Secret tricks... let's put it another way: techniques of marketers of trading companies that are not obvious to buyers (clients) are used to one degree or another by many sales specialists. Some people, due to the specifics of their market, stubbornly hammer and hammer home the idea of ​​“low prices”; others are reputed to be the most expensive seller, but at the same time their sales are significantly higher than the one who is “leaking away”. Why is that? They are armed with “secret tricks” of trade marketing.

I’ll open this “secret” door a little for those who don’t know. I encourage others to tell us about their methods in the comments to this article. So, let's go...

Discounts, not bonuses

You went to a wholesale store. The store offers customers two promotions: the first offers an additional 25% of the product for free (bonus), the second offers a 25% discount on the same product. Which promotion is more profitable for you?
The first promotion is never applied to highly profitable and (or) high-turnover goods, for obvious reasons. But dumping, dumping, shifting the sale of goods to distribution is the main task of the manufacturer of illiquid stock goods. Thus: if we want to “drain”, we give a bonus. If we want to increase turnover, we give a discount.
First promotion: We pay 1 rub. and we put in our stock a quarter more goods than we need. The profit is killed due to the extended period of sale of a larger quantity of goods, from the freezing of money in the goods, from the need to transport and store more stock goods.

Second promotion: The cost of goods is reduced, we buy as much goods as we wanted. We sell quickly, come back and buy as much as we need.

If you want to increase purchase volumes (increase the average bill), ensure stock turnover - give discounts; Do you want to increase the number of future purchases, do you want customer loyalty (to untie you from a competitor), do you want to sell out stocks, do you want to sell New Product - offer bonuses.

"Cheap" is an opinion based on the price we saw first

You went into a store to buy a gift and saw Product A for $1000. “A few bucks, what are you...???” Walk further through the store and see item “B” - $900. You will be incredibly angry. Going further, you see item “C” for $200. “This is expensive! I’m ready to pay 200 dollars for a gift, but I know for sure that this product can cost less!”, you say.

But a miracle: since you can pay 200 for a gift, and because you compare it with the price of goods “A” and “B”, it seems to you that this is already a completely normal price: “So the store is so expensive, it’s probably good.” Stores, by correctly arranging goods, direct the thoughts of customers in the right direction. Use this tactic when preparing price lists and commercial offers for buyers. However, remember that professional buyers have an eye for this and easily “filter” such deceit.

Avoid extremes

We don't like to be "suckers". We don't like to feel "poor", we don't like to feel cheated when we buy the most expensive product with average quality. Avoid extreme price offers in price lists and offers. Offers that are very different (from the average) in price make you think about the quality of the offer itself and the honesty of the seller. In general, there is the concept of diversification (linear and concentric). Extremely differentiated positions, with too different marketing indicators, are not a reason to “hook” the target audience more widely, but a reason to lose your (!) target audience.

Use hints

People love tips. Experienced restaurateurs will create a menu in such a way that the dishes they want to sell stand out with a bright picture to attract our attention. In proposals, presentations, price lists, we highlight the product we need in some way (price, color, “new” sign); Guided by this, if you see an item on the menu that is too bright, immediately remember that it is this “dish” that they want to “feed” you in the first place.

Magic comma

Trade marketers know one “trick”: the price of a product is not 2 rubles, but only 1.99 rubles.
From the point of view of unit price, this is practically the same! There is an opinion among psychologists that people are divided into 2 groups. The first one discards numbers after the decimal point, the second one rounds up. This opinion is correct from the point of view of analyzing the experience of people who are accustomed or not accustomed to working with numbers. Those who are prone to spontaneous purchases, creative people - this is the first group. Professionals, those who are used to buying and saving - this is the second group. If you sell wholesale and work on a constant price list with regular customers, then the tactic of hiding the price “behind a comma” will not work. If you sell pies from a tray, or products in a supermarket, use this trade marketing trick.

