Sales Tip: Consider the 'popcorn sale'

May 14, 2024
Revisiting old promotions can translate to increased sales.

Toward the front of his truck, Mac Tools dealer Craig Starks has his "popcorn sale" items, such as air tool oil, airline fittings, butane, and cut-off wheels. "It’s stuff that as they are coming up to the counter or heading towards the door, they go, 'Oh crap, I need that,'" he said. "A lot of times, they will grab it and turn around and purchase it."

Just above the cab entrance is a monitor that rotates promotional videos, specials, flyer items, or any videos that Starks has filmed himself. With the new truck, Starks decided to put in a much bigger desk than he had before that allows for a larger work area for doing tool repairs. Since the pandemic hit, Starks made the decision to go “all-in” with his business and started purchasing in quantities.

"My mentality was, 'If I have it, I can sell it'. Because if you don’t have it, it’s most likely going to go on back order, and you’re not going to be able to get it for a while," he noted. The same rings true for promotional items, and he has figured out how to keep making money off of them even after the promo is done. 

"In any given month, I will recycle my older promotions in from two months ago," he says. "I'll pop those in there, maybe one or two of them — and I’ll say, 'Hey I found these left over, you better grab them. They were from a promotion.' It kind of gives them that urgency and that, 'Oh crap, I have to get this.'"

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