When a shopper has only one product in mind, a marketer can often persuade him or her shopper to buy more, in value and or in volume.
Persuasion in marketing has been called 'unethical' and it often is. In response, this post quickly mentions best practices and common forms of persuasive product offerings. If done well, both the marketer and buyer win with higher profits and solutions found, especially when the product selection challenge the buyer.
Rule #1: Get to know your customer's current problem. You likely already know the solution. When communicating with him, focus on how the offering will benefit him specifically ... (not the long list of features or product awards)
Rule #2: Admit when your product offering can not benefit him. Believe me, a trusting customer pays the premium of loyalty! Although you lose a sale on that day, you are likely to gain a customer for life.
Rule #3: Constantly update his total, including shipping costs. People do not like surprises.
Upselling
Persuasion in marketing has been called 'unethical' and it often is. In response, this post quickly mentions best practices and common forms of persuasive product offerings. If done well, both the marketer and buyer win with higher profits and solutions found, especially when the product selection challenge the buyer.
Rule #1: Get to know your customer's current problem. You likely already know the solution. When communicating with him, focus on how the offering will benefit him specifically ... (not the long list of features or product awards)
Rule #2: Admit when your product offering can not benefit him. Believe me, a trusting customer pays the premium of loyalty! Although you lose a sale on that day, you are likely to gain a customer for life.
Rule #3: Constantly update his total, including shipping costs. People do not like surprises.
Upselling
- An offering within the same product category as the buyer's initial choice but more up-market (as the name suggests) and with greater perceived value. Upsells are intrinsically related to the buyer's need and initial product choice. Driven by a need to solve a problem, buyers are likely to pay the premium required to get the product that better meets his or her needs. Not surprisingly therefore, upselling has been reported as being as considerably more effective than cross-selling before the final checkout stage, especially among existing customers. In fact, upselling can also be done in conjunction with cross-selling. Upselling examples include the following.
- the next higher model to replace the current one that the buyer has in his shopping cart (this is the most common and effective way of upselling)
- a store owner promotes an upgrade for a product the customer already has at home
Upsell DOs
- Upsell products should not exceed roughly 25% of the original product
- Upsell products should be those that generate the most positive interest like best sellers and have the most and or best reviews
- Create default add-ons but ask customers to de-select which add-ons they do not need
- Automate the suggestive process by creating categorizing and tagging products
- An offer of a product that is different in form but complements the main product. Cross selling adds volume to the sale and not necessarily more intrinsic value to the buyer's main focus. Cross sell examples include the following
- car rentals offered at the 'Checkout' page when customer is about to pay for a hotel room (An upsell is different as it might have been a more luxurious room)
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| This cross-sell appeared on Amazon product page for a blue bottle. |
- An offering that complements a main product and is unlikely to exist as a stand-alone product. Once included, add-ons can essentially transform a main product into an upsell version of itself. Add-on examples include the following.
- Travel insurance that is added to an airline ticket
- Tires that come with a car. They may be changed at any time. They are sold separately and as add-ons
- A plug in for a program, just as WooCommerce is added to WordPress and can not exist on its own
Add-on DOs
- If you offer add-ons automatically as default options from which buyers may opt out, make this clear. If not done correctly, buyers can become distrustful.
Bundling
- An offering that packages multiple products together for a single 'combo' sale. It usually combines a main product with its auxiliary / ies. Stores may offer products only within bundles 'pure bundling' or give buyers a choice, 'mixed bundling'. Sometimes, a single main product may have several bundle variants. (See full articles dedicated to bundling)
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