Output opinion

There is a buffet at the exit from the IKEA store. It sells the cheapest hot dogs in the World, inexpensive cookies and chocolate, which are sold in huge quantities. Woe be it - the chain store's marketers repeatedly suggested "raising the price of hot dogs." Why are they so “annoyed” with them, given that IKEA is a major furniture seller?

In 1995, IKEA began selling hot dogs at the exit of the store for five crowns apiece, while the usual price for them ranged from ten to fifteen crowns. This immediately became a profitable innovation that continues to complement IKEA's growing restaurant and grocery sector, which now generates a turnover of 2 billion kroner (most of the revenue comes from Sweden). This makes IKEA Sweden's leading food exporter. Is it clear? A small increase in the price of a hot dog is reasonable... at first glance.

However, the whole idea of ​​selling hot dogs at cheap prices is for customers to realize that there is a significant price difference between “everywhere” and IKEA! At the exit, the buyer sees cheap hot dogs and groceries and leaves with the thought that “Everything is cheap at IKEA, even sausages,” carrying this thought with him until his next visit to the store.

Tell me, what is more important: making money on sausages, or repeat sales? If, with the help of trade marketing, you form an “OPINION AT THE EXIT”, if you convince that your prices are reasonable, in any way, even with the help of sausages, you will get repeat purchases.

Well, now, your examples of trade marketing techniques?!

Each of us visits at least one store almost every day. And it seems to all of us that the presence of large carts, stands and huge mirrors is a mandatory attribute of this or that supermarket. However, few people know that all these items are

Each of us visits at least one store almost every day. And it seems to all of us that the presence of large carts, stands and huge mirrors is a mandatory attribute of this or that supermarket. However, few people know that all these items are part marketing strategy designed to increase sales.

More cart - more goods

An empty cart on a subconscious level causes a feeling of internal discomfort in the buyer and psychologically provokes a person to quickly fill the space in it.

Large mirrors in clothing stores

Mirrors are installed with the expectation that when passing by them, a person will definitely look at himself. And since no man is satisfied with his appearance 100%, then this may cause a spontaneous decision to purchase something.

fell from the sky

On the way to the checkout, the buyer is surrounded by various kinds of obstacles - bright packages on shelves that attract our attention. Everywhere we meet big boxes with popular goods. Retailers know that shoppers tend to make impulse purchases when items are displayed on the road.

The most important thing is at the very end

Departments with the most popular products, such as milk, bread, cheese, are usually located in the farthest corners of the room. Everyone buys these products, but along the way you will probably see a lot more.

Man-made mess

When a person comes to a clothing store and looks around, he usually unconsciously gravitates not to the stacks of neatly folded sweaters, but to the hangers, which have a more disorderly appearance. In our subconscious, the thought arises that this is where all the most interesting and worthwhile things are located. In fact, the mess on hangers is caused by the sellers themselves.

Final sales

We all try to get to “final sales”, “complete liquidations” and “discounts due to store openings” and so on in order to buy something cheaper. However, these are just attempts by stores to sell stale goods, which usually end in success.

Aromamarketing

Shops and restaurants also have their own tricks to attract customers. For example, such as stimulating our appetite with delicious smells. The smells of fresh baked goods and coffee are especially effective.

At the level of children's eyes

Products for children are always low. If you don’t want hysterics about the next Kinder Surprise, put your children on carts.

The most dangerous place

Now, knowing all this, you can confidently dodge all temptations. However, once you are near the cash register, do not rush to relax! After all, you have chewing gum, chocolate, newspapers and batteries in front of your eyes. If you take a closer look, you will find that the prices of goods at the checkout are slightly different from the prices of goods in the hall. In favor of the store, of course.

The main marketing techniques are communication with the client, ensuring profitable activities and dividends to shareholders, providing advantages to the client when using the services of this company compared to the services of other institutions and organizations, and the material interest of the company’s employees in selling services.

Based on the method of communication with consumers, marketing is divided into active and passive.

