Would you like fries with that?
A paper vendor of mine came in for his weekly sales call yesterday. He usually comes in to just make some face time in hopes that when we need to order paper, we call him and not his competition. He usually comes in and visits with everyone, tells a few jokes, and heads on his way.
Yesterday, he told me that his company was really pushing the sales representatives to sell more office supplies. Office supplies? I didn’t even know that my paper vendor also could sell me office supplies. Apparently my vendor has mentioned this to us before, and it never really clicked.
Chances are that your customers and prospects are also oblivious to some of the products or services that you provide; similar to my surprise that my vendor also sold office supplies. Selling more is the goal of every business, but selling more to your current clients can be easier than you think–it will just take a little work. Constantly and consistently marketing to your current customers is key to cross selling and upselling products or services.
The Marketing Fix
Whether suggesting complementary products and services or offering an add-on to one your customer has recently purchased, cross-sell and upsell strategies require understanding your customer’s buying habits and needs. You can analyze the customer data that you probably already have to target the needs of your current customers.
Using this data can help you to create more timely marketing. For instance, you may know customers who purchase a lot of sale items whom you can target and market to when you have a sale event. You can also identify the types of things that they buy. In a retail situation for example, if you know of customers who purchase a lot of children’s wear, you may market to them during the back to school season.
You can also use data to help remind your customers that they need your service. Car dealerships do this all the time as many monitor when their customers are due for a service and they email them or send a reminder postcard. Perhaps you know that a particular client always uses your service at specific times of year. Be proactive and reach out to them ahead of time and remind them of how much they love your service. An example of this could be a catering company that has a list of clients who typically utilize them for holiday parties. They could be proactive and reach out to them so they don’t risk losing them to a competitor.
The Tools
The tools you need to effectively cross-sell and upsell to your clients will vary depending on the product or service you are trying to sell, the amount of data you have available on your clients, and the marketing channel you wish to use.
Some marketing channels to consider:
- Signage-Signs, posters, and banners can communicate your message at a point of sale or at an event. It can suggest a new product in a very big way. The only draw back to signsis that your customers present to see the sign.
- Direct Mail-Direct mail remains a very influential marketing channel. Boost up your direct mail by using your customer data to create personalized one-to-one marketing efforts.
- Email Marketing-Emails are a fast and inexpensive way to suggest products and specials to your customers. Make sure that your customer data includes email addresses and entice customers to join your mailing list.
- Social Media-Social Media is a great tool to use when promoting a product or service. However, these forums are “social” so do not use blatant advertising. Instead, use statistics and case studies to support you service.
By implementing effective cross-sell and upsell campaigns, you can sell more to your existing customer base. As a result, not only will you sell more, but you’ll also be increasing brand loyalty and market share at the same time
PIP Tip: In order for your customers to care about the product or service you are pitching them you must demonstrate value. Why do they need this? What’s in it for them? How will this help them? What problem or issue will this eradicate?
What an example of a cross-sell/upsell campaign? View our Case Study.
Amanda Moore
