[et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_fullwidth_post_title meta=”off” featured_placement=”background” text_background=”on” text_bg_color=”rgba(255,255,255,0.57)” _builder_version=”4.16″ background_color=”rgba(255,255,255,0)” parallax=”on” text_orientation=”center” use_border_color=”off” global_colors_info=”{}”][\/et_pb_fullwidth_post_title][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Intro” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]\u201cDo you want fries with your burger?\u201d It\u2019s a question probably as old as hamburgers themselves, and the sandwiches date back to the 1750s. It\u2019s also one of the most common examples of upselling techniques that can increase a retailer\u2019s revenue as quickly as the question is asked and answered.<\/p>\n
Many fast food joints have altered the question to \u201cDo you want a meal or just the sandwich?\u201d which adds a drink to the upsell. But the effect is the same, essentially doubling the ticket price for the customer while adding convenience and a slight discount. The upselling technique is as tried and true as the first day it was spoken.<\/p>\n
Upselling, and its fraternal twin \u201ccross-selling,\u201d benefits merchants by more than just increasing profits from added sales. If done correctly, Salesforce, a customer relationship management (CRM) platform, says upselling has many additional benefits.
\n[\/et_pb_text][et_pb_text admin_label=”Upselling can” _builder_version=”4.16″ use_border_color=”off” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]And provide an avenue to recommend the correct products
\n[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]Allow sales associates an opportunity to get to know a customer\u2019s needs and preferences
\n[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]Build customer trust and loyalty
\n[\/et_pb_blurb][et_pb_text admin_label=”Upselling also” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]Upselling also saves a business money. It\u2019s common knowledge in retail that it costs approximately five times as much to attract a new customer as it does to keep an existing one happy. So, by building trust and loyalty through effective upselling techniques, store owners are investing in customer loyalty and saving money on customer acquisition.<\/p>\n
\u201cThe goal\u00a0is compounding profit by using the momentum of a purchase. My model in upselling is to earn 30% or more of the business\u2019s profit from upsells,\u201d marketing guru and best-selling author Neil Patel writes in Forbes<\/em>. \u201cBuild upsells into your business from the very beginning, and\u00a0design your marketing approach\u00a0around an upsell strategy.\u201d Shoppers are bombarded by so much information today they\u2019re quick to both sense and ignore a sales associate\u2019s attempt to upsell a product. So, merchants and their sales people need to make upselling part of customer service. Salesforce says upselling needs to work both ways: for the merchant and the customer. Customers need to know and trust that they\u2019re getting something for their decision to buy and that it will benefit them in the long run. [\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]Make customer service the top priority. The goal is to sell, but the ultimate objective is to give the customer an outstanding shopping experience and send them home with the products that will solve their problems and make them happy. The easiest way to get to know what customers want or need is to listen to them, ask pertinent questions and formulate a sound recommendation. This can range from saving a customer a few dollars by suggesting the purchase of a toilet flapper over a complete valve kit, to saving them thousands by recommending a contractor to replace a septic system.<\/p>\n By asking the right questions and using the proper upselling techniques, sales associates can not only get a feel for what a customer is looking for, but also what they\u2019re willing to spend. This allows them to make a good recommendation. Without knowing the customer\u2019s situation and desire, it would be like a car salesperson trying to sell a college student a new luxury sedan, or a banker a used beaten-up jalopy. [\/et_pb_text][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]Ask open-ended questions and listen intently to the responses. Digital business solutions cannot only keep track of a customer\u2019s purchase history, one with a rewards program feature can also entice them to buy more by sending them special offers on products they purchase regularly or associated items.<\/p>\n More intimate knowledge of a customer\u2019s preferences allows sales people to make better upselling and cross-selling recommendations. Hardware Retailing <\/em>says the best way to make good recommendations is to have thorough product knowledge. With tens of thousands of products in a typical hardware store, it\u2019s probably not realistic for a sales associate to have intimate knowledge of every item and its use. But stores can improve customer service and increase sales by educating their sales people on typical projects their customers might bring them. Examples would be a toilet repair, HVAC filter replacement, on the lower end, to deck building and landscape installation on the high end.<\/p>\n Thorough product knowledge is an important piece of providing expert recommendations. Every retail business needs to establish a product hierarchy of good, better, best and develop sales associates who can analyze a customer\u2019s needs and offer a recommendation based on those needs. They should be able to explain the advantages of buying a Rolex when a Timex is just as functional, why Levi\u2019s are more desirable than generic jeans, and why a luxury sedan is better than the base model.<\/p>\n When making those recommendations, upselling techniques can include cross-selling, which is offering supplemental products related to a customer\u2019s purchase. If somebody is building a backyard deck, offering information or products for deck lighting, deck furniture, outdoor grills, canopies, et cetera, is a way to provide good customer service and sell some complementary items.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”What\u2019s in it for Me?” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n One of the main objectives of upselling is to nurture relationships with customers, and some of the keys to making them happy are delivering on a promise and taking away the risk of buying the recommendation. Patel says sales associates can deliver on their promises by making the upsell relevant to the customer\u2019s original purchase and by discounting the upsell item, which can make the transaction seem like a no-brainer that adds value.