Marketers enjoy better sales results and lower costs than most traditional stores. What is their secret? “Young sir, come buy something,” the exhibition owner at the exhibition attracts in a period’s tale. “When I don’t have money,” the boy replies. “So don’t hide here, shame!” Then the sellers had to turn around, just like today. But does it work the same everywhere? According to information from the Czech Statistical Office, store owners and dealers have 15% higher profit margins and almost twelve times higher sales profitability compared to traditional stores.
Traders can do business with people. The same goes for intuitive entrepreneurs. Therefore, it is above average.
And this is not a comparison with scammers and sellers of fake branded sportswear, as they certainly do not provide their data for statistical purposes. So how do they differ from most of their peers and why do they achieve such above-average results?
Store owners will say without thinking that marketers have exorbitant prices that they cannot afford. Oh really? Walk around the market and see how many retailers compete in a small area. Can they really afford to be overpriced? And if people buy the goods for them, it likely has a reason They really want it. Otherwise, they will go to your cheaper stores.
“In my opinion, a professional is someone who makes a similar profit in their store as a store owner, twelve times higher than the average.”
How do merchants behave
So the price is always a reflection of the buyer’s attractiveness. He’s willing to pay more for a fresh, still dewy salad from the field, than for wilted vegetables. He will pay you more money for what no one else has than for the normal goods he can buy everywhere. The customer is so Willing to pay the price for delusions. When he goes to the farmers’ market, he expects to find better, tastier and healthier goods here. The high prices will not discourage him from buying.
Above all, communication between buyer and seller works very differently here. There is talk of commodities and tastings, debates, compliments and objections. Sellers recommend, praise, and add advice about other products they have on the platform. And even in cases where this market stall functions as a small self-service store.
Can you act the same way?
However, all of this is not the prerogative of the owners of the stall. They can act the same way Traders in stone shops. But they don’t. why? Perhaps for the same reason that Leopold Nomik described it in Frantik’s book Fly to the World (published in 1946 and interestingly demonstrates the retail world of the time). The wealthy businesswoman, who also started at the booth, tells her clients, “Do you want potatoes? Then tie them up.” He feels that on his level he no longer has to heat his hands.
These millionaires are not prevalent among traditional traders today, but it is possible that here prevails the belief that in their self-service they can truly care for dignity and not behave like traders. It’s hard to believe, but many describe this behavior as “professional”.
In my opinion, it is a professional who earns a similar profit in his store as a shopkeeper, twelve times higher than the average. I can say about such a person who can ( Read more in the e-book Lehits in-store marketing).
I watch with concern more and more salespeople trying not to “get their hands dirty”, especially in the areas of customer outreach and active sales. Not because of any concerns about the state of our society (even if it is appropriate), but because it is painful. The stats say so clearly, you won’t cheat here. So, on the one hand, when I hear traditional store owners lament the results, and on the other hand, they consider the proactive approach to sales too daunting and even outdated, I have to shake my head in amazement. If a person wants to succeed, then he must do whatever it takes. Just not what he likes or wants. And if he had no desire, why would he complain?
Self-service thinking is the opposite of active sales
So if you want to match the marketers to your profit margins or even exceed them, you need to change your attitude towards sales. Self-service is a good thing, but you shouldn’t give in to self-service thinking. This is based on the idea that shoppers have to study information about goods in the home (perhaps for homework) and also decide what they really want. The rest of the work will then be done by shelves of suppliers and sweets arranged in the cash register. And of course, amazing events, everywhere a customer only heads to the store. Can you imagine a store owner would behave this way and just sit at a cash register to collect money?
The intuitive businessman is acting in the market
Active sales, and this is in particular a dialogue with the customer. Not only by mouth. You can also drive it with the help of inspiration to buy, targeted events that will really get you something, customer newsletters, unconventional loyalty programs, and information about goods. But above all, as it was said earlier in the Merchant Councils in 1936 (when the lessons of the past are alluded to today), it must “constantly nourish the sacred fire of creative dissatisfaction.” Not only that, but also spread it among your sellers. Active sales can only be managed by the active person himself and lead the other to the activity. You might say such hyperactivity is painful. But fears, degeneration, and poverty aren’t fun either.
What does active sales look like according to intuitive marketing
Active in-store sales mainly include:
- Active dialogue between sellers and customers, not just delivery of ordered goods
- Active Conversation Off-Store (online, in an email newsletter)
- Effectively inform clients in the form of inspiration (recipes, demonstrations, demonstrations, etc.)
And not suddenly (or once), but always. Active sales will only start paying when they occur A normal part of your sales.
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