Thursday, October 20, 2011

'I want that one' - a simple tried and tested trick to sell more balloons!


Last week I wrote a blog on how to turn the 'mini' Qualatex Microfoils into big profit earners, I suggested that the 'mini' Microfoil designs are perfect for counter top sales and impulse purchases.

Sue Bowler
Design by Sue Bowler CBA
Today's blog follows on from this point and was inspired by my husband John. John has worked in the balloon industry since 1991 and has held a number of different roles within the industry. We spend a lot of time talking about our industry, here are his thoughts on how we can inspire our customers to buy from us.

When we walk round stores, what makes us buy what we do? Do we always know what we want when we walk in or are we looking for inspiration?
So how can we discover the little tricks that will help us to sell our products and designs to the general public?  First of all I guess we need to know what it is that inspires the public to purchase a particular item.  Now there are many large corporations that spend millions of pounds, dollars and Euros on researching this very issue.  Clearly we don’t have that kind of money to spend on research so how can we get this information?  Well let’s not forget that we make up a section of the society that we refer to as ‘General Public’ and we can learn from looking at ourselves.

It is often said that the smartest ideas are the simplest ideas, and so it would seem.  

Sue Bowler
Design created by Keith Stirman CBA & Dominic Cassidy CBA
A very good friend of mine taught me an invaluable little trick a number of years ago and I have seen it work on many occasions and I am especially pleased to report that her business has flourished from its humble beginnings to become one of the most impressive balloon stores that I have seen and many others have made the same comment.  Oh the trick! Yes I’m coming to that now.   We are fortunate in our industry that we can offer a bespoke service of unique designs and deliveries rather than just a single product ‘off the shelf’. 



Firstly it is important to know that the majority of the ‘public’ will only ever buy what they see, they have little time for design and creativity and let’s face it, if we left it to them they would leave with a single balloon on a weight.   So, it is our role to inspire them and give them ideas, and the best way to do this is to have some 'ready to go' Balloon Bouquets and other ready made designs on display such as this adorable Minnie Mouse Bubble sculpture and the beautiful Tinker Bell & Fairy Friends Bubble design, never be afraid to make your designs impressive! 

Shirley Ray
Design created By Shirley Ray CBA
So, having impressed them the next thing is to make the customer feel that the product is value for money, now this is the smart bit!  The best way to do this is to show that others have already paid for the same design and therefore endorsing that it is value for money.  To do this, simply add a ‘delivery note’ and a personalised gift tag creating the impression that it is waiting for a customer to collect or the driver to deliver.  If the design is exactly what the customer wants you can offer to swap the gift tag and let them take that one and you will ‘make up another one’ or if they want it in a different colour or for a different celebration you can build one just for them. 
“But I want that one!” I think it is human nature for many of us to want what somebody else has and this, is the key to this little trick. 
Very Best Balloon Blog With Halloween less than 2 weeks away, it's time to fill your store with 'ready to go' Halloween designs and try out this simple little trick!
Remember, you can do this all year round, every day someone is celebrating a birthday or a new baby arrives!
Dont forget The Qualatex Event, 5-7 Nov, Oxford, UK & The World Balloon Convention, 22nd-25th March 2012, Dallas, USA, where you will learn how to create wonderful designs such as the one's featured in this blog created by Shirley, Keith and Dominic and much much more!

Looking forward to seeing you at the Qualatex Event in 2 weeks time!
Sue

1 comment:

Rahul Singhvi said...

Hi there. I am Rahul, based in London and willing to set up my own balloon distribution business. I have a dedicated supplier from India, with balloons made to order. I would just like some or any advice on how to go about it as I'm totally clueless as to how to start. Any word of advice is appreciated.