Price everything. Websites provide instant pricing info, stores often don’t. This is a sure way to indicate that you believe your prices are too high. Instead, I suggest you merchandise three levels of pricing for each product with complete product/pricing info readily available via QR code, computer look-up, or hard-copy:
PRODUCT-ONLY PRICE This is to help shoppers see your pric- es are near the same as those of any other authorized dealer. It doesn’t include installation, of course. It does include the manufacturer’s warranty and same-day de- livery (if a prime SKU that you keep in stock). You can be a bit higher than the lowest In- ternet pricing because: 1) you are offering things the Internet can’t, and 2) customers expect you to be higher. By the way, you’ll need prominent POP citing the advantages of buying from your store vs. online.
INSTALLED PRICE
This is the great equalizer. You’ll install the products you sell for less than you’ll install products purchased elsewhere. The warranty is better, too. (R&R addi- tional if they didn’t buy the product from you, right?)
PACKAGE PRICE
This is where the main product is bun- dled with installation and complimentary products. Could be cables, speakers, a subwoofer, a monitor, a better warranty — whatever adds more value and/or functionality to the product. The package is a total solution. That’s what you really sell — solutions.
BELIEVE, DO THE WORK, REAP RESULTS Greatness is earned, not endowed.
If you’re an owner and you’re thinking that what I’ve suggested isn’t easy, well, you didn’t sign up for easy. If you’re a salesperson and think that constant merchandising, calling customers and understanding the products and pricing is too much work, you’ll never sell as much as you could. But if you believe in the greatness of your store, you’ll do anything and every- thing it takes to stay great. Your customers won’t need you if you don’t. ■
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VISIT us at Booth #201 to see Mobileye in action and find out how YOU can benefit from our technology!
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MOBILEYE LOGO & Tag Lines are trademarks of Mobileye Technologies, Limited.
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www.me-mag.com 435/22/12 11:14 AM
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