (Final phase) Constant Follow Up
(1) Advising about government monies for staff training
(2) Create and deliver a local business directory. Highlighting their Niche
(3) Deliver an Industry specific article
(4) Offer a free Interview Room
The above ‘System’ involves building relationships, not Selling.
NOTE – the above system will only work if you constantly realign your internal work practices to serve your clients (Employers and Job-seekers). Failing to do this produces ‘Policy and Procedure Creep’ – alienating your clients and strangling your revenue growth.
Contact James for further details
Electrical Manufacturer needs to differentiate to thrive.
Implement Phone Call / Email / Follow-up Strategy (see Sales Training above).
Focus on Helping by leveraging - Make, Repair and Advice capabilities to partner with customers.
Catalogue Summary Link used in email as a Call to Action.
Resolution. After 54 hours of this Strategy, workshop was booked for 3 months.