Sale?

VERBATIMS

What have you learned about what it takes to trigger a sale? If it's not price alone, then what is it?

1. The product design, 2. How its promoted (not just advertising) 3. The brand values you associate as a result of 1 & 2

A combination of marketing mix: Promotion and distribution.

A consumer want in categories with high brand differentiation.

A gimick in categories that are highly commodetized.

a decent offer in a relevant and at a time and place where it's helpful to the consumer.

Advertising and promotion; quality of product; availability; presence at point of sale

A good price, better still one that won't be around for long.

a hook, its features and their benfit to me

A legitamate sale price, a real value

Although I believe that price plays a big role in triggering a sale, I think that the functionality , design and quality of a product or brand is equally as important.

An emotional connection with the brand. Low price does not mean good value. Consumers are smart and they're looking for value from brands they trust.

An unreasonable emotional connection.

appealing to aspirations; perception that this will make you cooler, or happier, or better in some way.

A relevant, compelling product message that appears distinctive.

A sale happens when a customer's needs are meet. The trigger is when the customer realizes a certain brand will satisfy the need. Sometimes price can trigger a sale because is satisfies one particular need. However, sometimes price discounts can reduce the brand's value, thus becoming a product which may no longer satisfy a different need (status, etc.)

As part of the professional services industry (legal), reputation and price trigger intial sale; entire client experience triggers recurrent business

A unique offering

Availability, secondary expositions, in-store marketing (floor graphics, ICM, shopping carts, danglers)

Awareness 1st. Then price.

Better value than the competition. It doesn't hurt to illustrate that in the offer either. Also, adding extra value to the product or service -- in other words, developing a relationship beyond taking their cash.

Brand awareness, quality of product, price, frequency of use.

brand equity in the consumers mind that they are getting a quality product at a fair price

Brand image/perception Packaging

Branding does a huge part in getting the customer in the door. A sale may increase revenue in the short term, but it does not bring in customers that will spend generously. Once you start dropping prices, it is nearly impossible to get them consistenly up again - once you use sales, you will habitually have to rely on them.

building an emotional connection to the brand....they identify with it, desire and aspire to it...it speaks their language and resonates with their core values...a Volvo driver would never drive a BMW....they desire different things....the key for a brand is to live to its core values....

Building an experience.

Building the brands' integrity and reputation - this can happen via an extensive media push or taking a grass-roots marketing approach - being in the environment where your target consumer is, sponsoring events your target consumer attends. New brands need to build up who you are before you can 'ask for permission' to have your brand considered as part of the consumers' selection process.

Building the relationship...I feel that if you build a trustworthy relationship with you client, and provide a quality product, price becomes a non-issue.

Bundles of benefits including quality, customer service and image portrayed

buzz...awareness...referrals

Call to action.. Touch an emotion

chosing media/communication vehicles that are proven to generate responses.

clear and motivating benefit

compelling proposition for the brand to solve a consumer's problem or add to a consumer's benefit

Competititve response, potential perceived value in the market place, if something has come out new/better, and you still need to stay in the game w/ your technology...etc.

connecting with the consumer on a relevant level

consistency and repetition of message ... in ads, promotions, or any other point of contact. It is also important to know where the target customers are in their purchase plan ... and design each piece to take the potential customer to the next step (i.e awareness, interest, decision making, or purchase). If the product is a commodity, then price break might cause someone to try the product ... if it is a unique product then one needs to skim the top, with the knowledge that not everyone will adopt the product immediately. Utilize different avenues to build awareness, generate interest, and promote purchase (outrageous marketing). Build price-fencing if targeting customers with different needs and wealth with the same product.

Consumer need! The price can be the final decision maker if the brand's differentiation is not well established. Brand differentiation is what's losing ground in this day and age and forcing price to be the only differentiator. Today's consumer is certainly not as brand loyal, but I think that's a product of the fact that there is no significant differentiation. It becomes a cost to value proposition, and if their is no brand affinity, or value intrinsically associated with the brand, price will win out.

Consumers must feel they're at least getting a good value -- even better, a good deal.

convenience (i.e., being on the right shelf or in the right location of the store, and even being in the right store), advertising

cool factor. The ability to grab attention and communicate an attribute or need.

