Suggestive selling is good for customers and the bottom line. It takes many forms and can be used in any customer interaction — phone, Internet (social Media), and in person as well as through advertising. There is a basic process to follow and some areas in which suggestive selling experts disagree. The key is to have a process that is logical, meets the needs of your Platinum Profile™ customer, and helps the store's profitability.

1. Suggestive Selling With Jan Triplett, Ph.D. CEO, Business Success Center #DAA Suggestive Sales © Business Success Center, Austin, TX 2011 All rights reserved. 1

2. Your Passion, BSC’s Expertise Our Mission: to help you find your way Sales, marketing, & financial management focus Providing guided growth strategy to achieve success since 1982 Clients include hospitality, retail, manufacturing & professional services © Business Success Center, Austin, TX 2011 All rights reserved. 2

3. Your Focus? © Business Success Center, Austin, TX 2011 All rights reserved. 3 Mostly B to C? Some B to B? Better to be P to P .)(. (Belly Button to Belly Button)

4. Think FARR, Go Far Find Acquire Reinforce Retain THE BEST CUSTOMERS © Business Success Center, Austin, TX 2011 All rights reserved. 4

5. Marketing Defined “The purpose of business is to create a customer. Marketing is the distinguishing, unique function of the business. It is everything seen from the point of view of the customer.” -Peter Drucker, Mgmt “Guru” © Business Success Center, Austin, TX 2011 All rights reserved. 5

6. Dairy Queen © Business Success Center, Austin, TX 2011 All rights reserved. 6

7. Term to know: AOV As acquisition costs rise, businesses are using cross-selling to increase average order value (AOV) and revenues. © Business Success Center, Austin, TX 2011 All rights reserved. 7

8. What is Suggestive Selling About? Profit Image Positioning Demonstrating you were right Recouping your investment Service to customers Making things better ; telling the truth about the good & bad (creating a better experience) © Business Success Center, Austin, TX 2011 All rights reserved. 8

9. 2 Kinds of Suggestive Sales Cross Selling Selling other products to a customer who has purchased or is about to make a purchase Example: Original purchase : Shoes Cross sell: Belt or socks Upselling Selling higher grade of a product or service Example Original planned purchase: Coach airplane ticket Upsell: 1st class © Business Success Center, Austin, TX 2011 All rights reserved. 9 Combo of logic and customer behavior, respects privacy and does not invade security of customer.

11. Family — From same manufacturer, same line

12. Accessory — Add value to the original item; not really intended to be sold separately

13. Higher conversion if: easy to purchase, integrates smoothly with the rest of the purchase, shows intelligent choice of recommendation (not way-out), exclusive offer© Business Success Center, Austin, TX 2011 All rights reserved. 10

14. Fill in the blank Hamburger & Beer & Shoes & Crackers & Ice cream & Watches need Flowers need © Business Success Center, Austin, TX 2011 All rights reserved. 11

15. Agree or Disagree Your best customers don’t like staff to comment or make recommendations. Suggestive selling should only take place after the customer has committed to a purchase. Upsell recommendations should only be for things that are a lower price than the original purchase. Never make more than one suggestion at a time. Suggestions should be timely. Suggestions may need to be relevant to the seasons. Suggestions should be repeated to ensure the customer gets the message. Suggestions should be relevant & the sameforall customers. Suggestions should be in line with local or cultural tastes/interests. It’s more effective when it’s based on customer data and previous choices. © Business Success Center, Austin, TX 2011 All rights reserved. 12

16. Good & Bad of Suggestive Selling Bad Good © Business Success Center, Austin, TX 2011 All rights reserved. 13

17. How Successful Are You Now? How do you suggestive sell now? How well does it work? Why? Why not? What would you like to change? © Business Success Center, Austin, TX 2011 All rights reserved. 14

18. What Customer Values Suggestions? Who Do You Want? Platinum & Gold — create stabilitySilver —has potentialBronze — uncertainLead — a time waster Concrete — a business killer & never satisfied Radio Active Waste a long-lasting reputation & confidence destroyer © Business Success Center, Austin, TX 2011 All rights reserved. 15

19. Platinum Profile™ Customers Value Suggestions… © Business Success Center, Austin, TX 2011 All rights reserved. 16 They are Visionary Adventurous Decisive They trust Themselves You They expect You to give them your extra best

20. Must Take Into Consideration “Shopper Marketing” Assumes shopper and consumer are not the same Marketing aimed at shopper instead 70% of brand selections made at the store; 70% don’t know what they want to order until they are at the restaurant. 68% of buying decisions unplanned 25% of shoppers consider price less important than time. 20% of shoppers are price-driven. © Business Success Center, Austin, TX 2011 All rights reserved. 17

