Recently on a Messenger discussion group, someone was lamenting that offering special deals is a double-edged sword. On the one hand, these promotions can bring new business in the door. On the other hand these promotions could possibly make your company look less professional or less important.
So the question is: Do sales and coupons weaken your brand?
And the answer is … Yes. And no.
Here’s the Dilemma …
On the one hand, if done wrong the coupon or deal can make you look cheap. JC Penny’s seems to have gone down this road, and although they sell a type of pants I like, I try to purchase them only on sales, because I believe a sale will always come along, so they got me mainly because I’m a bit of a cheapskate.
On the other hand, an occasional sale can work wonders — especially to get someone new in the door — so what is the difference?
Simply this –When you offer a “good deal” you must ALWAYS provide a reason why. You must tell them “what’s wrong” with the deal.
Because if YOU don’t create a “what’s wrong” in their mind, then THEY will create a “what’s wrong.” And the one they create is often not to your advantage.
How to Do it Wrong
So for example, if you offer haircuts at half off in your salon with no explanation, then anyone considering your offer will probably think things like “I bet they have new haircutters who aren’t very good,” and then their fear keeps them away.
How to Do it Right
But if you announce the very same half off haircut and you give them the “what’s wrong” IN A BELIEVABLE WAY they’ll generally accept it.
And if you play your cards right you can select a “what’s wrong” that becomes something positive about your company.
For example, in the half-off haircuts instance, you say you’re giving away this offer because
- A) your accountant says your rapid growth is putting you into a new tax bracket and you need to trim some income, just this month only….
- B ) you just expanded and hired two haircutters because they were so good back in Toledo that you couldn’t pass it up, but now you have to generate some new business real fast to cover your suddenly-increased payroll …
- C) This month is your 10-year anniversary here at 957 Main Street right downtown, and this town has been so good to you that you want to just give something back you’re so happy …
You get the idea. Each of these “what’s wrong” examples actually reveal something positive about you, and none of them will cheapen your image in the mind of your prospect.
Instead, they make you attractive for TWO reasons …
- the hidden-positive in the “what’s wrong” that you provided, and
- the special deal!
Make sense?
