A lesson from cutlery history: Getting knife buyers to buy

bluelightIn hard economic times what is the most common approach used by retailers and knife company dealers to sell more knives? You guessed it- cut the prices.

Today, there is no doubt everyone involved in selling goods and services is feeling the pinch of consumers pulling back. The tightening of the purse strings started back around October of last year. Since then it seems everyone is running a sale.

Got an email notice from a knife manufacturer just yesterday about a “One-half off for one day only” sale.

One Case dealer in North Carolina ran a special on all Case knives for 20% off. The business owner commented after the sale, “We actually made a few sales that day.”

But this phenomenon of running a sale to move merchandise- and in our case, knives is nothing new. In fact, it was such a problem in the 1930’s a cutlery publication tried to rein in the knife industry through a series of editorials and articles.

painescutjrnlmastheadOne  such example-  June 1932 edition of Paine’s Cutlery Journal reported, “It is suicide, of course, to merely slash prices in order to get business, and the business man who thinks he can beat a cost plus profit basis better give up now.”

In many cases, the answer, according the PCJ was more and continued advertising. If one subscribes to this theory, then today the approach would be broader than simply advertising- running ads- it’s having a strong market presence and brand awareness to help achieve what is called in the marketing world as “top of mind consciousness” among the targeted group. And in a highly fragmented market, like we have today, one of the best approaches knife companies and dealers have is to go where the knife collectors and buyers spend a great deal of time- online.

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One CommentLeave a comment

  1. Got an email today about Buck running a 40% off sale.


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