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Up-Selling Up-selling is a vital part of today’s sales market and can be accomplished in a variety of ways. Knowing what to listen for and knowing how to appeal to each customer will greatly increase your percentage of success in up-selling. Following is a guideline on how to best maximize your efforts.
Invitations • Ordering an additional 25 invitations initially can save a considerable amount of money and time over ordering 25 more at a later date. • Invitation lists frequently “grow” during the planning process. • Invitation lists should include the wedding party and close family members, as well as those who would like to have an invitation that has not been through the mail.
Customization • This allows the customer to create a “one-of-a-kind” invitation. • Check all our books to see if we have a invitation in a different color stock or a different accent color. If you don’t see it, give us a call. • Customization can add substantial dollars to your order total. • Call us to get a quote on custom orders.
Napkins • Ordering guidelines suggest 2-3 napkins per guest. • If they do not want all of them personalized, order some blank at a discount so they all match. • Napkins left over can be used at the gift-opening party &/or anniversaries • Napkins are relatively inexpensive and provide guests with a small keepsake.
Favors • Have enough for each guest. • Favors serve as a token of appreciation and remembrance.
Ensembles • Coordinate everything from the Save-the-Date card to the Thank You notes. • Cross reference stocks and accessories from all of our books or view products on our website at www.mcphersons.com.
Ensembles • If you don’t see what you’re looking for, give us a call. • Saying something like: “By the way, did you see the ______on page ___ that coordinates with your invitation? ” not only increases sales, it assists the customer, thus increasing referrals.
Shipping • Customers can save additional shipping costs if they order all their items at one time. • Suggesting the savings of a single shipment lets the customer know you are concerned about her, thus increasing the probability of referrals. • You get the sale now instead of hoping the customer doesn’t see what she’s looking for somewhere else before she returns to your store.
Time • Time is a precious commodity for every bride and anyone who can save her time is her “friend” for life (or at least as long as it takes to get through all the wedding planning!). • Make suggestions about items &/or services you have available to save your customer the time and aggravation of looking for them on her own. This also gives you the opportunity to increase the sales total.
10 Basic Factors to Consider to Increase Sales • Listen to your customer • Most customers welcome helpful suggestions • Be familiar with the stocks, accessories and services available • Be excited! • Explain the benefits of the items &/or services you offer • Be honest!!!! • Offer suggestions that will compliment your customer’s needs/personality • Keep in mind the religious orientation of your customer • Try to accommodate any special needs your customer may have • Know when to stop
Trulylistening to what your customer tells you while placing an order, gives you a better idea as to what items &/or services you can successfully up-sell to that customer. Listen To Your Customer
Most Customers Welcome Helpful Suggestions Most of the time, wedding couples and their families have never dealt with the amount of planning and organization required to plan a wedding. Consequently, they will frequently ask questions and solicit your opinion while placing orders.
Product knowledge makes sales MUCH easier. Such knowledge will help you create invitation ensembles and offer coordinating accessories and designs that will tie the customer’s wedding theme together. Be Familiar With the Stocks, Accessories And Services Available
Be EXCITED! If you express enthusiasm for the items and services you make available, your customer will be more interested and, consequently, more likely to follow your suggestions and purchase these items &/or services.
Explain the Benefits of the Items &/Or Services You Offer Sometimes customers do not realize information that we, as professionals, take for granted. Pointing out to customers that they can save time &/or money by following your suggestions shows your customers that you have their best interest in mind AND you also have your company’s best interests in mind by increasing sales.
Be Honest!!! ALWAYS present the items &/or services available to your customers in a truthful, accurate manner. Your customers will appreciate your honesty and likely express their satisfaction to friends and family, as well as possibly share this information on Internet chat lines. In today’s world of Internet connection, this information can reach thousands of people in just a few days.
Offer Suggestions That Will Compliment Your Customer’s Needs/Personality Different customers have different ideas about the type of wedding they want. Suggesting the types of items &/or services that appeal to your customer will help increase the success of you up-selling efforts. Following are some basic ideas.
Offer Suggestions That Will Compliment Your Customer’s Needs/Personality • Practical-printed flaps, extra envelopes, thank-you guide. (Additionally, practical customers appreciate the idea of saving on shipping and time by ordering all or most of their items at one time and from one place.) • Traditional/Formal-printed flaps, lined envelopes, separate enclosure cards (rather than corner copy), informal cards, blank thank you notes, crystal toasting glasses, ring bearer pillows, unity candles, guest books & wedding albums.
Offer Suggestions That Will Compliment Your Customer’s Needs/Personality • Whimsical/Festive-colored ink, candy wrappers & stickers, wedding bubbles, bell favors, game favors, balloons, cookie cutters, favor boxes and many other accessory items. • Contemporary-accessories with unique designs: etched or swirl toasting glasses, streamlined guest book pens, cake knives & servers, favor cones, cameras, bird seed or flower seed favors.
Keep In Mind The Religious Orientation of Your Customer Individuals of one religion may not be interested in the symbols or items traditionally accepted by another religion. They may, however, ask for designs or products to compliment the messages of their faith. Some cross-referencing may be necessary since these are not shown in every catalog; however, making this effort can go a long way toward building a positive connection with customers.
Try To Accommodate Special Needs Your Customers May Have If you have a customer that wants a specific design or screen on an invitation, we are usually able to do what the customer asks. If you are unsure about the availability of their request, call us and ask. If necessary, take the customer’s name and telephone number (s) or email address where they may be reached once you find the answers to their questions. If time permits, send samples to the customer so they are fully aware of what they are getting.
Know When To Stop Some customers are simply not interested in suggestions &/or assistance for one reason or another. Listen to the way your customers respond to your suggestions. If they do not sound interested, or if they tell you they need to economize DON’T PUSH.
Up-selling Phrases • By the way, did you know we have a ______ to go with your ____? It is on page ____. • We have a _____ that would go very nicely with the ____ you’re ordering today. • Do you have a(n) ______ yet? • ____is one of my favorite items because it ________. • If you were thinking about ordering ____ in a couple of weeks, you could add it onto your order now and save on additional shipping charges.
Up-selling Phrases • Many of our customers really like the ______. • Is there anything you wanted to order that you did not see in our catalog? If so, I will be happy to check our “stock references” to see if we have it available. (Note: “stock references” would refer to our other product lines’ catalogs/albums.) • Would you like us to personalize this for you? (When up-selling an accessory or another item that can be personalized, this is a much more effective phrase than, “Would you like to add that to your order?” because it assumes the sale rather than asking for it.)
Up-selling Phrases • What I like about ______ is ______. • One of the nice things about _____ is _____.