Site Last Updated 05/16/2012
The Press Room
The Beauty of Cross-Selling
July 11, 2009
Whether you bought TV, radio, newspaper or direct mail, if you paid to bring someone into your business establishment, unless you sell them more than one item you aren't maximizing your advertising dollar. When choosing what to advertise make sure you include some related items even if they aren't all discounted.
Whether you bought TV, radio, newspaper or direct mail, if you paid to bring someone into your business establishment, unless you sell them more than one item you aren't maximizing your advertising dollar. When choosing what to advertise make sure you include some related items even if they aren't all discounted. The same goes for coupons and lost leaders make sure the items you advertise can generate other sales. Cross sales can often make the difference between a mediocre sale and a great one.
Need convincing? Banks and insurance companies, for example, have been using cross sales to maximize their customer relationships for years. Hasn't your insurance broker convinced you to buy all your insurance from her? How many relationships do you have with your bank? Clothing retailers have been matching a top to that pair of pants from the dawn of merchandising.
Businesses which rely on personal sales are traditionally masters at cross selling. With a little creative thinking any business, even those where the sale is made at the register, can take advantage of cross sales.
One of the best ways to encourage cross sales is to advertise a discount on an item that requires other parts or items which you stock. Discounting compactors? Make sure you ask if the customer wants a case of bags. Advertising garden hoses? Does the customer need a reel for that hose? What about a nozzle?
Packaging items together is another easy and successful way of cross selling. Advertise an inexpensive camera packaged with photographic paper. Conversely, advertise an expensive camera with a low cost printer and sell them the photographic paper as well. Don't forget a coupon for the ink cartridges, they will need. Not only will you sell more than one item, you train the customer to come to you for those disposables.
Placement is another technique for cross selling. Instead of putting party invitations in the card display, make sure they are placed adjacent to the paper table cloths, matching party plates and other party items. Make an aisle display that features the scratch broom, leaf bags, and bag holder all in one place. Make sure those party items are all together and the matching items are adjacent.
Customize. Create a theme party kit which includes co-coordinated napkins, table cloth, paper plates, and utensils and perhaps a table center piece. If you have artistic skills use them. Put those party items in a basket to help the customer visualize how much more fun the party will be if they add something to the paper plates and the plastic forks.
Even if you aren't in retailing, it pays to try to cross sell, The person who comes in to get a tax return done is a natural opportunity for cross-selling financial planning . The person who comes in for custom drapes should get custom co-coordinating pillows. The more you think about cross-selling the more effective your merchandising will be. But the most important thing to remember is: Ask at check out is there anything else?
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