New At rAVe [Publications]: Bigger Boat Syndrome

rAVe [Publications]: Bigger Boat Syndrome

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Costco: Recession? What Recession?

If you don't give a rat's ass about where the economy is heading, maybe you're in the market for some Kobe beef, in bulk from Costco?


Costco: Japanese Wagyu BeefRibeye Roast 15 lb. for $2299.99

One week lead time due to rarity and freshness of product.
One bite and you’ll know why chefs and connoisseurs alike love D’Artagnan’s Japanese Wagyu Beef!
The real deal—100% authentic Wagyu of the highest grade possible, raised in Japan according to the strict standards that have made its Kobe Beef world-famous for its unsurpassed tenderness and flavor.

Our genetically traceable cattle are raised on a diet of soybeans, wheat barley and beer, with no antibiotics, growth hormones or animal by-products ever used. A strictly followed diet rotation and traditional Sake massage are key factors in the development of the Wagyu’s characteristic marbling and taste.

The result is a superbly flavorful meat that is well marbled, extremely tender and mouthwateringly juicy.
100% authentic Wagyu beef
Product of Japan
No
antibiotics
No hormones
No animal by-products
Sake-massaged cattle
are raised to 30-36 months
Special order - please allow up to 1 week for delivery

Okay, now I'm hungry.

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This Week In CE Pro: High End Selling

CE Pro: Why Top-Down Selling is Crucial to Your Profits

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Sales Tip: Start At The Top

There's some unwarranted criticism and maybe a little confusion in a piece on CE Pro about Top Down selling.

CE Pro: Top-Down Selling Pushes Your Best Brands

Using a strategy often under-utilized by many specialty and custom businesses, Guenther says his company employs a “top-down” selling approach that differs from the standard “good, better, best” tactics typically used by many businesses.
Advanced Audio Video’s approach emphasizes the performance-video brand Runco International as the LCD television of choice, and it’s predicated on demonstrating the differences between Runco units and the other competition available from big-box stores.

Some of the commenters may be bagging on him for pointing out the obvious, and if you've worked with luxury goods it is, but for some readers, this is going to be a revelation.

Dealers in luxury goods know that you have to start customers at the top of the line. For a start, no one is ever offended when you show them the best. Showing a prospective client the entry level pre-judges them, as if you assume that's all they can afford. Whether that's true or not is immaterial.

Most importantly, if you show people the absolute best that money can buy, not only are you more likely to sell elite product, you'll also increase the average purchase size that your median clients select. If all you have in your showroom is midline product, you will sell more lower end gear. Discerning clients (which is why they are in your showroom in the first place) want to be taken care of. Presenting less than the best just sells them short, and leaves money off the table. Nobody wants that.

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