- Acceptance of the "contract - on his hands." The potential buyer is awarded the contract form signed by the selling firm. Known the real situation, when the firm-seller of computer programs distributed more than 500 prospective buyers filled their part of contracts. For several months it seemed that work was in vain, but then these contracts began to "operate". Lasted for about two years a process of "accidental" appearance of a bygone customers (those who have had their hands on contracts) and they have committed purchases.
Reception "from another city." It is noticed that many people tend to critically examine the ability of local businesses and more idealized relate to other people. Sociologists know that the questionnaires sent to other cities, meets a higher percentage of men than in similar surveys of their city. It is advised even in the fog questionnaires city organization and researcher (if the survey is carried out in the same city), and send the questionnaire to another city, to worry about a clear stamp on the envelope. The best restaurants, places of recreation are often the ones who need to get. Goods manufactured in another city, especially in another country, many people prefer in comparison with similar goods produced nearby.
Admission offset the cost of the goods handed over to the old partial payment for the purchase of new. One of the reasons hindering the purchase of new goods durables is that previously purchased a similar product has not yet completely lost their consumer properties. Sorry to throw it and buy a new uneconomical. If the commodity producer feels the saturation of the market and is prepared to offer discounts on the price, you can start with no discounts, and to offset the cost of the old product. After passing the old TV, buy a new 5% cheaper. For the buyer it is not just a 5% discount, but also a sense of moral satisfaction because the old TV can somehow "attach". The manufacturer may also have some benefit from the recycling of old handed over the goods. This offset is possible for almost all products of long-term use.
A similar method can be used effectively and the sale of food products. For example, some savvy sellers of beer on the platforms stations offer passengers pay with the delivery of empty bottles. Certain grocery stores use safe sites to receive injected glass, which in return donated packaging issue, not money, checks for the right to receipt of goods by a corresponding amount.
Acceptance of software maintenance. Product becomes more attractive if it is provided with appropriate services: delivery, installation, maintenance, repairs, etc. The technical complexity of many modern products and leads to the fact that more and more consumers recognize the convenience and service of goods more important than quality , price, reputation of the manufacturer, etc.
The buyer should know exactly where, who and what assistance he could provide in the event of any problems associated with the goods. And here is important, not only proper care, but also the convenience of care. It's one thing if, in response to a complaint by the company representative will come "Sony" and instead of simply repairing a faulty tape recorder will change to a new, and quite another - when you need to carry heavy own a broken TV remote in the studio, and then back. Minsk watch "Electronics" to give the reliability of some other brands as well as the established system of warranty repairs by sending packets to the enterprise-manufacturer greatly increases their competitiveness.
The firm "Sulzer" - the manufacturer of engines for ships - has created a network of representatives who reside in all major ports around the world, watching the movement of the charts ships, equipped with its engines and ready to help in time of arrival in port.
Acceptance of a fictitious increase in the goods intended for the fact that the goods must seem larger than it actually is. Often this is achieved by replacing the packaging and its geometrical shape. Increasing the size of packaging (eg bottles) at a fixed price and actual weight (net) or a proportional reduction in price and weight at constant (by eye) sizes lead to a significant increase in demand. The fact is that people better remember the price, than the capacity of the package, so if the value of the package to the eye has not diminished, but the price has decreased by 10%, and the actual capacity in grams decreased by 20% (and this is fairly stated on the label) the new version of the product is perceived by many people as a cheaper and not as a more expensive, as he really is.
Perfume bottles are often made massive, and configuration of faces such vials, which increases the volume to form themselves spirits. Number of toilet paper on the roll may be reduced by corrugation. Popcorn (popcorn) has a large volume, low-weight: weight 30 g portion is large enough to eat. The same aircraft are often biscuits and cakes. At the same jar of instant coffee granules fit for 20% less than instant coffee powder, although it is almost not noticeable to the eye. If we compare the same by the net weight jars of granulated instant coffee and instant coffee powder, then the first will be much greater, that affects a certain number of buyers. And even the customer who understands it all, may prefer pellets to a more economical consumption of coffee.