Active Marketing includes:

• -- direct marketing, i.e. active advertising using mail, telephone and television;
• -- telemarketing, which economic effect more profitable than creating a new branch or company;
• -- holding development days and conferences at which clients' assessment of the quality and range of products and services is determined;
• -- survey of broad groups of the population, including surveys on the street;
• -- focus groups, which are discussion groups, organized by the company to discuss certain problems;
• -- personal communication with a potential client, studying his needs (for example, in the process of banking work).

Passive marketing - publications in the press about the position of the company, the benefits of certain of its services, etc. Anyone who wants to gain a strong foothold in the market must obviously use both of these marketing methods. Let's consider the most general techniques marketing in more detail.

• 1. Direct marketing. The main goal of direct marketing programs is not only to provide the prospect with complete information about services, but also to encourage him to act without delay. Direct marketing is widely used in the practice of Russian companies. When conducting direct marketing, the emphasis is on personal customer service.
• 2. Telemarketing is aimed, like direct marketing, at creating new needs among existing clients. Telemarketing was an extension of home services brought about by the widespread personal computers. As a result of the research, it turned out that financial institutions, using telemarketing, are able to receive the same income as they would have had when creating a new branch, but without multimillion-dollar investments and with lower operating costs.
• 3. Focus groups are important factor development of marketing methods based on personal contacts with clients. Firms always strive to create a favorable image among the public. Focus groups are aimed at finding out the wishes of clients and are conducted on a specific issue. From 8-10 clients, 1 focus group is formed, the attention of which is concentrated and focused on one topic related to the work of the company. The discussion process itself and the findings of the focus group are the source of marketing research.
• 4. Image audits, or assessment of its appearance in the eyes of the consumer, are carried out in the form of a survey, both among the general public and segmentally. The main goal image audit is to identify the justification of advertising costs.
• 5. Advertising is a means of information about a company or the services it provides, commercial propaganda consumer properties services provided to the clientele and the merits of the company's activities, preparing active and potential client to expand business contacts with her. Advertising is designed to solve the most difficult task- create and stimulate demand.
• 6. Marketing techniques include the employee’s material interest in selling services. This is ensured through a special remuneration system. For banks, the qualitative indicators of the work of an employee associated with the clientele are the number of clients, the volume of deposits and the income they bring to the company.

Obviously, other techniques are used to attract more customers to sell more products. For example, to achieve this goal, Inkombank is actively expanding its correspondent network, which has already included 267 domestic and 49 foreign banks, which has allowed Inkombank to become one of the largest settlement banks in the country.

Likewise, a system is increasingly expanding in which, through the use of electronic service terminals, clients have the opportunity to communicate with the bank and transmit orders without leaving their office. Specific techniques characteristic of individual marketing functions are discussed further in the chapters on sales, advertising, pricing and market conditions.

Why do people choose this or that brand from a variety of products? The motive to purchase is the biggest advertising secret. And this insight can most often be found through strictly experimental means.

Here are some examples of how global brands, through trial and error, searched for the real reason purchases of your products, so that later with the help marketing techniques and tricks to increase sales.

In London at the end of the 19th century, brandy, rum and gin were very popular. Therefore, promoting whiskey was not easy. The cunning Thomas Dewar, one of the founders of the family brand, chose an unexpected strategy.

He hired straw customers to visit various pubs and demand Dewar's whiskey. Naturally, the whiskey was out of stock and they left. After several such visits, Dewar himself appeared at the bar and offered to conclude a contract for the supply of whiskey.

In 1892, Thomas Dewar went to trip around the world. In two years, he visited 26 countries, and 32 agents began working for the company and several Dewar’s export companies appeared. The company's turnover during this time increased 10 times. And Tommy Dewar wrote his famous book “A Walk Around the World”.

Nikita Khrushchev was the first to advertise Pepsi in Russia. In 1959, at the American National Exhibition in Moscow, Sokolniki, then US Vice President Richard Nixon, skillfully playing the role of host, offered Nikita Khrushchev a drink to try.

