Retail experts insist that the biggest missed opportunity -- especially during the holiday season when you may just focus on getting the sale -- is the add-on sale. In good times, these provide a nice boost to your regular profits. In a challenging economy, like the one we’re dealing with now, they’re essential.
Some simple ideas for thriving with add-ons:
- Ask For Them: During JCK magazine's webinar, “Surviving Holiday 2008,” Brad Huisken, president of IAS Training, noted that it's common for jewelers to be so happy to close the sale that they sprint off to the register. He suggests taking a moment to inquire: “Who else is on your holiday gift giving list?”
- Use Every Opportunity: Huisken says to think about creating sales from every interaction you have with customers, including repairs and jewelry cleanings.
- Don’t Make Assumptions: Have you ever stopped yourself from suggesting an add-on, simply because you didn’t think the customer would be open to it? If you’re connecting with a client, don’t assume anything. As long as you’re polite and helpful (not pushy), chances are the worst thing you’ll hear is “No thanks!”
- Make It Easy & Natural: As you’re writing up a sale, suggest related items (perhaps stud earrings to match the necklace or bracelet they’re buying), and mention how it will enhance the item they just bought.
- Get Online Add-Ons: Ever notice how Amazon.com (and other web sites) offer suggestions on what else you may like when viewing and purchasing their product? Add-ons aren’t just for the in-store cash-rap; they can be an effective way of boosting online sales as well.
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