The other day, I was buying coffee at the local Starbucks. I was in a hurry, so I hit the drive-thru. I was struck by the display on the window where I paid for my hot coffee. I’d already made my order, but there, at the window, Starbucks was offering bananas, water, instant coffee and promotional offers, just in case I needed more. Do you think people buy this stuff? Of course they do, many people do. It’s an up-sell strategy that very few small business owners have mastered. And, I think they could take a lesson from Starbucks.
What do you sell?
Your core products are why people venture into your store (offline or online) in the first place. If you are a coffee shop, people come for coffee and maybe they’ll also get a sandwich or pastry. If you are a bookstore, people come for books. Whatever you are, that’s what people expect. You should do that really well.
What else do your customers want?
How can you compliment your core product with other items that your customers also need or want? They don’t come to you for these products, but while they’re there, they buy. It doesn’t have to be something completely off the wall, just slightly adjacent in spirt to your core product. Think about what your customer does with your core product. What could they use with those products? What compliments and enhances the use of your core products? That’s your up-sell.
Look around and test.
What are your competitors selling that you are not? What is Starbucks selling? Put yourself in your customer’s shoes. What would you want to buy while checking out of your store? If you are a bookstore, have pens, journals, notebooks, mints, book lamps and what else? If you are a coffee shop, sell music, arts and crafts from local artists. It’s a win-win all around. Whatever you sell, make sure the price point is low enough that it can be purchased right then, with little thought.
Check the grocery store aisle and look at all the candy and magazines. People don’t go shopping for these things, but that’s my point. They don’t know they want them until they see them. It’s an impulse buy.
Test many items in small quantities. Put something out and see how customers react. Take it away and see if they ask for it. Finally, practice your pitch and train your staff to suggest complimentary products for your customers.
Let your up-sellsl increase your revenue, profits and overall success. Best of luck.
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