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FORUM WOfoRrKumSHwOorPkshop TECHNIQUES FOR even higher level of service. In bad economicGOOD TIMES & BAD times, when demand is low, you can still achieve high profits by maximizing volume through various forms of “selling-down.” “Sell-Customer service is always a form of selling. In ing-down” is the term which describes thegood economic times when demand is high, process of convincing the customer to purchaseyou can maximize profit by “selling-up.” “Sell- a lower priced item, model, etc. The cautioning-up” is the term here is that in the service sector, customer ex-which describes pectations may not be lower just because pricesthe process of con- drop or extras are added.vincing the cus-tomer to purchase SELECTING AN APPROPRIATEa higher-priced SERVICE AND SALES STRATEGYitem, model, etc.When you sell-up, REQUIRES FOCUSthe customer ex- ON THE MARKET TRENDSpectation is that IN DEMAND AND PRICING.you are also goingto be providing an continued...HAIR EXTENSION CLEARANCE WWW.REMYWAREHOUSE.COMPage 70 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

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FORUM WOfoRrKumSHwOoPrkshopYou will need to ask several questions: What tomers’ perception change if I change my pric-position does my brand - product - service oc- ing strategy? What strategy will help me attractcupy in terms of the consumers’ current per- new customers in view of the current economic - demand forecast? What strategy will help me ception? take market share from my competition? Where is my key The following “Demand - Price Strategy Grid” competi- will help answer these questions as well as il- tion posi- lustrate some of the selected strategies for sell- tioned? ing and service in good times and bad times. What type of price - DEMAND - PRICE STRATEGY GRID service do I want to Price - Demand High Med. Low offer and what strat- High 123 egy should Med. 456 I use? How Low 789 will my ex- isting cus- continued... ATTENTION RETAILERS SHORT + LONG TERMBUSINESS LOANSFor:Working Capital, Purchases, Equipment, Business Line of Credit4.5%From MANY PROGRAMS AVAILABLEwww.RetailersBank.comPage 72 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

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FORUM WOfoRrKumSHwOoPrkshopLet’s position a brand - product on the grid and that will last an indefinite period of time. Thendiscuss strategies related to the economic cli- demand would be going from high to low.mate as well as the competition scenario. Now you need to go back to your key questions for more answers. You need to ask yourself: AreDEMAND - PRICE STRATEGY GRID my competitors likely to enter into a price war with huge discounts? Will anyone take the highPrice - Demand High Med. Low road and not dis-High 12 3 count? How will A my customers’Med. 45 6 expectations andLow 78 9 needs be affected by this reces-In the above scenario, your brand is in position sion? What willA, one of the highest priced product - service relate to thesein a high demand marketplace. The big ques- new needs withtion is: What direction is the market demand respect to mymoving? Let’s assume demand is going to drop pricing and leveldramatically with a major recession imminent of service, etc.? continued... Invoice Discounting for Retailers & Wholesalers • IFG helps you turn your quality current commercial accounts receivable into immediate cash. • Our solution converts your sale that may have 30- to 45-day payment terms into a “cash-on-delivery” sale. As a result, you have the funds needed to finance and grow your business. • The IFG invoice discounting solution provides you with a unique, user-friendly “use-it-as-you-need-it” financing alternative. • IFG leaves YOU in control of your business and of how much you use the IFG service - there are NO long-term commitments and NO monthly minimums. You sell us accounts receivables only when you need immediate cash. • If you are a supplier of goods and/or services and wish to accelerate your cash flow, contact us today. www.FundingOffices.comPage 76 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

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FORUM WOfoRrKumSHwOoPrkshopOnce you comprehend where you are posi- home service something I am going to have to compete with now? Second, if I change mytioned on the grid, where the market is going, pricing and/or service strategy, what will my customers and employees think? What do Iwhat will occur with respect to customers’ ex- need to communicate to both? When and how do I do it? In general, tell your employees firstpectations - needs, and what your competition or you will have big problems.is likely to do, you are almost ready to select We all recognize there is a direct correlation between employee morale and attitudes withboth service and sales strategies. Before doing economic conditions. Bad times affect justso, you should always ask two more questions. about everyone. So be cautious not to turn yourFirst, as a result of the economic scenario and point-of-encounter personnel into a downwardchanging customer spiral with poor communications in such times.expectations - We also should recognize (and have our em-needs, do I now ployees do so too) that in bad times, good serv-have new or other ice attitudes work even better to retain andforms of competi- obtain new customers.tion? For example,is telecommunica- continued...tions a new com-petitor if I am inthe travel busi-ness? Is shop-at-Your Business Needs Social Marketing FBcampaignsPage 78 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

