HOW TO INCREASE SALES WITH SUGGESTIVE SELLING
Customers have many choices as to where and how to spend their money. If you own a typical business, you have many competitors — both online and offline. For those of us in the offline or brick-and-mortar world, not only does every sale count, but everything we can do to increase the average sale is crucial for our profitability and longevity. No matter what you call it — suggestive selling, add-on selling, or maybe even up-selling — it is valuable to have a culture where your team understands how to increase sales with suggestive selling.
As small business owners, doing everything we can to increase the average sale is crucial for our profitability and longevity
Let me share a recent experience . . .
I needed new tires but didn’t make an appointment. After making the tire purchase, I was told they wouldn’t be done with my car for about three hours. Good grief! What was I going to do for three hours? I decided to walk a couple of blocks to a nail salon. I hadn’t had my nails done in months and thought it would be a nice treat. When I entered the nail salon, they were not busy at all. They got me in right away for a pedicure, which was the only service I asked for. This is a typical nail place. Their service offerings are basic — pedicures, manicures, and waxing. While getting my pedicure, I wondered if they’d ask if I wanted a manicure. I also noticed from looking at the service menu posted on the wall that they offer many types of pedicures, many types of manicures and they also offer bundled deals with discounts when purchasing more than one service. Honestly, while I sat in the comfortable pedicure massage chair, I could tell this experience was going to be part of a blog article. When my pedicure was completed, I stated that I’d like a manicure too. The manager said, “Why didn’t you tell me? I thought you only wanted a pedicure.” I simply stated that I hadn’t decided until after being there awhile. But, honestly, I needed to kill time and I thought the experience would be a good business experiment!
What did I learn about this encounter?
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They should have asked me what type of pedicure I wanted. I probably would have upgraded to a more expensive option if I had been presented with the features and benefits of each type.
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They should have asked me if I wanted to add a manicure or waxing service because it would save me money to bundle the services.
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They should have been more excited when I told them I also wanted a manicure. The response I received was odd!
Consider your staff as consultants who are trying to be helpful and ensure customers have everything they need for the greatest value.
Unless your a business that only offers one product or service without any options, you should do yourself and your customers a favor by utilizing suggestive selling. Approach add-on sales as a way for the customer to benefit further from the purchase. Consider your staff as consultants who are trying to be helpful and ensure customers have everything they need for the greatest value.
Here are some examples:
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Auto Part Store — suggests brake cleaner with purchase of brake pads
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Auto Service Center — suggests a tire rotation or new air filter with oil change service
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Camera Store — suggests a camera case with a purchase of a camera
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Car Dealership — suggests a lifetime oil change plan with a purchase of a vehicle
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Carpet Store — suggests a bottle of carpet cleaner with purchase of carpet
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Clothing Store — suggests a belt or shirt with purchase of pants
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Computer Store — suggests a USB drive or external backup with purchase of a new computer
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Copy/Print Shop — suggests envelopes with purchase of printed invitations
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Cosmetics Store — suggests facial cleanser with purchase of makeup
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Fabric Store — suggests sewing machine needles or thread with fabric purchase
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Furniture Store — suggests new pillows when purchasing a mattress
Have you ever purchased items to complete a project, got home to start the project, and realized you should have purchased something else also? Don’t let that happen to your customers!
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Gym — suggests vitamins or purchase of personal training session when visiting they gym
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Hardware Store – suggests paint brushes and painter’s tape with purchase of paint
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Home Improvement Center — suggests a pipe wrench and sealant with purchase of a new sink
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Jewelry Store — suggests matching earrings with purchase of a necklace
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Kitchen Supply Store — suggests cooling racks when purchasing cake pans
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Landscaper — suggests shrub and tree trimming with mowing service
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Liquor Store — suggests wine stopper with purchase of a bottle of wine
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Nursery — suggests fertilizer or gloves with purchase of plants
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Office Supply Store — suggests file folders with purchase of file cabinet
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Restaurant — suggests appetizer when placing order and dessert at the end of a meal
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Scrapbook Store — suggests adhesive or page refills with scrapbook purchase
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Shoe Store — suggests shoe polish or socks with purchase of shoes
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Stationery Store — suggests a pen with purchase of stationery
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Toy Store — suggests batteries with purchase of an electronic toy
Look at the major product or service categories in your business and talk with your staff about what can be suggested or added on to sales. Think of yourselves as your customers. Ask yourselves, “If I was purchasing __________, what is the one or two things that I’d also want or need to make my life easier.”
Increasing sales with suggestive selling becomes easier if you embrace the idea that you are doing the customer a favor. Have you ever purchased items to complete a project, got home to start the project, and realized you should have purchased something else also? Or, maybe you purchased new pants and realized once you returned home that you don’t have any shirts that match. Nothing is worse than having to go back to the store to get that item you either didn’t know you needed or forgot you needed. Don’t let that happen to your customers!
Customers expect your staff to be experts. They, most often, want suggestions and advice. They want to save time with tips, tricks, and suggestions. Look at the major product or service categories in your business and talk with your staff about what can be suggested or added on to sales. Think of yourselves as your customers. Ask yourselves, “If I was purchasing __________, what is the one or two things that I’d also want or need to make my life easier.”
Remember, the one thing everyone complains they don’t have enough of is time. Can you save your customer time by suggesting an add-on? Or, maybe you can save them time by offering a slightly different product. Maybe by selling them a nicer version of what they’re looking at, they’ll save time.
If you and your team embrace the idea that suggestive selling will help your customers, you will never seem pushy. And, even if they don’t accept your suggestion now, they may return for the suggested product or service later. And, more importantly, it helps present your business as one that has a knowledgeable, caring staff. Remember, if you don’t ask for the up-sell, you usually will not get it! Not every business is as lucky as the nail salon that I went to where I, as the customer, had to ask for more services!
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Sondra Kirtley, MBA, is an entrepreneur who owns and operates a retail and service business in Eureka, California. Known for her helpful nature and small business expertise, Sondra founded SmallBizpathway.com to share tips and experiences with other small business owners.
Latest posts by Sondra Kirtley (see all)
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I will admit, I am a sucker for suggestive selling…I don’t find it annoying, at all. Others do.
But, 90% of the time, I DO need that added item, like batteries or a belt or what not. When I shopped at a Men’s store for suits a few years back, I was GLAD he suggestive sold me, because he knew what he was doing and the look paid off. I think we are missing on losing a generation of real sales people, and are instead faced with a generation of cashiers. Does that make sense?
Yes, it makes sense. And, I think most people can tell when someone is being helpful as opposed to pushy. Nobody likes pushy!!!
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