Attract, Close & Delight Your Customers

How To Boost Retail Sales With Suggestive Selling

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features and benefitsYou’ve made the big push in upgrading your retail store.You’ve curated a group of brands that make you stand out. You’ve hired better than the other guys, but you still need to do more.

Take a look at your suggestive selling, or as I call them, your add-ons where you really make your profit. Selling a second item or as some call it upselling, when you've already realized all the marketing costs on the first is the easiest way to to juice your profits.

Here’s the secret...

The joy for the customer can be doubled with the right add-on.

Let’s say a customer is purchasing a new RV with a pop-out section. A good salesman will know to suggest an additional cover so that when parked under a pine tree, all the pine needles and dirt that have fallen on top of the pop-out won’t fall right into the new RV. If the salesman presents it with a heartfelt connection and paints a picture of how that cover makes RVing better, the customer will appreciate the add-on purchase each and every time he closes the pop-out.

The same idea holds true in a pool business. Each time you install a pool, you should suggestively sell a cleaning service so the customer can always enjoys a clean pool. You should also suggestively sell a volleyball net and ball so more people can enjoy the pool for more hours at a time.

If you are a nursery center and your customer is picking up several flats of flowering plants, you have to show the right planting mix so the plants burst into bloom.

And if you are a camera store, your thoughtful accessories allow the customer to take better pictures.

The point is to make it easier for your customers to enjoy that first product and that comes from not just showing them but selling them an add-on.

Think of add-ons as the insider’s secrets to getting the most out of a product. If your salespeople approach add-ons in that manner, they are sharing tips that make the customer respect their background and treat them like a friend.

Don't think of add-ons as a way to make more money first, or your employees will look at your customers as if they had dollars in their eyes. That repels customers from the add-ons they surely enjoy.

Add-ons always come back to making the first product either be more fun or more efficient or the one stop shop, so that the customer doesn't have to look at a competitor to get the rest of it.

Young employees can really get caught up thinking I'm making them do something they don’t want to do or I'm sleazy or I'm phony like they've seen in some bad movie. But at the end of the day, they need to know they are helping a customer get more out of their first purchase. You and everyone on your team needs to know that.

Add-ons are about what the joy the customer get's out of the products together; it's not that you're making the customer buy something they’ll never use just so you can make a sale. Selling an add-on should make you and your employees move around the counter and stand next to the customer as a friend, showing them the secrets they need to get more from their main purchase. That's great upselling.

That's true whether you’re a pool store or a golf store. High end, or low end. Flower shop or clothing store.

AUTHOR Bob Phibbs

Topics: Retail Sales Training

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