Do your staff up sell? If not, they should be
It is one of the easiest ways to increase the number of additional services that are sold each day. Because you already have a good relationship with most of your customers you will know more about them, which translates into a more proactive approach to introducing new or additional services. But here is the bad news
Most people don’t know how to up sell effectively and there are not many out there who now how to coach or demonstrate cross selling either.
Of course, as with all sales, this starts with one very important element. Listening effectively. Listen and you will discover your customers are probably telling you what they need, or at least pointing you towards opportunities to introduce a new or useful service. Up selling is a part of everyday life
Think about it - we are exposed to cross selling every day. When you buy your lunch or eat at a restaurant the person who takes you order asks would you like a drink with that, or what side orders will you have with that? I often refer to this as the McDonalds experience. You order a Burger they offer you a meal. You order a drink they ask if you would like a large one. By asking 1 extra question they are adding an extra £1 to £2 on each order. Easy.
In leisure clubs it works the same way. You offer other related products to give your customers the need to spend a little more on a service that will be of benefit to them.
Customers like to be informed - as long as it's relevant
Recent studies have shown, most of our customers would like to be informed of additional services that would benefit them. In fact, customers recognise the value you put in your business as well as in the kind of customer service you offer when you try hard and show an interest in their needs.
But when up selling, you must remember that what you are offering should relate to the purchase your customer is making/made or an additional need they drew your attention to during the natural course of your conversation. It requires practice, but it is a skill that can easily be mastered.
Practice, Practice, Practice
Ensure that you schedule time for your staff to practice their cross selling skills, and be sure to offer constructive feedback and support. You must focus on your customers' needs when you are cross selling. Don't try to sell products they simply don't need. Most importantly, ensure the product you are cross selling is relevant. To up sell effectively, offer products that are relevant to the original purchase. i.e. If an adult has purchased a fitness membership what activities do you offer that may interest there children, swimming lessons, classes, sports coaching? Never, ever overdo it
That is where the next pitfall can come. Always remember never to up sell too many products at once. Up selling can seem easy. However many staff fail to ask the customer what they want or even worse listen to what the customer needs. This means all too often, your staff will not identify potential products or services that may be of added value to the customer.
Know what you're talking about
To really build a culture within your operation that embrace up-selling, it is critically important that everyone in the organisation buys in. This comes with good product knowledge and coaching which gives staff the confidence to feel they are doing something beneficial for the organisation in which they work but even more so the customer they are looking after. Remember, though, it is vitally important that you listen to your customers. Do this and you'll have a much easier time identifying the products or services that they need.