Page 135 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

For example, having salespeople mention products when taking an
order can encourage customers to make multiple purchases.
Cross-selling is similar to up-selling, although there are some key
differences. Up-selling is where a salesperson attempts to have
the consumer purchase more expensive items, upgrades, or other
related add-ons in an attempt to make a better sale. Up-selling
usually involves marketing more profitable services or products.
Examples of up-selling are adding side dishes to a food order, selling
an extended service contract for an appliance, and selling luxury
finishing on a vehicle.

In practice

• Ensure the profit from the extra items covers the cost of the time

spent selling them.

• Educate sales staff to ensure they have a full understanding of

the products they are offering.

• Plan which products to offer to which customers. As with any

sale, integrity and honesty (even straightforward openness)
usually work best.

• Only attempt to sell products that are clearly linked to a specific

purchase the customer has made. This ensures the marketing
pitch is more appropriate and less opportunistic.

128 • 100 GREAT BUSINESS IDEAS