High Ticket, Low Ticket, Any Ticket!

November 2008

Hmmm, as I prep this month’s edition of the Special Ops, we’re awaiting some official word from our government about some official report that may or may not officially indicate we’re in an official recession. I don’t know about you, but I don’t need to hear an official report to tell me that business is tough, my credit card interest rates are too high, and consumers aren’t spending.

In all the economic news I’ve read and listened to, there’s only been one little soundbite that stuck with me. It actually applies to a lot of things in life... “What we’re going through is a process, not an event.”

If any of us are sitting around waiting for a sudden turn of events like a winning Hail Mary pass in the fourth quarter, it ain’t gonna happen. We are in an economic downturn and we need to recognize it’s a process, not an event. It won’t turn around overnight, and, in fact, it will most likely be a rough time through 2009.

So, the question is whether you’re sitting on the sidelines waiting for a fourth quarter miracle, or whether you recognize your success doesn’t hinge on one play, but rather a proverbial full season of games on the road packed with a bunch of clever plays and strategies.

Are you keeping your survival dependent on high ticket sales only? What about low ticket sales? Are you waiting for that miracle or are you doing something now to insure your survival? As much as I hate to say it, wouldn’t it be nice if you survived all this and your competition didn’t? Wouldn’t it be nice to come out of this mess a year from now and be the only player in your area?

So, if the consumer isn’t dropping their Benjamins on high ticket items like they used to, let’s deal with it and stop standing around like bystanders watching a collision and waiting for the rescue. Start thinking how to make your low ticket items more appealing through specials, combo packages, and more. I’ve said it before, “profit is not a dirty word” so get it anywhere you can, including low ticket staples...

• Create an oil and oil filter discount package, maybe add oil filler caps
• Create a tube and tire combo deal, maybe add sealant
• Create an air filter and filter cleaner combo, maybe add a pre-filter
• Create a chain and lube special, maybe add service install for an additional fee
• Create a grip and handlebar combo, maybe add grip glue and safety wire

Get the idea? Bundle low ticket items that make sense together. It increases your sales and if done properly, you’re selling staples your customer needs anyway. Don’t just verbalize these specials! Put ‘em on flyers and in every bag purchase. Hang these signs by the merchandise your selling and at the cash register! Get that money today! I don’t know about you, but I’ll take $20 today rather than the promise of $40 next week.

Just like the economic spiral, your efforts must be an ongoing process, not a singular event. You have to commit to it, be creative, and don’t be shy about getting the word out there. Advertise, promote, and repeat. So work on it. And remember, one event is not the cure. It’s one step in the process.