Marketing Tips From The Guru

By Warwick Reader
Profit Growth Systems, Thirroul

Don’t forget the up-sell...

The other day I needed to buy something from an electrical wholesale outlet… you know the one where tradesmen go to get their supplies – where the guy is behind the counter, has to look up what you want on the computer then disappears into the back of the storeroom to get the item. Not a place you would expect to find great marketing skills. Well this outlet was different. Here the owners had obviously trained their staff in some basic marketing and sales techniques....

Once the sales guy had processed my order, he did one other vitally important step before I left… he asked me what I did then suggested something else I may like to consider buying that was related to my job. This went beyond the normal type of up-sell technique where one offers to sell something related to what you have just bought.

Remember the last time you went to McDonalds? What do they always say after you place your order? That’s right... “Would you like Fries - Coke - Apple pie with that?” That line adds over 200 billion dollars in sales to their company.

A hardware company could up-sell a torch.
A restaurant, a dessert.
A clothing retailer, a tie or a shirt.
A shoe store, a shoe polish or socks ..
and so on.

The rules to follow for a successful up-sell are . . .

Make the up-sell offer only after you have the credit card details and the first sale is finalised. (Just before you hang up or they leave your business).

Offer something related to what they just bought. (and not over 50% of what they just paid). If the customer just spent $200, the maximum up-sell value should be $100.
Use an up-sell script and stick to it.

Make sure that the up-sell is a special offer on the product. The customer must feel like they are privileged to be offered this saving - extra bonus, value, et cetera.
Always use this type of opening...

“One more thing John, because you’ve ordered over $xxx of ______(your product) you qualify for our special offer . . .”

OR

“By the way John, you’ve just ordered over $xxx of the _______ (product). You qualify for our limited time-saving on _______ product, which includes..”

I am sure you get the message. Companies that use this technique find that the up-sell adds up to 50% to the product of each order. It’s a real winner.

I am sure the electrical wholesaler I went to is reaping the rewards of this simple, no-cost marketing technique and your business could do the same just by instructing staff to do use the “up-sell”. Why not give it a go.
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If your business would like to learn more about the many low-cost or no-cost marketing tactics that could be used to grow your business and profits please contact me at

Profit Growth Systems – Email: info@profitgrowthsystems.com.au or Ph. 4210 6202.