21. What Do Your Customers Want? More than a solution or something fixed. One of 6 Situational Outcomes™ they value. Reduction, Elimination, Prevention, Create Opportunity, Use Opportunity, Status Quo There are 5 personal risks they are willing to take to get what they value at the price charged: Social, Psychological, Functional, Physical, Financial Provide suggestions based on your ability to deliver that outcome and reduce their risk. © Business Success Center, Austin, TX 2011 All rights reserved. 18

22. How Buyers Want to Buy Consider what they are doing/buying currently Determine the need to act Set an overall goal Identify inflexible constraints, desirable objectives; set priorities Evaluate means to get what they want Make a purchase Rejoice or experience remorse © Business Success Center, Austin, TX 2011 All rights reserved. 19

23. 2 Sides to a Sale Buyer Goal: Outcome Mission: Get a good product or service that meets a desire at a good value from a great vendor. Seller Goal: Profit Mission: Provide a good product or service at a good price to great customers. © Business Success Center, Austin, TX 2011 All rights reserved. 20

24. What Would You Rather Be? Order Taker Advocate © Business Success Center, Austin, TX 2011 All rights reserved. 21

25. Whataburger © Business Success Center, Austin, TX 2011 All rights reserved. 22

28. If you care enough about the customer and the products in your store© Business Success Center, Austin, TX 2011 All rights reserved. 24

29. When Can You Use It? In any customer contact direct or indirect. Phone, Internet, in person. © Business Success Center, Austin, TX 2011 All rights reserved. 25

30. Amazon.com Suggestive Selling © Business Success Center, Austin, TX 2011 All rights reserved. 26

32. End caps

33. Displays

34. Web sites

35. Social media

36. Sales encounters© Business Success Center, Austin, TX 2011 All rights reserved. 27

37. General Process Know your product Know availability Know alternatives Know your customer Ask questions Listen Analyze what you hear, then suggest © Business Success Center, Austin, TX 2011 All rights reserved. 28

38. Make Suggestions to Match Your Customer’s Attitude © Business Success Center, Austin, TX 2011 All rights reserved. 29 Positive — Seeking Opportunity Negative — Been Burned, Dissatisfied Status Quo — Maintenance, Same as I bought elsewhere Saves them money, effort, and lets them experiment safely, knowledgeably, & confidently.

39. Best Practices in Suggestive Selling Increase satisfaction and amount spent. What else is on your list? © Business Success Center, Austin, TX 2011 All rights reserved. 30

40. Amazon and Apple Suggestive Selling Interspire Software © Business Success Center, Austin, TX 2011 All rights reserved. 31

41. Worst Practices inSuggestive Selling • Undervaluing your benefits. • Under-estimating costs. • Not knowing your customer.What else? © Business Success Center, Austin, TX 2011 All rights reserved. 32

42. ©Business Success Center., Austin, TX 2011. All rights reserved. 33 It added up in 2010: 332 billion coupons (largest ever) 87% of coupons were inserts; 5.2% handed out in stores; 37% increase in online coupons; Shoppers saved $3.7 billion.

43. Loyalty Program CRM program Suggestive selling/ package deals Go Local Card Special recognition of your Platinum customers Getting more from each sale ©Business Success Center, Austin, TX 2011. All rights reserved. 34 Alternatives to the Daily Deal

44. Homework Examine your current suggestive selling process. Does everyone know how and when to use it? If not, retrain. Make sure staff know how to determine what to upsell with what and to whom. Make lists if necessary and train. Get ideas from staff for additional upsell pairings. Do market research with your best customers, your Platinum Profile™ customers. What do they like and dislike about how staff makes recommendations to them? What additions or changes can they recommend? What pairings do they like? If they like them, others may as well. © Business Success Center, Austin, TX 2011 All rights reserved. 35

45. Worth Reading Cross Selling by Dr. Tony Alessandra (ebook) The Customer Signs Your Paycheck by Frank Cooper Upselling Success byDr.ManiSivasubramanian (ebook) UpsellingTechniques by Stephan Schiffman © Business Success Center, Austin, TX 2011 All rights reserved. 36

46. 37 Here’s to your success! Jan Tripletttriplett@runitright.biz Jan Triplett Blog:ownersview.com (512) 933-1983Please call if you have questions, would like to discuss this seminar or your homework, or meet. No charge. Sales & Financial Management Services August 30, 2011 © Business Success Center, Austin, TX 2011 All rights reserved.