Archived posting to the Leica Users Group, 2000/07/04

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Subject: [Leica] subject: Increasing sales or R8s and R lenses
From: Bill <m6rf@yahoo.com>
Date: Tue, 4 Jul 2000 11:20:05 -0700 (PDT)

Dear Herr Cohn,

I have devised a program for increasing sales of R8s and making  a
profit at the same time.

Leica Solms would sell the R8s directly to the end user and receive
payment on the Internet.  The buyer would them be required to pick up
his R8 at a local dealer.  In the event that the buyer lives more
than 100km from his local dealer, the dealer could them ship the R8
to the buyer.

The R8s would sell for $995 (USD) including VAT.  The export price
(outside the EU) would be $850.

The advantages to a program like this are numerous.

1)  Get customers in to their local dealers.

2)  Immediate increase in cash flow.

3)  Increases sales of a slow moving inventory item.

4)  In many cases the local dealer will sell one or more lenses and
other Leica accessories to the Internet customer.

5)  In addition to accepting credit cards for sales, you can also
make financing available.

6)  Provide a full "unconditional" 5 year warranty.  Warranty service
must be through a local dealer (the customer can't mail it directly
to a Leica distributor unless they are more then 100km from a
dealer).

7)  It will significantly increase sales of R8s and R lenses to
dealers.

8)  The beauty of this program is that  (A) it will bring customers
into their local dealers at least -TWICE-, once to look at the item
and the second time to pick it up, and  (B) you get to sell the
camera  -TWICE-, once to the dealer and the second time to the
Internet customer. (Then you make money on the "float" while you
refund the dealer's original purchase price.)


The purpose of this program is to (A) Get customers into their local
dealers, and (B) move out the inventory of R8s.

In addition, you could also make this offer available at Photokina,
where the visitors to Photokina can purchase the R8 and take delivery
at their local dealer.

How to SCREW-UP the above promotional program.  If you want to
screw-up the above program and make it into a gigantic failure, all
you have to do is put in some type of a "mandatory tie-in"...like the
customer "must buy a lens" from his local dealer.  Don't even think
about such an idea.  Just put the R8s into the market place on the
Internet and you will not be able to keep up with the sales of R8s
and R lenses.


Regards,

Bill Erfurth
m6rf@yahoo.com
tel: 303-674-0510
fax: 303-670-3015







 

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Replies: Reply from "Bryan Caldwell" <bcaldwell@softcom.net> (Re: [Leica] subject: Increasing sales or R8s and R lenses)