| > | | | | two or three timesas much without even thinking |
| Ask and most businesses will tell you. The key to | | | | about it. The day I put theseideas to work in my |
| their successis upselling. It is one thing to get the | | | | own business, I tripled my income. |
| sale. It is far betterto super-size that sale. | | | | 1. Bundle several related products or services |
| Real profits come when you get the customer to | | | | together. Dropthe price below what the total |
| buy a larger, moreexpensive, or more | | | | would be if the customer boughtall the products |
| comprehensive product or service. The guygoing | | | | separately. |
| into a pet store to buy a fish is a classic example. | | | | When a customer inquires about a single item, |
| When the clerk sees Sam looking at the | | | | point out she canget that item PLUS a great deal |
| budget-priced gold fish,she leads him over to the | | | | more by purchasing your bundle. |
| much more impressive tropical fish. | | | | You will find many customers just can't resist the |
| "As you probably know, you will need a fish tank," | | | | bundlebargain. Announce your new bundle with |
| she says. | | | | flair. It can pull inorders faster than you can fill |
| "These beautiful fish only live in salt water. We | | | | them, especially if you advertiseheavily to existing |
| have these $75salt water tanks on sale for just | | | | and previous customers who already havea good |
| $49.95." | | | | taste for what you offer. |
| By the time Sam exits the store, he has | | | | 2. "It works fine by itself, but it REALLY works |
| purchased much more thanthe twenty cent gold | | | | when you add |
| fish he originally came in to get. He isproudly | | | | THIS." If your product or service works much |
| carrying home several exotic species, a $50 fish | | | | better with acomplimenting item, be sure to tell |
| tank,fish food, a light, and other accessories. The | | | | customers about it. |
| sale went from atiny twenty cent transaction to | | | | It is surprising how many products and services |
| nearly $100. The store'sprofit margin rose right | | | | go hand in glove. |
| along with it. | | | | It's hard to have one without needing the other. |
| You Are There To Help | | | | Years ago I wrote press releases for $75. A |
| Upselling is easy if you think of your main business | | | | great many customersbought the release, but |
| as helpingcustomers. Think about the problems | | | | never got around to sending it to media. |
| your customers come to youwith. What does it | | | | So I started writing AND sending press releases. |
| REALLY take to solve their problems? | | | | The $75 pressrelease became a $295 |
| Chances are, your customer needs a lot more | | | | release-and-distribution. Almost no onebought the |
| than the simpleinexpensive solution they first | | | | press release by itself after that. |
| consider. By grouping togetherseveral different | | | | 3. If a little worked, a LOT will work even better. |
| products and services, you can give thecustomer | | | | As soon asyou learn a customer is having |
| a more advanced package that goes much | | | | success with your product orservice, offer them |
| further towardcreating a satisfying solution. | | | | a good deal on more of it. |
| Melissa buys a computer. Even though she is not | | | | Sheila's family likes the yellow bars of soap one |
| thinking ofpurchasing anything more than the | | | | company sells. |
| computer, a few questions posedby the sales | | | | When the distributor who services her account |
| person reveal Melissa will probably need | | | | hears about this,he offers her a deal on six bars |
| newsoftware to help her achieve the things she | | | | each and every month. |
| wants to do with thecomputer. | | | | This works as well for management consultants |
| The computer and new software have a pretty | | | | as it does for soapsales. If you solve one problem |
| steep learning curve. | | | | for a company, pitch them onletting you solve |
| Melissa will need help from an expert and likely a | | | | three or four more problems for them. Lateryou |
| technician toinstall the network system her needs | | | | can convince them to let you handle all their |
| demand. | | | | problem solvingneeds. |
| The computer retailer anticipates Melissa's | | | | Successful upselling needs to be at the core of |
| situation. Many oftheir customers are just like her. | | | | every business orprofessional practice. It can |
| The store offers a "gettingstarted" package with | | | | instantly multiply your profits. |
| all new computers. It includes severalsoftware | | | | You might well go from just getting by to living |
| choices, instruction sessions, and help | | | | comfortably, andfrom living comfortably to rolling |
| withinstallation. These things are cheap for the | | | | in wealth. |
| store to provide,but greatly increase the value of | | | | As you can see, super-sizing every order has to |
| the purchase. | | | | do more withplanning than with any special selling |
| Three Ways To Make Upselling Automatic | | | | skill. Get good atfulfilling a need. Then create |
| Here are three favorite ways to build upselling into | | | | packages and strategies that selleven more of |
| anypurchase. Use these and customers will buy | | | | your solution to each customer. |