Offering a discount isn’t the only way to drive more sales. There are a number of quick and easy sales techniques you can use online and in-person this festive season to attract shoppers and those keen to support local businesses.
Here are some ideas to help you get started.
Offer a value add
Providing a customer with a value add is a great alternative to discounting products. A value add is an additional product or service offered to the buyer at no immediate cost. This could include offering free:
- gift wrapping
- after sales support
- product demonstration/lesson on how to use the product.
Tip: Remember to price the cost of the value add into your product or service cost, so that the item remains profitable for you to sell.
Provide recommendations and packages
Make it easier for busy shoppers to purchase by making recommendations or putting together gift packs that have a theme. This could include:
- promoting items by price range, such as ‘gifts under $20’
- grouping items by a category such as ‘gifts for the gardener’ or ‘gifts for the home cook’
- offering gift packs that bundle multiple items together (eg a ‘wellness pack’ package that may include both health care products and a massage voucher).
Identify cross-sell and up-sell opportunities
Adopting cross-sell and up-sell sales strategies provides a value add to your customer while increasing your volume of sales. The classic example of this is the ‘would you like fries with that?’ question asked at fast food restaurants.
Some options to explore include:
- providing a voucher or code for a discount on future purchases to encourage customers purchase again in the new year
- recommending accessories that will help the customer with their purchase. (for example, a case or screen protector for someone purchasing a smart phone)
- suggesting complimentary/additional services
- making up-sell suggestions to customers when there may be newer/better products available for just a small amount more (for example, for just $50 more, you can get the next model up that provides a number of additional benefits)
- bundling all the items a customer needs to get started (such as promoting a ‘paint at home’ pack that includes an easel, blank canvas, brushes and paints at a set price)
- developing bulk buy discounts or conditional promotions that require a minimum number of products to be purchased before a discount is applied (for example, a ‘buy three items for the price of two’ offer)
- adding a free gift or incentive when a specific dollar amount or number of items are sold in the one transaction (such as free shipping over $100).
Exclusive events and demonstrations
Add a personal touch by giving your customers the opportunity to see and experience your products. Some ways you could do this are to:
- Invite loyal and regular customers to ‘see it first’ viewings before new products and services launch. This can be done in-store and/or online and provides you with an opportunity to connect with your customers and make them feel valued with the chance to see and buy before anyone else.
- Train your staff to demonstrate or recommend products and services to interested buyers. You can use your smartphone to make videos of these demonstrations to share online via your website or social media.
- Offer free workshops to teach customers a new skill that incorporates the use of your products (like hosting a decluttering workshop that features the items you sell in store to help customers better organise their storage spaces).
Other important things to remember
In addition to developing your sales strategies, some additional efforts can help set your business up for a successful Christmas sales period, including:
- Creating an eye catching shop front display to help your store stand out/drive more foot traffic.
- Updating your website to include your up sell and cross sell promotions and any other value adds you plan to offer.
- Clearly displaying your policies on refunds and returns (checking that they are in line with Australian Consumer Law). This is particularly important given the large volumes or refunds and returns that occur after Christmas.
For more hints and tips to help your business generate sales:
- attend one of our practical sales and marketing workshops
- learn how to get your business online and generating sales
- read our article on how to boost your offline sales in an online world
- see our tips on marketing and promotion strategies (including free templates to download and use)
- read Google's tips on best practices for Black Friday sales.