The event itself usually generates three to four times the average sales of the same period during the previous year. It does so because of the extraordinary marketing, advertising, and promotion administered through the sale. Logically, there is a short let-down or drop-off in sales after the event, but that should last only a minimal amount of time. Lessons learned during the sale period will help prevent a prolonged softness in business. Most of all, the continued focus of management on driving business is what is most important. (See next question.)
“Amazingly, we had continued success even after the sale with a 20% increase in our business.”
