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“You have to be cautious that you don’t send so many sale catalogs that you train your customers to wait for sales,” he notes. “Rather, your sale books should include remnants—odd sizes, odd colors—not the cream of your selection.”
In this way, he says, customers won’t want to wait for sales; they’ll learn that the best stuff is available only from your full-priced book.
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- Companies:
- GJM Associates Inc.
Reported Donna Loyle
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