Page 40 - GBC fall 2015
P. 40

Asking is the first major step in shifting your team to more of a sales organization. If you go to a hotel and ask for a complimentary upgrade, you will get it 85% of the time but if you do not ask, you will get a complimentary upgrade 5% of the time. Those who ask get more out of life and those who ask sell a lot more. Golf courses that encourage employees to ask have a much more profitable company.
THE POWER OF UPSELLING
Upselling works at McDonalds because they use a simple script that changes based on what the customer orders. It works because asking is now a part of the job. The staff do not fear rejection because upselling has become a normal part of their job duties and a customer saying no is not a reflection on them as individuals but that the customer simply does not want cookies.
“Upselling works at McDonalds because they use a simple script that changes based on what the customer orders.”
The reason upselling works is because they make it easy to ask and have a script to make it part of the sales process. If you make it easy, your staff will ask and your profits will increase. Try the following:
• When you sell a pair of shorts or pants, say “would you like to look at our new golf shirts to go with your new pants?”
• When a customer pays for a round of golf, say,”can I book you a tee time for next week while you’re here?”
• When customers sign in for golf, say “would you like to try out one of our new drivers or rescue clubs?” Or, “would you like to pick up a dozen golf balls on special today?” Or, “would you like a cart today?”
• When you sell a set of golf clubs say, “let me show you our new golf shoes, they just came in!”
• In your restaurant, when someone orders a sandwich or hot dog say, “would like you like fries with that?”
I think you get the message. Have a meeting with your team and discuss what to actually say in certain sales situations. Make it clear that this is now a part of the job and that all businesses must sell more to survive. Have them role play the scripts you have chosen and then observe them in a real customer interaction.
It is not easy to get your staff to ask but when they do it on a regular ongoing basis; you will increase sales and increase profit. The choice is yours.
WHAT IS dOWN SELLING?
The other side of the upsell is the down sell and is equally effective in getting people to buy. In fact, this technique is designed to help customers choose items that are more expensive so that your total revenue will increase.
Generally, buyers are not exactly sure of what they want and they cannot decide until they know what is available. The down sell technique positions the most expensive items first so the customer can see what the very best looks like and then you can make a concession in price and quality and your customer will be more likely to buy at a higher price. Many salespeople start with the lowest priced item and work their way up. These sales usually end up being of less value than the down sell.
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