Increasing profits is the main goal of any commercial organization, including trade. Discounts, bonuses and bonuses help to encourage consumers to make a purchase, to convince them of the profitability of acquiring your product or service. They contribute to increased sales, stimulate customer attachment to a particular outlet. Information on reducing the initial price, the size of discounts and their reasons can be very interesting to potential buyers, and you can inform them about this in a letter.
Instruction manual
1
Recall, in accordance with the provisions of Art. 40 of the Tax Code of the Russian Federation, a trade organization may offer: discounts that are caused by seasonal fluctuations in demand for goods; discounts associated with loss of quality or other consumer properties of the goods; discounts on the expiration (approximation of date) of the expiration date or the period of sale of the product; discounts on prototypes and samples prepared to familiarize themselves with them; other discounts provided by the organization’s marketing plans.
2
Before writing a letter of discounts, make sure that your offer is justified from both an economic and legal point of view. This circumstance should be taken into account: the marketing policy of the enterprise is regulated by the local regulatory act of the organization and, in relation to the use of discounts, is, in fact, a means of preventing tax claims.
3
A company can fix various types of discounts with a document on marketing policy, for example:
- discounts for reducing payment terms;
- discounts for special categories of customers (in particular, regular customers or employees of partner firms);
- discounts associated with the sale, updating the product range, sale of stock balances (the time of such discounts is documented);
- the so-called holiday discounts (perfumes, flowers, champagne, etc.);
- cumulative and complete discounts;
- special discounts with reference to certain numbers, dates (for example, a 13% discount on a monthly basis on the 13th of each month, a 5% discount on the buyer's birthday, a discount in the amount of the last digit of the passport number, a 10% discount for all women with the name Svetlana in the salon- hairdresser "Svetlana" and other creatively invented discounts).
What discounts are fixed in your corporate documents? Before sending messages, once again check the validity of your commercial offers.
4
Compose the letter itself according to the traditional pattern: introduction, main and final parts. In the introduction, briefly tell us about your organization, types of products (services), achieved success or fame of the company.
In the main part, explain the essence of the commercial offer - tell us about the discounts offered. In the final sentences, emphasize the expiration dates of preferential prices, focusing on the benefits of the transaction. Encourage the consumer to action. Sometimes “hasty” phrases are triggered: “Call (come) right now!”, “We are waiting for your call today!”.
5
The style of writing depends on the nature of your product (service). It’s one thing when it comes to discounts on car parts, and another on weekend club entertainment tickets. When the target audience is known (age, social status, gender), it is easier to choose the language of your appeal. If you choose a business style, do not forget about its main characteristics: a neutral tone of presentation, its clarity and conciseness.
note
Neither civil nor tax laws provide a clear statement of the concept of "discount." Not defined by civil law and thresholds of the seller’s restrictions on price reduction. At the same time, the deviation of the price by more than 20 percent (in plus and minus) from the level recorded for similar products within a short period of time may be punished by tax officials with additional taxes and penalties.
Useful advice
It is necessary to take into account the difference between manufacturer’s discounts and seller’s discounts, in order to correctly explain, if necessary, due to which it becomes possible to flexibly manage the price and not suffer obvious losses. As a rule, producer discounts are offset by an increase in sales volumes and the so-called “economies of scale”. The seller covers his costs through direct trading margins.
- Discount policy
- discount letter
