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. 


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20 Responses to “Would you like these results?”

  1. Rey Tamayo says:

    It seems you have the concept of the new internet inbound marketing down pat–but in the real world. The lesson is a lesson that many people are struggling to learn on the internet with inbound marketing. It seems a waste of time to attend to the special needs of one person but then that one person may go and do something like you did and spend alot of money, but even more importantly spread the news about the company. While you did not say the same of the shop you got it from, it is only one email away for anyone trully interested in that shop!

    Great story and great knowing that you have tied inbound marketing to the real world!

    [Reply]

    Ken Varga Reply:

    @Rey Tamayo,
    Hi Rey, I’m glad you enjoyed the article.

    [Reply]

  2. Sergey says:

    Good day, Ken. Thank You for your message. I make my marketing step by step. You can see on my profil on LinkedIn. Best regards, Sergey.

    [Reply]

    Ken Varga Reply:

    @Sergey,
    Ok, Sergey, I’ll check it out.

    [Reply]

  3. James says:

    I found this experience of yours to be very thought provoking. It’s definitely something I can probably implement in my strategy to gaining more customers. I just have to develop a feasible way of doing so without depleting a limited budget.

    Thanks for sharing it with me.

    [Reply]

    Ken Varga Reply:

    @James,
    Hi James, sometimes you can give away part of a service so that it doesn’t cost you cash. A service can be broken down into valuable segments and part of it given away for free. For instance, banks give away free checking accounts to try to get customers to start an account. Or they might get joint venture partners to offer free coupons. Thinking along the same lines, you might be able to come up with items that would bring customers to you.

    [Reply]

  4. Kevin says:

    Thanks Ken, this is not new but I am finding it overlooked by quite a few businesses I work with. For me being a service oriented business it is easy to create value like this. Something to consider too is that in a world of deception and smarter shoppers the deal must be well thought out or may be viewed as a trap. I know for me when I am shopping I am always aware of the potential to spend more from the way an ad is presented or looking between the lines for the catch. It is becoming increasingly complicated to market something, give value and not scare the customer/client off with it.

    [Reply]

    Ken Varga Reply:

    @Kevin,
    Kevin I agree with all that you say. The approach for us as business owners is to NOT use these free offers as “traps”. We should provide real value. If we don’t people will see through them and we’ll have lousy results. It’s all about giving customers what they want. So we start them at the free offer and graduate them to more and more of what they want. The free offer is facilitating them getting more of what they want, just like I got more of what I wanted from the jewelry store.

    [Reply]

  5. Hi Ken, as per usual great insights and ideas. One element of your story which should be highlighted is keeping in contact with your customers not only for ongoing business with them but also referrals.

    @Kevin whilst you may be aware of marketing techniques, the majority of the general public is not. A free offer presented correctly will bring them in and increase awareness.

    [Reply]

    Ken Varga Reply:

    @A. Chuck Rowland,
    Hi Chuck, yes, keeping in touch also allows us to grow through referrals.

    [Reply]

  6. lidia says:

    Dear Ken,

    As long as the advertisers deliver what they promise i don’t have an issue with that.
    In some case i have experienced.
    They don’t….They give you something else..
    and in some cases when they offer freebies,i have experienced you go there and they look at you as a cheapskate..Because they all think you go there to get the free deal they offered..
    not always the case like you said i always end up spending so they should honor and respect customers regardless what they spend or buy…i always give something away to my customers no matter how much they spend…

    [Reply]

    Ken Varga Reply:

    @lidia,
    Lidia, the advertisers that don’t deliver what they promise will lose in the end. As I mentioned to Kevin above, the free item should not be a gimmick. It should be the start of a process that delivers to the customer more and more of what they want.

    [Reply]

  7. John Gesa says:

    Great story, it shows the importance and benefits of following up properly with your clients.

    [Reply]

    Ken Varga Reply:

    @John Gesa,
    John, I agree. Follow up is beneficial to both the customer and to us.

    [Reply]

  8. You gave the store owner a million dollar idea when you asked them to note birthday reminders for you!

    Thanks again for practical and easily implemented examples of strategies.

    [Reply]

    Ken Varga Reply:

    @Bruce G. Clinton,
    Bruce, you are welcome!

    [Reply]

  9. Wayne Nunn says:

    Ken, This is a wonderful story and it sounds a great deal like a store I frequent.

    However, in the comments, I notice some with a “if I can figure it out” point of view. This is very common attitude, the jewelry store had a very small investment in its reminder system. They used http://www.aweber.com to create a mailing list and sent the reminders to your email account by date.

    The “if I can figure it out” attitude is a very common in business. I am a project manager working throughout science, business, and industry. Given the restriction of Science, Legality, and International Treaty, any problem can be solve if you have any two of Time, Talent, or Loot (money). For example, today is Wednesday, it is not a major problem to have exclusive use of a PGA Championship Golf Course on Saturday with tee times starting at 7:00 am. This is a ZERO TIME project, its solution is Talent and Loot (If anyone asks me to do this, it requires an unrestricted budget).

    Again, an excellent article,
    Wayne

    [Reply]

    Ken Varga Reply:

    @Wayne Nunn,
    Wayne, I’m glad you enjoyed the article. Thanks for your input about the time, talent and loot triad. How to allocate between the 3 for a successful project is where the challenge lies for most business people.

    [Reply]

  10. Really informative post.Really looking forward to read more. Fantastic.

    [Reply]

  11. Do you mind if I quote a few of your posts as long as I provide credit and sources back to your blog? My website is in the exact same niche as yours and my visitors would truly benefit from a lot of the information you present here. Please let me know if this ok with you. Cheers!

    [Reply]

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