Do you want fries with that? Or, how to add-on profits to your bottom line without spending a dime.
Most sales experts agree there are a certain number of key steps to take in making a sale; typically the steps are:
- Greet the customer (Acknowledge, qualify & open the sale, etc.)
- Probe to discover needs & wants (Ask questions, sales interview, etc.)
- Recommend product (Demonstrate, make alternative suggestion, etc.)
- Trial close (First attempt to open relationship, etc.)
- Handle objection (Overcome objection, re-state needs & wants, etc.)
- Ask for the order (Close sale, open the relationship, etc.)
- Farewell and follow through.
There are a variety of nuances In each of these seven steps which are important to ensuring you win the sale, gain a happy customer and maximize your profits.
One challenge is that, too frequently, the sales person and the prospect see it as an adversarial relationship.
Often an inexperienced or eager sales person is so relieved to receive a ‘Yes’ that it doesn’t even occur to him or her to make sure that the customer has everything they need to gain full benefit and satisfaction from the purchase. What a shame to all concerned! How many times have you left a store with a purchase that was exactly what you thought you wanted but then realized you didn’t pick everything you needed to complete your task. Let’s look at some examples:
- A camera with a small memory card
- A tennis racquet with no case to carry it in
- A computer without a backup system or the right software
- A can of paint with no brush, drop cloth or masking tape
- A new outfit without matching accessories
- And yes, a McDonald’s burger with no fries
By creating a script and/or checklist for every sale at your shop, you’ll not only help your customers to have a better experience but you’ll add dollars to your bottom line.
The first step is to understand that it’s OK to want to help your customer get the most benefit from doing business with you. It doesn’t help your customer if you let them get out of the store with just paint, when you know that they also need brushes, rollers, a drop cloth, masking tape, paint thinner etc..
McDonalds uses scripts that any 16-year-old can master. When you order a big mac and a coke, they’ll ask “do you want fries with that?”. They ask that question because 3 out of 10 people say yes. And fries are the second most profitable item on their menu, after soda. If you order the fries with your meal, guess what they ask? “Would you like an apple pie with that” and so on.
What about your business? Other than the main item you sell, whether it’s a service or a product doesn’t matter, what else can you offer them to create a better experience for your customer and more profits for you? You have to know what your most profitable items are, and you have to truly understand your customer. By asking qualified questions and learning the exact needs of the customers, both you and your customer will be more completely satisfied with your relationship.
Find out more about how to increase your average dollar sale at ActionClub.