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How to Prepare for Small Business Sales Events

2-minute read

Susan Hamilton

Susan Hamilton

10 November 2023

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People love a good sale. Who doesn’t do a little victory dance when they save money? Sales events can be exciting for small business owners, too. You get the chance to showcase your expertise, welcome new customers, and hopefully increase revenue.

Whether it’s Black Friday, Small Business Saturday, Cyber Monday, a local marketplace, or a trade show, it takes effort to plan and organize a successful sales event. In this article, we’re going to share tips and strategies to help you get focused and ready.

9 Ways to Maximize Your Sales Event

1. Establish your goals and objectives.

Before you commit to a sales event, think about what you hope to achieve. Do you want to sell a specific product, attract new clientele, or reward your loyal customers? When you have a particular goal in mind, it’s easier to create a plan that aligns with your objectives.

2. Spread the word.

Promoting your sales event is crucial if you want to drive traffic to your store or website. Use social media channels, email marketing, and local publications to get your event on people’s radar. Start spreading the word two weeks to a month before the event so people can plan for it.

3. Entice them with an offer.

If you want to attract new customers, you need to give them a reason to show up. Now is the time to brainstorm promotion ideas. Consider offering a discount on your best-selling item, a gift with purchase, or a buy-one-get-one-free deal, depending on your product type and industry. Be sure to highlight your special offer when you advertise your sales event.

4. Create an eye-catching display.

How you merchandise your products is almost as important as what you’re selling. Whether you run a brick-and-mortar store or an online business, you want to stop people in their tracks with a compelling presentation. These visual merchandising tips can help you to create themes and displays that attract customers and keep them engaged.

5. Don’t forget about online.

Your online presence can be as important as your brick-and-mortar one. In both instances, you want to make it easy for customers to shop. Here are some things to keep in mind:

  • Consider adding bandwidth to handle increased web traffic
  • Highlight deals and offers on your homepage
  • Display positive ratings received and customer reviews
  • Make sure shipping options and costs are clear and easy to understand

6. Partner with other businesses.

Sales events are a great opportunity to network with other small business owners in your community. During November, Small Business Saturday shines a light on independently owned businesses, so it’s an excellent time to partner up and create a locally focused shopping event.

You don’t have to limit yourself to the upcoming holidays. Learn how you can leverage the power of your local community all year long.

7. Follow up with customers.

Let’s face it, you won’t make every sale. Some customers may express interest in your business but won’t purchase anything on the day of the event. Don’t write them off just yet. Create a follow-up plan to connect and engage with potential customers once the sales event ends. For example, you could send them a “thank you for stopping by” email with a discount code enticing them to return.

8. Track your success.

After your event, revisit your goals and objectives to evaluate your success. Did you increase your foot traffic, meet new customers, and boost your sales? Tracking your results will help you identify which parts of your event were most effective, and this can help shape your decisions for future events.

9. Make sure your insurance is ready.

You’ll get the most out of your sales events by being prepared, and that includes having the right business insurance. We’re small business insurance experts, so we can help make sure you’ve got the coverage for your specific needs. Whether it’s foundational coverage, such as general liability, or protecting yourself online with cyber insurance, we can help. Visit us online 24/7 or give one of our helpful licensed agents a call.

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Give Your Business a Boost.

Hosting a sales event can be a great way to drive traffic, boost sales, and attract new customers. Planning an event requires some effort and preparation, but the payoff is worth it. So take advantage of those holiday sales events and other activities in your community, and get ready to boost your small business.

Susan Hamilton

Written by

Susan Hamilton

I've always loved to write and have been lucky enough to make a career out of it. After many years in the corporate advertising world, I'm now a freelance writer—running my own show and contributing to Simply Business. Fun fact: I have three desks in my house, but I still do my best thinking walking in the woods.

Susan writes on a number of topics such as workplace safety, customer sales, and workers' compensation insurance.

This content is for general, informational purposes only and is not intended to provide legal, tax, accounting, or financial advice. Please obtain expert advice from industry specific professionals who may better understand your business’s needs. Read our full disclaimer

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