Far too often sales people and employees aren’t trained on effective ways to upsell, chances are you either offend customers by being too pushy, or leave money on the table that customers would have willingly spent with you. Either option is costly. When it comes to increasing revenues from current and potential customers, often times not enough attention is paid to upselling. While added benefits of a professional on hold system include creating a positive brand impressions and improved caller experience, its primary asset is still to be used an effective means of “selling more goods.”
Effective on hold upselling strategies...
Assumptive is the key. You’ve got to assume that the customer will naturally want this. Your on hold script begins the upsell with a brief benefit, then if possible, adds something unique about what you’re selling. To avoid sounding pushy, particularly if the upsell requires some elaboration, you simply prompt the caller to inquire with your staff for further details.
Why is upselling on hold is so important?
Upselling using on hold messages is practically effortless. A funny thing happens when you understand advertising, communications and marketing -- you can creatively draft an on hold script, designed to persuade or prompt callers to inquire (or buy) a little extra or “up-grade” before the final purchase.
A carpet cleaning company,for example, might inform or suggest to callers the benefits of having professional carpet or upholstery protectant applied after the cleaning to help resist against spots, stains or premature resoiling. In fact, you may even receive a discount on this with certain services already being performed. These upsells are usually small purchases that the buyer doesn’t have to put a lot of thought into. The bonus is they can be extremely profitable for you as the sales person and for your organization.
Why upselling on hold is so profitable...
Using the carpet cleaning company example above, consider this: Let’s say the average sale for scotchguard protection is $65.00, less the cost of labor and materials of $20. That’s an extra $45 per job! Now let’s say you book 3 new cleaning appointments per day, and one of those 3 who had heard your message on hold ad about the scotchguard protection offer, and added it to their job. Do the math, that’s nearly an extra $1,000 per month, and a huge profit marginin effortless upsells! So, upselling on hold is one of the highest and best uses for your business, as well as for your prospects and customers waiting time.
Other businesses like HVAC service companies, pest control, pool cleaning companies, etc. offer service maintenance contracts that add value and savings to their customers, as well as profits to their bottom line! In fact, studies have shown significant increase in the sale of service/maintenance contracts when mentioned in an on hold script. Upselling these Service/Maintenance contracts are not only extremely profitable, it also helps to prevent customers from leaving to a competitor.
The 3 biggest mistakes in upselling!
1. No attempt is made to upsell.
2. The salesperson comes across as being pushy
3. The upselling is made in an unconvincing manner so the customer generally refuses.
The Bottom line, On hold Upselling is easy...
Every business owner should realistically look at whether or not they could improve the way they up-sell. For most businesses, the addition of a professional message on hold program can help make a world of difference. A professional on hold marketing agency, will help to develop a Focus on the customer needs-not yours. That perspective empowers you to upsell effectively and with integrity. Other effective upselling techniques with your on hold marketing is to promote any companion products or services. For example a spa or salon may promote retail hair, skin or nail products for that “salon look at home.” Another example could be package deals for Group related products.