The photo in which Soviet leader holding a glass with the Pepsi logo in his hands, has not left the pages of newspapers and advertising magazines for a long time. That significant moment in the history of the brand is considered the “Birthday” of Pepsi in Russia.

At Tefal for a long time believed that the main motive for purchasing Teflon-coated frying pans is the ability to cook without oil. But it soon became clear that the main incentive to purchase was that such pans are very easy to clean, because food does not stick to their surface. Content advertising campaign changed, and product sales began to increase.

In Russia, the first Snickers chocolate bars appeared in 1992 and were positioned as a snack that replaced a full meal. For a long time, the former Soviet consumer could not get used to the fact that he could eat chocolate for lunch instead of soup, and bought Snickers as a “sweet for tea.”

After the agency BBDO Moscow, Snickers repositioned Snickers for teenagers who love sweets and do not like soup, sales of the popular bar went up.

There is a similar story about shampoo: after the instructions for using shampoo indicated that it should be applied to the hair and washed off twice, sales of this care product doubled everywhere.

In the early 1980s, Timberland was experiencing Hard times. It produced quality pumps that were priced lower than industry leader Topsiders.

It seemed a good product and the low price should have worked for them, but it didn't. Then Timberland made a very simple decision: they raised their prices so that they were much higher than the prices offered by Topsiders.

Sales increased sharply. Which only confirms the veracity of David Ogilvy’s statement: “The higher the price, the more desirable the product becomes in the eyes of the buyer.”.

At one time, the Parliament tobacco brand followed the same path. Initially, its prices were lower than its main competitor Marlboro, and sales were quite modest. Parliament cigarettes found themselves in low price category, in which no one rated their exclusive filter. Then the brand left the market for a year and returned at a price higher than Marlboro, falling into the “premium” niche, where a filter that was different from others came at just the right time.

In 1913, the Camel tobacco brand was one of the first in America to try teaser advertising. Having decided that a camel is not only bright image, but also great occasion For advertising innovations, RJR company specialists placed mysterious advertisements in newspapers a few days before the cigarettes went on sale.

“Camels,” read the first one. A few days later, a new message appeared: “The camels are coming,” and then: “Tomorrow there will be more camels in the city than in Asia and Africa combined!” The next morning, the intrigued Americans finally learned the whole truth. “Camel Cigarettes Are Here!” read the final announcement.

The famous and best-selling (after the Bible) “Guinness Book of Records” is nothing more than a publicity stunt invented by the managing director of the Guinness brewing company, Sir Hugh Beaver.

In 1954, at a dinner given by the Wexford company for hunters, Hugh Beaver started an argument with one of the guests about who flies faster - a plover or a partridge. It was then that it dawned on Beaver that everything to the globe During such small gatherings over a glass of beer, real debates about “the best” unfold.

And he decided that it was worth creating a book that would contain officially confirmed records in all sorts of fields. A year has passed research work, and on August 27, 1955, the first book of 198 pages was ready. The success was stunning: even before Christmas it became a bestseller in the UK, bringing good income to the beer brand.

When the first IKEA stores opened in the United States, having already gained recognition in Europe, furniture sales did not live up to expectations. After research, it turned out that Americans liked the simplicity of the design, but they wanted furniture to fit the larger size of their homes. All that is needed to increase sales is to increase the size of the furniture.

When Red Bull was introduced to Europe and the United States, its main competitors were Coca-Cola, Pepsi, Molson, Labatt and Anheuser-Busch. Everyone had a similar concept - everything toned and stimulated, and the Jolt Cola energy drink also contained, among other things, a double dose of caffeine compared to Red Bull.

Then Dietrich Mateschitz took a risky step. He increased the price by 2 times compared to competitors, reduced the volume of containers and began placing cans in stores not only in the beverage departments, but also among other products.

