Sales are Good and Bad

Reprint from the Iantiqueonline Blog

Introduction:

Everywhere you go, retailers are playing to the worries of frightened customers who have been hit real hard by the deteriorating economy. Even stores known for their already discounted prices are creating promotional displays with signs that read " item under $10.00" etc. There is a wholehearted effort operating at this time to sympathize with shoppers and offer them "a good deal".


Everyone Likes a Bargain But Is That The Wrong Strategy to Sell More Collectibles?

Sure everyone likes a bargain, but in the antique and collectibles business does constant "sales" and "discounting" actually hurt your business integrity and reputation?.
A look at the concept of "reverse psychology" may illustrate my point that sometimes the "sale" mentality can work against the seller. "Reverse psychology " can be explained as a Modus Operandi (M.O.) designed to coax the opposite effect of what is requested. In the antique world, it is better to convince the buyer that they are in good hands with an established and knowledgeable seller or store owner and that despite hard economic times...all is well. This is what I am calling the strategy of "reverse psychology".

More About Reverse Psychology

For example In one of Joel Chandler Harris's Uncle Remus stories, Brer Rabbit escapes from Brer Fox by repeatedly pleading "Please, Brer Fox, don't fling me in that briar patch." The fox does so, allowing the rabbit to escape".http://en.wikipedia.org/wiki/Reverse_psychology.


Reverse Psychology in The Antique World
So now lets extrapolate this idea to the business of selling antiques, art and collectibles. How does "discounting" and sales play out in the minds of buyers? Perhaps they feel like they are getting a bargain. But might they also be feeling (beneath the surface) that perhaps you the dealer were charging too much to begin with and you are now "cheating them" ?

If you want to convey to buyers that you have wonderful, fairly priced items for sale. Try a little "reverse psychology".

Ten Practical Tips to Help You Keep You Business Afloat During Hard Times Using Reverse Psychology

1. Price your goods fairly from the beginning.

2. Do not cross out prices on sales tags to show lowered price.

3. Freshen up old tags which suggest to buyers that the items have been sitting around too long.

4. Refrain from too many "sales". Keep store wide "sales" limited to expected 1-2 times a year only.

5. Convey to customers that business is solid (even when it is not). People want to feel confident about what they buy and will feel nervous if they think you are anxious for their business.

6. Substitute special events to increase traffic instead of "sales". For example, offer "Victorian Days", or "Free Appraisal Day" or "Old Fashioned Nostalgia Day" etc.

7. Refrain from telling people you have been sitting with an item for a long time.

8. If an item is damaged, do not announce to them or write on a sales tag "broken" or "damaged" or "stained" use softer language "gently used"., "as found condition". A buyer can handle hearing about "blemishes" when you remind them the object is over 80 years old. When you personalize an object they are more understandable.

9.. Share information about other stores in the area. Buyers like to know you are a team player. They will trust you more.When you "give" you get back.

10. Let customers teach you. Even if you are knowledgeable about a particular collectible. People like to be heard.Listen to your customers with interest. Rapport helps to seal the deal.

C. Dianne Zweig is the author of Hot Kitchen & Home Collectibles of the 30s, 40s, 50s and Hot Cottage Collectibles for Vintage Style Homes. She is also the Editor of Iantiqueonline.com an actively growing internet based resource community for people who buy, sell or collect antiques, collectibles and art. You can find Dianne’s fabulous retro and vintage kitchen, home and cottage collectibles at The Collinsville Antiques Company of New Hartford, CT, a 22,000 feet antique emporium with an in-house retro café.

Dianne is also a semi-retired Psychotherapist and mixed media artist.

If you would like to contact Dianne, email her at Dianne@CDianneZweig.com or visit her website at http://www.cdiannezweig.com/

Dianne is a member of:
The American Society of Journalists and Authors
The Authors Guild, Inc.