Up-Selling

Everyone's happy. The client is ready to sign the document because he loves you, loves the capabilities and services, loves the company, the project manager and can't wait to get started with the project . His wallet or checkbook is open, he’s flexible and open to re-defining the project scope. There is plenty of extra money. But in your eagerness or nervousness to "make the sale," you leave all the extra money on the table. 

Up-selling or scope expansion is the single biggest lost opportunity in amateur salesmanship. 

Up-selling can be defined in one word: Ask. Want another word? Question. Want another one? Suggest. Another? Recommend. All of these words make up the core of the up-sell process. And up-sell is the sister to a referral -- both are sales-after-the-sale. Both are "in addition" to what you already have sold. The big difference is that up-sells are now and referrals are later. Both require asking or further engaging -- but the referral can also be earned (no ask). 

Both referrals and up-sells are sciences that must be mastered to maximize the use of time and dollars of profit. What could you up-sell? What can you add to a contract? What else can you ask for when a client selects your firm? How much more could you earn by doing that?

Every business has options. What is it for you? What could you or, better stated, what should you be adding to your contract scope? Do you have a list? Do you have a great way to add them? 

The up-sell sales theory is: Once the wallet is open, empty it. The client is in a buying mood. He has already made up his mind and is open to any suggestion that will help him. It all rests on your ability to engage, combined with how much trust you have built. Think about how you buy. As soon as you make up your mind to buy that pair of shoes or sweater, you're looking around for "what else." Or if the clerk makes a suggestion, you're all ears (or should I say, all wallet). 

Wanna make more up-sales? Not making enough of them? A strategic advantage can be had by the way you ask for the up-sell. Look at the classic model: There is the same old same old question you hear at any convenience store, "Anything else?" This is a feeble attempt at up-sell. Too generic. And usually not even answered. People just lay their money on the counter. 

Now let's look at the classic example of up-sell in modern business, "Do you want fries with that?" Billions of dollars have been generated from that single question. Possibly the greatest up-sell question ever invented. It's a specific request. And many are likely to just say "OK" without giving it a second thought. This question has been upgraded to "value meals" and other mutations. But the classic example will reign supreme. Everyone reading this has heard that question and responded in the affirmative. That's powerful. And it's money in the bank. 

If the convenience store employee would say, "Most people forget cigarettes, a bag of chips and something to drink. What have you forgotten?" the additional cash results would be staggering. 

There are two options in up-sell. You can ask or you can tell. Asking is more genteel, but telling has more power (if you are confident you are helping, not just piling on). 

The lost science of up-selling is broken down into forms or elements. Here are a few to contemplate: 

•• Recommend. I think you should also get ... 

•• Suggest. You may also want to add ... 

•• Consult. I have personal experience with this and I urge you to ... 

•• Question. Have you thought about ...? Have you ever tried ...? Do you know about ...? 

•• Power phrases. My experience has shown me ..., the best value is ..., the most profitable way is to add ... 

•• Comfort them. Most people take ...., everyone else uses ... 

•• Ask. Would you like ...? 

Up-selling is not top-of-mind awareness. You have to keep working at it. 


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