Black Friday starts before the discount: starts in planning
October has arrived and Black Friday offers have already started to appear. You enter social networks, see a promotion, go through another and realize that some companies have decided to start sales earlier.
For those who have a business, the doubt arises, . .Do I need to start now too?
Before following the competitor, it is worth looking at the company itself, anticipating a promotion may be a good choice, but you need to know how much discount you can give, what you intend to sell and if you will be able to meet the customers well.
The first question should be simple, What do you want to achieve with this promotion?
Why are the offers starting first?
Black Friday has taken up more space in the store calendar, in addition to November offers, some companies start their campaigns in October. Promotions like 10/10 and 11/11 also create other sales opportunities, as shown by a report by Folha de S.Paulo published on October 9. www1.folha.uol.com.br
When you see this movement, the little businessman may feel that he needs to do the same thing so he doesn't lose customers.
But each company has a reality, one store may need to sell products that are still, another may be with little stock, one service provider may be with the Scheduling almost full.
So the decision needs to consider what your business can offer.
Know what you want to sell and why
.I want to sell more . It's a good start, but you need to make that goal clearer.
Do you want to sell products that are standing? Bring new customers? Make old customers buy again? Or increase the value of each purchase?
Knowing that helps you choose the offer.
Imagine a clothing store with parts from an old collection, in this example, making a promotion of those parts can help open up space for new products and recover some of the money invested.
But it may not be necessary to give the same discount on the clothes that are already selling well.
When you know what you want to achieve, you can choose the products, the discount and the message of the campaign better.
It is also easier to assess whether the promotion worked, if the goal was to sell old parts, you need to check how many have gone out, if you were to bring new customers, you need to observe how many people bought for the first time.
Selling more doesn't mean winning more
Seeing the store full or receiving many requests can give the feeling that the promotion was a success.
But you have to do the math.
Of the money received, a part will be used to pay the product, taxes, card fees and other expenses, which helps to pay the company's costs and form the profit.
See a simple and hypothetical example.
You sell a product for R$ 200, between the cost of the product and the costs of that sale, you spend R$ 140, there is R$ 60 to help pay other accounts of the business.
If you give a 20% discount, the price drops to R$ 160 while maintaining the same costs, there are only R$ 20 left.
In this case, you need to sell three discounted products to have the same amount of a sale for the normal price.
The discount may be worth it but you need to understand this account before announcing the offer.
It is also worth thinking about other options, such as a set of products, a benefit on the next purchase or a special payment condition. Any choice must fit into the company's budget.
Prepare the company to meet
I hope that the promotion will work and that the requests will increase considerably.
Do you have enough products? Can your team answer your messages? Will deliveries happen within the agreed time frame?
These questions need to be answered before the campaign is publicized.
The customer wants to buy with discount, but also expects to be well attended, if you find confusing information, delay in the answers or problems in delivery, the experience can be bad.
For those who sell services, care is similar because a full Scheduling only works when there is time to meet each person with quality.
Therefore, check the path the customer will take. Find the offer, take questions, pay and receive the product or service.
Let the price, the time of promotion, the payment methods and the delivery conditions be clear as this helps the customer and avoids problems for the team.
Starting before can also be preparing the customer
You can start talking about Black Friday without giving off immediately.
Use this period to present your products, explain how they work and answer the most common questions and can also inform when the promotion starts and what the conditions will be.
Meanwhile, arrange the stock and prepare who will answer.
Another care is the frequency of offers, an expert heard by the Leaf warned that constant promotions can get the customer accustomed to waiting for the next discount. www1.folha.uol.com.br
So your communication also needs to show the value of what you offer: quality, customer service, easy to purchase and trust.
Before you announce, ask four questions
Take a piece of paper and answer:
What do I want to achieve with this promotion?
What products or services will I offer?
How much discount can I give without damaging my accounts?
Can I take it well if the requests increase?
With these answers, you'll have a better basis to decide when to start.
It can make sense to anticipate the campaign or it can be better to wait, the important thing is to choose according to the reality of your company.
Black Friday starts planning because it is at this point that you prepare an offer that you can fulfill and defines how it will help the business.