Include on selling, buddy selling, associated selling, suggestive selling. No matter what name we provide to it, it works.
I was advised of this not long ago when my colleague, Jan Collins, was doing some training for a group of garden centers.
Jan had the challenging job of enhancing the sales skills of this effective group of garden centres. According to http://www.johnfrenchlandscapes.com.au/ the most important skill you can develop for gardening business success is marketed. She started with a night workshop for all the employees to cover in fundamental terms the key selling abilities. This was going to be subsequented by one to one coaching with all of the employee in the outlets of this group of garden centres.
Things were going well at the workshop up until Jan got to the topic of add-on selling. It was up to the customer to make that decision in their view.
The break through for Jan happened from a not likely source. One of the ladies present who was certainly not a people person stated “Well, I constantly inform them to obtain snail pellets and a growing representative when they purchase plants from me. I don’t desire them going house and killing my plants!”
While everybody had a little a laugh about her mindset she did understand throughout. If they did not advise to them if they did not buy the appropriate support products, it was clear that they were doing their customers a disservice.
Throughout the next stage of the training, Jan was dealing with staff in the garden centres at a time when they had a promotion on for punnets of seedlings. She observed one of the ladies who formerly had felt most uncomfortable about the whole concept of add-on selling having excellent success. A consumer came near this girl having selected of a couple of punnets of seedlings. The staff member congratulated the girl on her purchase and asked her if she had snail pellets in the house as it would be important to secure the seedlings. She likewise advised a growing representative. Most times that she did this, consumers would buy both snail pellets and a growing agent. Periodically they said they already had them in your home or they didn’t need them however no offense was ever taken. Customers valued the recommendations.
The lady was plainly pleased with the outcome she was getting and the response from the customers. At one phase when things quieted down she turned to Jan with a big smile on her face and offered her a thumbs up indication as a demonstration of how well it was going.
Just after this an elderly gentleman entered into the garden center and selected a punnet of seedlings. He appeared to be a regular customer and the girl talked to him quickly and after processing the deal farewelled him without any recommendation being made about either the snail pellets or the growing representative.
When things silenced down Jan went over to the woman and congratulated her on the excellent result she was getting however then asked why she hadn’t made the tips to the senior gentleman. In response the girl said that he was a pensioner and she knew extremely well that he didn’t have much cash so she felt it wasn’t appropriate. Jan stated to her “So it’s alright then if the snails eat this gentleman’s seedlings is it?”
” Oh, I hadn’t considered it like that” she stated looking rather distressed. She now felt quite guilty that she hadn’t cared for this routine client appropriately.
I told this story to a group of automobile repair work and service outlets soon after this incident.
I had been working with these outlets on establishing a system for follow-up phone calls once they had checked out an automobile that was in for service. The outlets which followed the system carefully had the ability to increase their average sale per customer rather considerably in an authentic way by phoning the clients to alert them to any additional issues they had actually recognized and to ask if the consumer would like the issue handled there and then (encouraging them of the additional cost included) or whether they would choose to wait till the next service. Naturally, if there was a security issue involved they would stress to the client that it must be done at that time.
This was at an evening workshop and late the following afternoon I had a telephone call from among the most effective of the franchisees who followed this system religiously and was rewarded for doing it with increased sales and better customers. His very first words to me were “Jurek, it works!”
“What works, John?” I stated.
Within his catchment area he had a number of senior clients. While he constantly followed the system I have described with his other customers he tended not to do this with the elderly consumers when he knew they were on a pension and fairly difficult up. The pensioner stated “Oh, I ‘d rather get it all sorted now”.
The lesson from this is never pre-judge your consumers. Give them the proper info and recommendations concerning any extra products or services you feel are suitable for them. They can then make the decision as to whether to purchase or not. The result of this will be increased sales and happier clients.
It was up to the client to make that choice in their view.
A consumer came up to this lady having made a choice of a couple of punnets of seedlings. Many times that she did this, customers would buy both snail pellets and a growing representative. The outlets which followed the system carefully were able to increase their average sale per customer quite substantially in a genuine method by phoning the clients to signal them to any additional issues they had recognized and to ask if the customer would like the problem dealt with there and then (recommending them of the extra charge involved) or whether they would choose to wait until the next service. While he always followed the system I have actually explained with his other consumers he tended not to do this with the elderly clients when he understood they were on a pension and relatively difficult up.