Working in sales can be lucrative, especially for those who naturally relate well to others. As a salesperson, a paycheck reflects the ability to connect with people and give them helpful advice about product perks and the items that work best for their specific situation. Higher-priced items such as hot tubs can come with heftier commissions, which is why sales staff tend to focus their attention on selling these products.
products sell at a lower price point than the hot tubs themselves. Commissions
are understandably lower, often rendering these products second fiddle in the
minds of sales staff.
Turning that thinking around is something Bob Phipps, CEO of the Retail Doctor, a New York–based retail consultancy, believes is of the utmost importance in sales. “You have to see add-ons as giving the customer more ways to get more out of the original purchase,” Phipps explains. “Customers need to understand the benefit of the entire package.”
salesperson really gains the customer’s trust, it becomes much easier to
recommend add-on products that fit their overall vision. Employers need to
teach sales staff to be engaging and speak from the heart rather than from a
script. Over delivering and being authentic and available always makes a great
impression too. The customer leaves happy and the salesperson can rest easy
knowing that they’ve gained a customer who is likely to return to make future
who hire for the ability to engage a stranger find that the add-ons are not
hard,” Phipps says. “The shopper wants to spend more time with the person
because they have made that shopper feel they matter. People who feel they
matter buy more. The converse is also true; people who feel they don’t matter
buy less. It starts with who you let on the sales floor and how you train
should hire team members who are reliable, trustworthy, and willing to go the
extra mile for customer service; these employees are happy to engage the
customer on a personal level and are invested in selling the right product for
the customer’s needs.
course, even the most interactive staff members won’t win over the customers
without the product information to back it up. Arming sales people with the
tools they need to do the job is a win for everyone; sales staff engage with
the customers and make sales, the company gains repeat customers, and the
patrons have a good experience and get the products they need.
“The best way to get a sales staff excited about selling ‘add on’ products is to make it super easy to explain the benefits to the customer throughout the buying process,” says Lynne Jensen-Nelson, founder of Conversion-omics Speakers & Consultants in Minneapolis. “Provide them with attractive sound bites of information that can be easily added to the conversation. Don’t leave it until you are standing at the register writing up the sale.”
sound bites would contain more than just a list of the product’s features.
Staff need to convey that it’s about an experience, and that add-ons enhance
that “backyard oasis” they’re searching for. Conveying this starts with the
employee’s personal connection with the customer. When sales staff get to know
the customer, they can explain a product’s benefits in relation to the
customer’s specific needs.
Training staff on how to engage with customers,
giving them the product information they need and conveying the higher
financial gains of repeat sales over the one time purchase is a great way to
get staff on board with add-on sales. Once they understand that a satisfied
customer is a repeat customer, everyone reaps the rewards. The customer’s needs
are met; the sales person creates a loyal customer (with the ongoing commission
to prove it) and that also creates more stability for the business.