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Selling More Safes
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You d have to cut a lot of keys to make the money you can make from selling and installing a safe No one is in a better position than a locksmith to sell high-quality safes Whether you re just starting to sell them or you ve been selling them for years, you can boost your sales The key to selling more safes is for you and all your sales staff to focus on the four Ps of marketing: products, pricing, promotion, and physical distribution
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One of the most important marketing decisions you can make is which safes to stock and recommend You need to consider quality, appearance, cost, warranty, and delivery time Only sell good safes you believe in Your enthusiasm for the safes you sell can make it easier for you to talk about them Little initial stock is needed to start selling safes If you want to be taken seriously, however, you need to have a few on display Most people want to see and touch a safe before buying it much like when buying a car Stock several sizes of each type of safe This can make it easier for you to sell the customer up to a more expensive model
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Getting a heavy safe to your customer can be backbreaking unless you plan ahead Consider having the safe drop-shipped, if that s an option Most suppliers will do this for you As a rule of thumb, have one person help for each 500 pounds being moved If a safe weighs more than a ton, however, use a pallet jack or a machinery mover When moving a safe, never put your fingers under it If the safe has a flat bottom, put three or more 3-foot lengths of solid steel rods under it to help slide the safe around, and use a pry bar for leverage
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If you re just starting to sell safes, don t stock large, heavy models because they re expensive, hard to transport, and they usually don t sell quickly Consider stocking floor fire safes and in-floor safes In some locales, you also may want to stock gun safes If you re planning to sell to businesses, stock TL-rated floor safes and depository safes Square-door safes usually sell faster than round-door models In addition to choosing which products to sell, you need to choose a distributor Some distributors have a safe dating program, in which they let you stock safes without having to pay for them until you sell them If your distributor doesn t offer such a program, ask about stocking the safes for 90 days before paying And see if the distributor offers training seminars You and your salespeople must become familiar with what you re selling Study literature about the safes, and attend distributor and manufacturer seminars If you don t know much about your products, potential customers will notice As a locksmith, you re selling your expertise as well as safes If price were the only factor, people would buy low-end safes from department stores and home improvement centers, instead of high-quality safes from you Major manufacturers regularly offer seminars on installation and sales
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Pricing
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Buy safes at good prices and sell them at a reasonable markup Don t worry about not having the lowest prices in town Marketing for peak profits involves adjusting the prices of products to meet the needs of customers and the needs of your company Adjustments in prices mean adjustments in the customer s perception of prices Prices should be based on perceived value Many customers choose a more expensive product because they believe in the adage, You get what you pay for Some customers always refuse to pay the sticker price; they feel better if they dicker the price down You need to price your safes so all types of customers feel they re getting a good deal One way to do this is to price most items with a little room for dickering A good idea is to price so you can negotiate slightly such as by giving a 2 percent discount for cash payment Be careful about lowering your prices, however Every attempt should be made to sell the safe at sticker price If the customer objects, point out the safe s benefits and features Remember, you re selling a specialty product that protects the valuables and keepsakes of a family or business Make it clear that you re selling a high-quality product One major safe dealer emphasizes the importance of quality by displaying a cheap fire safe that had been broken into
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