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76TOBACCOOUTLETBUSINESSNOVEMBERDECEMBER2009typepipeor25ahandmadeen-try-levelqualitypipeor60to65andhigh-endhandmadereestylepipesor150andup.Withpipetobaccopouchesheox4ersanentry-levelpouchor5higher-endvinylpouchesor15to20andhigh-qualityleatherpouchesor50andup.TheGifTofChoiCeKersteinhasalsodonewellwithgitcards.x1cIacustomercomesinoragitandtheyhavenoideaowhattobuyIx19llsuggestagitcardx1dsaysKersteinwhocitesthreeadvantagestoox4eringgitcards1.Tecustomerisorcedtocomebackintothestore.x1cYouthenknowwhatkindocigartheylikeandyoucanx2lethatonanindexcardorkeepitinthebackoyourhead.Ihisspousecomesbackinyoucansuggestcigarshemightlikeintheuture.x1d2.GitcardspumpupotherwiseslowJanuarysales.3.Otenthecustomerdoesnx19tre-deemthegitcardinonevisitandKersteinreliesonthemultiplevisitsthecardgeneratestoconvertthere-cipientintoaloyalcustomer.Inad-ditionthegitcardshavethestorex19snameonthemanditx19sjustanotherchancetobuildbrandloyalty.x1cIseeitasagreatmarketingtool.Teymaycomemorethanoncetospendit....Tisgivesmetwoorthreeshotstolandthatpersonasacustomer.x1dAgainagit-cardprogramisnx19toutothereachothesmallretailerKersteinsays.ForexampleNAOmembershipentitlesmemberstodiscountedcreditcardprocessing.Asapartothispro-grammembersalsogetassistancewithanddiscountsongit-cardprograms.BuildinGRelaTionshipsKersteinalsostressestheimportanceobuildingrelationshipswithcustomers.x1cSomeomybestsalespeoplearemyregularcus-tomersx1dhesays.x1cWordomouthisoneothemostimportantthingsinthisbusiness.x1dHisGallowaystorehasanareaintherontwithcomort-ableleatherloungerswherecustomerscanrelaxandsmokeandamembers-onlycigarloungeintherearothestore.Hesaysourohissixstoresnowhavelounges.x1cIwouldnx19tconsideropeninganewstorewithoutalounge.Becauseoallothesmokingrestrictionstheloungeprovidesarespiteorcustomersandbecomesasellingpointothestore.Tecustomersstarttodevelopacamaraderieandtheykeepcomingback.x1dEventsx14suchasthecigarpromotionaleventonthisnightx14alsohelpbuildaollowingorthestore.Kersteinpickseventnightsandthecigarstheywilleaturebasedonthepreerencesocustomersintheareaandlocalmarketconditions.Some-timeshex19llpicktheslowestnightotheweektoboosttrax1cintothestoreorhemightchooseanightthatx19stypicallybusytointroducecustomerstosomethingnew.Onewordocautionx1cOnaFridaynightwhenmostcustomersarecominginbuying8cigarsyoudonx19twanttodoaneventthatpromotesa5cigar.Youmightpromotea10cigarandencourageaewcustomerstotradeup.x1dEventsaredesignedtoprovidethreethingsKersteinsays1.Areasonorpeopletocometoyourstorewhentheymightnototh-erwise.x1cCigareventshelptobuildcamaraderieandcustomerswillas-sociatethepositiveexperiencewithyourstore.x1d2.ointroduceorre-introduceanewcigaroralineextensionortohelppromoteacigarthatshouldbesellingwellbutisnx19t.3.oexposecustomerstosalesrepresentativesortheproductionsideoacigarcompanywhichhelpscustomersconnectwiththeproducttheyarebuying.Cigarcompanieswillotenox4erextensivehelptoownerswhowanttostageanevent.x1cTeyx19llgetopportunitiestoexplaintheci-garstocustomersthesesalesrepsbecomeanadjuncttomysalesorce.Itx19sgoodorthesalespersonanditx19sgoodorme.x1dKersteinrecommendsthatoutletownerswhoarenewtostagingeventsstartsmallandthenastheybuildaollowingbeginwork-inguptoamoreelaborateeventsuchasacigardinner.Howeverhewarnsownerstobecareulnottooverdoitx1cYoudonx19twanttooversaturateyourcustomers.Oneeventaweekwillburnthemoutandyoux19llhavecustomersbouncingromonecigartothenextx14thiswonx19tgainanybodyanything.x1dKersteindoesnx19tlooklikehex19sindangeroburninganyoneoutonthisnight.RegularcustomersfowthroughthedoortosmokerelaxandsampletheNestorMirandas.Everybodyknowsoneanotherandeveryoneseemstobehavingagoodtime.Kersteinchatswiththemorawhileandthenleavesorthehourlongdrivebacktohisox1ceinanotherstoreupnorthsecureintheknowledgethathewillseethemallagainsoon.TOBx1cTrenchMarketingx1dlooksformarketingtacticsthatworkx14ordonx19tworkx14fortobaccooutletbusinesses.Wex19reeagertohearyourtipsandsuggestions.Callusat877-702-4427orsende-mailstoinfotmginternational.com.