Decisions, Decisions

Common sales techniques

Salespeople and retailers make money when they sell something to you. So they use many different methods to try to get you to buy. Here are some of the most common:

Come-Ons

• Sale Prices - Question whether they are really bargains. They may be leftover stock, which isn't always bad.
• Coupons - Coupons may not always save you money - especially if they're part of a coupon book you must buy.
• Rebates - Rebates only work if you remember to send in the rebate coupon.
• Package deals - Check to see if you really need everything in the package or if you're paying for items you wouldn't normally buy.
• Loss-leaders - Sometimes you're lured into a store for a 15 cent discount to find yourself buying others items you hadn't intended to purchase.
• Premiums - Sometimes a free "gift" is offered with the purchase of a certain dollar amount or more. But if you spend more to get the "gift," it isn't really free.
• Contests - What are the changes of you winning? Decide if it is worth the time it takes to enter and the cost of entry.

Puffing

• Claiming to be "the best" - Sometimes it doesn't matter if it's the best. It's more important that it works for you.
• Obvious exaggerations - A company may claim that "everyone loves" their product. Did they ask everyone?
• An excited sales person - Excitement it contagious. But the sales person might just be excited to make money from you.

High Pressure

• Deadlines - One day only, once in a lifetime! From 6 a.m. to 9 p.m. These are sales techniques that work to entice you to buy now.
• Limited offers - Only while supplies last! (They may have more than enough to go around.) Only two left! (No one mentioned that they only started with two.)
• Inside groups and clubs - Appeals to "the select few." How much will you pay for a sense of belonging?

Product Enhancement

• Guarantees - Satisfaction guaranteed or your money back! It can be the mark of a quality product - or a dubious product attempting to hide its problems.
• Beautiful people - If a model says that he or she uses a product, others might buy the products because they want to be just like the beautiful people.
• Editing out the failures - If 6 out of 10 used a health product and got better, what happened to the other 4?

Emotional Appeal

• Fear - This is a strong motivator. Are you really safe without it? Are you more protected if you buy it? These techniques feed on your fears.
• Pride - This technique uses your ego against you.
• Guilt - They want you to know that if you don't buy your mother a Mother's Day card, you're a bad son or daughter. They'll save you that embarrassment by selling you one.
• Grief - In times of hardship, some salespeople will try to get you to spend more money while your defenses are down. A good example of this is when you shop for caskets.
• Anger - "Are you tired of being ripped off?" is a big step toward ripping you off.

Appeal to the Children

• Children have a great ability to influence their parents. So one sales technique is to convince the kids to influence the family, including what to eat, where to eat, and what toys to buy. Advertisers also look to cultivate future customers with this approach.

Deception

• Pros and cons - Check to see if the message is all pros and no cons.
• Selling air - Ever notice how little cereal there really is in those big boxes?
• Keeping the sunny side up - With all the fat on the bottom of a piece of meat, you might think the whole piece is lean.
• Fine print - Time to read those "truth-in-lending" statements. Always check the fine print.
• Disclaimers - They are often required by law. But in a TV commercial, they might scroll by so fast you can't read them.
• Add-ons - Batteries not included. Plus shipping and handling. Make sure you know the total price of everything you need to use a product.
• Bait and switch - A retailer may advertise a special price, but when you come in, they are sold out. Then they try to sell you a more expensive product that, of course, they do have in stock.

Negative Option

• This is when merchandise arrives automatically unless the consumer takes steps to stop the shipment and billing. It is often used with book and record clubs.
  
  Travel Fraud:
  • Offers are accompanied by certificates for "free" or very low-cost travel. The offers only vaguely describe the services and/or accommodations, which may be much less that acceptable.
• Health Fraud:
  • This includes promises of overnight medical cures and treatments. They often prey on the consumer's vanity and/or fears. Mentions "developed after years of research" and "proven to provide immediate positive results." Usually these are accompanied by testimonials from "medical experts and satisfied customers." Check these sources carefully with a very critical eye.
• Swindles:
  • Huge savings - Ask you how they can sell it so cheap. It might actually be a great deal. But it might be a big mistake.
  • Huge return - A wise rule of thumb is the greater the gain, the higher the risk - ALWAYS!