Credibility. We are consistently higher priced than our competitors, but we have more credibility than they do. Buyers believe that we will deliver on time and do it right the first time.

Customer's perceived "need" for the product or service. When you move a customer from a "want" (I want that product or service) to "need" (I need that product or service), then you trigger a sale. This can be done regardless of price.

Customer experience, in general, carries much more weight than price for the market I focus on - women.

customer need

Customers in today's marketplace are looking for value. It is not enough to sell a product at the lowest price. The customer needs to feel that they are getting more for their money.

Depends on the category: dish washing detergent is dish washing detergent. If you want me to fall in love with your brand, you better make it cheaper than the brand I usually buy. You have to discount to promote trial in categories which are satuarated with products. Money talks.

Desirable product at the right price at the right time -- all coming together for the largest possible percentage of your audience, all at once.

Desire for the product has to be built first, by connecting in a relevant way to a target consumer. Distinctive product attributes or benefits, high quality perception, company values--any number of things that create a perception that owning/using this product will somehow add value to its user's life. Price can trigger the purchase action, but not without the desire first (except for an impulse purchase--in which case, it's a much shorter purchase decision!).

Does the product/service provide a solution? Is target aware of product/service? Are all communications target appropriate? Is the promise believable? Does the product/service deliver reasonable value?

emotional conection with customer.

Emotional end benefit, clear and relevant product attributes, added value

engagement, emotion, desire

Even in price-sensitive categories, tailoring offers to behavioral factors like purchase occasion or attititudinal factors like perceived higher quality or service can drive higher-price purchases.

exact fulfillment of byer's curent needs

Excellent customer service is vital.

Excitement, value, and relevance can each play a role.

Exposure of a solution to a problem that a consumer did not knoww they had.

fair price is better than cheapest, fair means it may be more expensive but there is an added value

fear of loss

features, benefits, differentiation

FEATURES (STYLE OR FUNCTION) THE CONSUMER WANTS PLUS VALUE

Filling a very specific, business or emotional need in a unique way. Tapping into desire. Showing relevancy toward enabling the prospect's success. Creating a sense of urgency, limited quantity/timeframe/offer.

First and foremost, it's the product. Next comes the brand, and they are two separate things. Has it delivered to the consumer in the past. Absent that, or in the face of competitive threat, it seems there are really two options: discount the price or add to the value of the purchase; in other words, in one way or another, you must alter the price/value proposition relative to the competition.

Foundation: Superior performance, trust & consistent quality--fulfilling the consumer's expectations every time, day-in & day-out. Trigger: Value-added product or Service based consumer promotion-- "Free movie tickets/dinner at local theatre or restaurant"; "20% extra"; "1 year additional warranty if you buy between" now & May1"...

Good sales associate prescrition is crucial. Recomendation from trend-setters

having a product that fills a genuine need in the consumer's life

having the right offer, in the right place at the right time

How well the product meets the needs and expectations of the customers

I believe there needs to be something about it that makes it desirable over other similar products. Could be service after purchase, limited availability, long term reliability - although right now everyone wants a real bargain.

I deal with a product that is undergoing a massive shift in the consumers perception of the perceived value. Industry wide we've been forced to cut our prices to battle a variety of threats. Value-added incentives have become a necessary part of every product release. Of course all of those value-added pieces will quickly become a standard part of the product since everyone's offering them and then we'll have to go one step beyond that to find something else to add to what crosses the counter.

Identification with the brand's "personality"

Identifing and meeting need/desire.

Identify a need

If you can quantify the value(s)/characteristic(s) that benefit the consumer then price point can be justified. Additionally, discounts and "sale" prices are inevitable however the difficulty is providing times where consumers can justify paying full price when they might anticipate a discount or sales season to come upon them.

Image and good emotional / rational benefits

Increasing the perceived value of the product in the mind of the consumer, ie: BOGOF offers, 2 for 1 offers, benefits of your product over competition, etc.

In my market - medical devices - there are three factors: 1. better delivery of medical care. 2. overall profitability to practice. 3. competitive differentiation

In my niche, percieved personal value can trigger sale. The personal perception that life will be easier or more like someone elses... a "hero" of sorts.

