Direct selling techniques, such as offering upgrades, related products, or special services, can increase the value of a purchase. Salespeople should tailor their approach to each customer and consider their behavior to avoid alienating them. Examples include related product sales, updates, and special services.
Direct selling techniques may include offering upgrades, trade-ins, related products or special services. All of these methods increase the value of a purchase that the customer is already planning to make. Employees and others who work directly in sales and customer service may receive training in direct selling techniques as part of their new job orientation. They can also develop and refine their methods through workshops, professional publications and other tools.
Each sales opportunity must be tailored to the needs of each customer. The employee needs to think about the purchase and buyer behavior to gauge the level of interest in additional products and services. Some customers can be alienated by aggressive sales tactics, and discretion can facilitate the sale as the customer is informed of additional options that were not previously evident.
Related product sales are a common example. When a customer buys a cell phone, for example, the seller might offer a protective case or screen, carrier, and other products related to the phone. The employee can emphasize the benefits they offer the customer, such as protecting the phone in everyday use. Extended warranties are another example, where customers are encouraged to pay a small warranty fee at the time of purchase to access service and replacement coverage.
Another tactic is a substitution or exchange. These direct selling techniques involve implying that a customer might prefer a more expensive product because of the additional benefits. In a restaurant, for example, when customers order water, the waiter might ask if they prefer it still or sparkling. This method can encourage the purchase of bottled water, as customers may be reluctant to specify that they want tap water.
Updates may allow the customer to immediately improve a product for a small additional cost. Computer retailers sometimes use this tactic to encourage people to buy additional software when they purchase a computer system. The employee can offer to install the update on site at no additional cost. As with other direct selling techniques, the customer may emphasize customer convenience, and the salesperson may consider it a long-term savings, even if the immediate cost is greater. For example, it may be cheaper to buy software as part of a new computer package than to buy it on its own.
Special services can also be employed in additional sales techniques. Some companies offer service technician visits for a flat fee at the time of purchase. The buyer can appreciate the added security and assurance of future product support.
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