| Instead of looking at your sales from a product | | | | overheard someone say, '"Yeah, go ahead; give it |
| perspective, walk a mile in the buyer's shoes. | | | | to him". It was you-know-who, who immediately |
| Consider what problem your customer is trying to | | | | said: |
| solve, then provide a complete solution. | | | | "I asked my manager and he said I could discount |
| Educate Your Sales Force If you teach your sales | | | | this to $10 for you if you still want it." (Still?). "I |
| people to think like customers they can add value | | | | guarantee it'll give you the deepest shine you |
| to a buyer's visit by making all the items needed | | | | ever had. If it doesn't; come back and ask for |
| for a complete solution available. Upselling is easier | | | | me. My name is Phil and I'm here everyday |
| because it is advantageous to the buyer as well. | | | | except Sunday and Monday. And if you use |
| Here's How It Works | | | | straight strokes (he gave me a product demo on |
| I was in an auto store buying paint cleaner, car | | | | the counter) instead of the Karate Kid stuff (he |
| polish and wax. A salesman came out of nowhere | | | | then made circular strokes), you'll never have to |
| and said, "nothing works better with Show Car | | | | worry about swirl marks again." Then he handed it |
| Glaze than this", and handed me a buffing cloth | | | | to me. |
| that cost $12. | | | | Case Closed. Up sold. (20% over my intended |
| When I declined he asked what kind of car I had. | | | | purchase) |
| When I told him ("Oh Wow, those are really nice! | | | | Complete Solutions Add Value To The Buyer Phil |
| What color is it?"), he now had all the info he | | | | knew I didn't want the buffing cloth. He also knew |
| needed to press forward. | | | | I didn't really want the wax, glaze, or cleaner. He |
| Educate The Customer He told me, with some | | | | knew I wanted the deepest shine I ever had and |
| authority (see, he has a dark car too), that when | | | | he arranged for me to get it. |
| I use the Carnauba wax atop the Show Car | | | | The Takeaway |
| Glaze on a dark car, I'd get the deepest shine I | | | | Upselling like this to just 1 out of every 4 buyers |
| ever had AND without swirl marks. Provided, of | | | | will increase your sales by 5%. |
| course, I use this $12 buffing cloth. | | | | More importantly, when you can transform your |
| I hesitated and declined again (Maybe next time) | | | | perceived role from product vendor to solutions |
| but not without some afterthought. | | | | provider-- satisfied customers, repeat purchases |
| Personalize | | | | and referrals are sure to follow! |
| At the checkout counter, ten minutes later, I | | | | |