enx magazine

I had a friend that said that he liked to sell small machines because they were easy to transport for demonstrating and easy to install. Well I answered that with larger, more expensive equipment, you almost never have to transport them. Selling larger and more expensive equipment is more efficient than selling smaller machines. Here are the reasons for doing so.

Sell Fewer Products and Make More Money!

If you are selling a machine that costs $795.00, how many do you have to sell to reach $12,000? You would have to sell over 15 just to reach that goal. Sell two machines for $7500 and you reach the goal in two sales. Keep the margins the same and you are working less and producing more.

The Money is in the Backend!

Bigger ticket items produce more backend revenue. More meter clicks, more toner and service revenue. Even if the profit margin is lower in the original sale, with larger, faster machines, the backend is so much better.

Your Net Profit is Substantially Higher!

If you are selling smaller machines, you are competing with discount and chain store outlets. Profit is cut and the cost remains the same. Small machines have to be demonstrated. Big machines do too, but it can be done from a laptop. A well-designed recorded demo will be complete and nothing ever goes wrong.

Big Ticket Machines Have Higher Perceived Value!

I’m not just talking about price either. The products are generally more comprehensive or represent a substantial investment on the part of the customer, both in terms of time and money. They will give you more time to make your case and your offer will be considered more closely. Your time is better spent.

Return on Investment

Financial planners, stock traders, and business people all think about return on investment, or ROI. Return on investment is simply what you think you are going to get out of the investment based on what you put in. The investment might be money, services or time and labor. Face it; you’re going to do one or more of the following activities: write a one page sales letter, create a direct mail campaign, create a website, do proposals, prospect and basically do all the other things we do as marketers! And that’s going to happen for every product you sell! Wouldn’t you rather sell a higher value, higher priced, more profitable $7000 machine than a $350 inkjet multi-purpose printer?

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