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Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
Selling Merchandise In A Recession
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Selling Merchandise In A Recession

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Some great tips on selling merchandise in a recession

Some great tips on selling merchandise in a recession

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  • 1. Gordon Glenister - Director General Selling merchandise and clothing in a recession
  • 2. <ul><li>Only a third of today’s b2b salespeople have ever sold in a recession. </li></ul><ul><li>Most of them will make the same mistakes that salespeople made last time around – and they won’t even know it. </li></ul><ul><li>Massive Price reduction is often the biggest </li></ul>©Neil Rackham 2008
  • 3. <ul><li>“ If you chase two monkeys, both will escape” </li></ul><ul><li>Even in good times, half selling to twice as many prospects is a recipe for big effort and small reward. </li></ul><ul><li>In hard times, focus on your best opportunities in depth, especially if you face strong competition. </li></ul>© Neil Rackham, 2004
  • 4. What considerations buyers have ? <ul><li>THEIR OPTIONS </li></ul><ul><li>TV & Radio </li></ul><ul><li>Internet Advertising </li></ul><ul><li>Podcast/websites </li></ul><ul><li>Video/mobile </li></ul><ul><li>Email </li></ul><ul><li>Direct Mail </li></ul><ul><li>Exhibitions </li></ul><ul><li>Magazine/press advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Promotional Merchandise </li></ul><ul><li>THEIR CONSIDERATIONS </li></ul><ul><li>Find new customers </li></ul><ul><li>Retain existing customers </li></ul><ul><li>Gain referrals </li></ul><ul><li>Launch new products </li></ul><ul><li>Communicate to customers </li></ul><ul><li>Create brand awareness </li></ul><ul><li>Increase spend and value </li></ul><ul><li>Work within a budget </li></ul><ul><li>In a recession ? </li></ul>
  • 5. Selling – Key tips <ul><li>Becoming the consultant not order taker – offer advice </li></ul><ul><li>Find out what the customer’s marketing plans are </li></ul><ul><li>Focus your business on your key customers (grade them 1 -4) – Hunt less , farm more </li></ul><ul><li>Show all your credentials, testimonials, expertise always – provides re-assurance </li></ul><ul><li>Focus on multiple opportunities – eg sell the exhibition range – RANGE SELL </li></ul><ul><li>Direct mail trials on small numbers </li></ul><ul><li>Send printed gifts to your clients with powerful message “reminder” </li></ul><ul><li>Look at vertical markets – be a specialist </li></ul><ul><li>Go get the business you want not the business you are given !! </li></ul><ul><li>Additional add ons, design, packaging, fullfillment, </li></ul><ul><li>3 day service </li></ul>
  • 6. Why use merchandise The Benefits…
  • 7. Benefits <ul><li>Sharability - conversation </li></ul><ul><li>Personal </li></ul><ul><li>Inexpensive </li></ul><ul><li>Gifts with multiple usage </li></ul><ul><ul><ul><ul><ul><li>Calculator/ruler </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>And calendar ? </li></ul></ul></ul></ul></ul>
  • 8. Benefits <ul><li>Engaging – touch/feel </li></ul><ul><li>Multiple Delivery options </li></ul><ul><ul><ul><ul><ul><li>Direct Mail </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>In person </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>At events </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Part of a kit/pack </li></ul></ul></ul></ul></ul><ul><li>In your face – particularly if desk item </li></ul><ul><li>Durability eg Digital photo frame </li></ul>(Stress ball)
  • 9. Benefits <ul><li>Relevance to campaign </li></ul><ul><li>Thank you </li></ul><ul><li>Personal impacts – keep for 5 years use keys 4 times a day </li></ul><ul><li>Impact - 7300 </li></ul><ul><li>Incentives & Rewards free gift </li></ul>
  • 10. What markets should you focus on <ul><li>Schools & workwear </li></ul><ul><li>Agencies –sales promo </li></ul><ul><li>Public Sector </li></ul><ul><li>Food and Drink </li></ul><ul><li>Automotive </li></ul><ul><li>Phamaceutical </li></ul><ul><li>Technology and IT </li></ul><ul><li>Film </li></ul><ul><li>UK Tourism </li></ul><ul><li>Cosmetics </li></ul><ul><li>Transport and logistics </li></ul><ul><li>Education </li></ul><ul><li>NHS – Healthecare trusts </li></ul><ul><li>Essential services </li></ul><ul><li>Utility companies </li></ul><ul><li>Petcare </li></ul><ul><li>Financial transactions </li></ul><ul><li>Security </li></ul>
