I will admit first and foremost that I go tanning. Yes, the indoor kind that will supposedly ruin my skin and leave me with wrinkles in years to come. Nonetheless, I do it and I enjoy it. But this post has nothing to do with tanning and everything to do with opportunities to upsell your customers and the people that walk through your door.
There are 2 tanning salons that I have visited frequently in the North Shore Boston area and I have noticed how strikingly different they are when it comes to a)upselling me and b)ensuring I return again.
The first time I visited Sunbanque in Beverly, MA, the associate spent time with me explaining the various types of beds and booths they offered for tanning. They talked about all the lotions they sold and what made each one different and even shared in a smelling session with me (us chicks like to smell lotions – right?). Without being over the top, they sold me on a package and even a new face tanning crème that I didn’t even need.
I recently visited Revere Tanning in Danvers, MA and the experience was exactly the opposite. From the time I walked in to the time I left, I felt as though I was disturbing the associate working there. I prompted her to inquire about packages and offerings. I even asked about lotion and a particular kind that I liked (she had no clue what I was talking about and had no interest). After explaining my needs and my planned tanning schedule, she suggested a plan that after reviewing was not even close to being a good fit (but would have been a good sale for her).
My last tanning session with the package I purchased at Revere ended the other day and the person working said ‘today is your last day’. She didn’t even ask me to renew or ask me if I wanted to.
The experience at two competing tanning salons was like night and day. Sunbanque always asked if I had enough lotion, wanted to upgrade to the next level up (stronger booth for those non-tanners) or renew my membership when applicable. Revere Tanning made me feel like I was asking for too much if I asked anything at all.
I have this habit of re-booking all appointments but only when prompted. I do this at hair salons, nail salons, tanning salons, spa treatments, doctor’s offices, the dentist, etc.
If you don’t ask me for the sale or for my future business, then I am just going to leave.
Are YOU missing out on the opportunity to upsell? Do you take advantage of every customer that walks through your door and not only ensure they are satisfied and that you delivered the experience you intended them to receive, but that they will return again?
We spend some much time, energy, resources brainpower on developing strategies, catchy commercials and advertisements just to get people in, why aren’t we spending more of that time and energy on keeping them there and coming back?
Some brands do this just right while others are just relying on god only knows what.
A great example is the restaurant industry. HUGE opportunity to upsell and HUGE incentive for employees (bigger check equals bigger tip right?). I see them getting this right each and every time. From McDonald’s ‘would you like to super size that?’ to the waitress who asks if you would like cheesy bread instead of the ‘free’ kind or if you would like to add a salad.
Who will be in business years down the line? Revere Tanning or Sunbanque? I have my assumptions, what’s yours?
100% on the mark! In sales situations there is always an opportunity to sell a customer MORE than what they originally asked for. Why? How? Because you understand their business! Do you? If you don’t then you better because understanding their business and pain points will connect you better with the client. I was flown to Europe to ‘assist’ a sales agent during a sales call. Remember I am always the technical geek. While listening (remember this is a key word LISTENING) to the customer talk about his ‘challenges’, I was able to apply what I heard with my knowledge and make solid recommendations far beyond what the sales agent was originally going to sell. The following week I got a call from the sales agent telling me he just signed a contract for $150K. I asked when is he going to send my check, LOL.
The bottom line here is;
- Know your customer
- Know your customers business and pain points
- Don’t sell the customer stuff they don’t need, they are always smarter than you think
- Be honest and show that you believe in what you are proposing
Good Luck and Great Selling!
Ken
@kenpappas
Exactly. What most dont realize is that you have to sell more to them without letting them realize they are being sold more. What I mean is, that if you are genuinely helpful (like the salon that sold me lotion or asked if I wanted to upgrade my package), then it doesn’t ‘look’ like an upsell to the customer. They feel good about the purchase. If you are just trying to get them in the door at the minimum, you may actually get them in the door. But on the flipside, if the product they purchased did not satsify them or meet their needs entirely, you may lose them.
Love your 4th bullet; don’t sell the customer stuff they don’t need!
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