Innovation, promtion, more margin

In selling adult education, price is less important than convenience and accessibility. While as a state supported institution we are lower cost, it is the accessibility of our programs and their flexibility which attracts students.

In the academic world, quality of program and access to recruiters/jobs are more important than price.

It's a combination of factors. I work as a marketer in a grocery retail setting, and given the nature of food and perishables in particular, price is critical, but not necessarily ultimate when detemining purchase. For example, if tomatoes are 29 cents a pound in the middle of winter, chances are good the quality is terrible and no one will buy them regardless of the discount. The other aspect of the grocery business that often gets left out of the equation in the conventional world is that food/eating etc are sensory and sensual experiences and how the consumer feels and reacts etc can be critical determining factors as well.

It's all in the wrist action.

It's an excellent fit with the customer needs. Has to fit the needs before it can fit the pocketbook.

it's brand involvement and brand relevance

It's creating an emotional connection with your brand.

it's having the right product or service, the right motivating message at the time and place when the customer is ready to buy.

It's old fashioned, but it's value. There has to be a link between price and the utility or other value the customer perceives.

It's perceived value and whether the purchase matches the needs/desires of the consumer

It's really a combination of factors, which can include some of the following, among other things, often occuring in close conjunction:

-- Timing
-- Opportunity
-- Seasonality
-- Point-of-sale experience
-- Retail surroundings, dynamics
-- Product quality
-- Shopper experience

It's the consumer's total cost in available resources to consume the product. Reducing barriers to consumption is the key moving products and services. Price is only one of many barriers and variables.

it's the quality of service you deliver at the time of the sale and in some cases after the sale (to avoid returns or a dissatisfied experience) that triggers the sale.

some brands are still symbols of quality like Timberland that don't rely on short term price promotions to generate sales

It's the value equation. Before something has value, it first has to be valuable. If the brand is perceived as being valuable enough, then people will spend for it (full price or something a bit lower...but you don't have to deep discount it to move it).

I THINK IT IS ADDED VALUE IN DIFFEREN WAYS.

I think that if the coplete value of an item makes a sale. Brand integrety, information, real scientific information. These things appeal to people. Added value such as a favorable consumer reports rating, good word of mouth, actual performance.

It is about being in the realm of choices. Price matters to a point. And A discount may increase usage in the short term. However, in the longterm, top of mind awarness (partly driven by advertising) and customer experience will increase sales.

It is creating a sense that the brand fills the need in a way that the alternatives can't.

It is essential to understand the customer's needs, then to tailor what you have to offer and can deliver based on those needs. If you can identify implicit/explicit needs which the customer may or may not have been aware of before entering into the buying process, you can build in a value proposition beyond price.

It is providing a bundle of benefits that address consumer needs. It is also being on their radar screen when they are ready to purchase

It is the relationship of the price to the perceived value.

It requires brand relevance. Product or service relevance. Value for the money.

Its impulse purchase through innovation. Added value functional benefits and added value packaging.

Length of time in business, reputation, testimonials, product quality, managing expectations

Lots of good advertising.

Loyalty, unmet need

Make a direct and emotive connection with your target consumer so that he/she clearly understands what's in it for them, ie a benefit.

Many things including price,marketing, placement

Mapping value to the segment that receives the most value and clear and compelling value propositions

Marketing the uniqueness or quality of your brand. By offering customers an item that is truly unique and quality as the marketing program states they are willing to repurchase your item regardless of price.

message relevance that reasonates with the consumer need and shopper want or desire. Price is rationale, performance is emotional.

must be demand and an emotional connection between prospect and product...otherwise your product is a commodity and price is your only weapon.

Mystery, excitement, status...all those warm & fuzzy positioning emotions.

Need. Usually related to pain. (I have a problem I can no longer ignore, so I need to do something now to make it go away).

Many marketers believe they can short-circuit the buying cycle with price, and to some degree, they can.

The bigger opportunity is to know where consumers are in their buying cycle, and selling them what they need when they need it. But that demands marketers move from a mass media to a one-to-one/CRM orientation.