<\/p>\n Going back to the burger joint, if you sell burgers, you sell fries and soft drinks and probably milkshakes. If you sell golf clubs, you sell all kinds of accessories from balls and tees to shoes and bags. If you have a pharmacy, you sell over-the-counter medicines and other healthcare items. If you sell hardware, you often sell paint, lumber, lawns and garden accessories and such.<\/p>\n The reason for offering the upsell at a discount, Patel says, is because the upsell shouldn\u2019t sway the customer from their initial decision to buy.<\/p>\n \u201cCustomers can smell an upsell. They are going to think about the upsell from one main perspective: How much does it cost?\u201d Patel says. \u201cIf your upsell is too expensive, they won\u2019t bite. If, however, it\u2019s a discounted upsell, they will be more interested.<\/p>\n \u201cHere\u2019s a rule of thumb: The upsell should be half the cost of the original purchase (or less). The customer is trying to rationalize the price. They\u2019ll think, \u2018Well, I\u2019m already buying this, which costs $100. I might as well buy this, too. What\u2019s another $50 anyway?\u2019\u201d Everyone who shops online is a target of upselling techniques or cross-sell inquiries each time they check out. Pop-up screens featuring additional items and phrases like \u201cFrequently Bought Together,\u201d \u201cCustomers Who Bought This Item Also Bought,\u201d and \u201cCompare to Similar Items\u201d are as common as website pop-ups.<\/p>\n For online stores, even if customers don\u2019t purchase the additional items, the upselling techniques keep them on a website longer which builds product interest and customer retention.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Upselling\/Cross-selling with Merchandising” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n In a hardware store, end caps and center aisles can be strategically used to group supplementary or complementary items. Hardware Retailing <\/em>says these shelves can be used to remind both customers and sales people of associated tools or materials that are needed to complete a home improvement project.<\/p>\n Good merchandising cross-sells all the time. Grouping seasonal items like beach towels, inflatable pools and toys, umbrellas and sunscreen together in the summer, or wool socks, gloves and hats, snow shovels and handwarmers in the fall and winter are classic examples.<\/p>\n Retailers of home goods can upsell and cross-sell items by creating and decorating faux rooms, displaying furniture, pillows, artwork, home electronics and more together in a cozy setting. Hardware businesses can build outdoor patios and display pavers, outdoor grills, lawn and patio furniture, umbrellas, and potted plants from the garden department. These displays also spruce up stark outdoor areas normally used for storage of building materials, or to cross-sell building materials or patio accoutrements in a garden department. Even though the objective of upselling and cross-selling is to increase the bottom line, a valuable byproduct is that the effort will improve a store\u2019s overall customer service. Done correctly with the customer in mind, using upselling techniques is an easy way to build relationships and nurture customer loyalty. Upselling, and its fraternal twin \u201ccross-selling,\u201d benefits merchants by more than just increasing profits from added sales.<\/p>\n","protected":false},"author":13,"featured_media":29636,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[3,75,16],"tags":[],"class_list":["post-27563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-posts","category-grow-your-business","category-how-tos","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\n
\n[\/et_pb_text][et_pb_text admin_label=”Trust Issues” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\nTrust Issues<\/h2>\n
\n[\/et_pb_text][et_pb_text admin_label=”How to Build Trust” _builder_version=”4.16″ use_border_color=”off” global_colors_info=”{}”]<\/p>\nHow to Build Trust:<\/h2>\n
\n[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]Have employees with strong product knowledge, not just of what they\u2019re recommending, but also of related products.
\n[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]Suggest products based on the customer\u2019s need and preferences.
\n[\/et_pb_blurb][et_pb_text admin_label=”Intimate Knowledge” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\nIntimate Knowledge<\/h2>\n
\n[\/et_pb_text][et_pb_text admin_label=”Getting Intimate Knowledge:” _builder_version=”4.16″ use_border_color=”off” global_colors_info=”{}”]<\/p>\nGetting Intimate Knowledge:<\/h2>\n
\n[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]Consider the best approach to solve the problem. Is it something a do-it-yourselfer can handle on their own, or do they need professional help?
\n[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]If they can handle the job, consider a range of products that will make their work easier.
\n[\/et_pb_blurb][et_pb_blurb use_icon=”on” font_icon=”A||divi||400″ icon_color=”#cc6633″ icon_placement=”left” _builder_version=”4.16″ global_colors_info=”{}”]Research online if necessary. Customers are generally impressed with sales people who go the extra distance to find the right answers if they don\u2019t have them.
\n[\/et_pb_blurb][et_pb_text admin_label=”Store owners ” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]Store owners and sales associates can get to know their customers better, even if they don\u2019t have regular interaction with them, by studying their purchase history. Those past purchases can be called up from a comprehensive point of sale system that has customer relations features or integrations.<\/p>\n
\n[\/et_pb_text][et_pb_text admin_label=”Expert Recommendations” _builder_version=”4.22.0″ use_border_color=”off” global_colors_info=”{}”]<\/p>\nExpert Recommendations<\/h2>\n
What\u2019s in it for Me?<\/h2>\n
\n[\/et_pb_text][et_pb_text admin_label=”Online Undercover Upselling” _builder_version=”4.22.0″ use_border_color=”off” global_colors_info=”{}”]<\/p>\nOnline Undercover Upselling<\/h2>\n
Upselling\/Cross-selling with Merchandising<\/h2>\n
\n[\/et_pb_text][et_pb_text admin_label=”It\u2019s All About the Customers” _builder_version=”4.16″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\nIt\u2019s All About the Customers<\/h2>\n
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_team_member name=”Brian Bullock” position=”Author” admin_label=”Brian’s Author Box” _builder_version=”4.16″ border_style=”solid” global_colors_info=”{}”][\/et_pb_team_member][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"