Over 150 Years of Service to the Furniture Industry

 Furniture World Logo

Love Furniture Profits Tip: Sell The Sale Or Event Itself If You Want To Pull More Buyers

Furniture World News


on


By David Love
Love Furniture Profits


I've asked this question before, but it’s so important, I'd like you to consider it again. Why should your prospect or customer visit your store vs any other in town? You should be asking yourself this, every day.

We’ve talked about your Store being a product to be sold but how many of you sell the Sale? Not many.

One of the costliest mistakes you can make is to believe the word “SALE” is strong enough in itself to motivate all possible prospects to shop with and buy from you. Every ad in town says, “Sale.” Ho Hum.

Of course, a store of good reputation, with wanted merchandise, advertising attractive prices, in a good medium will get SOME response. But is that all you want: SOME response? Don’t you want MAXIMUM response? The most you can get?

One way to do this is to make your sale important. Separate it from the pack. Remember this: your salespeople can’t sell with few words and neither can your ads. How many “Sale” ads to you think she sees in a day, a week, a month? We all know that answer . . . “Tons.”

Tell a story. Make it personal. One of my clients had a fire and we did a Grand Re-Opening. We told the story of the fire. What happened. How the store has been rebuilt and re-stocked. How wonderful it was to have the community’s support during all this. This story was told by the owner, his picture in the ad. Very effective.

Let’s use your summer clearance as an example. Every store has a clearance sale at least once a year, right? So talk about how you’ve been planning this sale for a year. How, no matter how carefully you buy, there’s always leftover stock that must be moved to make room for all the great new stuff. Car dealers have used this approach for decades. The 2015 models are coming. Gotta clear out all the 2014s. Tell how you even went to your suppliers and negotiated some special deals on brand new, just arrived merchandise. Give your sale urgency by talking about limited quantities, only 3 of these, that sort of thing. Give them good reasons to shop and buy from you.

You can’t do any of this without copy. The erroneous opinion, most destructive to your profits and income, is that no one will read copy. If you still think this way, I urge you to put that long-held belief aside and give selling copy a chance.

These little weekly articles can only scratch the surface. To find out more, get your free copy ($97, but free to any furniture or mattress store) of my breakthrough Special Report, “5 Long Lost Secrets of Scientific Furniture and Mattress Advertising that work like magic in today’s economy for any furniture or mattress store to get you more customers, more sales, more profits.” Go right now to www.lovefurnitureprofits.com. David can be reached at david@lovefurnitureprofits.com. Phone: 803.764.3977.

Do you have an marketing frustration you’d like me to address? Shoot me an email and I’ll talk about it in a future article.

About David Love and Love Furniture Profits. Love Furniture Profits is an advertising consulting and coaching firm that shows retailers how to get more traffic, more and higher ticket sales and more profits using long-lost scientific advertising secrets unknown by about 99% of all of today’s retailers.

David is a 41 year furniture/mattress, in the trenches, industry veteran. His background includes retail furniture sales. Manager of a retail furniture store. 22 years on the road making money for companies like Sealy Mattress and Best Chairs. His territory and his retailers achieved sometimes remarkable sales increases due to the expert advertising and sales advice he gave. He has also owned and sold his own profitable store and was a highly regarded sales manager of a top 100 furniture store.

Furniture Industry News and in depth magazine articles for the furniture retail, furniture manufacturers, and furniture distributors.
Read other articles by Furniture World Magazine