In Module 4 we talked about “Featured Products,” now we are going to take a deeper dive into auxiliary sales options to the featured product and the benefits.
For example, when a customer does not order a Happy Meal or a Value Meal at McDonald’s The Crew Team Member is trained to ask, “Would you like fries with that?” In this example, precise verbiage is paramount to add-on selling.
Another example, clerks at a bookstore might ask customers if they also want to purchase a bookmark to accompany their new book. The addition of a bookmark makes the book buyer’s reading experience easier, while also increasing the size of the sale.
What add-on product or service options are you currently soft-selling? Let’s become more aggressive and connect a goal to these opportunities.
Successful Add-on Strategies
Effective add-on selling hinges on understanding the customer’s needs. A hardware store customer who buys a wheelbarrow will probably not want paint samples, but he might need a shovel or work gloves. Staying conscious of the customer’s needs lets the salesperson direct him to an appropriate add-on.
The add-on should sound like a solution, not a sale. The customer should see how the add-on will solve a problem, not just pad the business’s bottom line. The salesperson should present several add-on options and an explanation of the value for each one, which allows the customer to make an informed choice.
Customary Add-on Sales
Standard add-on sales vary by industry, but some add-ons work in a variety of industries. Warranties on parts or products are very common. Many businesses offer upgraded versions of a product for less than the equivalent retail cost, such as a software upgrade on a new computer.
Businesses that deal in products installed in homes or offices frequently make service plans available at a discount from normal service call prices.
Benefits of Add-on Sales
The primary benefit and goal of add-on selling is an increase in the total purchase amount. Businesses that employ effective add-on selling also benefit from increased customer loyalty because the customer does not need to make these auxiliary purchases elsewhere.
Customers who view businesses as providing good service, such as making useful suggestions, tend to return to those businesses for future purchases while also sharing their favorable experience with others. The business serves as a resource for information or advice, rather than just a place to shop.
Determine what all of your auxiliary add-on options are for your core products.
- Train your entire customer facing staff on the features, advantages, and benefits of these add-on products.
- Give them a sales goal for the core products along with a sales goal for the auxiliary add-on products.
- Remember to inspect what you expect and give recognition where applicable and HAVE FUN!