Black Friday Sales Seen Rising

In a recent Dealerscope article written by Stephen Silver, sales on both Black Friday and Cyber Monday are expected to rise this year over 2008's levels, according to a study released Monday by accounting firm BDO Seidman, LLP.

According to the BDO Seidman Retail Compass Survey, which interviewed chief marketing officers at top U.S. retailers, combined sales on Black Friday (Nov. 27) and Cyber Monday (Nov. 30) will rise 1.8 percent over last year. Also in the survey, 96 percent of retailers said they will increase promotions and discounts this year; 37 percent of respondents named consumer electronics as the product category that will see the most discounts this year, the highest number in the survey.

“Retailers plan to focus on promotions for the entire holiday season so there will less emphasis on Black Friday and Cyber Monday than in years past," Ted Vaughan, a partner in BDO's Retail and Consumer Product Practice, said as part of the announcement. "Further, the heavy discounting necessary to get consumers out and shopping on Black Friday and Cyber Monday will preclude retailers from reaping major sales gains. However, the fact that most retailers do not expect to see a decrease in sales on these days is a sign that the economy is stabilizing.”

Read the full story and the survey.

Know More and Sell More

Technical knowledge and expertise can be a powerful advantage for resellers. Thorough product understanding can sharpen intercommunication skills, encourage enthusiasm and help overcome customer objections – all of which can help increase sales. But it’s a careful balance. Not everyone is technically savvy, and just a little expertise at the right time can often go further in building a good customer relationship. Sharing too much too soon, anxiously demonstrating details or reciting specifications can overwhelm, frustrate and discourage a potential buyer. Instead, sell the customer a solution to one or two specific problems they’ve mentioned. When properly applied, product knowledge can help transform any employee into a sales performer and develop every prospect into a loyal customer.

MANHATTAN Retail Tips:

• Schedule do-it-yourself upgrades, how-to-install clinics, free PC check-ups and new product demonstrations
• Allow the customer to speak and ask questions to help direct the presentation and formulate the solution
• Ask leading, open-ended questions that permit a customer to reveal actual issues or needs
• Explain features and benefits in easy-to-understand terms and avoid advanced, technical jargon
  

MANHATTAN is a leading global provider of single-source personal computing solutions protected with a lifetime warranty for work, home and mobile venues. For our full line of Components, Peripherals, Cables and Accessories, visit www.manhattan-products.com.

Opportunity Usually Only Knocks Once

So be ready to answer! Especially for resellers with obstructed, small or no window-fronts, the customer entrance makes a crucial first impression. Is the door in good operating condition, free of annoying squeaks and without scratches, rust or peeling paint? Make it invitingly easy for customers to come inside, browse and buy. Remove any hazards or barriers, and keep the entrance and its surrounding interior and exterior areas clean, neat and well maintained. Once they’re inside, make customers feel welcome and comfortable while they remove coats and sunglasses, survey the interior and adjust to a new environment.

MANHATTAN Retail Tips:

• Remove any unnecessary decals and clutter from doors and windows to brighten the interior and encourage curious passersby to enter

• Keep doors and windows crystal-clear and replace damaged, mismatched or missing hardware

• Avoid bombarding customers with confusing messages, bright lights, loud sounds and "Do Not" signs that project a negative first impression

• Introductory displays at the entrance should welcome, educate and direct the customer

MANHATTAN is a leading global provider of single-source personal computing solutions protected with a lifetime warranty for work, home and mobile venues. For our full line of Components, Peripherals, Cables and Accessories, visit www.manhattan-products.com.