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FORUM WOfoRrKumSHwOorPkshop Now, interestingly enough, up-selling need “There is no better line - product. You may benot be limited to good economic times. A lot absolutely sure that everyone will be pleased!”depends on the customers’ expectations and An Important Irving needs to hear that there is no finer product than this one. needs. When to sell-up depends on thecustomer, competitive strategies, and desired Up-selling requires movement in perception for your brand. careful considerationUp-selling can work in almost any position on of your words andthe grid if your product or service is of a qualityperception. The approach will vary by cus- visual appearance.tomer types, actual product - service offering,and constraints of the competitive environ- For visual appear-ment. ance – advertising,In order to up-sell, point-of-encounter employ-ees need to be trained in “rationalizing” tech- packages, promotionniques. These techniques help the customerrationalize why they should pay more. For ex- pieces, displays, andample, a Cautious Carol needs to be told your employees at the point of en- counter – take a lesson from the masters: study some of the cosmetic companies. They are mas- ters at perception, up-selling, and point-of- encounter strategies. continued...Page 82 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

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FORUM WOfoRrKumSHwOoPrkshopVALUE-ADDED SELLING Johns generally like to learn about the value- added items, but not at the expense of their re- Providing some- quest for product detail information. They thing extra is the appreciate the extra when the emphasis is as- simplest definition sociated with their recognition as a new con- of Value-Added sumer. Loud Larries love value-added offers Selling. This extra which provide another opportunity for them to demonstrate the “deal” they negotiated. takes many shapes Value-added offers which involveand forms such as extended warranties, extra warranty extensions, upgraded items, or additional features work well when thefeatures or amenities, an additional product, ac- market is in a medium to trade-up mode and with higher pricing strategies (positioningcessories, etc. These must be included at the numbers 1, 2 and 4 on the grid).same price in the order to keep the connotation. continued...A good value-added item should have a closerelationship with the base product or service.The extra must be of a quality similar to yourproduct or service, even if it is an inexpensiveitem. For example, Career Cathys and JuniorCOSTUMES ARE YEAR ‘ROUND MONEY MAKERS! WHOLESALE 100’S IN STOCK All OccassionsEvery Day’s A Treat!Costume Club Fast Same Day Shipping Flat Rate Delivery www.USACostumers.comPage 84 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

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FORUM WOfoRrKumSHwOoPrkshopValue-added offers which feature additional Point-of-encounter messages in both scenar-product - amenities work well when the marketis in the medium demand, trading downward ios need to stress the value-added extra as onetoward low demand positions (numbers 3, 5,and 6), and are especially effective with price more (and major) reason to buy the product oroffers. The consumer perceives a win-win – re-duced price plus value-added tangible. service. Putting a limited time frame on such offers helps enhance the perceived value and create an additional call to action. For someone like a Fast Freddie or Impatient Irene, this “beat the date” concept can be just what makes the purchase. Point-of encounter employees can close, recognizing the value-added sell is a worthwhile enhancement, which creates a win- ning message with both existing and new cus- tomers. For the existing customer, the message is, “We’ve added this benefit (extra) in appre- ciation of your loyalty.” For the new customer, the message is, “Try us and you will benefit with this extra – at the same price!” continued in next issue ... Take your You’re losing business if you’re not Business to the Next Level accepting credit cards www.EXPmerchant.com Rates as low as* COMPARE ONLINE FREE! 1.33% + transaction feesPage 86 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE • Compare lowest rates with 7 major banks! • Shop Real Processors • Side-step All Hidden Fees ONE FORM COMPARES TOP PROCESSORS... FREE! Merchant Equipment Store™ is a registered ISO/MSP of Deutsche Bank AG, New York

