How to sell related products?

Sales of related products may increase a store's revenue by 10%. Is it bad? Who will refuse? However, for some reason not everyone is able to successfully trade in the "related products". One of the reasons is that sellers do not have clear instructions on what to sell.

We all know the formula for retail sales:

Store revenue = traffic × conversion rate × average check

And we know that the average check can be increased by selling:

• more expensive goods
• more goods
• related goods
• additional goods (consumables, goods of daily or impulse demand).

Just in case, let me remind you that the difference between the sale of related and additional goods is that the first ones are offered by the seller at the moment of selecting the main product, immediately after the buyer has decided with him. The additional goods are offered mainly at the cash desk. In this publication, we will focus only on creating scripts to sell related products that create a sense of care.

Basic principles of selling related products

• Related products do not need to be sold - it is enough to offer them on time and correctly. Naturally, we assume that the offered goods have obvious consumer value: -they help to solve the problem/task in a comprehensive way;
  - reduce the risk of problems;
  - decorate (give individuality);
  - increase functionality;
  - improve convenience;
  - increase the service life.
• Phrases should be short. The more wordy the sentence, the lower the chances of success.
• None of the phrases guarantee a hundred percent result. Even with the best phrasing in the above example, my chances of success are much lower than 40%.

The script task is to get the result not in 1 case out of 10, but in 4-5 cases out of 10. And you need to be prepared for the fact that a significant part of buyers will refuse the offer - this is quite normal.

Key techniques

When developing scripts to sell related products, I use a rather limited set of techniques, but I have enough combinations of them.

"False choice trap" (choice without choice). From the series "When is it more convenient for you to pay - now or immediately"? The attentive reader must have noticed that this is the technique I used when asking out.

The buyer of ceramic tiles will not be superfluous to find out: "What kind of glue should you write - ordinary or with antifungal protection? And in the company selling roofing materials, we have taught sellers to offer the right sealant under the hill: "What kind of sealant under the hill - an ordinary or air element?

By the way, I often use the opposite of "normal (standard, basic) - special (professional, extended). This makes customers curious, and now it is not me who sells, but they buy. It helps to remove the feeling of imposing.

"Default". When I decided for the buyer that he needs this product, and then I just inform him about it. The probability of failure is greatly reduced - we are more afraid of losing than not buying. Definitely, it's my favorite technique.

Seller of doors: "I wrote you a lock with a plastic tongue - it is the quietest" (by the way, and more expensive).

A special chic is to communicate with the customer, based on the fact that this product is necessary in any way, he just needs to decide in what quantity.

The chain of stores selling interior doors raised the sales of door stops in dozens of times (a thing that is certainly necessary, but about which few people remember at the time of purchase), asking when ordering a mandatory question: "How many stops to write out?

And in optics the same trick began to turn with the sale of disposable wet wipes. They sold 1-2 wipes each, and it is rare, now they have learned to sell boxes of 30 wipes each. - Consumables: "How do you take care of glasses - spray or wipes? (if napkins) Will one box suffice or take two at once?".

"Problematizing Questions". Instead of convincing the customer, it is better to simulate the use of the product with your questions. Then the additional needs will arise by themselves

- Do you have small children in your apartment?

- Yes, why?

- Why do I ask, usually in such cases they put not ordinary glass, but triplex. Firstly, it is much stronger, and secondly, even if you break it, for example, if you hit it with a typewriter, the splinters will remain in the canvas, and the child will not get hurt. Let me show you (when demonstrating, hit the glass with the back side of your fist).

In the auto parts store it is easy to increase tool sales with the help of the question "Is there anything to twist? And it is better to offer laptop bags with the question "What will you wear it in?".

"Sale of benefits". In other words, it is necessary to explain what additional benefits the buyer will get together with the related goods. The facts and figures sound very convincing here.

In a company selling roofing materials, we have several times increased sales of U-shaped profile (related products for fences from the metal profile) through a speech invented by one of its sellers: "Take the U-shaped bar. The strength of your fence will increase by 20%. And it looks much more beautiful. Look at how the fence looks with and without it".

And the illiquid stuck in the gift store - wooden cup holders with the inscription "Fortunately" - sold out in less than a week. And all thanks to the appeal at the box office: "Take for happiness, there is no extra happiness.

"Recitative". It is easier to offer different little things by simple enumeration.

Script for interrogation in a pharmacy: "Paper handkerchiefs, bahily, patch - is everything there? It is desirable to change it once or twice a week.

"Sullivan's Nod". The affirmative nod of the head at the right moment does literally miracles. I looked it up at the waiters - they are taught to do it when it comes to the list of dishes or alcoholic beverages, when it comes to the right position.

"I'll have a Coke." - "Big one?" (with an affirmative nod)

How to create a feeling of care?

Buyer behavior has changed a lot in recent years. And we increasingly see a negative reaction to the seller's active actions - he is simply suspected of "stealing". Here, I will share the techniques I use to create a sense of care.

• "Client memory stimulation". The more the client lists itself, the better. Just ask: "What else?" (but the phrase "anything else?" is no longer appropriate - you will hear "no" too often).
• "Reminder". We continue to stimulate the memory, but in more detail: "Do you have .... or should I write it out too?".
• "Default". I wrote above about it, and it also helps to create the right impression of care, not "soaking up".
• "Gambit". A term from a chess game when one side sacrifices a light piece in exchange for a more authoritative one or to put a checkmate. A very strong technique in sales, when the seller tells us what he does NOT offer and why. As a result, the trust in him in general becomes noticeably higher.
• "Oh, I almost forgot". It is better to use it at the very end, maybe even walking to the cash register. The client will understand what you think about what is best for him.
• "Do not sell an umbrella to the fish". Do not offer related goods and services if the customer does not knowingly need them or does not understand why they are offered.
  

The right supply plays a key role in sales of related products. Working scripts and training of sellers will help to successfully solve this problem and increase the revenue of the store.