New innovation, strategic marketing, knowing the voice of the customer

Offer a product that is better than your competitor's, at a competitive price. Target your marketing at the individual level as much as possible. Cheaper is seldom a good long-term marketing plan. There's always someone out there who can do it cheaper and consumer's who are motivated by price alone are not going to be loyal customers.

Other Brand's services. Quality.

Other than pricing, the brand must meet a want or need at the moment a buyer is so inclined to purchase. Well-placed brand advertising can, and should, stimulate interest in a potential buyer. It's amazing the number of 50-ish balding males who have purchased a car reminiscent of the type they drove as teens or 20-somethings, often because of the "sex appeal" of Detroit's ads and vehicle placement in television shows and movies.

Our product is fairly unique in the market, with a price well above most shelf stable competitors, so we found we had to discount regularly to trigger a sale. But at the same time, we do a lot of in-store sampling in order to introduce consumers to its unique taste (not well known in the marketplace), as well as a lot of PR and medical/dietary communication to build awareness of its unique medical benefits.

Outside of commoditized categories, it is triggered by a match between the brand's explicit and intrinsic value and the consumer's perception of explicit and intrinsic value.

Overall perceived value of the product or service.

Packaging, way a product is represented

People.
Desire.
Service.
Trust.

People want it to add value to their life--make them smarter, improve their looks, save them time, etc.

Perceived Brand Value.

Perceived Quality

Product Placement

Perceived value

Perceived value always triggers a sale. Your brand is a set of perceptions created mostly by you; one of the perception drivers is price. If you price it low, your brand is perceived as 'low" in value. If you price correctly, then your perceived value is high. High perceived value is not the same as high price. Price it too high and your perceived value is too expensive. Only idiots pay too much for value; customers don't like to perceive themselves as idiots.

Perceived value is most important.

Perceived value of product/service

Quality delivery of services

Perceived value. Perceived quality.

Perceived value (Quality/Reliability/Reputation/ Service/Price), Unique qualities or features, status statement

Perception of offer

Point of difference. Innovation. First in category... The consumer you "win" by price is the consumer you "loose" by price.

Point of meaningful difference vs. competitive offerings - product differentiation primarily. If price discount is offered, ease of receiving discount is key (no mail-ins or cut out coupons) Consumer perception of receiving increased value important when receiving price discount - e.g., to get them to try it (vs. just getting cents off, thus cheapening offering)

Positioning against the customers needs

Positioning in the store, flyer placement to drive traffic, word of mouth recommendations

Positive Brand Image

Price can trigger the sale, but at some point it puts the brand in the consumer's pricing bucket (eg. brands I look for only on price or in a cluster of brands where I buy whatever is priced best) ultimately negatively impacting loyalty. Brands need to have a benefit beyond decent quality at a good price to protect themselves from competitive pricing. That benefit can be performance, "a have to have" image or always provide the consumer an additional value that makes the brand desirable even with a price differential.

Price is important but in general a healthy brand has healthy brand equity.

Price is important, but in the end it's all about the product. Price doesn't stand alone, value and quality are integral.

Price, loyalty, differentiation, special feature...

Price-Value equation & the consumer perception of how the product makes them "better off"

- Price/Value Relationship (as perceived by the customer)
- Ensuring the brand is in the consideration set.
- Reaching "influencers" especially Retail Sales Associates for products distributed in retail channels.

price, yes, but also brand reputation/image

Pricing can be an effetive way to prvent consumers from switching outlets while increasing consumption. Hot prices by themselves are not the way to grow the business. Prices that encourage building or maintaining adequate inventory will do more for positive business growth than will low-ball prices.

Product placement in multiple areas and visible displays to trigger impulse (low price CPG items) purchases are helpful but I think too much emphasis is placed on price promotions.

Product + Price + Experience= Sales and Brand Preference

If any of these are less than they can be the result is a sale from convenience as opposed to choice/demand.

products ability to 'make a difference' in one fashion or another to consumer

Product that delivers on a consumer need. Well positioned products.

Promotion, comunication and specially good luck!

Promotion, promotion, promotion...

Proven quality product
Stablility

Providing for consumer needs.

