Sales IQ: "I Didn't Know You Did That!"

Sales IQ is a monthly column that taps into the sales expertise of your fellow Chamber members. This month, Jen Ciosek of ActionCOACH gets cross-selling across.

Do your customers know the full range of products and services you offer?  Too often the answer is “NO.” So how can a customer that has done business with you for years not know you sell certain products or deliver certain services?  The answer is simple – You’ve never told them (or you stopped telling them).

As a business owner, you acquire new customers because you met their current need for one or more of your products or services.  You may even stay in touch through various efforts, so they continue to think of you when they have another need for that particular product or service. 

But many customers have needs for more than one of your services, now or in the future.   The key is to make them aware of all the products and services you offer, then keep reminding them to gain the sale when that need also arises. 

To build your business:

• Develop monthly specials that include at least one item from each different category.  For example, an office supply business would likely promote various offices supplies but including an item from the office furniture category and office cleaning supply category each month would create awareness and incremental sales opportunities.
• Include an “Our Products or Services” area in all of your marketing materials.
• If you use customer testimonials with your marketing efforts, ensure they reflect your range of products or services.
• If you utilize reward programs that include a free product or service, consider using alternate products for the giveaway.  For example, instead of 11th haircut free after 10 are purchased, consider a free massage or manicure after 10 haircuts.  This allows you to introduce a customer to another service you provide and still add value.

Remember, customers won’t buy products and services from you if they don’t know you have them available.  So tell them again and again and again.

This story is part of the Chamber's new monthly Business Driver email. To receive any or all of our email newsletters, click here.