  • 11. <ul><li>Advertising & Marketing </li></ul><ul><li>Sales promotion – Self Liquidating </li></ul><ul><li>Awards & Rewards (long service schemes) </li></ul><ul><li>Brand awareness & rebranding </li></ul><ul><li>Cause awareness </li></ul><ul><li>Club & School identification </li></ul><ul><li>Conferences and events </li></ul><ul><li>Direct Mail </li></ul><ul><li>Fund raising </li></ul><ul><li>Health & safety recycling schemes </li></ul><ul><li>Incentives – resellers/dealers </li></ul><ul><li>Product launches and roll outs </li></ul><ul><li>New branches and souvenirs </li></ul><ul><li>Work wear and uniforms </li></ul><ul><li>Retail and souvenirs </li></ul><ul><li>Thank yous and Apology schemes </li></ul>Common uses in merchandise
  • 12. The Power of the message <ul><li>Add message with logo </li></ul><ul><li>Link product with message or campaign – will have greater impact </li></ul><ul><li>Bespoke products </li></ul><ul><li>Work with marketing objectives </li></ul><ul><li>“ Adapting to your needs” </li></ul><ul><li>(use travel adapter) </li></ul><ul><li>“ Competitively priced” </li></ul><ul><li>(use stress £ sign or calculator) </li></ul><ul><li>“ We deliver more” </li></ul><ul><li>(use a large or latte mug) </li></ul><ul><li>We go the extra distance </li></ul><ul><li>(use a ruler) </li></ul>
  • 13. Mailings with premiums - ROI Actual Case study of mailing house +£76,500 Without Premium With premium Size of Mailing 500,000 500,000 Response 5.5% 10.20% Total orders 42,500 51,000 Mailing costs £350 £350 Cost per item £7.95 £6.95 Cost of premium £1.00 Mailing costs £175,000 £175,000 Manufacture £337,875 £354,450 Total with premium £512,875 £580,450 Revenue £720,375 £864,450 GROSS PROFIT £207,500 £284,000 % Lift +28.80% +32.85%
  • 14. Your Promotional Calendar Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Exhibitions New Prods Conference Sales Prom Awareness
  • 15. Snapshot on Research
  • 16. Bpma research – Whats on your Desk surveyed 400 respondents to understand what promotional items were used. Source E 2007 Why buy Promotional Merchandise…
  • 17. <ul><li>Pens </li></ul><ul><li>Calendars </li></ul><ul><li>Mousemat </li></ul><ul><li>Post-it notes </li></ul><ul><li>Mug </li></ul><ul><li>Pencils </li></ul><ul><li>Desk pad </li></ul><ul><li>Calculator </li></ul><ul><li>Diary </li></ul><ul><li>Notebook </li></ul>Top 10 items people keep on their desk
  • 18. <ul><li>Usefulness (89%) </li></ul><ul><li>Memories </li></ul><ul><li>Value of item </li></ul>Top 3 reasons why people keep promotional items
  • 19. <ul><li>92% believe branded promotional merchandise increases company brand awareness </li></ul><ul><li>76% say they can name a brand or company/organisation featured on a promotional merchandise on their desk without having to look for confirmation. </li></ul><ul><li>Over half (52%) purchased from companies branded on a Promotional merchandise on their desk. </li></ul><ul><li>82% would keep an item they were given than give it away. </li></ul>(National survey carried by Source-e, April 2007) Because Promotional merchandise really works!
  • 20. Additional Research from the United States
  • 21. Survey Methodology <ul><li>A team of interviewers surveyed businesspeople in four metro areas: New York, Chicago, Los Angeles & Philadelphia </li></ul><ul><li>An online survey to additional end-users augmented the in-person survey </li></ul><ul><li>618 completed surveys in all </li></ul>
  • 22. Solution 2—42% of end-users have a MORE favorable impression of an advertiser after receiving the item
  • 23. Solution 5—Writing Instruments Are The Most-Recalled Promotional Item
  • 24. Solution 6—The Typical Promotional Product is Kept for 7 Months
  • 25. Solution 10—Promotional Products Deliver Significant Numbers of Impressions
  • 26. Solution 12—Advertising Specialties Deliver a Better CPI Than Virtually Any Other Media
  • 27. <ul><li>Don’t chase business you can’t win. Focus ruthlessly on your best and biggest opportunities. </li></ul><ul><li>Make your potential buyer feel safe about doing business with you. So build relationships, ask buyers about their concerns and really listen to their issues. </li></ul><ul><li>Negotiate little and negotiate late. Premature negotiation loses sales. </li></ul><ul><li>Don’t defend your existing business. Treat existing customers as new business opportunities and sell assertively; attack is the best defence. </li></ul>©Neil Rackham 2008
  • 28. The bpma <ul><li>650 member companies </li></ul><ul><li>Accredited professional image </li></ul><ul><li>Magazine, directory, bpma TV </li></ul><ul><li>Advice support, training, Academy </li></ul><ul><li>Networking </li></ul><ul><li>Recruitment board </li></ul><ul><li>Interested how we can help you – talk to us on the bpma stand ….. </li></ul>
  • 29. Thank you for listening Presentation available Please provide business card

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