Acceptance of goods union with a common structural element. Awl, screwdriver, chisel have a common element - a pen, so you can combine them if enable attachment to a handle. Blender, coffee grinder and juicer have a common element - the electric motor, so they combine in a food processor. Several bags with wheels can be replaced by a trolley and similar bags without wheels.
Acceptance of substitute goods, the compensation of its value or loss is used in case of non-product of its functions. The implementation of this technique may be a variety of ways. One of the most common - replacement of the goods, which is out of order, during the warranty period, a new one. The firm, which sells fire protection systems include in their price and the cost of insurance the customer's property against losses from a fire. The American company "Lo Jack" offers buyers a radio-equipped vehicle tracking system (in case of theft) if the vehicle is equipped with such a system is stolen and not found within 24 hours, returned to the owner the cost of the system.
Acceptance of a surprise is that the product is given except for the basic properties of an additional, and that which is not connected with the main purpose of the goods, but simply amazing or entertaining customers. An example is the pen with the image on the body of a woman whose clothing disappears and reappears depending on the position of the handle; signals car and apartment calls, performing the most intricate melodies, key chain, "responding perfectly" on the whistle of the owner. The firm "Sayentifik esplayd riserch" made the switch to television in the form of bricks that need to get to the TV screen, so he went out (of course, "brick" soft).
Receive presentation of goods as "elite." The most affluent segments of the population often buy products whose main function is to confirm the origin of the goods to the owner of "upper class". Chain reaction leads to the fact that there is demand for "luxury" goods and people from the middle class, who go for the purchase of signs of prestige over the last money. These products may include certain types of perfumes, watches, cars, jewelry and clothing. There are numerous cases where the apparent overvaluation of a new product along with its advertising as a commodity "extra-" lead to success. This product at a realistic price and with the ordinary advertising could have stayed out of the special attention of consumers.
Lower prices for individual products may, contrary to expectations, did not accelerate, but rather to slow down implementation. The last refers not only to goods whose use is associated with prestige items (perfumes, jewelry), but the goods in respect of which the most important for consumers is their quality (cheap motor oil can ruin the engine, a cheap lock does not protect from thieves).
Admission restrictions ways to promote sales in the sale of goods "-class." If the product is presented as superprestizhny or superkachestvenny, then sell it and have a solidity, disguised influence on consumers. For example, the dealer "Mercedes" is relatively small, and they should not annoy potential customers. Their task - well informed about their whereabouts and contact numbers. For lifestyle products are not allowed fair sale, markdowns and other public ways to stimulate sales.
Receiving the identification of potential buyers through the establishment of data banks in countries with developed market economies, specially selected and sold as a commodity lists of consumers and their home addresses, grouped according to certain criteria: a list of specialists a certain direction, the list of large families, etc. The existence of such a data bank helps to search for customers at a higher level.
Thus, the company "Hewlett-Packard," the establishment of its regular calculator has conducted a study and found that, in accordance with the technical capabilities of the calculator to the most likely consumers would be architects, mathematicians, engineers and designers. Appeal to the firm that was engaged in mail order trade, and has appropriate data bank allowed to acquire a list of home addresses of these professional areas. Further direct mail (a mailbox) brought a large number of orders.
The president of one of the Japanese firms said that they keep in sight of about ten thousand firms that had bought their manufactured equipment and, therefore, can again become clients of the firm, among them regularly disseminates information on all the latest news. A significant number of printed and computer-based lists of companies - potential customers - now offered in Ukraine. It should be emphasized the need to build and own data banks, as the client who purchased the products of the company a few years ago, often drops out of sight of staff sales as a potential buyer in the future.
Admission to ensure attractiveness adjacent to the outlet area. The authorities usually are forced near the territory of being improved trading enterprises. But it is not only to the adjacent area was landscaped and pribranoy. This area attracts people to rest there, to quench thirst, snack, hide in the shade in the heat and under a canopy in the rain. In contrast, for example, a kiosk with no overhang does not appeal to people in the rain, and this leads to a drastic reduction in sales.