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BUSINESS INFORMATION4 NEW DATABASESDirectory of Smoke Shops (SSDB) Directory of Convenience Store Distributors (CSDDB)Price $399.00 Price $399.00Free Shipping Free Shipping Our EXCEL Directory contains over 7,000 Smoke Our Directory contains over 1,200 Convenience Shops/Head Shops in the U.S. It includes key Store Distributors in the U.S. It includes key buyer’s buyer’s names, personal e-mails and phone names, personal e-mails and phone numbers. This numbers. This directory is emailed to you in directory is emailed to you in Excel database and Excel format and is updated regularly. will be our most current (updated 2x a year).DIRECTORY INCLUDES: DIRECTORY INCLUDES:• 7,000 Smoke Shops/Head Shops • 1,200 Convenience Store Distributors• Phone numbers • Buyer’s Names• Over 60% Have Personal E-Mails • Buyer’s Numbers• U.S. & Canada • Over 70% Have Personal E-mails• Company Addresses • 2,000 Convenience Store Brokers in the C-Store Industry • 200 Rack Jobbers (distributors that work out of their vans)Directory of Convenience & Grocery Chains (DCGDB) Directory of Wholesale Grocers & Food Suppliers (DWGDB)Price $499.00 Reg. Price: $599.00 $S1A0V0E:Free Shipping Price $499.00Our Convenience/Grocery Chain Directory contains over 13,000 key Free Shippingcontacts and personnel information including phone numbers, mailing Our Wholesale Grocers/Food Service Directory contains overaddresses, titles, e-mail and addresses. All of this is provided in conve- 18,000 key contacts and personal information including phonenient Excel database that is e-mailed to you numbers, mailing addresses, titles, e-mail and addresses. ItOur Directory provides access to the top Grocery Chains & Convenience includes Buyers, General Merchandisers, V’s, CEO’s and Directors.Store Chains. It includes Buyers, General Merchandisers, VP’s, Directors. This directory is updated twice a year and delivered to you in DIRECTORY INCLUDES: Excel Format via E-mail. • Over 1,600 Convenience Store Chains (Ex: 7-11, Chevron, Circle K, etc) DIRECTORY INCLUDES: • Over 1,700 Grocery Store Chains (Ex: Kroger, • Over 4,500 Wholesale Grocers/Food Publix, Safeway, Walmart, etc.) • Over 13,000 Buyers Personal E-mails Service Distributors • Buyer’s Phone Numbers • Over 70% Have Buyer’s Personal E-mails • Company Addresses • Buyer’s Phone Numbers • Company AddressesORDER ONLINE AT: www.Forum123.com Your Name❏ Smoke Shops: $399.00 Address❏ C-Store Distributors: $399.00 City/State Zip❏ E-Store Chains: $499.00 Email K MONEY ORDER K CHECK K CREDIT CARD❏ Wholesale Grocers: $499.00All Directories come in Excel Format Card No. Exp. SignatureFORUM PUBLISHING CO. • 383 E. MAIN STREET • CENTERPORT, NY 11721Page 96 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

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The Complete Guide to Making Money at Auctions! AUCTION SOURCES REVEALED! e Auction Buyers Directoryproviding Names, Addresses, Phone numbers and ALL the Information You Need to locate Auctions throughout all 50 statesGovernment agencies continually seize billions of dollars of illegal merchandise. Due to this enormous backup of inventory, government and private auctions liquidate billions of dollars in property, luxuryvehicles, boats and even airplanes for pennies on the dollar. Knowing where and when these auctions are held is the key. Auction Buyers Directory gives you the key to these auctions!➫ Vehicle Auctions ➫ County Sheri Auctions➫ U.S Marshal Auctions ➫ SBA Auctions➫ IRS Auctions ➫ FDIC Auctions➫ State Surplus Auctions ➫ Urban Housing Auctions➫ U.S. Customs Auctions ➫ Land Management Auctions➫ U.S. Postal Auctions ➫ Private Auctions This comprehensive directory offers tips and tools of the trade designed to make your auction buying profitable. Whether you’re buyingfor your own use or for resale, this directory offers guides to make your bidding successful. This directory gives you all the information and sources you will need. Once you have the sources you can use them over and over, and there are never any additional charges.ORDER TODAY TO CHANGE YOUR LIFE TOMORROW! $39.95 + $7.00 postage = $46.95 www.Forum123.comPage 98 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

SurplusStartYourOwn & Liquidation BusinessProfessional liquidator reveals how to find, buy, sell and broker surplus goods in his best-selling book HIDDEN WEALTH • Surplus Business Equipment • Failed Business Inventories • Manufacturers Mistakes • Discontinued Inventories • Seized Merchandise • Salvaged Goods • Bankruptcies & CloseoutsThis is a practical hands-on training guide to starting your business with little or no money. Today there aremore opportunities than ever to succeed in this industry when you have the right resources. Nothing is heldback – the author is a retired liquidator who is now sharing his well-protected secrets to help others succeed.Limited supply of copies of this 196 page will be sold at special price of $39.95 on rst-come basis. Order todayand start your new business tomorrow!❏ Hidden Wealth ❏ Special Combo $39.95 + $7.00 ship = $4695 Hidden Wealth PLUS USA Closeout Directory❏ PDF Version: $39.95 $49.95 + $7.00 ship = $6995Your Name Type of Business:Company NameAddress City State ZipEmail: Tel:Mail or Fax Your Order to:FORUM PUBLISHING CO • 383 E. MAIN ST • CENTERPORT, NY 11721 • Credit Cards: 631-754-5000 • Fax: 631-754-0630

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