TOP TIPS AND TRICKS OF CROSS-SELLING

What is Cross-Selling?Cross-sellingmeans offering additional products and services to a customerwho has already decided what to buy.

ExampleIt is so often when you go to an electronics store in order to buya cell phone and you end-up with buying a cell phone, case andheadphones. What has happened is cross-selling.

It is essential to speak to your clients in your cross-selling

messages referring by name or using “you”.

Direct reference gives the customer the feeling of a tailored offer, an internal

feeling of being treated individually and that her or his needs are understood.

How to Cross-Sell?SPEAK

TO YOURCUSTOMER

In order to be ready to do the cross-selling you should study your offers and find complimentary additional products and services to each offer.

Use your target market knowledge and expertise to find the best pairs for your customers.

DOYOURHOMEWORK

When a customer buys a product and you decide

on what to cross-sell, show the pairing so that

the customer can understand how the two items will work together.

In a store you can place two items next to each

other.

SHOWITEMS

TOGETHER

Pay attention to the price when bundling your offers for cross-selling. If your customer buys a suit for $700, suggesting to add a $40 tie is a good idea, but not vice-versa.

Don’t try to cross-sell items that are more expensive than the chosen item. It is recommended to offer additional products that cost not more than 25% of the initiative purchase.

BEREASONABLE

The beauty of cross-selling is that it is

associated with a much shorter and easier buying

decision.

Customers are involved in deciding on the initial item they would like to buy and it will be much

easier for them to decide on the much cheaper and

less complex item.

EASYBUYING

DECISION

If there are items that can be offered to virtually any of your products and services place such items closer to the check-outs and to where the customer usually queue or stay.

If these items are simple then it is very likely that your customers will decide to add these impulse products to their baskets without your help

CHOOSEPLACE

Use website analytics tools to find out which products to

cross-sell and create a structure of what to cross-sell

on each page.

Some platforms have tools that can help you to organize

your cross-selling activities. Such systems can analyse all

the previous purchases and decide on the set of items to

offer without your help.

EMPOWERYOUR

E-COMMERCE

Based on the information about how your customers browse your online shop and what they buy you can create a list of items that are frequently bought together.

Show the items in a special section called something like ‘Customers who bought this also bought these items’.

BOUGHTTOGETHERITEMS

You can draw more attention to the additional products by

adding some kind of a stimulus or incentive to it.

For example, you can offer free delivery or free gift

wrapping if another product is purchased.

Make sure that this incentive costs you less than you can earn from cross-selling the

additional product.

ADDSTIMULUS

If consumption of some items is very connected you can bundle these products together.

For example, if you sell beds and mattresses then you can bundle each bed with a corresponding by size and price tag mattress.

Discount the bundle and promote it so that your customers could notice the value of your offer.

BUNDLEOFFERS

If you sell products that should be used together or one after another then you

should mention it on the products to inform your

customers about that.

It is likely that the customer will follow your

recommendations in order not to damage the product

and not to sacrifice its benefits.

USEYOUR

PRODUCTS

If it is possible, involve some experts or celebrities to recommend using some items together. This will give more credibility to your bundling and cross-selling offers.

Another way of increasing credibility is to create a review of how the items work together and how this may benefit your customers.

ADDCREDIBILITY

No matter how long or short the buying decision process is try to mention items that

you are going to cross-sell on the early stages of the

process.

If you do it later your customers may already

decide on the budget and your new recommendations

will confuse them.

MENTIONON EARLY

STAGES

Next order discount is a great cross-selling technique that gives your customers the opportunity to decide on their further purchases later without losing the discounts.

You should promote the discount so that your customers can notice it before they decide to buy anything.

NEXTORDERDISCOUNT

When cross-selling do not try to push your offers too hard.

Remember that the main object is creating value for your customers instead of

making them, buy what they don’t need.

If they feel that your recommendations work and that they benefit from your expertise you will get many

recurring

DON’TPUSH IT

TOO HARD

READ MORE ABOUT CROSS-SELLING AT WWW.LOGISION.COM

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