Post by greenpesto on Sept 5, 2006 22:57:25 GMT 1
So, how DO you make the '3 for £99 Offer' work?
The short answer is .... YOU CAN'T!!!!!
The problem with this & any current offers available to the customer has the major draw-back that there are either inappropriate or poor fabric choices for them to choose from.
It is also an 'ill thought out' plan that gives little incentive to those going out to sell these.
It is all well & good coming up with a successful lead generator that is not supported by adequate fabrics.
We are faced with up-selling to a poorer quality fabric like Clouds.
Indeed, even Capri doesn't seem to be the fabric it once was!!!
We can only hope to diffuse the situation we face with customers by either:
Giving them what they want
Agreeing with them that the Offers are crap or misleading
Tell them that we are sold out of these deals due to high demand & great success of the offer.
It may be an idea to select a couple of fabrics in the Creams & Whites section that we don't sell much of e.g. that really 'naff' cream one that looks like sack-cloth that would fall apart if you sneezed at it .
Place it with the '3 for £99' fabrics.
At least you could argue that we do indeed offer fabrics in popular colours, but no-one is likely to buy these.
It is highly likely they'll all be in the next stupid offer anyway because they are so bad.
The '50% Offer' has the same problem as they aren't really 50% Off. So it can't appear to make them look cheap because they are mostly from the higher price band fabrics to start with.
So, to be constructive ... how about this for an idea!
We take it on ourselves to re-introduce the '2 for 1 Special Price Deal' that was always so good for both Hillarys & Our businesses?
Let us for example, use pre-cut self adhesive labels on each of the fabrics in the main book with printed or hand written offers on them such as:
Clouds - 2 for £130 - 3rd for additional £65 ( equates to half the offer price for the 3rd )
Capri - 2 for £190
Acacia - 2 for £195
Beckett - 2 for £210
Florence - 2 for £260
etc.
OR
e.g Clouds - 3 for £195 offer etc.
If this was to be done by ALL & an improved conversion be made therefore more money for everyone then 'Silly Old Hillarys' would have to take notice.
We Advisors do after all have more of an idea about this business than those making the decisions.
If H/O want improved conversions & are less worried about discounting then this may well be the way forward.
In advance of the regular question ... which has the same regular answer - 'How much should I discount?'
Just remember ... take the business if it worth it to you ... Hillarys will still make loads of money regardless of what you sell it for!!
Nobody can make ANY money if it is NOT sold!!!
Hillarys are instructing the Quotes Department to give away another 20% anyway ... so it can't possibly hurt for you to do it yourselves?
You won't have to sell everything with massive discounts but you WILL be very pleased with your increased business.
Most of us 'Oldies' remember how this '2 for Offer' works ... so if we use this site to the very best advantage ... we could discuss this openly with all the newer guys & gals!!!
We just need some co-ordinating to set this up from this site!
Have I 'lost the plot' ... or NOT?
!!!!
The short answer is .... YOU CAN'T!!!!!
The problem with this & any current offers available to the customer has the major draw-back that there are either inappropriate or poor fabric choices for them to choose from.
It is also an 'ill thought out' plan that gives little incentive to those going out to sell these.
It is all well & good coming up with a successful lead generator that is not supported by adequate fabrics.
We are faced with up-selling to a poorer quality fabric like Clouds.
Indeed, even Capri doesn't seem to be the fabric it once was!!!
We can only hope to diffuse the situation we face with customers by either:
Giving them what they want
Agreeing with them that the Offers are crap or misleading
Tell them that we are sold out of these deals due to high demand & great success of the offer.
It may be an idea to select a couple of fabrics in the Creams & Whites section that we don't sell much of e.g. that really 'naff' cream one that looks like sack-cloth that would fall apart if you sneezed at it .
Place it with the '3 for £99' fabrics.
At least you could argue that we do indeed offer fabrics in popular colours, but no-one is likely to buy these.
It is highly likely they'll all be in the next stupid offer anyway because they are so bad.
The '50% Offer' has the same problem as they aren't really 50% Off. So it can't appear to make them look cheap because they are mostly from the higher price band fabrics to start with.
So, to be constructive ... how about this for an idea!
We take it on ourselves to re-introduce the '2 for 1 Special Price Deal' that was always so good for both Hillarys & Our businesses?
Let us for example, use pre-cut self adhesive labels on each of the fabrics in the main book with printed or hand written offers on them such as:
Clouds - 2 for £130 - 3rd for additional £65 ( equates to half the offer price for the 3rd )
Capri - 2 for £190
Acacia - 2 for £195
Beckett - 2 for £210
Florence - 2 for £260
etc.
OR
e.g Clouds - 3 for £195 offer etc.
If this was to be done by ALL & an improved conversion be made therefore more money for everyone then 'Silly Old Hillarys' would have to take notice.
We Advisors do after all have more of an idea about this business than those making the decisions.
If H/O want improved conversions & are less worried about discounting then this may well be the way forward.
In advance of the regular question ... which has the same regular answer - 'How much should I discount?'
Just remember ... take the business if it worth it to you ... Hillarys will still make loads of money regardless of what you sell it for!!
Nobody can make ANY money if it is NOT sold!!!
Hillarys are instructing the Quotes Department to give away another 20% anyway ... so it can't possibly hurt for you to do it yourselves?
You won't have to sell everything with massive discounts but you WILL be very pleased with your increased business.
Most of us 'Oldies' remember how this '2 for Offer' works ... so if we use this site to the very best advantage ... we could discuss this openly with all the newer guys & gals!!!
We just need some co-ordinating to set this up from this site!
Have I 'lost the plot' ... or NOT?
!!!!