Reception enable use of the goods is even more effective than just a demonstration of real goods. A Japanese manufacturer, machine tools - has found a way to give consumers the opportunity to experience at work, even his malotransportabelny goods: machines are installed in special vans with sliding walls, which take them to the entrance of the enterprise - a possible customer, and instructors offer all comers to test machines in action.
Involvement in the process of reception of the goods within the meaning of a continuation of previous use of the time. It lies in the fact that the prospective purchaser provide the opportunity for free or at low cost for some time actually consume the goods. (Unfortunately, this technique is effective in attracting triggered by drug use.)
Chemical company sent free of charge to all potential buyers a ton of produced its new synthetic material. To analyze and evaluate the properties are usually limited to much smaller amounts. A whole ton of free resources provokes not only for analysis, but also to use it in production. Exhaustion of the gift leads to further orders.
There are modifications of promotional products that are transferred to the buyer free of charge, some time in operation, but then kill themselves. Representatives of companies, which will in the future to buy large quantities, product samples sent free of charge as gifts and hospitality at the same time as a way to teach to the consumption of goods offered.
Acceptance of sales through involvement in the process of product refers to the case when the conversation goes on sale this instance of the product, which some time is the consumer to use. Product at a reasonable cost given the prospective buyer to use. After a while, or to pay for goods and finally get it, or return it. There is a method of selling software in which the program itself is free of charge transferred, and then if desired, the user makes a so-called registration fee, which entitles you to technical support and advice (without the last intensive exploitation of the programs will be ineffective). - Acceptance of the goods for free distribution of samples is the most expensive but most effective in terms of impact on consumers. These samples send by mail, handed out at the store, distribute, on an "every door." Obtained free of charge a small cylinder of lipstick or a bottle of shampoo convince better than many calls to the press and on television. With a wide range of product offers, such as shampoos, most consumers formed the habit of certain brands or there is a belief that all shampoos are the same and you can buy any. With respect to such consumers by any other means of persuasion can not be compared with the free offer.
Receive a demonstration of the goods in action. If you can not try to offer the buyer's own product, it is desirable to at least demonstrate the basic features. In some cases, a demonstration of goods other acts even more than the use of handwritten (when necessary skill or check for yourself something unpleasant.) As demonstrated in action at the fair, for example, mosquito? One of the firms established for the transparent thermal cube, where a deckchair quietly sat a girl in a swimsuit. The inner walls were covered with mosquito-cube on the table was a bottle with a means of mosquitoes. The exhibition of large-size TV set products for viewing videos on technology in the real world.
Acceptance of the use of objects, reminiscent of your proposal. Transferred to a potential partner prospect, price list, order form or contract, presented even handed and souvenir card from time to time reminded of our existence and we have made offers.
Admission to connect all the senses a potential buyer to accept the proposal. It is desirable that potential client not only saw the supply of goods, but also in hands or touched, smelled, listened, tried to taste. It is desirable to connect and the sense organ, which is not decisive in relation to this product: to hold a bottle of perfume, to listen to the engine. At the presentation of dishes cooked in it and provided the opportunity to smell it and taste.
Receive concentrated marketing is that the firm focuses on a particular product or product group. Due to this concentration of the firm becoming known as a manufacturer or seller of goods selected, acquired prestige among its customers. For example, a publishing firm decides to produce not any printed materials, but the literature on economics and business. This strategy is chosen on the basis of the fact that in the future experts in economy and business sector will see in this company not only manufacturer but also a qualified expert, a guarantor of quality.
