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Up & ADD 'em… Advice from Marketing Speaker, Jim Ackerman… | Marketing Wizard's Alliance

Up & ADD ‘em… Advice from Marketing Speaker, Jim Ackerman…

By Jim Ackerman · Friday, April 27th, 2012

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In a recent post I talked about coming to grips with the fact that most often, you’re acquiring customers at a LOSS.

Well, it doesn’t have to be all that bad. Take a look at this video, where I explain that Up-selling & Add-on selling can mitigate that loss — maybe even turn it into a gain…

A couple of additional points…

First, I really didn’t mean to say getting the earrings FREE was a companion offer. Getting the earrings at a discount when you buy the bracelet is what I meant to say.

Now, remember that companion offers aren’t the only things you can add-on. And there is no rule that says you can only make one add-on offer.

SEASONAL offers make sense in some businesses. I saw a little sandwich sign sitting in the isle of a grocery store saying, Flu Shots At The Pharmacy, $20.

That was in the Fall. In the Spring they ran allergy shots.

Your seasonal offers could be holiday seasons, hunting seasons, football seasons, bridal seasons, whatever.

AT LARGE offers could be located anywhere around the store if you’re a retailer, or come out of nowhere if you’re any kind of business. You just mention them…

“Because you’ve made this purchase today, Mr. Jones, you have qualified for a special offer on (fill in the blank).”

Finally, let’s not forget the CHECK-OUT offer. In the store they may suggest batteries when you’re at the counter. Certainly you can come up with something to offer at check-out.

Now here’s the thing. Have 3 add-on offers ready to go. Offer the first and get a decision. Regardless of whether you get a yes or no, offer the 2nd and get a decision. And once again, regardless of the answer, go ahead and offer the third.

“Wait a minute, Jim, people will get turned off. They’ll say I’m a pushy salesman!”

No, they won’t… if you do it right. Pushiness is not what you do, it’s how you do it. There is an elegant way to do this a crass way. Think it through in advance. Think like a customer. Then craft a script and process that will leave the customer feeling like you have actually served him or her at the highest possible level for making these offer.

Before a close, a word about UP-SELLING.

Do it!

Start out by selling the dream… give them a vision to shoot for. Let the client have a glimpse of what’s possible. You might be surprised that some will actually say yes. The first time that happens, you’ll wonder how many similar sales you’ve missed because you robbed the client of even the opportunity to look at something better than what they thought they wanted.

And in addition, when you sell the dream, they’re highly likely to spend at a little higher level — due to the principle of contrast — than they would if you never showed them the possibilities.

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