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Cross-selling for Increased Sales, Profits, and Customer Satisfaction
Cross-selling - the art of selling for non-salespeopleCross-selling is the act of selling related products at the time and point of sale. Here's a couple of examples:
When done well cross-selling will dramatically improve your sales, profits and customer satisfaction. Done poorly it will drive customers away in their droves. The first time I told my wife about this concept she was scathing "all those *Ł$% sales people trying to sell you something you don't want" (She doesn't really swear much). We chatted for a while without too much meeting of minds. So I told her a story. In days gone by you used to be able to walk into a hardware store, walk up to a counter and be greeted by a real person (this is before the days of big supermarkets and anonymous self-service). The conversation might go something like this: You: 5 litres of white exterior gloss paint please. Sales: Certainly sir, here you go. The finish from this paint is helped a lot if you use good brushes how are you fixed for brushes? You: Well, I haven't looked for a while I am really not sure. Sales: What are you going to paint? You: 3 doors and a couple of window frames. Sales: Umm, for window frames you are probably going to need a 1 inch brush for the detail and a 2in brush for the rest of the frame. The 2 inch brush would be good for the doors too if they are not too big. Tell you what, why don't you take a couple of brushes. If you find you don't need them you can always bring them back later. You: Great good idea. Sales: You'll need some white spirit to clean the brushes? do you have any? You: No you better give me a bottle. Sales: What are you planning to do on preparation? We have some pretty good packs that contain wire wool, assorted grade wet and drypaer, and some soft soap. Soft soap is much better for cleaning up old paintwork than detergents as it doesn't leave any residues. You: I hadn't thought about preparation I'll take one of those packs as well. That salesperson probably did not even think what they were doing was 'selling'. They were simply 'helping' a customer. But look what happened - you have been cross-sold into spending 3 or 4 times the price of a tin of paint. But when you get home you are ready to do the job. And if you don't need the paint brushes you know you can take them back (but you probably won't). In the end my wife agreed that it wasn't the cross sell itself she found objectionable it was the way in which it is done. Good cross-selling provides a service to the customer. It is nothing to do with pressure selling. It is not a tool simply to help salespeople hit their targets. And it has noth whatsoever to do with pushing products that the customer will never use. And the really good news? I haven't yet seen a company that could not benefit from training its staff in the art of cross-selling. Notice I said staff. Cross-selling is not just for sales people. Keith Longmire is the owner of JKL Business Growth Solutions. JKL specialises in bringing main stream business improvement and marketing solutions into the reach of smaller businesses. His website http://www.jkl-small-business-marketing-solutions.com has been designed to help owner-managers cut through the hype and produce innovative marketing plans that deliver results. Copyright 2005 Keith Longmire. Please feel free to pass this article on to your friends. It may be used in your ezine or newsletter as long as this resource box is included intact.
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Coaching Successful Sales People Know Which Differentiators Matter Know where to focus. Not everyone evaluates product solutions with the same decision criteria. Start Your Sales Engine! Does your business run on a sales engine or a sales effort? A sales effort is something that has to be done every time you want to make a sale. But, a sales engine is something that, once put into place, can bring you sale after sale without added effort. Here are a couple of examples ? The Makings of a Salesman Salesmanship is the force that moves business. Without it all business would be at a stand-still. Just being able to sell does not complete the definition of salesmanship. A fraudulent person may be able to sell you a piece of swamp land, but because they were able to sell the worthless piece of property to you, does that say they demonstrated salesmanship? Do You Have to Be Aggressive to Make Sales? A few weeks ago I was onsite at a company that had hired me to train their sales team on how to stop using traditional selling and start using the Unlock The Game? sales approach. How to Master the Art of Salesmanship I put together this little article because, although basic, we all must "master the art of selling". With out this skill, the foundation on which you build your business will not be a solid one. Mastering the "art of selling" is simply knowing how to present whatever it is that you are selling, to the buyer in such a manner that they feel buying it from you will solve their problems or fulfill their dreams. The Pipeline: Curious, Desperate, Inspired? You do have a "Pipeline" don't you? You know, the directional map of how you are going to encourage complete strangers to part with their money to buy what you are selling! Three Essential Questions You Must Ask To Make More Sales Ignore Them At Your Peril There's loads of material about making money available on the Internet. Most of it is called "How you can make money on the Internet by selling products called How to make money on the Internet". 