Think you are buying a knife soon, well think again. You may have already bought it.

217441_f520Many people not familiar with the sales process think the purchase is made at the cash register, or when clicking a button on the keyboard. Retailers know the purchase is made before then. And this fact is known among the Knife Industry too, and for a long time.

 

“Millions of dollars’ worth of cutlery is purchased everyday by people on the sidewalks looking in at window displays. Although the actual transaction takes place in the store, the decision to buy is made standing on the street.”                                                  The Cutlery Journal, December 1931

While most of us no longer walk down Main Street, we may, however, drive through town while on our way to check out knives at the Bass Pro Shop or WalMart .

So, is the decision to buy made at the point we are walking up and down the isles looking over their knives?

In some cases, yes, but most of the time we made the decision even before that point. Knife companies know we decide to buy very early in the sales process, and sometimes at the point we first see a knife. Because of this, they place ads and messages everywhere we are sure to see them. We know about ads in magazines and on websites, but what about the ones on the drive over to the store?

Here’s one of my all time favorites. And while it isn’t for a knife we carry or collector, it is one we regularly use.

knifeoutdoor

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Henckels, the knife company advertising along the roadway, was born on June 13, 1731, when Peter Henckels registered the Gemini twin (Zwilling) with the Cutlers’s Guild in Solingen. 278 years later the knife manufacturer from Germany is a global player.

Editors note: This photo was not altered by CNJ. We have contacted the US division of Henckels to verify the billboard’s legitimacy and are waiting for a response from their corporate headquarters in Germany, however, based on our research to date, we believe it to be authentic.

 

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