Page 97 - Lighting Magazine March 2018

customer desires, he/she shows the client the best item that matches the criteria; this is the beginning of Upselling.
As we have reviewed in the past, we are interacting with most clients at the trial-and-test phase of their buying journey. They may have set their digital search criteria with a maximum dollar amount, which will not expose them to the be er goods available. For that reason, present your best products rst and explain precisely why they are the best in that category.
The theory behind “show your best rst,” is based on the clients’ expectations based on the digital re- search they have done. When you carefully lead o with items that are of be er quality and more expen- sive than they anticipated, it opens up new ideas to them.
This method will produce the desired results only when the salesperson is clear on the style and trend the client desires. Upselling your best crystal chan- delier to someone who wants the urban farmhouse look will result in a “No Sale” and foster a poor image.
upseLLInG basIcs
The revenue-building skill of Upselling is based on a well-choreographed product presentation built around detailed knowledge. This brings e ciency when communicating value-building information about the services and products being sold. Without proper training and coaching in this area, it will be di cult for most salespeople to o er clients simple solutions, much less be er goods.
cross-seLLInG defIned
Cross-selling is the art of encouraging customers to buy additional items to maximize their showroom visit and increase average sale amounts. Cross- selling encompasses all items o ered for sale. It is not manipulation or a trick you are playing to get people to buy more. When the product or service being of- fered provides additional value to the customer, it is a bene t.
“Do you want fries with that?” is a common side sell o ered at a fast food chain. Think of all the side sells we are exposed to in our lives. They are so much a part of every type of commerce, we may become a bit numb to them.
Based on daily exposure, we know Cross-selling is going to happen at some point in our real-life consumer interactions — or even in our digital ones. Think of the side sell used on every shopping web- site. When looking at an item, below the image you
will see the phrase, “People who purchased this item also bought these.”
Other than an impulse item, side selling must be introduced early in the sales process — even when you are not sure what the customer wants or if he/ she will buy from you. If you wait until the end of the presentation, or until you get to the checkout area, it is too late. You will appear to be a pushy salesperson rather than a helpful concierge. Planting the Cross- sell seeds early lets you reap the extra sale.
One way to introduce category Cross-selling ef- fectively at any point in the sales conversation is to “break” from the client with a well-practiced release. For example, “I must step away for a few moments. While you are looking around, we have just added a variety of ( ll in the blank) if you notice them, I would love your opinion.”
This phrase relieves any pressure the customer may feel in a selling situation and it plants the seed for them to look for the mentioned category be- cause you want their “opinion.” This works best when introducing side sell products, such as mirrors, acces- sories, and gi ware that are disassociated from the primary reason for their visit.
The ability to present related products means you know all your complementary items by category and style. To be successful in this form of presentation requires spending time and money on the continuing education of the sales team.
ImpuLse ITems
Another popular way to increase an average ticket and to improve closing skills is with impulse items. When thinking “impulse,” think of grab and go. Items that are small are more likely to be sold.
Many items can work well in a lighting showroom. One category is small jewelry pieces.
A high-fashion bracelet display at the checkout area will get a ention from shoppers. When a cus- tomer looks at, touches, or comments about the items on display say, “Those bracelets are so cool, I can’t believe how many people grab them for them- selves and gi s. Customers check in regularly to see the new styles we get in to add to their collection. Which one do you like?”
Keep a ordability at the forefront when it comes to impulse items, although price points will vary based on your shop and the demographics you serve. While the conventional sweet spot for impulse pricing is $20 and less, I’ve seen some impulse pur- chases as high as $400.
“You Can’t Insult a Customer When You Show Your Very Best First.”
March 2018 | enLIGHTenment Magazine 95
on the Mark