How to Make Discounting Work without Establishing a Pattern

The post “Why You Should Fire Your Marketing Team” admonished marketers for relying on sales promotions instead of finding creative ways to engage their customers. While I stand by that position, there are times that offering discounts and promotions are the best way to market.

You can even be creative in the process. When I celebrated my birthday, five companies found ways to celebrate with me. I have received discounts and gift cards without minimum purchases, dessert at a favorite restaurant, and a hand written note. I cannot honestly say that I preferred one to the other.

Yes, I know that they are marketing to me. I don’t care. It was my birthday and I like receiving cards. (Let me draw a line, here. I don’t want cards offering burial services, life insurance, or long-term care. Let’s keep it upbeat, shall we? If you offer those services, find another way to market to me. “Happy Birthday, You are a year closer to dying” doesn’t work.)

Inventory liquidation is another time to offer sale pricing. Explain that you are overstocked and looking to deal. It doesn’t reek of the desperation found in continuous promotions.

Limited promotions also work without your company looking like a liquidator. Select a category or some items and make a limited time offer.

The bottom line is that promotional discounts are okay as long as they are part of a bigger program. Your primary marketing objective should be to sell your products at full price. If you can’t, then the value was never there.

Warning: If you have aggressively discounted, your customers will need retraining. Start weaning them from the discount bottle now.

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