Offline Case Study: Marketing Lesson That I Learned After Selling $1300 Worth Of Products In 3 Days
I'd like to share with you a simple story on how I managed to sell over $1300 worth of membership cards in 3 days for the bookstore that I've been working for the past one month. Appearantly, the store was having "Members Only SALE" from 4-6 JUNE and I was assigned to promote the card.I was given a table nearby the cashier counter to do my job
The main benefits of the membership card:
1.20% Discounts on any books purchased during the sale
2.10% Discounts for any stationary products during the sale
3.Point accumulation for each $1 that customers spend ($1 = 1 point)
4.15% Discount Voucher to buy books customer's birthday
5.20% Dicount for selected books every month throughout the year..
Each Card costs $20 and valid for 2 years
Here's how I did it...
Day 1: I approached every customers at the store who're ready to pay for their products at the cashier counter. Some of them agreed to become members while the majority of the customers declined.Appearantly I didn't emphasize more on BENEFIT #1 (20% Discounts on any books purchased during the sale) and eventually managed to sell around 14 cards only.
I only explained about the benefits of the cards verbally and I had a hard time in persuading them. I went back home and started to think of a way to boost the sign up rate and I got an idea
Day 2: I was pretty excited for the day as I just couldn't wait to implement my new idea. Right after using this technique, immediately majority of the customer's agreed to become members. I was super excited. Then I used a device together with my main idea, and guess what?? It was super easy to persuade more customers and in the end I got a total of 29 cards.
Here's what I did on day 2:
My idea: I explained to my customer, how much money can they can save if they become a member now.
The device that I used: A Calculator to show them the numbers
Example: There was a customer who wanted to get a book that will costs him $247 and was waiting for his turn on the line to make his payment at the cashier counter.Sensing the opportunity to promote the card, immediately I told him that he can get a 20% discount today if he joined the membership club.
Automatically his question was "How much does it cost?"
So I explained to him that it'll cost him $20 for 2 years and instantly took the calculator to show him the numbers. Since he'll only have to pay 80% of the total price of the book after joining the membership club, I told him that he only have to fork out $197.60 ($247 x 80%) and can save about $49.40. And since the cost of the membership card is $20, I substracted it from the total amount that he can save,which eventually resulted in $29.40 ($49.40 - $20).
It only took me a few seconds to show him the numbers with my calculator and immediately the customer said "YES"
I did the same thing over and over again against other customers and succesfully sold more cards
On another occasion, if the customer's book was somewhere around the $90 mark or less, here's how I'll show him/her the numbers...
$90 x 80% = $72, save $18
Immediately I'll explain to the customer, "In order to get 20% discount on any books here at the store as well as 2 years membership and other benefits, all you've to do is to add AN extra $2 from the total amount that you'll save ($18 + $2 = $20)"
That's it..They're SOLD...
Day 3: Rinsed and repeated the same thing that I did on day 2 and sold 24 membership cards
Total Sales = 67 cards x $20 = $1340
So how do you think we can apply the techniques that I've used above in Internet Marketing?
1)Always explain to your web visitors how much money they can save if they buy your products now
2)Use the "Consistency" concept to get your customers spend more for your products. For example, if they're ready to pay $50 for product A, add another bonus and bulk up the price to get them pay more.Chances are high for them to say "YES". If they've commited to pay small amount, they'll be committed to pay more as well.
3)Show the benefits of your products in numbers or monetary value to the customers...
I hope the case study above have benefited someone and if you think that more points can be added on how to use the techniques above in Internet Marketing, please share here
PS: Sorry for my poor English
The main benefits of the membership card:
1.20% Discounts on any books purchased during the sale
2.10% Discounts for any stationary products during the sale
3.Point accumulation for each $1 that customers spend ($1 = 1 point)
4.15% Discount Voucher to buy books customer's birthday
5.20% Dicount for selected books every month throughout the year..
Each Card costs $20 and valid for 2 years
Here's how I did it...
Day 1: I approached every customers at the store who're ready to pay for their products at the cashier counter. Some of them agreed to become members while the majority of the customers declined.Appearantly I didn't emphasize more on BENEFIT #1 (20% Discounts on any books purchased during the sale) and eventually managed to sell around 14 cards only.
I only explained about the benefits of the cards verbally and I had a hard time in persuading them. I went back home and started to think of a way to boost the sign up rate and I got an idea
Day 2: I was pretty excited for the day as I just couldn't wait to implement my new idea. Right after using this technique, immediately majority of the customer's agreed to become members. I was super excited. Then I used a device together with my main idea, and guess what?? It was super easy to persuade more customers and in the end I got a total of 29 cards.
Here's what I did on day 2:
My idea: I explained to my customer, how much money can they can save if they become a member now.
The device that I used: A Calculator to show them the numbers
Example: There was a customer who wanted to get a book that will costs him $247 and was waiting for his turn on the line to make his payment at the cashier counter.Sensing the opportunity to promote the card, immediately I told him that he can get a 20% discount today if he joined the membership club.
Automatically his question was "How much does it cost?"
So I explained to him that it'll cost him $20 for 2 years and instantly took the calculator to show him the numbers. Since he'll only have to pay 80% of the total price of the book after joining the membership club, I told him that he only have to fork out $197.60 ($247 x 80%) and can save about $49.40. And since the cost of the membership card is $20, I substracted it from the total amount that he can save,which eventually resulted in $29.40 ($49.40 - $20).
It only took me a few seconds to show him the numbers with my calculator and immediately the customer said "YES"
I did the same thing over and over again against other customers and succesfully sold more cards
On another occasion, if the customer's book was somewhere around the $90 mark or less, here's how I'll show him/her the numbers...
$90 x 80% = $72, save $18
Immediately I'll explain to the customer, "In order to get 20% discount on any books here at the store as well as 2 years membership and other benefits, all you've to do is to add AN extra $2 from the total amount that you'll save ($18 + $2 = $20)"
That's it..They're SOLD...
Day 3: Rinsed and repeated the same thing that I did on day 2 and sold 24 membership cards
Total Sales = 67 cards x $20 = $1340
So how do you think we can apply the techniques that I've used above in Internet Marketing?
1)Always explain to your web visitors how much money they can save if they buy your products now
2)Use the "Consistency" concept to get your customers spend more for your products. For example, if they're ready to pay $50 for product A, add another bonus and bulk up the price to get them pay more.Chances are high for them to say "YES". If they've commited to pay small amount, they'll be committed to pay more as well.
3)Show the benefits of your products in numbers or monetary value to the customers...
I hope the case study above have benefited someone and if you think that more points can be added on how to use the techniques above in Internet Marketing, please share here
PS: Sorry for my poor English
A-1 Survival