Would you like these results?
Here are two lessons I want to share with you.
I recently got back home after being away for three months. In opening the mail I noticed a flyer from a jewelry store. I don’t know if you are familiar with the Pandora line of bracelets and charms, but the line is designed to keep you coming back over and over again every time a special occasion occurs in your life.
The problem was that the sale was the week before I returned. When I called to see if they would make an exception, the sales woman said, “No problem, we will still honor the sale.”
Here’s what the flyer stated. “You are invited to our Pandora Event. Come into the store and choose from our large selection of Pandora jewelry’s charms, necklaces, and bracelets. Get a FREE Pandora Lobster Claw Bracelet with every $75.00 Pandora Purchase.”
So I went with my wife. The sales woman stated that we could upgrade to any of the other bracelets, of course at a higher price. I won’t go into the one we chose, but then we purchased what they call spacers, and of course a few charms to make it look good. I spent a total of over $5,000.
Now here’s the kicker and the great part about this lesson. Remember the sales message said,” Get a Free Pandora Lobster Claw Bracelet with every $75.00 Purchase? That’s 66 bracelets.
All of a sudden it dawned on me….I now can give a bracelet to a lot of people. For those that I’m always purchasing something during the year, it now gives me an opportunity to purchase a charm or charms for those persons on their special occasions.
When I asked the owner of the store about the bracelets, he stated that the company Pandora gives the bracelets to them for free.
Anyway, I now proceeded to spend more money. How? Because I upgraded 4 bracelets for my granddaughters, and of course had to purchase spacers and a charm for the first occasion. Just because they gave me the additional 66 bracelets, I spent an additional $3,000. No I didn’t upgrade the bracelet to a gold one, but the silver one looked real nice also.
So the first lesson is the obvious one of….give something VALUBALE away for free! “Free” can be your ticket to huge sales.
Here’s the second lesson I want to share with you….make it easy to recreate your successful sales.
Unfortunately, I had to give them this idea. They should have come up with it first….
I asked them if they had a data base of their customers and they said “Yes” they did. I asked them to record my granddaughter’s birthdates, my wife’s birth date, and also my two daughter’s birthdates, to remind me that I needed to come in to purchase another charm for this special day.
This not only made it easy for me to come back in and purchase these charms; it also made it easy for them to recreate similar types of purchases from me in the future.
If any of you have daughters and grandchildren, you know they have at least 3 to 4 special events happening each year. Regarding my wife Barbara, she has special events all of the time.
In my book, “ How to Get Customers to Call, Buy and Beg for More,” I go into an entire chapter on how to double your business in one year and the concept is often referred to as “The Bump.” It’s all about creating ways to get your customers to continually come back and purchase from you over and over again.
You can let your imagination run amok and determine how much they just made in profit, plus how much more they will make in the future.
Would you like to have similar kinds of sales results?
Let me know if you can implement this concept, or if you have already done so. This is so powerful that I would like your comments about it.