What to do for Christmas Sales
For most of us the Christmas sales period is one of frantic sales, staffing and cash-flow issues. Stock in, where to store it, merchandising, pricing and the list goes on. The main question is about how to structure your tasks to get the maximum traction during this period (and beyond), positive cash-flow, repeat business and not be a burning heap of carbon matter at the end of it all!
So, what do I do?
Firstly, planning ahead and not leaving it to the last minute is by far the best strategy; failing that:
Have a Special product or Promotion
I’m not talking about reducing the price so you run at a loss. I’m talking about getting that one magic product that everyone is now looking for in your industry, supplying it with an educational based delivery process at a fair market price (or premium with add-in’s) to set you apart from the pack.
What do I mean?
Say the next thing is Widget X. You can display Widget X at the front, middle and rear of the store, dress it up and instead of offering discount’s you package it at a competitive price (above the market) because you have realised that Widget X really works better when you buy accessory Y & Z with it. Instead of trying to sell a single widget, you are selling a solution to the customers problem in an all for one package. This really does show you understand the customer, the challenge they have and how to best solve it.
Also by selling the accessories, you increase your average spend, are developing that customer relationship (and are in a better position to get their details for your CMS) and showing why you are the leaders in this field.
E.g. Looking for Widget X – We have the Widget X package which will save you time and money this Christmas
But I’m in a service industry not Retail
No problems, offer a Christmas only special. e.g. Service X normally $250.00 now at a special $197 for Christmas Sales Period Only. Call xx xxxx xxxx now to arrange your personal consultation.
Advertise the Obvious
Sometimes this is exactly what is required. Years ago an Insurance Company started advertising that they covered the outdoor furniture for damage. It really grabbed market share. For us in the industry at the time, it was so obvious that every company gave this cover, only they didn’t advertise it. They weren’t giving anything away, just selling the obvious. In fact up until that point this company was the only one of a few that didn’t give this cover. Go figure!
Duh, it’s Christmas Sales time. Advertise it with purpose. Make sure that your own existing customers know what products you are going to have in store and that they can pre order or phone layby your great products before the general public finds out about it. Give them the special offer up front. Widget X Package on say shortly at $197, Your’s for be a great customer at $187 until xx/xx/xxxx at which time we open it to the general public.
Are you getting the picture yet. Mainly it is about communicating with your existing customers and making them feel special.
Open up the Cheque Book
This may sound a little strange, however the purpose of Christmas is giving. We have found looking after the kids works a treat. Give them a bouncy ball when they come in and a special dip when they leave. We secured bouncy balls at about 9 cents a ball and the kids love them. I’m not sure Dad’s do when they hit them with the lawn mowers but hey!
Be seen to be successful and dress the shop/office up like you mean it. Make sure they know you value Christmas, it’s meaning and share it with everyone. In Australia we have no snow locally so the white Christmas doesn’t happen unless you turn left into the Blue Mountains by mistake. This doesn’t mean you can’t make your little bit of business feel like paradise. Do shoppers spend more when comfortable and relaxed. Yes, we do.
There are thousands of different ideas available. What you must do is fit it in with your own business goals and objectives and work out the best approach for your business.
If this is the opportunity you need to review your Christmas Sales and work with us, please contact us via the form below and see how we can help you achieve your goals.
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