Why Phone Store Syndrome Sucks: Five Ways to Upsell Successfully
Have you ever walked away after purchasing something new and felt disappointed?
This happened to me recently. I had just purchased my new smartphone. My disappointment was not in the item. My disappointment was in the selling process. The store had taken my money and given me the item. And I felt disappointed.
Surely the store had done just what I wanted? Actually, they had failed in one key task.
They had failed to upsell me
I was ready to buy a new case for the phone. I was ready to buy new software. I was in full buying mode.
Many people enjoy being sold to. They are happy to buy more. This applies to business purchases as much as consumer purchases.
But you have to offer the buyer the right opportunity.
I’m always surprised at how many upsell opportunities printing sales people miss.
Here’s a list of some of the ways in which you should be upselling me:
1. Remind me of extra services you can offer
Most printing companies offer more than ink on paper these days. Many will offer design, data management, Web-to-print, postal services and fulfillment. So tell me about them. Give me some case studies on how you have helped other businesses grow when they have used these services.
2. Tell me how I can improve my specification
A lot of specification changes that I am offered focus on how to reduce cost. Why not tell me about how I can make my product have more impact. Could I be using a fifth color, a better paper stock or a new finishing technique? Could I be using personalization to increase the return on my investment? Again, it helps if you have some case studies that show how these changes to specification will improve my business results.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."