Oh no, not another sale!

Sales are everywhere. So it’s no wonder that shoppers are becoming a little skeptical when they see the word “sale” mentioned. Here’s a great idea for a different kind of ‘sale’ that will greatly increase your sales figures, as well as getting more repeat trade.

When you want to get rid of some stock, or have a new range you want to introduce, hold “A Closed-Door Event”, for regular customers only. Not only will it enhance your relationship with your customers, it will also increase your sales.

I remember going to one of these exclusive events a few years back. It was organized by a fashion retailer on the Gold Coast. They gave away a free gift of a printed T-shirt to each customer.

The event was so popular that people were lining up outside the store to get in, on a night when all the shops were closed (Tuesday night). Not only did they get their free gift, most of the customers spent the time looking around and buying up big. We were absolutely amazed!

Another customer of ours, an electrical retailer, decided to hold a clearance sale of some old stock. They decided to hold a “Closed Door Event” instead of the normal ‘sale’ they usually held. They sent out 100 invitations to their customers, with the offer of a free gift of a small electrical appliance. To their amazement they sold 95% of the stock.

Handy Hints for Holding a “Closed Door Event”

1. Keep a Mailing List of your customers handy. For the Event you need to send a special printed invitation to your customers inviting them to attend this “Closed Door Event”. Tell them what to expect, that they’ll have drinks and savories as well as the opportunity to purchase some stock at a great price (or preview some new stock).

2. Hold the Event after hours at night and tell them that they will only be allowed in by invitation.

3. Explain that by attending this Event, they will get a free gift. They can also bring a friend. They must also let you know whether they are coming, so that we can reserve their gift for them.

4. On the night, to make sure other people can’t see in, block out your windows by putting newspapers over them and put “Closed Door Event - only by invitation” in big letters on the window. It will add to the exclusivity of the Event and gain people’s curiosity.

Why does this type of Event work? It is quite simple really. It cements the relationship with your customers, helps build up their loyalty and makes them feel important. They know they are getting an opportunity to see and buy, before others. They also know they’re getting something for free, just by being there.

Because you are sending out only a certain number of invitations it makes them feel special. The Free gift will also make them feel obligated to buy something.

When customers bring a guest along, it also adds to your customer base. You add the name of their guests to your Mailing List and spend them any promotional material you have in the future. They may also buy from you at the Event as well.

By holding this Event, you have not spent a great deal on advertising, but have increased your sales (and perhaps got new customers as well).

Free Gift- What to offer?

Your gift does not have to cost more than $5, but it does have to be something that people find of value e.g. a plant, a pot, T-shirt, shorts, depending on what business you are in.