9. sales training cross selling


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9. sales training cross selling

  1. 1. Cross selling Dr Earl Stevens, October 2009 <br />9. Sales Training<br />10/08/11<br />1<br />
  2. 2. Customers Desire Up Selling <br />One of the common blocks for most sales people is that they perceive up selling as irritating & undesirable to customer <br />On the contrary customers desire cross selling & up-selling <br />88 % of customers value service reps who suggest alternative products or services that better meet their needs<br />73 % are interested in learning about new products or services the company is promoting<br />61 %t tend to ask service reps about these products and alternatives<br />Customers not only engage in sales discussions with service reps, but they also buy<br />42 % of customers said they purchased additional products or services “sometimes” or “frequently”<br />Worldwide Survey of Consumers by The Forum Corp.<br />10/08/11<br />2<br />
  3. 3. Up Selling Helps the Customer <br />When you Up-sell it's a way to further help your customer…to be more powerful, to enjoy more benefits, to maximize the usefulness of the products or services<br />You are making informed suggestions as a knowledgeable representative<br /> Why don’t you open an FD to put in your excess cash in the bank account<br />You are apprising customers of options they may not be aware of <br />Offer – Buy 2, Get 1 Free<br />You are often anticipating future needs<br /> A tie to go with the 3 piece suit that you have brought<br />10/08/11<br />3<br />
  4. 4. Up-selling is Complete Selling <br /> Up selling is "complete" selling <br />If you are selling a matching tie with the three piece suit, uncovering a need by asking the question leads to complete selling<br />From the customer's standpoint, completing a satisfactory purchase<br />Saving his an additional trip to buy the tie<br />10/08/11<br />4<br />
  5. 5. Complete Selling: Types<br />Sell more of what your customers are already buying<br />Customers have certain buying habits OR generally there are some hot selling items (based on sales data)<br />Other music CDs featuring your customers' favourite artists<br />Software companies are buying training in grooming & etiquette<br />Sell complementary products and services<br />Products that can be sold in conjunction with other products <br />Fries/Potato Wedges with Burger <br />Easy up-sell that can be made at the point of purchase<br />Music CD + CD carrying case<br />Introduce non-complementary products and services<br />Current customers possess a degree of trust in your business and this can be converted into sales of products not directly related to the customers' existing purchases<br />customer who typically buys music CDs can be introduced to videotapes and DVDs<br />10/08/11<br />5<br />
  6. 6. Complete Selling :Points to Note<br />Ensure that the customer is satisfied with first sale<br />Factors most strongly affect their willingness to consider purchasing additional products or services. <br />Satisfaction with current purchase<br />How well additional products or services fit the customer’s needs<br />Price<br />Focus on customer needs-not yours. Sell with integrity<br />Don't try to sell the customer something you wouldn't buy if you were ‘them’<br />It’s easy . It is a ‘by the way’ presentation<br />Since it's done after the customer has decided to go ahead with a purchase, the hard part of the sales conversation has already been done.  <br />You've got to assume that the customer will naturally want this.  Begin the up sell with a brief benefit, then if possible, add something unique about what you're selling.  <br />Up-selling is just presenting the information in a "by-the-way" assumptive manner<br />10/08/11<br />6<br />
  7. 7. Complete Selling: Points to Note<br />Be prepared with positive aspects when selling expensive alternatives. Customers will ask why they should choose these <br />Why should I buy Polaroid glasses instead of plain<br />Recognizing sales opportunities is a matter of observing ‘body language’ and ‘reading’ customers<br />Signals to look for : uncertain body language, looking around, scanning the counter , hesitation in ordering, or studying menus for a long time<br />Excellent service would be to go and sell to these customers<br />Remain in Control<br />One of the key phrases that will end a large, multiple-item sale with a whimper rather than a bang is…‘Would you like anything else?' This is not proactive and does not put you in control." <br />Instead, says salespeople should take the lead. <br />Some phrases :<br />Would you like [product X] with your [product Y]. (Example: A Pepsi to go with Crisps.) <br />10/08/11<br />7<br />
  8. 8. Three Mistakes in Complete Selling<br />The 3 biggest mistakes :<br />No attempt is made to up-sell or cross-sell<br />The salesperson comes across as being pushy<br />To avoid sounding pushy, particularly if the up-sell requires some elaboration, ask for the customer's permission to describe it<br />Continuing to sell after the customer says he’s not interested<br />The up-sell is made in an unconvincing manner so the customer generally refuses<br />Service through sales not ingrained<br />Little product knowledge<br />Emphasizing features rather than benefits <br />Selling something that the salesman would not buy himself<br />10/08/11<br />8<br />
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  10. 10. END<br />