Premium product sales, known as upsales and add-ons, can leave a positive imprint on a company’s bottom line. Business owners who don’t encourage and teach employees how to upsell could be staring at lackluster numbers at the end of a year, regardless of how store traffic or orders are received. According to Jeff Mowatt, corporate trainer and international speaker, there are three big mistakes in upselling:
1. No attempt is made at all
2. The salesperson comes across as pushy
3. The upselling is unconvincing, so the customer declines the purchase
Mowatt’s advice is to assume the customer will naturally want the more premium product. An article he wrote on the topic says, “Begin the upsell with a brief benefit, then if possible, add something unique about what you’re selling. To avoid sounding pushy, particularly if the upsell requires some elaboration, ask for the customer’s permission to describe it.”
Sometimes, it seems as if all a customer wants is to feel a part of the process. So, rather than saying, “This is a brake pad and it will fit your vehicle,” you should say, “If you are concerned about performance and safety, then this is the brake pad you need. It has a new technology that allows for maximum stopping power.”
Mowatt says you have to focus on the customer’s need, not yours. “Don’t try to sell the customer something you wouldn’t buy if you were in their shoes,” he suggests. “It is totally irrelevant whether or not this purchase suits your needs; what is relevant is whether it suits the customer’s. That perspective empowers you to upsell effectively and with integrity,” he comments in his article.
In the auto parts business, there are plenty of opportunities to upsell or offer add-ons, be it with retail or professional customers. They just may appreciate the fact that you have their needs in mind as you offer them various products.
According to Mowatt, if business owners see that their employees just don’t understand or feel comfortable upselling, a little professional training would make a world of difference. For tips and self-study kits, visit www.jeffmowatt.com or call (800) 566-9288.
