Putting the customer at the center is a modern sales technique. But many large companies have been successful by taking a different approach to markets and perspectives. Sometimes it’s a person’s desire to live better that makes him do something new, sometimes it’s spontaneous that creates a whole new market, or you can take what you do, make a small change and reap the rewards.
But we start with an idea that doesn’t create a product or a market, but only listens to the customers and stands out. In this article, we will discuss about best Sales technique to sell high. We will discuss some real-life example that will help you to increase your selling capacity.
Sales Technique # 1 – “Making the purchase easy and cheap for the customer”
In 1891, American farmers bitched. So no change. This would have been the non-story of the year if their complaint hadn’t been justified, and Richard Sears wouldn’t have heard it. The problem was the prices in the rural shops where the villagers had to shop. Using the example of the wholesale price of flour, which is half the retail price charged to them in the shops, the farmers formed protest movements to fight these high prices and the various intermediaries who blamed them. By chance – I wonder how many of the greatest ideas come from pure chance – Sears, a railway company agent, had experimented with buying clocks in some numbers and selling them to agents up the line. He had at the time together with Alvah Roebuck, a watchmaker, and founded a viable company.
What Sales technique did they follow:
The idea of Sears to introduce the relatively new nationwide railway and postal system set the course for the introduction of mail order. Sears understood the farmers well and was able to attract them with the right products and advertising campaigns as well as, of course, share prices that were achieved through the bulk purchase of many products.
In addition to watches and jewelry, shoes, furniture, porcelain, musical instruments, saddles, firearms, bicycles and many other items were added to fill the catalog, which had 532 pages until 1895.
A rapid expansion followed with the move to a $5 million mail order company on the west side of Chicago. With more than 3 million square meters of floor space, this was the largest commercial building in the world.
The innovative technology of distributing the catalog via a network or pyramid of people was suitable for the mail-order business. It is in the annals of the company’s history that Sears wrote to the company’s best customers in 1905.
In Iowa and asked each of them to distribute catalogs to their friends and relatives. The original customers sent Sears the names of the people they had supplied with the catalog and received gifts as bonuses for their work. But Sears’ innovation was not over. Attention to the market had drawn his attention to the opportunity, listening to customers forced the company to experiment and move into other areas.
The mail-order business, when it grew up, was hampered by the physical difficulty of handling orders and the organizational problem of getting the right thing to the right person at the right time.
The company’s history includes the history of the customer at the turn of the century who complained, “For heaven’s sake, don’t send me any more sewing machines. Every time I go to the station, I find someone else there. You’ve already sent me five.
Sears executives have worked hard on the logistics of mail order. Each order was given a delivery time on arrival, and the managers did not accept excuses not to prevent it. Products and parts had to be in the right place at the right time in the assembly area.
They travelled through a complicated system of conveyors and slides into the room – perhaps the first automated warehouse. The success of the new system was measured by an improved throughput almost ten times as high as the original capacity, and attracted no less attention from a machine like Henry Ford, who allegedly studied Sears assembly line technology.
We mentioned Richard Sears’ sales technique in writing copywriting, and this triggered the next innovation into what is now a large commercial enterprise. The copy had become ever more imaginative and extravagant – better suited for selling snake oil than a complete list of daily requirements. Once again, executives responded to customers’ complaints and the decision to produce the catalog copy began to favor the factual over the fantastic. In the early years of the twentieth century.
It is likely that Sears themselves became less active in the copywriting space; oh, and they dropped patent medications in 1913, with a headline in the catalog titled “Why we discontinued patent medications”. By listening to the market, Sears produced the entire shipping concept, and by paying attention to customer service, the assembly line methodology was born. Only quality remained. Once again, customer demand was that the mail-order business
Goods should not be of lower quality than their more expensive retail competitors. Sears’ answer was the “watchdog of the catalog”.
They set up the first laboratory in 1911 to propose minimum standards for a range of products and carry out spot checks on mail-order companies. They also made scientific comparisons between Sears and competing products. The Sears policy became a clear money-back guarantee. If only one entrepreneur could do something about the weather, the farmers would have nothing to complain about. By following these sales techniques they became one of the biggest companies of the world.