Monday, April 8, 2013

Chapter 18. Sales Promotion and Personal Selling

Tiffany & Co. is probably the only company which does not have any sales and discounts on its products. Tiffany keeps its image and reputation by showing that its price and value are not negotiable.

This policy got its roots from Tiffany's founder, Charles Tiffany, who made some changes in the store's rules that helped to form Tiffany & Young's reputation. As Michael John Burlingham, who wrote a book about the founder's family, tells, "He marked every object in his store with a price tag, ending the undignified, widely practiced custom of bargaining over goods."(Behind Glass: A Biography of Dorothy Tiffany Burlingham, p. 18)

Since Tiffany customers' purchases are more emotional, they require a short-term decision. Thus, there is a traditional personal selling applied. Sales assistants focus on giving to customers information about product and closing sales.

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