Don’t laugh at this phrase! Although it is often used for a giggle, it is not a joke- these words are money makers and should be paraphrased in every business. This simple question, uttered by millions of order-takers in hundreds of languages, has helped make Ronald McDonald a very wealthy clown. Those six words fatten not only the customers: they have increased the fast-food chain’s revenues monumentally.
Salespeople often forget to add these magic words, or an adaptation of them. Think about your product mix and consider how you teach your staff to increase their sales simply by suggesting an additional item or two to each shopper. Find the fries in your store.
Every business owner needs to look at ways to increase his business with add-on sales, whether they are products or services. After all, you already have the customer and have incurred the costs of the transaction, so making it a bigger sale is highly profitable.
Amazon is an expert at this- each time you look at a book, video or CD on their site, you see a list of other titles ordered by shoppers who purchased the item you are considering. They even follow up after the sale, with a very sophisticated email program that suggests items based on your previous purchases.
Ready-to-wear sales people commonly suggest a blouse to go with the new suit, a belt for the trousers or a tie for the shirt. These incremental sales add up, and the customer goes home happy with a complete outfit.
The gift and home business is no different. We need not only to fulfill our shoppers’ requests, but anticipate their needs. It takes a little training, but once your salespeople understand the idea and build a habit, the results will amaze you. Don’t stop selling before the customer stops shopping!
When you have a sales meeting and suggest ad-on sales, you will often get blank looks from salespeople who think you are just trying to get the numbers up. It is imperative that your staff understands that adding to the sale is not only good for the bottom line, it is good for the shopper. We are serving her, not cramming stuff down her throat. With less time, more commitments and higher gas prices, the American consumer wants to accomplish more with fewer stops. Help her do exactly that with suggestive selling.
Teach your associates to take an extra minute to think about what you can do for the shopper. Start small. With every gift you sell, ask if she needs a greeting card or enclosure. You will be astounded at the number of people who are delighted to be reminded.
Essential add-ons
Some add-on sales are truly a public service. Of course, the most obvious is batteries for any toy, but that is the start. What about the clocks you sell? They need power, too Every gift store should sell batteries for their merchandise so the customers are ready use their new accessories when they get them home. Do you sell gift wrap? What about the tape? While tape and batteries are often convenience store items, and the margins may be short, your customer will be thrilled that you saved her a trip and will pay a little more to buy it from you and avoid another stop.
While add-ons are great for business, forgetting to sell your customer essential accessories is actually bad for business, because it upsets your customers when they don’t have everything they need. Do you sell make up? Add on remover. Tennis racquet? Balls and a cover. MP3 player? Case and better earphones.
A little extra
With many gifts, there is a little extra something you can suggest that will make a good present great. When I wrap anything soft, like a robe, shawl or blanket, I like to add a bag of potpourri or a bar of scented soap so the gift smells great. Add a pretty box to any jewelry purchase, a bookmark to a book, a pen to a box of stationery…the list is long and fun to plan.
You can even suggest add-ons that you don’t sell- like stamps to go with cards or wine to go with a bottle stopper or glasses. The customer will remember and appreciate your thoughtful suggestions.
Wrapping jewelry in unusual ways is lots of fun. We recently sold a beautiful necklace to a man who presented it to his wife on an Ugly Doll’s neck. She came in a few days later and told us not just that she loved her new necklace, but how much fun her husband had shopping for it and planning the presentation. Use your imagination!
Special of the day
What is the big news in your store? Share it with your customers. Choose something and have your entire staff talk about it whether it is sale on candles, seasonal merchandise or a new product. The excitement is contagious when everyone is talking about the special.
Complete the home
When a people start to redecorate, they often begin with something large like a sofa or a dining set. When it arrives, their old furniture frequently looks shabby and they then shop for lamps, rugs and occasional pieces they did not realize they needed.
If the salesperson has taken the time to show coordinated accessories and smaller pieces as she was selling the sofa, the chance that the customer will return for some of the other items is excellent.
The number one add-on sale for upholstered furniture is fabric protection, which is very profitable, but others include a throw for every sofa, furniture polish and additional throw pillows.
Craft stores
It is hard to stop shopping in a craft or hobby store. When you get rolling, you want it all. The trick here is to be sure your shoppers get the right things. In these stores add-ons are easy, but it is imperative that the shopper leaves with everything she needs for the project is planning. Take the time to ask the questions!
Holiday shoppers
Shoppers in December are harried, hurried and overwhelmed. So are shopkeepers, for that matter, but it is the easiest time of the year to build sales with each customer. When a customer buys a gift or two, always ask “Who else is on your list?” Once she has made a choice for one person and is happy with it, it is easy to keep her going and finding perfect gifts for more of the people on her list.
Also suggest gifts for certain types of people. Tell her the hot items for teachers, hairdressers or office parties. Ask her if she needs a back-up gift or two to keep on hand just in case. Don’t forget hostess presents and stocking stuffers.
What about their needs at home? Does your shopper have enough cocktail napkins? Candles? Ornament hangers?
Caution: Don’t suggest every one of these to every customer Your sheer exuberance may overwhelm her. Listen to her needs and make recommendations appropriately.
What are the fries in your business?
Every Jack needs a Jill, every shoe needs a sock, every sale has an add-on.
Stop thinking of fries as fast food…think of them as money in the till. Find the fries in your business and teach your staff to mention them. It is a quick way to supersize your sales.
Mary Liz Curtin and her loving husband own Leon & Lulu, a 15,000 square foot furniture, gift and accessory store that has lots of things to adds to any sale. She is the author of A Shopkeeper’s Manual. Visit her on the Web at leonandlulu.com and marylizcurtin.com