“Would you like fries with that?”
What’s it cost McDonald’s for its counter clerks to utter those six little words? Zero. Nada. Zip. Nuthin’. But what if those little words are never spoken?
With little effort and at virtually no extra expense, upselling can turn a sale into a SALE in capital letters.
There’s a reason that upselling works. It’s because this is the very moment the customer pulls out a wallet. There’s no time riper for a sale than that instant when a sale is already being transacted.
The buyer has already overcome all buying obstacles. The customer’s attention has been captured, which is no small or inexpensive task. The customer’s interest has been piqued by the benefits of the product or service. Resistance has been overcome by favorably weighing value gained against cost. And the deal is about to close with that most gratifying experience of receiving what is now much desired and highly valued.
In fact, there may be no other moment when the buyer will be happier with the seller than when standing at the checkout stand.
This moment, with interest and desire peaking and sales resistance crushed, is the time when customers are likely to be happiest about buying from you.
So, what are you waiting for? Strike while the iron’s hot! “Would you like fries with that?”
There’s a reason knickknacks at checkout stands are called impulse items. Their purchase is almost always made on impulse, rather than being the product of the long (and therefore costly) sales process that includes grabbing attention, creating interest, building desire and prompting purchase.
What works with bubble gum and tabloid newspapers works with products and services of all kinds.
Yet, how many of these easy, already primed sales are lost simply because of the No. 1 cardinal sin of selling? No one bothered to ask, “Would you want (fill in the blank) with that?”
Upselling is profitable because:
It capitalizes on already successful sales efforts
It requires little additional persuasion or promotional expense
It’s an opportunity to peddle items at full profit margin, since the buyer may already feel she got a bargain leaving a little extra to spend on herself as a reward for being frugal
Items that by themselves wouldn’t lure a buyer off the street now can reap the return on investment they otherwise might never generate
Profitable upselling takes many forms and works whether you’re marketing goods or services. Consider these scenarios.
You’ve just sold your widgets to a buyer on your Web site. The buyer’s about to click through to complete the sale. Your database software identifies the widgets and calls up from your inventory three additional, related widget-like items. “Since you purchased our widget, you may be interested in adding these useful widget-like items,” the caption reads. Thumbnail photos of the items are displayed with one-line blurbs testifying to their usefulness, value and/or low-cost. A single click adds another item to the buyer’s shopping cart.
You’ve just finished negotiating a contract with a new client to purchase your accounting service. As the client pulls out his checkbook, you suggest, “For new clients we offer a 20-percent discount for tax preparation services if they sign up at the same time that they purchase our accounting service.”
You’ve just served a scrumptious meal to a couple at your sidewalk café. Instead of merely dropping off the check at their table, you wheel over the dessert cart. “If you liked that meal, you’ll love this dessert,” you promise.
Here are some cautions when engaging in these scenarios.
Don’t overload the options. Offering three widget-related items is about the limit. Too many and the buyer may tune you out.
Don’t be pushy. A discount for buying now is a powerful motivator, but it can also appear to be hard-sell. Soften the pitch by reminding, “You can always decide later. Even without the discount, our tax preparation services are competitively priced.”
Don’t ask, “Would you like dessert now?” It’s too easy for your customer to say, “No.” Instead, couch the pitch this way, “After that great meal, you deserve an additional treat.”
(Posted May 2006)
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