In addition, cases of Red Bull were distributed free of charge to students on university campuses. At student parties, Red Bull went viral because, by a happy coincidence, it was discovered that it paired perfectly with vodka. Thus, a new cocktail, Vodka Red Bull, was born, which has become very popular.

Usually, after they eat caramel, all children's hands become sticky, and without hesitation they wipe them on their clothes. A lollipop (originally wooden), which could be sucked as if on a fork and without staining clothes, was invented in 1958 by Enrique Bernat.

USP (unique trade offer) of the product was that it could be sucked without staining clothes and hands. At the same time, the first slogan of Chupa Chups appeared - “It’s round and long-lasting” (“It’s round and long”). The innovative wand was appreciated by consumers all over the world.

It is known that the consumer does not buy a product, but a solution to his problem. Thus, the South African diamond company De Beers offered men a solution to all their problems with the opposite sex, building an ingenious advertising campaign on this insight.

In 1948, Harry Oppenheimer, the head of De Beers, traveled to New York to meet with representatives of the N.W. agency. Ayers. He went there with the firm intention of changing people's perceptions about diamonds. It was necessary to make sure that this stone ceased to be a trinket for moneybags, but became an everyday commodity.

Soon, advertising posters depicting spectacular actresses with rings on their fingers and earrings in their ears were replaced by black and white posters with images of diamonds and the inscriptions: “Removing headache since 1888,” “Think about it. Divorce is more expensive”, “No, your wife did not pay for this advertising”, etc. So De Beers proved that it is possible to sell luxury to women through their men.

They say that the so-called casual Fridays, when you can move away from the strict dress code adopted in large companies and change official suit for everyday clothes, invented by P&G for advertising purposes.

In the 1980s, P&G was the leader in the laundry detergent market in the United States. But, despite the high advertising activity, the market share did not want to grow. Then the company conducted a study and assessed the clothing care market.

As a result, it turned out that powder is used in 65% of cases, and dry cleaning – in 35%. And all because 70% of consumers washing powder work for hire and wear suits 5 out of 7 days a week, which they dry clean.

P&G within its company introduced the right to go on Fridays to casual wear. This news, through the efforts of both companies, was developed in the press, and many corporations followed their example. The washing powder market grew by 20%.

At the Russian Marketing Forum, held in November 2015, the main focus of the speakers was on the topic of the crisis. Speakers, specialists in the field of sales, promotion, online and offline marketing, as well as heads of successful companies, gave advice on how to behave in this difficult economic situation, how to attract customers, and what new solutions to use. Retail.ru publishes anti-crisis advice from some speakers.

Simple solutions

Alexander Levitas, business consultant, gave some anti-crisis advice on how not to lose sales in shrinking markets by using guerrilla marketing. His first advice is not to look for new miraculous ways to increase sales in a crisis. Don't look for mega-creative ideas. Firstly, it is too risky, and secondly, there are none. Engage in building the base, the foundations. Look for what has worked and is working. Use proven tools. If the market is falling, it is too late to look for new clients. To survive, you need to make the most of what you have. There are three ways to get more from your clients:

• Sell ​​them more items - related products and services;
• Sell ​​them more of the same goods;
• Sell ​​them more expensive goods.

In order to be able to implement these tools, you must also ensure that customers do not go to competitors, that is, they are loyal to you. So make sure they feel comfortable with you.

• Who will buy? Age, income, occupation, place of residence and work, etc.
• What will they buy? Why are they buying? What problem are they solving, what do they want, what are they afraid of, what excites them?
• For what? Why do the client need you and your product? He doesn’t need a product, he needs a solution to a problem, the realization of a dream, etc. What problem does the client solve with the help of your offer?
• Why you? How is your product different from your competitors? What makes you unique?
• What should I do? What should happen after you contact them? What action should your buyer take?

You should know the answers to all these questions very well. And be able to in simple words explain your idea in no more than 1 minute. During this time, the client must have time to understand his benefits.

