Once you\u2019ve been through this guide, you\u2019ll know precisely what it takes to produce a Point O\ue005 Sale System, which generates increased sales. More importantly, you\u2019ll have a selection o\ue005 e\ue003ective systems to get you started.
Tis is the next step in your marketing success story. From this point
on, you won\u2019t have to stab in the dark - you\u2019ll have clear direction.
You\u2019ll start to see some real results \ue005or your marketing dollar.
Each step covers an important aspect o\ue005 Point O\ue005 Sale Systems - these are things
that you must give care\ue005ul consideration to... be\ue005ore spending hundreds o\ue005 dollars on
producing your new system.
You might be surprised with the how much this exercise reveals about your business. It may get you thinking about important issues that have never crossed your mind. I\ue005 some o\ue005 this in\ue005ormation is new to you, don\u2019t be concerned - there\u2019s never been a better time to start seeing results \ue005rom your Point O\ue005 Sale System.
Te last sections bring it all together, with templates o\ue005 di\ue003erent marketing pieces that will go together to \ue005orm the basis \ue005or your new system. Tat means you can combine your new knowledge into a \ue005ormat you can be con\ue002dent will bring results.
Basically any Point O\ue005 Sale System which results in increased sales, can be considered success\ue005ul. Te objective o\ue005 your Point O\ue005 Sale System is not amuse your clients as they stand in a queue at your checkouts, the objective is to get them buying products that they may not have otherwise considered.
As you probably know, to get a new customer, you need to invest money in marketing. Tis means that you have
an acquisition cost \ue005or each new customer. Your acquisition cost is determined by how much your marketing costs
are, divided by how many customers it brings into your store. Once you\u2019ve calculated this
\ue002gure you can then work out how many times each customer needs to purchase \ue005rom you
be\ue005ore they become pro\ue002table. In the average business this will mean selling to them 2.5
times be\ue005ore you begin to make a pro\ue002t.
Your Point O\ue005 Sale System then is the tool that you use to increase your average
dollar sale. I\ue005 your customers buy the bare minimum \ue005rom you, you\u2019ll actually be
losing money each time you acquire a new customer. By using a well thought
out Point O\ue005 Sale System, you increase the amount o\ue005 money that each
customer spends with you, thus turning them into, a pro\ue002table customer.
Tere are a number o\ue005 key elements which combined, go to making
up a success\ue005ul Point O\ue005 Sale System. Te most important o\ue005 these is
the selling message. You\u2019ll \ue002nd out which type o\ue005 messages work best
in later sections. Another important consideration is any o\ue003ers you\u2019re
making. No matter how well written, or entertaining your Point O\ue005 Sale
System is, i\ue005 you don\u2019t make great o\ue003ers, it will not bring you additional
In the \ue005ollowing pages you\u2019ll learn how to write point o\ue005 sale headlines that
work, how to position your poster \ue005or maximum impact and which type \ue005aces
have the best recognition. You\u2019ll discover how to use sales scripts, how to position
slow moving stock and which angles and appeals work best.
Remember, it\u2019s always better to hand out 20 newsletters, catalogues or brochures that don\u2019t work, than 20,000. Even i\ue005 you love your new system, and everyone who sees it goes crazy, it\u2019s important to keep your head, and avoid going too \ue005ar too soon.
\ue004ake it slow at \ue002rst, check the response then gradually increase the numbers. I\ue005 you hand out 100 marketing pieces,
and \ue002nd that 10 o\ue005 the coupons or ads come back, it should \ue005ollow that 10,000 pieces should turn into 1000
O\ue005 course, nothing is ever that certain in marketing or business, and you really have to wait and see. Having said that, it\u2019s important to realise that i\ue005 you hand out 100 pieces and see none back, then you\u2019d be a little insane to expect 10,000 to do much better.
time. Ask each person where they heard about you, and which piece they have.
Over time, you may notice that one version seems to do much better than the other. Tis is the one you keep.
Te problem is, creating marketing pieces can be expensive - there are the set-up costs, then the printing costs. I\ue005
Ultimately, it depends on how important these pieces are to your business. I\ue005 they represent one o\ue005 your most critical
sources o\ue005 new business and repeat sales, then it may be in your best long-term interests to
pay \ue005or a variety o\ue005 marketing pieces.
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