Page 43 - Cowch eBook - Staff Manual 2019
P. 43
SUGGESTIVE & CROSS SELLING
When using your sales nous, there are two main techniques of selling:
suggestive selling and cross selling. Cowch team members will use
their skills in these areas to increase the average spend.
The goal of up-selling and suggestive selling is an immediate sale at
the point of purchase. It is specifically related to an item the customer
has already ordered. For example you may suggest, a coffee in mug
size or extra toppings on a frozen yoghurt. The easiest way to make
a suggestive sale is to ask leading questions such as ‘was that the
medium size?’ instead of ‘would you like a small or medium?’
Often when a customer hasn’t specified which size they would like,
they are more susceptible to a leading question. Coffee size is the
easiest up-sell and the best place to start for staff who are not yet
confident with their selling skills.
The goal of cross-selling, is to achieve or seed a sale for later on or
from a different venue or revenue stream. For example, the purchase
of an Udder Mug after a memorable Cowch experience, or suggesting
a gift voucher as a great gift pre-Valentines Day. Cross-selling may
be recommending kids parties to parents who dine at Cowch or
suggesting they visit a Cowch store at a different location.
Watch for cues from customers that will tell you if they are open to
cross selling or want to be left alone.
An example: Runners taking hot chocolates out to customers can
watch for reaction to the mugs. If the guest says, “Oh my god, that
mug is amazing! Let me take a photo!” that indicates the customers
would be more receptive to being informed you can purchase a mug
from the counter. A customer who simply says ‘thank you’ or ignores
the runner will be non-receptive and find the cross sell to be intrusive.
Watch the cues you are getting from your customers. Read the guest
and determine the best way to interact with them.
Remember the ROCK, PAPER, SCISSORS rule of selling.
Relationship trumps everything!
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