The study also shows how important timing can be in sales planning . Tsiros says it worth considering putting separate brands on sale at different times to ensure that consumers witness another sale on a different yet similar product . For instance , a Cuisinart coffee maker may have a higher profit margin for a store , so by offering a large sale on a Krups coffee maker first and then having another smaller sale afterwards on both products , most shoppers would choose the more profitable Cuisinart model .