Lessons in Upselling from an Online Top Selling Company by Rick Kirkham
I'm constantly explaining how sales techniques are the same both online and offline. Here's an example of a purchase I recently went through and the lessons I learned about backend sales....
Free
and Low Cost Advertising
Get
Writers and Marketing Tools
Lessons in Upselling from an Online Top Selling Company by Rick Kirkham
I'm constantly explaining how sales techniques are the same both online and offline. Here's an example of a purchase I recently went through and the lessons I learned about backend sales.... I'm horrible at remember to order business cards. I needed two sided business cards and more magnetic business cards as well. So, I went to my favorite online office stationary store, made some badly needed changes in the design of my business card ( I don't think anyone who understands what business cards are for is ever satisfied with the design and content) ordered my magnetic cards and proceeded to checkout.
Now Let's Compare This Experience With Walking into a Store Instead of Logging onto a Store
You
click your mouse or flip through a book for card designs
You
order your business cards at the checkout by walking there or
clicking your mouse.
What is usually found at checkout?
Low Cost Impulse Items!
Accessories
and special discounts for buying more works, as
I'm constantly saying, both offline and online!
The candy at the counter (also an impulse sale), the belt
to go with your new pants, the purse to go with your new dress,
the new bag gloves to go with your new heavy bag are all examples
of upselling. You closed the deal, you shook hands, you clicked
the order link, and suddenly, you're introduced to deals you just
can't pass up!
You Know This Works. Why Aren't You Doing It
One theory I have, though not unique I'm sure, is marketers look at the internet as some big, huge, strange, business beast unlike anything they've ever seen before. When in reality, you see it everyday! Every time you buy something from a store, order off the phone or order online from the convenience of your home, you see how the internet works because the same techniques used offline work online!
So What Did I Buy and How Was It Offered?
I
ordered 1000 business cards and 500 magnetic business cards. In
the business card section was a nice, shiny business card holder I
could have ordered for about $6.95. Nice impulse sale suggestion.
This would have been the equivalent of it being in the same isle
in a brick and mortar store. I declined the business card holder.
When I clicked the checkout box or shook hands with the
salesperson, I was offered a deal on labels. Somewhere during the
process I was also offered magnetic business cards to match my
business card order. This took place before ordering my magnetic
business cards of course.
After hitting the Proceed to
Checkout button without the additions, I was given what I thought
was a final offer. Another 500 business card for $4.95 shipping
included! I took them up on that offer, but it didn't stop there.
I was then offered an order for an even lower amount, $3.95 I
believe, for 500 previously ordered business cards! I declined
this final offer but remained impressed with the lesson.
You
can see how I could have easily spent more. The extra money made
from the upselling must really payoff for the company to afford a
system this complex.
What Can We Do?
Obviously not all of us can afford a system such as the online stationary company with whom I made my purchase, but we can offer bonuses for purchasing and instead of directing customers straight to the payment button, attempt at least one upsell. Thus offering your new customers even more for their money and making a larger profit yourself as well.
Conclusion
You're
not dealing with a huge, strange, business monster. You see
business sales and closes from the time you pick up the newspaper
in the morning to the time you turn off the television and go to
bed. Get
some good material to study advertising and sales and keep
your eyes open and ears tuned in to the ideas already out there
being used.
About
the Author
J.
Richard Kirkham has been in sales related fields for over 30
years. Over half of that time in a
health
related field. He's
a
dual
certified teacher and
martial
arts instructor. He
has expertise in alternative teaching methods and positive
reinforcement methodology. He's written several books in the
printable electronic format and has made downloadable videos and
DVDs and has published software.
You may now add to your
collection of his work to help both new and experienced marketers.
Sneaky
Ad Tricks Getting Customers with Free Offline Advertising by
J. Richard Kirkham
http://kirkhamsebooks.com/Advertising/
"Tested
free ways to advertise myself and others have used successfully.
Even if your business is online if you're not using my Sneaky Ad
Tricks offline your missing sales. This contains every advertising
trick I've ever tried or heard of being tried over a 30 year
period!"
Be sure to subscribe to his FREE newsletter
for FREE Articles and Tips
SubmissionSitesUpdates-subscribe@yahoogroups.com
by
sending a blank email. Don't forget to approve the Yahoo double
check email
Affiliate Instructions for Sneaky Ad Tricks
http://kirkhamsebooks.com/Advertising/SneakyAdTricks.htm
Sign up for this program
http://kirkhamsebooks.com/AffiliatePrograms/Affiliate4SneakyAdTricks.htm
Download this freeware program Order to Affiliate Link Changer
http://kirkhamsebooks.com/FreewareNShareware/InternetMarketing/Order2AffiliateLinkChanger.html
Download this article by right mouse clicking on the link then using Save As. Use Order to Affiliate Link Changer on it and upload it to your website.
http://kirkhamsebooks.com/Marketing/Articles/Upselling.htm
Look for more affiliate packages
http://kirkhamsebooks.com/AffiliatePrograms/Tools/index.htm
Email me with questions