Providing value to the customer. If the customer feels value in the product, they are willing to pay the price, and discounts may have little or no effect. If they feel there are two products available by the same company, 9 times out of ten, they will go with the lower priced product, feelingthat they are receiving a better deal on the lower priced or discounted product.

PWP, GWP

Merchandising it at the right time of the year

Quality

Quality and convenience

Quality and service must be present along with price.

Quality, brand value and price

Quality, customer service, and a price that is not too far out of line with the competition

Quality of product, timing to market, brand, seasonal sales

Quality.
Passion.
Education.

quality, quantity, special promotions.

Quality, reliability, honesty of sales team

quality, selection, and value

quality, supply and demand, public image of the product

"Intriguing novelty" or ablity to meet a need.

An example of the former is the line extension of Cheerios with freeze dried strawberries and, I think, freeze dried blueberries. Certainly worth a trial purchase.

An example of the latter are prescription drugs for pervasive maladies like asthma and acid reflux, advertised to consumers. Other examples are the new Volvo SUV, satellite tv dishes, and bagged salads.

Recency - people need and want it now.

Relationship - right time right place

Relationships with clients/customers - are you trustworthy? Do you listen? Do you fix problems quickly? Are you responsive? Do past customers speak well of you?

Reputation for quality, reliability and customer service

reputation for reliability and service

Reputation, service, quality, reliability, organization support.

retail sales rep recommendation
product add-ons
timely offer (crm)

Roughly, (Price + Value perception (including the emotions triggered by the Brand) + relevant offers ) / market conditions = likelihood of sale. What is often interesting is uncovering the right offers that can impart a high perceived value at reasonable cost, these can help support a continued price disadvantage, while actually raising the equity in the brand

Sales are all about relationships, credibility and trust. There has to be a compelling event (i.e. I need a car or I have to walk) and their has to be strong brand appeal as that is the price of entry to get on the shopping list. In the context of Ford, they are feeling the impact of their bad decision to let purchasing run their business at the sacrafice of the quality of their brands. Did they really think that their heavy cost cutting with suppliers wouldn't impact their quality? Companies can't afford proactive innovation for a client like Ford on razor thin margins. The result = their product is in the toilet, their people are being micro-managed and the incentive spiral is out of control to sell over-priced product.

Sales are triggered by the entire offering to the consumer/customer; price is just one component. If the rest of the mix is communicating product benefits that meets the end user's needs, then price is primarily used to compete against like products. When all esle is equal, price or relationships win. Today it appears that price is more powerful than relationships, when all else is equal.

Sampling is key, especially if it is a product where taste is a big factor. If the product tastes great, is sampled close to point of sale, consumer purchase increases. we've seen it time and time again with our brands.

Scarcity. If a product is hard to get, but has high awareness, this can driveprice. People will buy it if / whenn they can find it - cost does not become an issue.

scarcity, related content & amp;information, freshness, design, recommendations

Service and Relationship.

service both pre & post sale, workmenship (quality), public brand awareness

sERVICE, CONVENIENCE

Service, perception of security, relationship

Speak to buyer type(s) when building value:
A) Visionary - Lifestyle/Corporate Image
B) Analytical - Value, ROI, Strategic Importance

Strong distribution partners/chain where each partner does well in the transaction. Top quality product, held in local inventory and expedited delivery to the end customer.

Style or design

Targeting the correct market for the product/service and pricing it accordingly. Individualized deals for different sized comapnies. Companies have different needs, different budgets for the saqme services.

the buzz surounding a product - anyway to make a product desireable beyond price

The combination of irresistible price, product quality and head turning design

The economics specific to a category. What is the bang for the buck. Packaged goods can demand a premium now due to brand recognition - especially food so the opportunity cost for choosing the unfamiliar is greater. Automibiles would seem to be elastic along the lines of financing flexibility and after market service.

The exclusiveness, the perceived need (which is usually created by either fear or greed)

The impression that the brand/product is an extension of the consumer's lifestyle and percieved lifestyle.

The level of appeal to the consumer has to be equal to or greater than the cost of the item.

The mindset of the buyer - are they a bargain hunter or searching for quality or convenience, etc...

the mix: pricing, customer service, advandced technological systems, expertise in the industry, accurate and timely billing, reporting capabilities

The "Coolness" factor.

