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Page 84 JANUARY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Pre-sale strategies from a marketing

perspective range from direct mailing

to direct visits (sales calls).

Never underestimate

the power of

a coupon.

The world,

and virtually

every market

segment on

earth, loves coupons. Their usage has reached

an all-time high. In fact, it has been reported

most consumers feel they are not getting the

best deal unless there is a coupon involved. As

one researcher put it, we have retrained the

consumer in the basic purchase transaction. It

now begins with the coupon.

The second set of tactics which form

a strategy group are at the actual point

of encounter - the executive phase.

Studies have demonstrated if you have a miscue

at the execution level, seven out of ten

customers won't even tell you. They just won't

come back. And, of the three who tell you their

expectations were not met, two will switch

brands. What you can do at the point of encounter

is, at a minimum, deliver what your

marketing message promised. What you ideally

want to do is deliver more than promised

or expected. The result will be a satisfied customer

who can be reminded to return. How

you achieve this "delivery plus" concept

largely depends on the nature of your business.

BENEFITS OF MEMBERSHIP

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