You've made the perfect sales call. The customer is happy and the moment to suggest a complementary add on product or service seems glorious.
But is it?
The moment a client says yes to a sale is the moment of vulnerability where contentment could turn to disappointment. An inappropriate cross sell or up sell delivered poorly could sully the moment, turn the client off, negate future sales and possibly, blow the initial sale. On the other hand, a well delivered add on can increase client satisfaction and increase the value of the sale.
So, how do you pitch an add on without jeopardizing the sale and future sales? Here are ten tips on how NOT to blow the add on opportunity.
1. Get The Bird In The Hand
An add on sale is about finesse; it's about delighting the client with a complimentary item through a cross sell or an up sell. To accomplish that objective you must first satisfy the client's initial wants or needs. Handle the inquiry or take the order or do a needs analysis or provide a recommendation. Do whatever it takes but make certain that you get the bird in the hand before you go for the two in the bush.
2. Use A Verbal Bridge
Perhaps one of the most effective ways to ensure you don't blow it is to present your add on in a casual, easy going, 'no-big-deal' manner. This tends to put the customer at ease and makes him more receptive to your suggestion. The secret to doing that is by using a "verbal bridge" that alerts the client that there is something else to consider. For example,
"Oh, Chris, while I have you..."
"Pat, thank you for that order...Just one more thing before I let you go..."
"Todd, before we conclude..."
"Ms. Cruise, I'm not sure if you need any, but do you require..."
Notice the verbal bridge has two parts. The first part is the use of the client's name. Not only does this personalize the moment, it gets the client to listen and focus very closely to the next 10-15 words.
The second part is a parenthetical-like phrase that suggests the next remark will be short, fast and simple. This is important because the sale is about to conclude and the client wants to move on to other things. By alerting customers that whatever the rep has to say will be brief and easy to handle makes them that much more receptive.
3. Make Sure The Item Is Related
Increase your chances of success by making sure that whatever add on item you suggest is related to the original purchase. Non related items can annoy the client and blow the opportunity because they are not relevant and you've wasted their time. So, for example, if a person buys a lap top, a carrying case is a practical and related item.
This means you have to be prepared ahead of time so that you're not struggling to think of an item at the last moment. Identify your top ten selling products and list one or two related items for each of those products. Commit these to memory or build a chart to help remind you.
4. Provide A Simple Explanation
This is something many reps fail to do properly and consequently blow the cross sell or up sell. While the add on should be a simple and spontaneous decision to make, increase your odds by providing a crisp explanation of why the client should buy it. This means referencing a benefit. If you recommend a carrying case for the lap top you might say,
"Oh, Kevin, while I have you, have you given any thought to a carrying case? They're less that fifty dollars, well padded, and they'll really protect your new investment from damage."
Everyone knows what a carrying case does but reminding the client of the benefit and explaining the minimal investment required gives the client an extra reason to say yes.
Keep your message short and sweet. The add on should be logical and easy to understand. There is no need to belabor the point.
5. Keep The Investment To Within 25%
Make the add on sale easy to buy by making it affordable. Your add on item should be no more that 25% of the purchase price. This means if primary purchase item was $1000 dollars, your add on offer should be no more than $250. Studies indicate that this value is something that does not require a lot of thought or a lot of justification. It's not a major buying decision. But beyond that the sale takes a different scope and dimension.
6. Deliver It Well
Surveys also indicate that the delivery of the message is absolutely vital to success. A dull, disinterested tone conveys your lack of interest; when delivered too fast it creates distrust.; stutter and sputter and you'll look tentative and uncertain. Your delivery should be smooth, casual and easy going. This is why the verbal bridge is so important.
7. Close The Add On
There are two ways to close the add on. One way is to simply ask, "Would you like me to add that to the order?" It's quick, efficient and gets every one on their way. The other way is a little more passive. Present the add on and then don't say a single word. The silence allows the client to contemplate your recommendation and make the decision on his own accord. But whatever you do, don't blather on and clutter the moment.
8. Step Away From The Objection
Objections handling can truly blow the sale. This is critically important and may be contrary to the advice that other trainers and consultants might provide. If the client tosses out a lame, smokescreen objection about the add on, accept it. Do not try to 'overcome' the objection. Let it go.
The client purchased the primary product and is not anticipating the secondary offer. Trying to overcome that objection can make him feel uncomfortable. An odd thing occurs at this stage of a sale. When your client agrees to buy something there's a subtle shift in the dynamics of the sale. At a subconscious level, the client expects a certain degree of gratitude from you. It's like you are in their debt. At the same time, they don't want to feel like you're taking advantage of the moment by pushing additional products on to them. Respect that moment.
If they balk, step away from the objection.
9. Don't Push Your Luck
Make only one attempt at presenting an add on. If the client rejects at your offer, don't make a secondary recommendation much less a third. Similar to the point above, the client's tolerance level drops markedly if you try too hard. You become cloyingly annoying and you WILL sully the moment and you may even lose the initial sale.
10. Thank The Client
If they buy the add on, thank them but do not make a big fuss out of it. If they do not buy be gracious and humble. Simply say, "thank you for your order" or "thanks for calling" or "we look forward to helping you again' or words to that effect, and conclude the call.
Summary
Add on selling is a great way to increase the value of the sale but do not blow the moment. Follow these 10 tips and you will delight the client and get the sale.
About The Author:
Teleconcepts Consulting works with companies and individuals who struggle to use the telephone more effectively to sell and market their products and services. For more information on consulting services and training programs, articles, and other resources visit www.teleconceptsconsulting.com or call 613 591 1998.
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