A simple and honest question we face almost every day at various junctures. We have new fountain cola machine installed. Etc etc. Simple, Honest and Sincere probing often leads to enhanced sales. Invariably some of this or some of that gets added to our order. In retail sales and impulse buying product we have seen it quite too often. But is it an innocent question or a question of concern that how this poor fella will push down this burger in his throat without lubrication from a soft drink or something more is going on.
However we generally forget or tend to be too shy to talk about cross selling, up selling and introducing the other product portfolios to our institutional clients. This comes naturally as there are no instant decisions to be made in institutional sales or B to B sales. So all such efforts which works wonderfully in retail segment shall not be that effective in B to B sales. No!! It’s not true and again this is one of the many sales Myths.
Selling more to existing customer is relatively easier. It’s a researched fact that while success rate in selling something to a new customer is 15-25% for even a star sales person but the same success rate zooms to 65-70% while selling to an existing customer and it’s 5 to 25 times cheaper for the organization to target such clients. So leaving any opportunity with such success rate will be like leaving the money on the table which was ready to be grabbed.
Cross Selling- Is selling supporting or allied products to the primary which enhances the value/utility of the main product. Where in UP Selling is selling higher version of the product (premium product) with more features etc. however these are something which is already in the hands of sales person and with a little mindfulness he can harness the potential of the client. One need to be a great listener often it serves the purpose of cross selling and up selling however upselling is relatively easier than cross selling. Few basic concepts which can help in selling more to the same client are-
Relationship: This is the comfort level which the client has with the sales person. How much trust and honesty is being enjoyed between the parties because and generally point to point discussions do happen between people who don’t have any relationship environment amongst them. Once this ice is actively broken these point to point discussion of requirement fulfillment leads to problems which need to be addressed with the products and other allied needs which need addressal as well and open a window for upselling and cross selling.
Knowing the Users: More often than not buyers and users are different. Users have issues with existing set up and trigger the need for change. At times the whole story does not reach to buyer in the same way as it needs to be addressed or they understand it superficially without prejudice. Once the direct discussion with user happens in details they shall understand the intricacies of the product/services/ideas in question and will give ways to upselling and cross selling.
Probing and Active Listening- Once probing is done delicately and client needs and usage is understood in details it’s easier to act as consultant and sell more. Remember people have a preconceived notion of sales person that he might sell you something which you don’t need and on the same hand they trust the consultant on their genuine advice. This transformation can be achieved through probing and active listening with mild suggestions around main issue which in any case will be fulfilled. The client journey and future upgradeability always attracts the buyer, as they understand that you are not a one timer and are interested to get associated for long term.
Here one thing is to be remembered that honesty goes a long way and any dishonest effort might lead to loss of client. One need to be careful while recommending the up sale and cross sell. It got to be genuinely addressing certain needs and have a true usefulness for the client organization. Know your client business is the key world which one should follow for in depth penetration of client account.
Further there are several such opportunities, especially with the large organizations with varied portfolio to sell cross departmental products and services. However this potential is generally not harnessed. Often there is not a central policy within the sales organizations around revenue sharing and becomes subjective. More often than not there is mistrust between interdepartmental sales leaders which hampers such prospects. There are instances where 4-5 different sales persons from various departments shall be visiting the same client. It’s not only wasteful but also reduces the chances of having in depth comprehensive sales process/ relationship to be established with client. In such scenario neither the client nor the sales organization understands their mutual worth/importance to each other. A comprehensive key account management policy helps and improves such scenarios.
As a sales person we should always remember this innocent probe- Would you like some fries with your burger and it shall bring one in right perspective to sell more and sell often to same client.
Leadership Insights 