The Selling Sherpa

LESS RESTRICTIONS, MORE RESULTS

There’s a waterfront restaurant near downtown whose reputation is generally positive. The location is a little challenging to drive to, but food and service are good on most days and they have a loyal (but graying) customer base.

Their marketing people created a promotion aimed at attracting a younger demographic. It’s a “2 for 1” deal to promote business during the slower times, and the coupon is only available on their website. They have no printing bill for coupons, no mailing costs to deliver them, and the only expense is the hard cost of a meal when someone redeems the coupon. So far, so good.

But if two people order the same entrée and attempt to redeem the coupon, the server informs the patrons that one person must order something different! This is an unfortunate surprise because that restriction is not on the coupon (below) or on the webpage where it is parked.



There are about ten other restrictions listed, but I don’t see “Must order different menu items” anywhere.

Granted, two diners at one table usually don’t order the same thing. But it will happen and, when it does, the establishment risks annoying the very people they are trying to attract.

Worse yet, they encouraged negative buzz. You see, it is not my experience I am sharing. Somebody else told me their story of disappointment.

Reduce the number of restrictions on an offer and you will improve the results and the word-of-mouth.

Honestly, if your promotion is well-crafted, you really only need one restriction: an expiration date.

TELL HER (OR HIM) ABOUT IT

Did you buy an iPhone yet?

Did you get one when they first came out?

Did you get irritated when the price dropped by $200 only 10 weeks later?

Apple CEO Steve Jobs tried to do fast damage control with a public apology, explanation, and $100 credit for everyone who bought the device when it first came out, but most early purchasers are still grumbling about what they perceive as a raw deal.

Don’t let your customers ever have the chance to feel this way about what you sell.

If you know a price decrease, special promotion, or seasonal discount is coming, you owe it to them, and to your reputation, to tell her (or him) about it. Your customer can decide if they want it now or want it cheaper.

Either way, they will always think highly of you for being the kind of professional salesperson who wants the customer to win.

INCREASE SALES NOW

Do you sell anything that companies could use as gifts for their clients in the holiday season? Would like to sell a ton of it this year?

If you said “yes” to both, I’ve got an idea that could increase sales now.

Reach out to your customer and prospects NOW with an irresistible offer so they can take care of all their gift-giving arrangements in October and save some money by ordering early.

This will help you get sales before your competitors even approach the clients on your list.

It will also help you maximize revenues over the entire quarter, instead of relying on post-Thanksgiving sales.

(Now that I think of it, maybe I should offer my “Chart-Topper Selling” Package as a corporate holiday gift. If you have any interest, contact me and I will give you an incredible deal!)