The "little extras" like Clinique's free stuff if you buy a certain dollar amount of regular product.

the right price and service and at least be preceved as interested in the customers needs

The sale is driven by meeting the full range of consumer needs. Price/value is only one of the components.

The total package presented to the customer including delivery, price, packaging, terms or sale, value the product brings to the customer.

The uniqueness of the product, the building of the brand experience far out weigh price alone. Price is a short-term, short-sighted way to manage a brand.

THE USUAL MIXTURE BETWEEN THE "4 p"

The value of what the brand tied to market conditions

Though we don't sell directly to end consumer, price very important to selling in to our distributors

Tie in to event, theme, season or bring untapped demand connection to surface.

- Timing
- Need ( real or convinced )
- value of the human contact
- existence of a budget in front

to counter normal (seasonal) downtrends...but without stealing your own regular business to sell at a discount instead of full price

TOMA is #1. If no one knows the brand or if the brand is not in the top 3 in the onsumer's mind when they're faced with 'having' to make a purchase, price is insignificant. On the other hand, if the brand has good TOMA, etc., then price will help to trigger a sale as long as the price card is not played continuely.

too numerous to list but start w/ generating a buzz; look at what Sketchers did after they fell out of favor w/ youth. Reinventing the product line and starting fresh got them out of trouble.

total value above other alternatives, an informed customer

Total value proposition of your product or service.

Trust.

trusted brand, makes easy decision to chose among competing products

Trust in the brand that it can deliver a compareable product or service. Brand personality -- a brand I can relate to in some way -- that's relevant to me (e.g., iconoclastic brands generate a lot of word of mouth). Tell-a-friend evangelism (comes from relevance and trust and/or an incentive for me to tell the brand's story) -- a brand that surprise and delights me.

Trust in the company/brand

Trust, quality and price.

Trust, sincerity

uniqueness promise

value

Value...above and beyond the basic brand benefit. Value can be in the form of a non-price incentive (e.g. premium, game, special pack, etc.)

Value added is typically better than discounting, although its a tougher sell in this economy. Emotions play a huge part in consumer purchase. That being said, you can drive sales if you enhance the brand image with a value added, limited time offer (think premium that REALLY connects with the brand essence). In other instances, borrowing interest from other brands/properties can drive purchase as well.

Value, convenience,popularity, uniqueness, need, familiarity, trust, dependence

value for the price...price meets consumer expectations...price/value relationship.

VALUE has to be there (a low price on something a consumer doesn't want or if perceived value is lower than reduced-price, we won't trigger a sale.

Value -- in which price is a component.

value - meeting customer need - feature/functionality - benefit

Value or the perception of value plays a big part. While discounting has a negative affect on the brand it is possible to create a perception of value at the lower price.

Value!

Product/service features + benefits + price = value

value + timeliness + needs + wants = sale

VALUE PROP MATCHING INTERESTS, NEEDS AND DESIRES SERVED THROUGH A CONSISTENT SERVICE/WAY.

Value - Quality - Product Performance - Warranty - Customer Service

Value . . . right combo of price and product.

Value ---- The perception in the buyers mind that they are getting a good value which it the combination of prive and quality (with quality being driven by brand perception)

Value, value and value. And not necessarily attributable to price but to "worth". If customers are getting their money's worth relative to service, experience, expectations of the brand etc., then effectively communicating that value and delivering on it at the moment of truth will trigger not only that sale but subsequent sales as well.

We've learned that the tighter we define our brand in terms of who we are and who we are not, the more we are able to maintain our premium position without having to erode our value through discounting.

What triggers the sale is the desire to have a need/want fulfilled.

When paying full price for your item ends up in cost savings for the customer after 2 or 3 years of use (due to lower maintenance, labor-savings, etc), then price is considered a bargain even if it is not discounted.

While price is certainly a factor, of utmost importance is "is the product meeting my needs?" If it is the best alternative, the price, if within reason, won't overly influence the decision

Word of mouth- customer satisfaction, not discounting the value too much to lose image appeal, but lower it just enough to get sale and still create value