Customer Corner, Volume 2

Last week, I told you that we would discuss suggestive selling. It can add money to your bottom line. It is easy to become very excited about getting new customers and new customers are vitally important for any business. However, the most profitable way to grow your business is from your existing customers.

Your existing customers already know and trust you. If you maximize their purchases, more will go to your bottom line. Is your staff trained to do that? If not, it may be costing you sales and profits. Here is a $100 dollar example.

A few years ago, a couple of my friends went to a big box store to buy a BBQ grill. My one friend told the store's associate which grill he wanted. The associate quickly went to work to get the grill taken to the front. My other friend (who has nearly 30 years in retail experience) asked about a cover, untensils, and a cleaning brush.

One hundred additional dollars were added to that one sell -- not because of the stores sales force, but because of a man who was helping his friend take better care of his grill. In this case it was 100 dollars, it could have been less or more, but add on sales are extremely important.


The associate was prepared to allow the customer walk out of the store with just a grill. Is your staff doing the same thing? Are you training them on how to suggest sell? What would it mean to your business if you added $100.00 to 50% of your transactions? It would be enough to create a suggestion sales game plan.


A couple of tactics: Create a list of add on suggestions for your major purchases and have your staff study them. Test them on it. Have some fun with the training. Think about paying a bonus for add on purchases. If you stay focused on this, be patient, look for coaching opportunities, your staff will soon take ownership.

Do you follow up with your customers after a major purchase? The technology is there to send emails, make phone calls, mail them a post card. Thank them for the sale, ask them to grade your store, offer them a discount to refer a friend. Suggestion selling could be a great way for you to hit your goals in 2010.


The next time you need a speaker, make it easy on yourself and call me. I will inspire, motivate, and entertain your group. Check out my speaking demo at www.bransonbusiness.blogspot.com then call (417) 339-6568 for availability. The only way I look good is making you look good for booking me.