Acceptance of positioning products. The more saturated the market in goods becomes, the less success can be achieved if the offer the same products as other manufacturers. If the supply of a commodity on the market in general, sufficient to meet demand, then one of the most important for the producer should be the question: "What is my product different from competitors' products?". We are talking about winning his seat on the market. New furniture manufacturer consumers did not immediately notice if it is to manufacture furniture "like everyone else", but its chances of success increase significantly when it will offer in the market, for example, cases with antitrust or treatment tables, which cover not being damaged by cigarettes.
In some cases, firms find it necessary to announce a position in advertising their goods, even when significantly different from competitors' products do not. Thus, when one firm has decided to offer the market a new detergent, a lot of effort was needed to find his position that it would be appropriate to display in advertising and on packaging. The difficulty was that there was already a lot of detergents, which were advertised under the slogan: "The small number - a large laundry," "Clears even in cold water," "After the wash - a pleasant smell," etc. The company wanted to take another position not beaten and found her motto: "Do not harm the skin of hands," and in commercials and on packaging were shown a beautiful woman's hands.
Admission to market through its own segment. Intensive advertising on trains for long periods of consumers to purchase goods need specific brands. Under these conditions, a little-known firms to sell goods difficult. Therefore, the promotion of the new market are advised to make no "broad front", and concentrating in a specific "direction of the main shock, then there is a separate market segment.
Design modifications of the goods to a particular segment, and their advertising as the best to help this segment of the rapid consolidation of firms in the new market, create a positive image and creating opportunities for further penetration into other segments. It was this tactic Japanese firms in moving to markets in Europe or America. Large firms, which have long been working in the markets of certain regions, find it necessary to control all segments of it in order to timely notice the efforts of newcomers to the individual segments and the best way to respond.
Admission into new markets with products of superior quality. When entering a new market can offer the first product of the highest quality at the highest prices. Such a maneuver would be justified, even if these more expensive models do not make a profit: in the minds of potential buyers will take root idea of the quality of the goods. In the future it will be possible to reduce prices and offer reasonably priced goods whose quality is known.
Acceptance of the proposal was progressing in the fact that after the sale of basic goods can be offered extra after signing the main contract to try to sign collateral, after discussion of the key proposals to harmonize the following associated with them. The important thing is that has been achieved. Atmosphere of constructive collaboration, it is desirable to throw up new proposals to end the conversation and not on its own initiative.
To conclude this is not an exhaustive list of sales promotion techniques, we make a small digression into the history of commerce. It shows that traders are constantly changing the way to increase sales. We touch only one way - self-service.
Hardly anyone knows of buyers than the famous American Clarence Sanders. But to trade in this ingenious person has done, perhaps, no less than Thomas Edison, for electrical engineering. And he had only a grocer, and as in 1916 opened a store. In it, he applied for the first time in the world a new form of sales - self-service.
Skeptics heralded the collapse of this venture. But to the surprise of the doubters, new customers immediately liked. Still had to go through a decade that this form of service to fully disclose their capabilities.
Let us now look further into the depths of centuries. In the first "shop" at the disposal of our ancestors, there are no walls, roofs, shelves, racks. But even then, people used the advanced method of trading - self-service. Without drawings, diagrams, instructions and rules on cancellation of "forgetfulness" of buyers.
To learn how to operate the ancient merchants, you can learn from the book by Charles Letourneau, "Evolution of the Trade", published in Paris in 1899.
"... In a certain place - preferably on a hill that was clearly visible from the outside, members of one tribe piled goods, which they would like to exchange for others they need. They then disposed of in near-grove, and from there, ready at any moment to resort to arrows and darts, watching his "department store". Customers - people from another tribe, with stone axes and batons at the ready, carefully approached, examined the offered products and food, felt, smelled, tasted them. Take your favorite, and instead left their goods and stepped aside. From the trees out and started a bargain check, not kept in the loser. Otherwise, all happened.
Century has been brutal, but fair: cheating is not tolerated. "
This was the store of primitive people. It took a century to a hole-in-the-wall artisans, merchants, storage shed close, noisy shopping arcades fairs and bazaars, he was transformed into a modern department stores, supermarkets, shopping malls, supermarkets.