Upsell and follow up.
Simple, right?Â You already know this. But are you actually doing it?
Two of the easiest things to do to increase sales without spending even a dime to chase new customers, something you shouldn’t need to do if you are doing things right, are asking for the upsell and following up.
Before you change the channel, note that when I say upsell, I dont mean badger the crud out of your client with mindless “Do you want fries with that?” list of questions.
Instead, I mean ask smart questions that provoke your client to ask for more help, and do smart things that helps keep them out of trouble.
One local example is a nearby Chevy dealer’s Customer Appreciation Day, which just happens to include a bumper to bumper vehicle check.
On a nice 80 degree summer day, you don’t think much about being stranded. In the middle of a cold Montana winter, it’s on your radar anytime you’re out in the boonies.
In the middle of the coldest part of our Montana winters, which also happens to be their slowest time of the year, the dealer examines their clients’ vehicles for problems.
That vehicle check is done at no cost, plus you get breakfast or lunch and a bunch of chances to win door prizes.
They also have extra salespeople around in case clients have questions, but it isn’t a shooting-fish-in-a-barrel sales event.
It’s a service/safety event that even includes a bunch of folks in the heated detail bays washing every car before the client takes it home.
The client goes home with a laundry list of stuff to keep get fixed or just keep an eye on, without any sales pressure. It truly is a courtesy check.
And of course, it’s a gold mine too.
Why? Because people see a bunch of stuff that they know might strand them on the side of a remote rural road at the worst possible time, so they either get it fixed at the dealer, or they take the list elsewhere (or home).
Even for those clients who don’t get a bunch of work done at the dealer, this serves a purpose: It gets that owner and their vehicle into the store once a year no matter what. It gets the service people an opportunity to check over the vehicle for potentially dangerous problems at least once a year. It gives the sales folks an opportunity to chat with former customers (there’s a reason why I call them that), offering them the chance to re-fire the connection with them.
While it would be a great idea for you if you are in any sort of service business, you don’t have to put on a big production like this every year.
You simply have to pay attention and take the opportunities presented.
When I bring my mower in for a new blade like I did earlier this week, you might take an extra 30 seconds to check the oil and see if it is low, or dirty.
You might check the air filter and see if it needs to be cleaned, or re-oiled. Even if those services only cost $5 to perform (plus the oil), that’s $10+ in incremental revenue, PLUS you make the point that you are trying to lengthen the life of my machines.
Trust me, if it burns gas, uses oil and I own it, it’s probably begging for help.
And I guarantee you, I’m not alone.
In many ways, your goal is their goal: Make sure that the client is as prepared to go into tomorrow, much less the rest of today, with as few detours as possible.
Yesterday, I had a pitman and idler arm replaced on my Suburban aka the Scoutmobile. I couldn’t pick them out of a box of parts but I do know they are part of the front end suspension and messed up ones like to ruin tires.
Meanwhile, another lady walked in to get a tire repaired. She was happy to find that the tire repair was free, but had to ask if someone would check her battery.
She shouldn’t have had to ask.
When her vehicle was taken in to fix the tire, it should have been part of their procedure to check the battery, tire pressures, fluid levels, wipers, brakes, shocks and tire tread.
Not just to upsell, but to make sure the client’s vehicle is safe to operate. And of course, to give yourself the opportunity to show the client that you are looking out for them and their vehicle.
But that didn’t happen, even though we were in a place that’s known for offering good service. You can tell they are trained, but they could be doing even more.
By the way, it turned out that the lady needed a new battery. The well-trained car guy offered her choices, let her make a decision and made the sale. But if she hadn’t asked…no sale.
Could you and your staff be doing more, all while being more helpful?