Regardless of what you do, business always boils down to sales on some level, and if you want to be successful, you should always be looking for ways to increase sales. In particular, you may want to try up-selling and cross-selling.
Up-Selling and Cross-Selling
Although these words are sometimes used interchangeably, they aren’t exactly the same. Both involve convincing an existing customer to buy more but in a slightly different way. Up-selling is convincing a customer to buy a larger or more expensive package. For instance, if you convince a customer to upgrade to a larger hotel room, that is an up-sell. Cross-selling, in contrast, involves recommending complementary products or services to a customer. When you convince a customer to add meals or a spa package to a hotel room purchase, that is cross-selling.
How to Up-Sell
If you want to up-sell, the first thing you need to do is develop upgraded versions of your products or services. Find ways to package multiple goods together or consider offering bulk orders of existing goods. With services, create more extensive premium packages. If you offer music lessons, accounting services, video streaming, or thousands of other services, brainstorm ways to create a premium version of your package, and then, try to up-sell clients from your basic package to the premium offering.
How to Cross-Sell
To cross-sell, you need to think about which products go together. Traditionally, to use this sales tactic successfully, you needed to really understand your products and know your clients well. Then, you can confidently suggest a bottle of wine to pair with a meal at your restaurant, and you can let shoppers in your brick-and-mortar store know which additional products they would like. While that knowledge is still helpful, it’s not as necessary in contemporary sales. Now, you can simply let big data guide these recommendations.
For instance, if you own a website, you can program the site to recommend complementary products to your shoppers. When a customer puts something in their online cart, your software lets them know what other shoppers bought with that item. In person, rewards programmes are great for harnessing and leveraging data for cross-selling. Essentially, your customers sign up for a rewards programme. Then, as they buy products, the software tracks their purchases. Depending on your setup, the software can generate coupons or special offers specifically for that customer, or it can prompt you to make recommendations based on their shopping history.
Technology can help with these sales techniques, but if you want to get the most benefits possible, you need to train your sales staff. If you do your own sales, get into the habit of always thinking about how to get existing customers to buy more. Remember that convincing an existing customer to buy more is almost always more cost-effective than trying to find a new client. Work with your sales staff on these techniques by role-playing, providing them with scripts, or enrolling them in sales-training seminars.
To see if your efforts are working, you may want to use cloud-based accounting software such as QuickBooks. You can track sales, segment sales by market, and find the most profitable areas to focus on. Finally, keep in mind that up-selling and cross-selling don’t have to be used separately. For optimal results, you may want to simultaneously cross and up-sell to your clients.