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A saturated market, competition ... These words are ephemeraland do not give a full presentation to beginning entrepreneurs until they "start" in their business. And so, the office or store is tattered, the goods and services are presented, the advertisement is launched. And silence. What is done "wrong" and where to get customers ??

Professionals say: "If you advertise the product that you sell - you are a bad seller!" For example, it can be erroneously assumed that a well-known chain of fast food restaurants "McDonald's" sells hamburgers and cheeseburgers.

In fact, the sale of hamburgers did not comebrings. Everyone knows "sandwiches with a cutlet" go almost at cost, without bringing in the pocket of the franchise owners a penny (cent or pence))). The main part of the profit is the extra charge for "Coca-Cola", French fries, sauces and other products with, sometimes, terrifying :) extra charge. Known to every man (and not only) reusable Gillette shaving machines, in fact, are free of charge - the buyer gives his Blood for the cassettes (blades) included in the kit. And, when it comes time to change these blades, we are unpleasantly surprised - the price of shaving cassettes to the machine is the same (if not higher) than the original machine itself. It is called two-step sales model, in which the "locomotive", which "drags" the entire business behind it, is the so-called "Front-end" product. The main (basic), bringing immediate profit, are called back-end products. As a rule, these are goods or services with a high margin, to advertise which "in the forefront" is simply meaningless - most likely, the number of purchases (transactions) will be small or they will not be at all.

Thus, the seller of one or anothergoods / services, it is necessary first of all to "promote" the most "proprietary" product a customer needs with a high conversion rate. To put it more simply, out of the total number of potential customers (leads) who simply went to your store or salon, the maximum paid for the purchase should come out. One of my clients, the owner of a street cafe in Petersburg, was concerned about competition. Despite the rather tough approach of local authorities to the organization of such business (especially if cafes are located in the center, on the banks of the Neva), the number of places of "cultural-beer" leisure is steadily growing. Someone tries to give their cafe a "specific" style to be different from others, someone expands the range, someone, simply, reduces prices. Based on the specifics of the institution, the owner was offered all three of these at once. The cafe was decorated in the style of medieval England, the range was expanded by a number of snack kits to beer, and the price of the beer itself was reduced to ... purchasingWhen Michael (the name of the client) got acquainted with theconsulting plan, he fell into, to put it mildly, bewilderment - on beer, in fact, and built all the income. And chips, nuts and other fish, although they gave income (by the way, very significant), while remaining products of the "second plan". I, nevertheless, managed to persuade the Petersburger to test the proposed plan and ... the phrase "oh, a miracle!" Arises, but it does not. Increase in sales in almost four times, which gave a sharply increased profit, by a miracle is not. In this case, Michael invited customers (visitors to a cafe) front-end product - high quality beer at a price much lower than that of its competitors. The main source of flow income were those same snack kits to beer with,I'm not afraid of this word, cosmic mark-up, which visitors of the "medieval English pub" bought wonderfully. Sometimes, and without beer! If you are a supporter healthy lifestyle, but at the same time own a cafe or restaurant, you can offer your customers business lunches by unique price. Owners of car repair shops offer free of charge replacement of oil, winning on sale the most engine oil. For the IT sphere, the front-end product can be test period to the software or free audit corporate computer network for the presence of any type of threat and / or increased productivity, etc. Many training companies have a "chip" - "first lesson for free". In conclusion, I will say the following. Highlight among their products (goods and / or services) the most popular and interesting to your target customer. Boldly increase margins on back-end products. Existing advertising budget and other sources of lending active promotion your his fron-end and ... consider the profit, which from now on will increase at times !!!Good luck in business and increase sales!Roman Myznikov, business consultant.