ON THE MOVE
the possibilities before he walked through that door. And because the rep is smart, and Innovative’s store management has planned properly, after they’ve sold him the upgrade — whatever the upgrade — they educate him on all kinds of options, and make some specific offers (like a remote starter so his wife won’t have to go out on those cold winter mornings and scrape seriously frosted windows). And please, let’s not forget that extended warranty coverage. All this adds amazingly to Innovative’s bottom line, because overhead was covered in the original sale. Other than raw product, sales commission, and instal- lation, all the margin goes directly to NET PROFIT! You can experience the same. Your sales reps can and should easily add-on after customers have settled on their basic purchase, but before they have paid for it. Another powerful technique is to offer them a selec- tion of products at an compelling discount or package price, if the customer has already agreed to purchase a certain minimum dollar amount. If, for example, they purchase $300 of merchandise, authorize your clerks to offer them something else, normally selling for “X” dollars, at 20 to 50 percent off, or three for the price of two — but make it clear, this deal is only available to them as an immediate add-on sale, right now! (You can set that minimum purchase requirement in such a way as to raise your average ticket to begin with too!)
Use this script: “Because you’ve made this purchase
today, Mr. Jones, you have qualified for a special offer on (fill in the blank.)”
A FEW IMPORTANT RULES TO FOLLOW Begin by developing scripts that include questions your people can use to ascertain what the prospect really wants and needs. Most people tend to underes- timate their wants in an effort to spend less money, and may be entirely unaware of their real needs, like the proper amp for their new speakers. The problem is, without this process, they often wind up with a system that really doesn’t satisfy them, so they become frus- trated and tell themselves the system wasn’t worth the money they did pay — AND THEY BLAME YOU FOR IT! By figuring out what they really want and need, you
can, in good conscience, offer something two or three notches above their stated desires, because it truly is a better fit. Then, as you respect their adult right and ability to decide on your offer, you can work them down, more toward their original stated wants, on a step-by- step basis, until they make an affirmative decision. The only way prospects CAN make decisions in their own best interest is if they are fully aware of the alter- natives. This idea of respect for the prospect’s ability to make the right decision in their own best interest is paramount to your success. Therefore, if you fail to
52 Mobile Electronics February | March 2011 ACTION ITEMS
FOR UP-SELLING and ADD-ON SELLING 1]
Your up-front efforts to increase the unit of sale, before an initial decision has been reached are Up-Sells. You can Up-sell in several ways…
Offer a product or package of greater value: If they think they want a base model, educate them on a mid-range model two or three steps up, and offer it. If they’re looking mid-range, start on the upper end and work down from there. It’s better to work from high to low than vice-versa.
2] 3]
Offer a package of products, like combining a new deck with an appropriate amp, and speakers that can handle it all.
Offer a subscription to a newsletter, blog, or e-mail list that gives them preferred pricing on cutting-edge products as you introduce them in your store.
Add-on sales are your attempts to increase unit of sale after the initial purchase decision has been made. These offers also come in several forms:
1] 2]
Offer companion products that will enhance your client’s experience with their regular purchase: The amp and speaker package applies in this scenario as well, after they have chosen a new deck.
Offer “at large” specials: These are special offers on products that will generally bring benefit to the lives of your customers. They’re not connected to the original purchase. You could call them the deal of the day or of the week or of the month. You could have several of them going at the same time. Announce them with end-cap displays, signage throughout the store, etc. Things like remote start, navigation, rear-view camera, and passenger video entertainment systems will work well here.
3]
Make “check-out” or “counter” offers: Train your clerks to make special “because you’ve purchased today” offers on the spot. Back them up with point of purchase displays, test products, etc., and have your people actually ask your clients to buy. Why don’t most mobile electronics stores offer things like sunglasses, screwdrivers, CDs, inexpensive MP3 players — even candy — at the checkout counter?
4]
Seasonal offers: Certain times of year call for special offers in many businesses. Like the store that announces “Show Specials” right after a MERA event.
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