Somehow the term “cash sales” seems to have vanished. I know I use this expression often in these blogs. So here is a reminder: “A cash sale is when the customer purchases the product they need and cash exchanges hands.” Simple, isn’t it? No paper work, no CMN, no prescription! The customer walks out happy and the dealer smiles and says thank you.
Target and Walmart stores are great examples of pure OTC retail operations. Every item on display is in an identified section of the showroom with an affixed price tag. The customer does not have to seek out an item; the signs are like magnets drawing the shoppers to make a purchase.
Here is the challenge: Visit all the local supermarkets in your community and see how they display their wares. Find the time to walk through the other retail stores on Main Street or in your local shopping mall. How does your company stack up against what they offer?
Your company has an excellent reputation in town. You belong to the Chamber of Commerce; you are a member of Rotary, Kiwanis, or other civic club. You support many church activities. You work with the schools and libraries, and you personally are recognized as a leader. All of this helps develop good will that will enable you to make many additional OTC cash sales.
I would like to hear from you. Please tell me about some of the programs you developed to build OTC cash sales. Most of the marketing ideas I have reported in these blogs were from dealers who used them to succeed.
Please E-mail them to me (email@example.com). Thank you.