| I honestly believe if you take these five questions, take | | | | to ask for the referral. The chances are the people |
| the fundamentals of each of them, and apply them to | | | | your customers know and associate with like similar |
| your business you could quite possibly see a | | | | things to them... |
| considerable growth in your turnover. These five | | | | It's another form of up-sell but not directly to them. |
| questions are designed to increase turnover, limit your | | | | What about asking questions along the lines of... "Out |
| losses and analyze and realign your business all in a | | | | of interest sir/madam, would you know of friend that |
| very short space of time. Wrapped up in a few | | | | might like these as well? I could do you a very good |
| hundred words and the advice is free... Does life get | | | | price if you were to purchase two today?" |
| any better? | | | | Maybe you don't make a double sale right then, but |
| Would you like fries with that? | | | | maybe you ask the question and they then refer the |
| Before I get a few hundred emails telling me that your | | | | customer back to you when they get home... just |
| business does not sell hot chips, don't take the question | | | | because you planted the seed. |
| literally, think about the thought process behind it. I think | | | | If I was the customer would I...? |
| anybody older than twenty five will remember the first | | | | If you don't already you have to put yourself in the |
| time they heard that question. I would love to be able | | | | shoes of the customer... over and over and over again. |
| to gauge the financial gain those six words provided | | | | You must see your company as your customers see |
| for Ronnie, but rather than ponder someone else's | | | | it in order to give an objective opinion of the service |
| success, how can you apply the same logic to your | | | | you are supplying. |
| business. | | | | Even the big bosses of multimillion dollar conglomerates |
| Up-selling is not a new concept but one that is rarely | | | | have twigged on to this one and are going under |
| used to its full potential. You may already have the | | | | cover, not only as customers but as employees as |
| stock to be able to pair items off against one another, | | | | well. It is an important tool for us to gauge our business, |
| or perhaps you need to introduce a new line? I was | | | | so get out there with your customers and see what |
| actually putting this theory to the test the other day | | | | the interaction is like when they buy your product or |
| and I walked around 5 shoe stores... do you know that | | | | service... would you come back? |
| only 2 of them sold socks and one of them didn't even | | | | Are there things you can improve on? Whether it's the |
| sell shoe polish... To me that just seems crazy! The | | | | surroundings in your store or office space or perhaps |
| perfect up-sell opportunity when someone buys a pair | | | | the appearance or cleanliness of you facilities... There is |
| of shoes has to be shoe polish... doesn't it? | | | | always room for improvement so why not set |
| Do you sell shoe polish? Are you offering it to you | | | | yourself a goal and promise to take yourself from |
| clients when they buy a pair of shoes? Metaphorically | | | | start to finish of your customers experience once |
| speaking of course... on both counts. | | | | every six months. After the experience promise |
| Can I ask you why? | | | | yourself that you will improve at least one thing, it |
| We don't make sales to every customer that makes | | | | doesn't have to be revolutionary, although it can be, but |
| an enquiry or walks into our store, business would be | | | | if you know that you are constantly improving your |
| too simple if we did. I would guess that if you asked | | | | business... so will your clients... |
| the majority of business owners out there they would | | | | Can I have my money please? |
| know exactly why their customers buy their products, | | | | It sounds simple, but so many business owners avoid |
| but have you ever considered why other customers | | | | the debt collection phone calls until it's too late and it's |
| don't? Asking a customer why they haven't bought | | | | already damaged your business, and not just from the |
| your products or decided not to use your services is | | | | lack of payment. You may be in a coveted position |
| an essential activity for the business owners really | | | | where your business does not give credit, but a vast |
| looking to be at the top of their game. | | | | amount of businesses do and when the service or |
| Simply by asking the question you can find out a | | | | goods have been supplied the money comes |
| myriad of ways to improve your business, or even | | | | afterward... or perhaps doesn't. |
| save a sale. We don't ask the question because we | | | | I have seen it so many times where businesses have |
| believe the answer will be a negative one and no one | | | | a seven day payment policy but even after the debt is |
| wants to hear negative things about their business... | | | | two or three weeks old they have still not asked the |
| seriously what are we, twelve? | | | | customer for the money. It is out of some ridiculous |
| It is vitally important that we either ask the question or | | | | idea that we might upset a good customer by asking |
| have some sort of survey in place to give us these | | | | for money... it's your money and they, I'm sure, agreed |
| answers. A lot of the time we find out it is not | | | | to the terms of business when you supplied them in |
| something negative with our product or service but | | | | the first place. |
| bad marketing communication. People make | | | | If you have seven day payment terms and haven't |
| assumptions about inclusions or omissions with product | | | | been paid by day eight, you need to make a polite |
| packages and services... you'll hear statements like, "I | | | | phone call or email gently reminding your customer |
| would have bought it if it came with a stand", chances | | | | about payment. If there is an issue you will find out in |
| are the product comes with a stand and we just didn't | | | | enough time to fix it and it may just have been an |
| communicate it properly in our marketing... | | | | oversight. The money is much better in your bank |
| Think out of the square on this one and try and get to | | | | account than theirs. |
| the bottom of the lost sales. If someone has visited | | | | If you let big bills grow with your customers and they |
| your website or come into your store you have | | | | are in trouble, not only do you not get paid but then |
| already done most of the hard work, so don't lose | | | | they feel awkward that they owe you money and buy |
| them now when you are so close to the sale! | | | | the products they used to buy from you elsewhere... |
| Do you know anybody else that might...? | | | | so now you have lost another sale as well... You must |
| When you have a paying customer consuming or | | | | bring this under control. |
| purchasing your products or hiring your services it is | | | | In summary there are just 5 simple questions to either |
| the perfect opportunity to make a second sale. They | | | | ask yourself or others that can make a massive |
| are obviously keen on your products' and probably | | | | difference to you companies performance... What are |
| think the price is right too... this is the golden opportunity | | | | you waiting for? |