Sunday circular selling strategies

What do you enjoy doing on weekends? Does your Sunday morning routine involve coffee, donuts, and a review of the Sunday paper?

On a recent weekend I was amazed by the number of selling strategies I was able to learn from the circular section of the paper.

The three most common customer objectives in a selling situation involve time, money and knowledge. The ads I saw were able to achieve each of these goals flawlessly.

  • There was an ad for Acorn Stairlifts. It included a “free information kit” to learn the advantages of the product. It had a quote from a satisfied customer. It offered an endorsement by the Better Business Bureau. It put a time limit to the offer to encourage a quick decision. It even offered a discount from normal prices.
  • Another ad promoted a collection of three rare coins. The coins were listed as “scarce” and “long vanished from circulation” so it gave customers the chance to own something special and rare. The price was discounted more than 70%. There was a free gift included. You could order online or by mailing in the form. A special 45-day money-back guarantee of satisfaction also was offered.
  • The final ad was for a hair-removal device that offered a 100% risk-free trial. The supplier was so confident it gave buyers 60 days to try the device. If within this time period a customer was not satisfied, the company would refund the purchase price, refund the shipping and handling and pay the cost to ship the product back. The ad suggested the product would be great for a Mother’s Day gift and received rave reviews in popular magazines, and it also noted that it used a patented, revolutionary technology.

When you are promoting your product or service, do you take these ideas into consideration?

  • Benefits to your customer
  • Examples of endorsements and recommendations from others
  • Ease of purchase via various methods
  • Additional discounts from regular prices
  • Guarantee of satisfaction
  • Opportunity to own or experience something rare or unique, or with new technology
  • Suggestions for use of your product or service

You may have a great product, but if you make it difficult to purchase or show no value, no one will buy.

(One more hint: Don’t make your customers fax you their order forms; make it easy for them to do business with you!)