What if you made a product, and it does not want to buy.
How to attract customers if they do not want to buy?
Here are the rules, and examples of their use lucky managers.
The first rule is: "Give the visible shortcomings of the unique properties", let's look at this rule on the example of James Young.
When the young engineer James Young came to the companyMailing "J. Walter Thompson," he was given a difficult task. It was necessary to send the batch of apples that are blackened by frost. He quickly figured out how to sell a product, simply escorted the party memorandum, which stated that the apples grown in the mountains. And with a very sharp temperature drops. So they kept their juiciness and sweetness. No one returned the party spoiled apples, but rather asked the next time to send them the same.
It is striking to look at 3Suisses example.
Back in 1931 he invented the first catalogs,which can be ordered goods. They are sold in bookstores. Published 3Suisses wondered exactly how to sell your catalog? The solution was found in the directory size decrease, due to this the sellers put it on top of the other, to the stack has not collapsed, and the buyer, as a rule, always take the top.
Benefiting from its own errors, for example, Harley Procter.
He went to his father soap business, butwhile people are reluctant to buy soap. And once accidentally digest it, Hurley noticed that it has become whiter, lighter and not drowned in the water. It was his chip, all housewives rushed to buy a soap, because they are tired to catch on the bottom of the bath slippery remnants. This error brought Harley $ 7 million.
Visibility concern for people, as did the company Spinach Can.
How to sell spinach, when people just do not wantit is. The company came out of this situation as follows: spinach handed in the hands of the cartoon character, pop-eyed sailor Papaya, idol of all children. The success was enormous.
Arrange brainstorming, as did Bruce Barton
In 1957, the American company has created Henckelsunique knife for peeling potatoes. They were comfortable and not tupilis, so housewives in no hurry for the new ones. However, when the firm was on the verge of bankruptcy, they had to ask the advice of Bruce and his advertising agency. He advised them to paint the handle of the knife in the color of the potato peel, so housewives began to throw them in error in a bucket and go for new knives.
Conducting a survey among buyers like Ettore Sottsass.
His first task was to update the design is badselling mechanical alarms. He noticed that all the people before purchasing check its weight. Light did not inspire confidence in them. The solution was found in the fact that it is soldered to a lead ingots Service.