Advertising on Theater Screens

Unfortunately in Claude's neck of the woods that might cut opening times by 50%.

On second thoughts that might be a gentle way to ease into retirement.

Best regards,

Ozi

Well, this could be Claude's version of a "juice bar" at the vacuum spa.

And, there's always those customers who are "on the fence" about making a purchase decision.

Claude's new contemplative approach, may help dissolve some of that inner turmoil

"While your thinkin', do some drinkin'.

I'm glad you asked. In in home sales, the customer has three business days to cancel an order.

When selling in home, I tried letting people borrow the machine for a few day as a "try before you buy". I did that maybe 20 times one month, and all the sales fell through. In the prospect's mind, they weren't buying anything...they were borrowing or testing the machine.

In my retail store I did "Try before you buy" with air purifiers ($599). They kept the air purifier for 3 days and could return it if they wanted. 75% brought the purifier back.

And then I learned a secret from a mentor......I kept running the "Try before you buy" ads, and just changed the offer (after they were in the store) to a "Two weeks safe ownership". Meaning that they bought, but could get a refund if they brought the purifier back within two weeks. 75% kept the purifiers. My sales tripled.

The reason was, if they tried the product for three days (without us processing their card) they didn't feel like they bought anything, and sometimes I even had to drive to their home and pick it up. But if they paid me up front? In their mind it was the same deal...except they had two weeks instead of three days. But now, they felt that they had bought the product. And getting a refund was a hassle.

We still advertise "Try before you buy". But they try the vacuum cleaners in our store. We have several carpet samples and bare floors and tile in our demonstration area.

And we still offer a "Two week safe ownership" on our premium vacuums. But we don't advertise it. We just use it to stimulate a decision while they are in the store. We get less than 1% back. But when we used to let people "borrow" vacuums to try at home, 75% would be returned. And we cannot sell a vacuum cleaner as new after it's been used in someone's home. It's a real loser for us.

The huge difference in results is from how the customer thinks when they leave the store. Did they feel like they bought it...or just borrowed it? Huge difference in results.

When I sold my Advertising course from the stage (at conventions and trade shows), I got the great idea of telling the audience that I wouldn't run their cards for 30 days. They had 30 days to return the course ($599, I think).

My sales went from about 20% of the audience to 30% of the audience. The bad news is that my refunds were almost 40%. And when I just sold it straight...my refunds were zero. Every additional sale I made by making the "try before you buy" was to someone who was already planning to get a refund. In selling courses and information product from the front of the room, there is a huge "borrow/copy/refund" contingent. In fact, people were getting refunds just because they knew others that got refunds.

I made that mistake in two seminars in a row. It took me a few weeks to see all the refunds.

Added later; as an aside, when I was selling my advertising course, a speaker that heard my pitch took me aside and told me that I should charge $1,500. So I did on my next speech. My sales went down by about 10% and I got a few refunds. But my income from sales increased by about 300%.

Was it date night?