10 Killer Ways To Multiply Your Sales Would you like to multiply your web site sales? Or course you would, who wouldn't? :) Then take a close look at the following 10 killer ways to multiply your sales... 11 Proven Sales Strategies to Help You Close The Deal There are a number of sales closing strategies that you can learn with different ones applied in different situations. Each salesperson might be more comfortable with one or another. As a business owner, you want to be certain that you and your salespeople become exposed to a number of different strategies so they can choose the one they prefer depending on different situations. Sales Techniques to Help the Customer to Buy Three times I have revisited Turkey after living in the country for two years in the 1970's. How could I ever forget? Salespeople everywhere can glean some wisdom about the unique sales approach by walking through the Grand Bazaar in Istanbul. At least three unmistakable key sales components are apparent: ask questions, be persistent and appeal to emotions. Focus On The Customer: The Only Secret To Closing People are always looking for ways to close the sale. Often times when you lose a sale, it has nothing to do with your ability to close. The only secret to closing more sales is by focusing more on your customer. Top 5 Characteristics of Great Salespeople I am a big believer that great salespeople generally realize their greatness, rather than being borne that way. OK, sure we've all heard somebody in sales who told us that they've been in sales all their life. It all started when they were a kid, selling lemonade from their lemonade stand for a dime, or selling magazines door to door. But this is really more a reflection of the family environment that they grew up in that may have encouraged or necessitated this than anything else. Even if you did not sell seeds or magazine subscriptions door to door as a kid, you still have a chance at greatness in sales. Direct Sales and the Use of Clipboards Do you ever feel that when you are doing direct sales you find yourself not getting respect from the local businesses? They are busy and you are an interruption of course, yet at the same time, it does slow you down. Smart direct sales marketers carry clipboards into offices to sell and take orders. Clipboards come in many colors and styles; plastic, aluminum, clear, etc. These clipboards should have your company logo on the bottom. They should also have calculators on the clip. The logo should be made of vinyl lettering in your company colors. They should be durable or high tech plastic clipboard which can be dropped from six feet without breaking. They should also have a company pen attached which contrasts such as a yellow pen with blue ink or red ink inside. The sign-up sheets for orders or receipts should be on top and attached to the clipboard. Evaluating Your Customer It is one thing to make a sales presentation, but it is another thing to make a sales presentation without first evaluating your customer. For all you know, you could be selling your customer something that they already have, or something they don't want, don't need, or can't afford. Cutting Through Stalls and Objections It's the prospect. If stalls and objections frequently come up in your sales calls, it's a good idea to bring them up before the prospect has the opportunity. If you bring them up first, several good things happen: Visual Science of Selling Statistics state that 55% of people judgments are made based on what is seen visually, as opposed to 38% based on voice and the message you give. That means what you promote using images is the most important factor in making the right connection. This observation makes the Internet the biggest opportunity to sell. It's been said that information is king, but in the world of the Internet, it's image. Here the visual presentations are the most usual method to promote your product/service. According to web development tools you have at your disposal photos, images, animations, movies to enhance your marketing strategies and create a professional sale system There are thousands of authors out there teaching sales people on how to turn more prospects into customers, how to increase their sales, and convince people to buy. Almost all of their books state that creating an image of your product is the best thing you must do and this is nothing else but to recognize the importance of visual methods in sales process. Here are some 'visual' tips that salespeople may use effectively in selling their products Use images in your website. An image values more than a thousand words. Take care to not overload your web site with high tech gadgets. They can create a slow loading web page and distract people away from your offer. Selling Yourself - Its Not About You I recently found myself suffering from a lousy cold; all the coughing, snuffling and sneezing symptoms which send other people running for cover. Closing The Sale Several weeks ago I asked my Newsletter subscribers to send me their biggest sales challenges. So far, I have received 275 challenges. While I am still in the process of categorizing them, Inoticed that a number of them mentioned "Closing the sale" as yourbiggest challenge. 10 Power-Packed Ways To Spark Your Sales 1. Spend money on targeted advertising instead of mass media advertising. You don't want to waste your ad dollars on people who aren't interested. Increase Your Sales Without Spending Another Cent Many home business owners lament they don't have enough cash to pay for online advertising to propel their business forward. Before slipping down this foolhardy slope, make sure you are being the best you can be and doing the best with what you already have.
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