There is a store that only sells one thing: billiard tables. It carries all kinds of billiard tables. You might be surprised to know the different kinds of billiard tables that are made. The price of each table varies too. One can buy a billiard table for as low as $200 to as high as $3,000!
All the salesmen in this store are very knowledgeable. They know everything about the game and even more about the tables. They are trained in a sales system. They would show the customer the $329 table first. They would reveal the features and benefits of that table one by one.
Then they would point to another table and say: “This table here is a bit pricey and costs more than $329 but it also has more benefits.” They would then compare the 2 tables and people would get interested in the more expensive table. After all, people buy the billiards table just once and might as well select the better one! The salesmen would then show a few more expensive tables and see if the customer gets interested in them or not. This process generated a handsome average sale of $550!
One day, the owner of the store asks the salesmen to change their entire selling system. Continue reading ““Selling Down” Sales Process”
The café starts selling freshly squeezed orange juice in limited quantity to provide more variety to their early morning patrons. One employee would squeeze the oranges and produce about 10-12 cups of it. Orange juice has as high a profit margin as coffee. And they thought that by giving more choice to people, they might increase sales. But they didn’t do too well. They didn’t even sell those 12 cups a day.
Gina operates a Restaurant and knows that for long- term success of the restaurant, she will have to find a cost effective way to build loyalty between the diners and the restaurant. Gina shells out about some ad dollars and buys a full-page ad in the local newspaper. The ad simply says “Restaurant Survey.” The survey asks questions like:
The book “South Beach Diet” became an instant hit as soon as it was published. It is a slightly modified version of the Atkins diet and soon after Rodale had published it, it started climbing the bestseller lists. In fact, that book has topped the national bestsellers list for months. When Waterfront Media published the ebook version of South Beach Diet at southbeachdiet.com, they thought it would be a massive hit online too.
John invested in a small business. He purchased a “hobby and game” store that had been run profitably since the past 30 years. The old owner wanted to retire and thus John was able to receive a great deal on the shop.
