Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

“Classified Ads...Why They Work Now” PDF Print E-mail
“Classified Ads...Why They Work Now”

We have been running one or two ads in the classified section of our local newspaper consistently for the last 5 years or so.
We sell rebuild vacuum cleaners...and occasionally used air purifiers. The Rebuilt Rainbow vacuum cleaner is listed at $699 and the used air purifier is sold at $399. Both have a better than 100% markup...and both are consistently profitable.

But they are working better in the last few months. Why? Because more people are looking in the classified section than before.

There are more bargain shoppers. Amazingly, these prices are higher than competitive NEW products. But some people need the sense that they are saving money. They get that from buying through the classified ads.

The biggest keys are to ;
NOT put in the ad that you are a retail store. It will kill the response.
Tell them over the phone that you are a retail store, but don’t say that you have more than one of the item. In their minds...for it to be a bargain...there can only be one available. Trust me, I’ve tried it the other way.

What I would do is start using the classified ads to sell models you have had on display for awhile.
Make sure you actually have several of what your selling. That way you can sell several units for the cost of one ad.

The one question you’ll get is ““Are you willing to come down on the price?”
My answer is always “We have it priced to sell quickly. Our problem isn’t selling these...it’s keeping them in stock. Can you make it in today to take a look at it?”

““If the price is in the ad...and they call about it...they are already willing to pay the price you have listed”- Claude

If they ask “Do you have these on sale regularly?”...if you say “Yes” they won’t come in.
The buyer is trying to think of a reason they can delay buying.

I say “We do get them in sometimes. And I call our waiting list, and people come in to pick them up.  These are selling out the same day we get them in. Can you make it in today?”

Another rule; DON’T DON’T sell over the phone on these calls. By that I mean, don’t give all the reasons they should buy. You don’t want to sound like a salesperson. Remember, you have what they want. They called you.

We occasionally deliver our rebuilt Rainbow vacuum cleaners. Many of our customers (that buy Rainbows) are Amish. They don’t drive.  We’ll deliver the vacuum, but I won’t demonstrate it when I get there. Why?

I did that once, and at the end they said ““That looks great...we’ll think about it”.
This came from a person that told me to deliver it. They already bought.

But during the time I was demonstrating...I turned (in their mind) from a delivery person...delivering their vacuum cleaner...to a salesman pitching a vacuum cleaner.
Think about that.

So now, if they ask if I’ll deliver it, I say; “Yes, as long as you understand that I am delivering a vacuum cleaner that you already bought. I’m not coming out to sell a vacuum cleaner. I’m just the delivery guy.”