And a few more techniques that have proven effective.

• Add value to ordinary products. Give the product a name that will enhance its status. Provide additional services from your partners.
• Create economy cash products. For example, reduce the volume of a service or product with a less deep price reduction.
• Charge less money for regular products with even lower purchase costs. Example - shops and coffee shops with uniform prices (all for XX rubles)

Increase sales with scents

Andy Kindfuller CEO Scent Air, who is engaged in creating a tangible environment that motivates purchases, spoke about how to increase sales using neuromarketing. He said that research has proven that there is a connection between what a person feels and his behavior. Your stores and service points have many points of contact with visitors. They perceive you visually, feel the physical environment (space, temperature, ease of movement, etc.) and the smells in the room. By controlling how the buyer feels, you can influence his behavior and encourage him to buy. One example where a result was achieved with the help of scent marketing is that a national book company scented trading floors shops with the smell of coffee. This increased customer flow and average check, increasing sales by 55%. Another example is that a casino chain approached Scent Air with a request to increase the time that customers spend in their establishments. Due to a set of measures to create a comfortable, attractive environment, customers began to spend more time playing slot machines, and as a result cash flow from devices increased by 45%. The shoe chain added scents to several sneaker models, resulting in people being willing to buy them at twice the price of unscented sneakers.

Andy Kindfuller, answering the question about the ideal smell, said that there is no one right smell. It must match the environment and be in harmony with it. Creating the right scent is a complex process, similar to writing music. The smell should not be provocative and should not “hit your nose.” The strength of the smell should be at a level just below conscious sensation.

Influence feelings

Another report on the topic of neuromarketing was given by CEO of the research agency inFOLIO Research Group. He classified the mechanisms of influence on the buyer according to the organs of perception:

• Visual (shape and color)
• Auditory (sound, meaning)
• Flavoring
• Kinesthetic (motor skills, movement)
• Tactile (touch)

Companies that outperform their competitors in their markets almost always manage their product from a sensory perception his client. Packaging, color, smell, interaction with company personnel - all this has a very big influence on the purchase decision. Test cosmetics, test drives in car dealerships, the opportunity to lie on beds in IKEA - all this is a targeted impact on the client’s senses. AND the main task when creating a great product - ensure harmonious combination between all factors of buyer perception of the product.

Oleg Klepikov added founder of Aromaco company Ruslan Yuldashev, which focused on scent marketing. He once again gave examples of research and experiments that prove that the sense of smell is closely related to emotions, instincts, and behavior.

The correct strategy for companies using scent as a marketing tool is to evoke associations with certain desirable images. For example, if these are premium cars, then the client needs to evoke associations with prestige, luxury, and high cost. This is facilitated, in particular, by the smell genuine leather, which is artificially created by car sellers. And if there is a coffee shop at a gas station, then their task is to spread the smells of coffee and buns into the area where visitors are located in order to induce a feeling of hunger and a desire to have a snack.

Take it and do it!

Igor Mann, business coach, came up with extremely simple but working advice for those who want to increase their sales.

Tool 1. When you are looking for how to improve something, you have 4 scenarios:

1. IT'S BETTER TO DO what you're doing now.
2. STOP DOING what doesn't work.
3. Pray - do nothing, hope for the best (fifth P of marketing - Pray).
4. NEW: Try something else.

Once you have come up with a solution, evaluate it based on the following criteria:

• Difficult --- Simple
• Long --- Fast
• Expensive --- Cheap
• The effect is great --- Effect small

Based on the totality of the assessment, make a decision whether it is worth doing it or not.

And finally, when you have decided on the direction of action, take 3 steps:

• Describe WHAT needs to be done.
• Describe HOW this should be done.
• Take it and do it.

Moreover, the last point exceeds the first two in importance. The problem with many companies and leaders is that they simply do nothing. Do something and you will greatly increase your chances of beating those who do nothing.