How to sell if you do not want to buy

What to do if you have made a product, but they do not want to buy it. How to attract buyers if they do not want to buy? Below are the rules and examples of their use by successful managers.

Instruction manual

1

The first rule says: “Give visible flaws as unique properties, ” let's look at this rule using James Young as an example.

When the young engineer James Young joined the Jay Walter Thompson mailing company, he was given a difficult task. It was necessary to send a batch of apples that were blackened from frost. He instantly figured out how to sell the goods, simply accompanied the batch with a note stating that the apples had grown in the mountains. And with very sharp temperature changes. So they kept their juiciness and sweetness. No one returned the batch of spoiled apples, but on the contrary asked the next time to send them the same.

2

Catch your eye, consider the example of 3Suisses.

Back in 1931, the first catalogs were invented, according to which it was possible to order goods. They were sold in bookstores. The publisher of 3Suisses wondered how to sell exactly his catalog? A way out was found in reducing the catalog format, due to this, sellers put it on top of the rest so that the stack would not fall apart, and the buyer, as a rule, always took the top one.

3

Benefit from your own mistakes, following the example of Harley Procter.

He inherited a soap business from his father, but at that time people were reluctant to buy soap. And then one day, accidentally digesting it, Harley noticed that it became whiter, lighter and did not sink in the water. This became his chip, all the housewives rushed to buy such soap, because they were tired of catching slippery remnants at the bottom of the bath. This mistake brought Harley $ 7 million.

4

Visibility of caring for people, as Spinach Can did.

How to sell spinach when people just don’t want to eat it. The company got out of this situation like this: handed spinach to the hands of the animated hero, the big-eyed sailor Papaya, the idol of all the children. The success was tremendous.

5

Brainstorm like Bruce Barton did

In 1957, the American company Henckels created unique knives for peeling potatoes. They were comfortable and not dull, so housewives were in no hurry to get new ones. However, when the company was already on the verge of bankruptcy, they had to ask Bruce and his advertising agency for advice. He advised them to paint the handle of the knife the color of a potato peel, so the housewives mistakenly started throwing them into a bucket and going for new knives.

6

Conduct a customer survey like Ettore Sottsass.

His first assignment was to redesign the poorly-sold mechanical alarms. He noticed that before buying, all people check it for weight. The lungs did not inspire confidence. The solution was found in the fact that he soldered a lead ingot into the alarm clock.