7 Low Cost or Zero Cost Ways to Improve Your Marketing Results

5) Avoid the permanent " Sale Now On" disease

It seems that every five minutes somebody else is launching their latest Sales Event. Closing Down, Spring, Mid-Summer, End of Season, Stock-Clearance, End of Line, Factory Direct, the list goes on and on.

One well-known sofa manufacturer says that have only two sales per year, but it seems to me that they each one last six months! We are bombarded with sales announcements. People are becoming immune to the word "Sale".

And whilst we all look for a bargain, we’re more and more skeptical that there’s any genuine deals on offer whenever a company screams "Sale Now On".

Don’t get me wrong. I’m not against sales per se. Used sparingly a genuine sale (where the reasons for offering the discount are explained) can be very effective and generate a useful boost in cash-flow.

But always remember, sales mean you have to work much harder to make a decent profit. You have to sell 3, 4, or 5 times as many products to make the same profit when you discount the pricing.

Price is important, sometimes very important. But it’s rarely as important as business owners like to think. Even at rock bottom prices you will never capture 100% of your market – so why cut your margins to the point that you’re not making at least a profit that allows for future investment in your business?

So what else is important?

Un-matched service, true value in the buyer’s mind, being treated like a friend, offering unique services or extras that are not available elsewhere and knowledge not found elsewhere. Be the expert your market goes to when they need help. Make yourself so valuable in prospects’ eyes that they have no alternative but to go to you. Just do anything except hold a weekly 50% off sale believing it’s the quickest way to grow your business.

When you do have a real sale – make it a good one. Create a theme to it. Make it very limited in time. But do not overdo them.

For more of Richard Lomax’s marketing advice, reports and strategies go to… www.common-sense-marketing.com

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