One Change that Could Triple Your Sales

A buddy of mine owns a menswear store.  Business has been pretty tough the last six to eight years.

Between the economic downturn, a move to more and more casual wear, and competition from the likes of Jos. A Banks and Men’s Wearhouse, business hasn’t exactly been booming.

But he was able to hold on and keep his store going.

The other day I got a mailing from him offering a gift-with-purchase – which is a classic direct marketing strategy – and I just had to go by and ask him how it was working for him.

Now, I know that too many businesses feel that they’re too “professional” or have clients that are “too sophisticated” to do this sort of thing.  Big Mistake.

His clientele is very high-end… heck, he sells chinos for $117.99.  His suits START at $799.00… and some go for over $5,000.00!  I’m guessing you’d like to have his client base.

The other thing is that, like me, he HATES discounting.  Offering a gift with purchase does not erode your value like discounting does.

So what was he doing?  He was offering a free pair of Bose noise-cancelling headphones with the purchase of a business suit.

When I asked him whether it was working, he told me that it has quadrupled his sales – that’s FOUR TIMES the closing ratio, with no other change in pricing or presentation.

Now, maybe you’re thinking, “Well, at those kinds of prices he can afford to give away a gift like that, but I could never do that…”

Maybe… maybe not.  If you’re doing $500,000 additions, my guess is you could afford that sort of gift.  If your average job is $2,500, I might suggest a different gift.

The key is to make sure it’s a QUALITY gift – not some cheap, worthless piece of junk that nobody wants.  And please don’t make the mistake of thinking that a discount off of future work is a gift… it’s not.

My buddy is already on the lookout for the next gift he’s going to offer with a purchase.

How can YOU make this work in your business?

Categories: Contractor Marketing, Contractor Sales/Marketing Case Studies, Sales Growth, Successful Contractor Sales Methods
Written by Bernie Heer

Bernie is the creator of the Construction Profit Zone System.
You can follow him at Google+

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