Sales are an integral part of any business. Without them, no company can stay afloat. Therefore, every entrepreneur dreams of maximizing their profits. There is nothing wrong with that: after all, businessmen must somehow earn a living. Another question is what methods they use to achieve their goal.
All businessmen - no matter what products and services they sell - can be divided into two categories. The first sell to help their customers solve certain problems, i.e. focus their attention on consumers and do everything possible to make them satisfied. The latter proceed from the principle that the end justifies the means. The main thing for them is to get as much profit as possible, and customer satisfaction is the last thing they think about.
Unfortunately, many businessmen choose the second approach. They are more concerned about the implementation of the sales plan and the improvement of the financial results of the company than the formation of long-term relationships with their customers. Therefore, they often use unethical sales incentives, which, of course, scare customers.
So, if you do not want your current and potential customers to run away from you, like from a plague, try to avoid the following tactics when selling your products and services:
The illusion of scarcity or urgency
The illusion of scarcity is one of the most popular tricks of businessmen. By applying it, they encourage customers to buy their product, convincing them that its quantity is limited. At the same time, they extol their product to the skies, so that buyers believe in its exclusivity.
Some entrepreneurs use a similar technique - the illusion of urgency. Take, for example, the sales season in clothing stores. Customers are promised crazy discounts (30%, 50% and even 70%), while indicating in bold letters on posters that the discount is valid for a limited period of time, say, from September 15 to September 22. And here the avid shopaholics throw all their affairs and rush to the shops with a bullet, pushing other buyers along the way, so as not to miss such a “profitable” offer. As they say, who did not have time - he was late!
For the same reason, in many large cities, "shopping night" is held: discounts are only valid during the promotion period, that is, from that night until the next morning, and poor customers have to sacrifice sleep to replenish their wardrobe.
Such techniques are good only for quick sales and should be used only in rare cases. If you use them constantly, you will ruin your reputation in the eyes of customers. They will no longer trust you and will think that you are not sure about the quality of your goods, since you cannot sell them without such clever tricks.
Using this tactic, sellers play on the emotions of customers. At first they are told that they will receive a product or service for free, and then force them to make a purchase. For example, a client downloads a “free” program on the Internet, according to the seller, a program, and after a couple of weeks he receives a message that it expires. The first thought that comes to his head: "What the hell?".
Many companies use free gifts as bait to make shoppers want to make a deal with them. Last now and then hear the following phrases: "Buy six bottles of beer and get a mug as a gift!" or "When you buy two T-shirts, the third - for free!".
If you want to offer your customers a free gift in exchange for a purchase, then clearly explain your intentions to them. They must be well informed before making a decision.
At the same time, you should not use the gift as a bait in order to give customers low-quality products. Unfortunately, many grocery supermarkets sin with this. For example, sellers can offer their customers a free cup or saucer when they buy a large package of coffee, which expires in a couple of weeks.
Thus, they manage to put down the vigilance of customers: who will refuse a free gift? But do not forget that customers, sooner or later, will reveal your deception and no longer trust you. So do not risk your reputation!
Quite often, businessmen hang noodles on their customers. In every way they praise their product and attribute non-existent qualities to it, just to sell it as soon as possible.
Imagine that your company sells slimming tea, which brings you almost no income. You understand that you need to urgently do something - otherwise, you will go broke. And here all means are used. You tell your customers that this is just a unique tea, which in just a couple of months will save them from all those extra pounds. You give them an example of the history of your friends who are just in awe of your product. For greater persuasiveness, you can even ask a local star to star in your ad in order to dispel all doubts of potential customers.
Let's say your reception worked, and you just have no end of customers. Every day hundreds of customers come to you to buy your wonderful tea. But for how long? It all depends on how honest you are with your customers. If you slipped them a cat in a bag, then do not be surprised if in a couple of months you lose all your customers. After all, the secret always becomes clear. Customers will buy your tea, try it, and if it doesn’t benefit them, they will draw the appropriate conclusions. Naturally, not in your favor.
So, do not give promises to customers that you are not able to keep. It is better to direct all your energy to improving the quality of your product. Then, you do not have to resort to tricks and deception to attract customers - they themselves will reach for you.
Intrusive online advertising and spam
What is your first reaction when you go to a site that is literally teeming with advertising? You will probably want to leave it immediately. So why do you think your customers will do otherwise?
Remember one simple truth: customers do not like to be imposed on something. They want to make decisions themselves, having analyzed all the pros and cons of your offer.
Of course, you can not completely give up advertising. Otherwise, how do buyers find out about you? Just try to comply with the measure, so as not to scare away your potential customers.
Another type of inappropriate online advertising is spam known to all. Many businessmen are well aware that this is not the most successful way to attract customers, but, nevertheless, send it to their potential customers, as if hoping for some miracle.
Using spam, you risk not only falling out of favor with customers, but also ruining your online reputation. Representatives of the American SEO company Everspark Interactive argue that companies caught on uncontrolled spamming may be blacklisted by major search engines, such as Google.
Conclusion: be careful when assigning the promotion of your company to a third-party organization or participating in affiliate programs. In some cases, you may not even know that your company is involved in the spread of spam.
This list would be incomplete without mentioning aggressive sales. The essence of this method is already clear from its name: sellers put pressure on buyers to get their product or service. Moreover, they do it so skillfully that the buyer doesn’t even realize that he simply “pushes” the product.
Vendors using the aggressive sales method are generally well versed in human psychology. Entering into contact with a potential client, they immediately feel for his weak points, and then use this knowledge for their own purposes.
Suppose if the seller realized that the girl who went to his clothing store is not self-confident and has a lot of complexes, it will not be difficult for him to convince her of the need to make a purchase. Even if she tries on a dress that doesn’t suit her at all, the seller will simply fill her with compliments. "Girl, this dress suits you! You look in it just gorgeous!" - he will say, and the girl, without hesitation, will part with her money.
This method is also not suitable for establishing long-term customer relationships. Sooner or later, they will realize that they have become the victim of your deception, and will continue to bypass your company.
More far-sighted businessmen do not impose their product on customers, but simply tell them about its advantages - and moreover, they are real, not fictional. And if your product can really meet the needs of customers, then you will not have to put pressure on them. The quality of the product will speak for itself.
Customers are not as stupid as you think
Modern clients have become extremely advanced and sophisticated - you will no longer be able to circle them around your finger. Not the last role in this was played by the rapid development of information technology.
Even if you managed to "cheat" at least one client, do not rush to rejoice. He will certainly tell about his negative experience to his friends and acquaintances - both during live communication and through social networks. They, in turn, will warn their friends that they, too, do not fall into your trap. In a couple of days, the whole city will know about your mistake, and in a couple of weeks - the whole country. Word of mouth does not know mercy.
No matter how trite it may sound, honesty is the key to the success of your business. Be sincere with your customers and always give them accurate information. Only in this case, you can count on their trust and loyalty.
And forget about the magic word "maybe" forever. You should not hope that clients will not bring you to clean water. In business, as you know, miracles do not happen ...