What's most important step in add-on sales?
March 11, 2008
By Michelle Graff
New York—When assessing customers' needs during a sale, discovering why they need the item is the most crucial step when trying to add on to the sale, a sales expert said on Monday at the JA New York Winter Show.
IAS Training Principal Brad Huisken said of the four questions asked during the needs-assessment portion of a sale—what the customer wants, why they want it, what add-ons they might need and trust building—"why" is most important because jewelry is an emotionally based business.
"Share in that emotional excitement, why I'm buying this," he said.
One example of a good add-on situation that he used throughout the presentation is a man purchasing an engagement ring.
This opens up the opportunity for the sales associate to sell him jewelry cleaner for the ring or a wedding day gift, which many men might not know they need to buy.
Huisken said an add-on item doesn't necessarily have to cost less, and merchandise in all price ranges can be added on to the sale if the salesperson knows why the customer is purchasing the main item.
He also suggested keeping a checklist in store for customers that might remind them of upcoming birthdays, anniversaries and other special occasions, triggering an extra sale while they're browsing for another item.
He encouraged the approximately 30 attendees who came to the seminar to ask a variety of open-ended questions, including informational, business and essential questions.
He said the earlier in the sales process add-ons are introduced, the better.
"Start the process early, not late," Huisken said.
Huisken advises sitting down with sales staff and brainstorming a list of three to five questions that can be introduced in every selling situation that could lead to the purchase of additional items.
These could include queries such as, "What other special events do you have coming up?" or "What do you dream of next?"
The seminar was one of several that took place throughout the day against the backdrop of the JA New York Winter Show, being held from March 9-11 at the Jacob K. Javits Convention Center in New York City.
The show concludes today.
RSS
