Selling on your route Module 4: Cross-sell, Up-sell, and Sampling
Training Objectives Understand up-selling/cross-selling Identify benefits and methods of up-selling/cross-selling Describe the benefits of sampling and providing multiple lines of service to our customers Discuss effectiveness of sampling Illustrate effective sampling conversations – CARE Model Module 4: Cross-sell, Up-sell, and Sampling
What is Up-selling and Cross-selling? Up-sell: Enhancing the features of a current offering Example: Fast food restaurant; you order a combination meal; they ask if you would like to "super" size Our industry: customer asks for a mat - you ask if they would prefer a logo mat Cross-sell: Offering additional products or services Example: Fast food restaurant; you order just a burger; they ask if you want fries with that Our industry: customer asks for uniforms - you ask if they would also like mats/air fresheners/hand towels, etc. Module 4: Cross-sell, Up-sell, and Sampling
Benefits of Up-selling and Cross-selling A s stated in Module 1b, you can increase your own paycheck Benefits to You: Extra money in the form of commissions Opportunities to travel if you qualify for the Winner's Circle : Cancun, Jamaica, Ocean Cruises Enhanced competitive performance within your department Improved customer loyalty More revenue/profitability = job security Module 4: Cross-sell, Up-sell, and Sampling
What products can you up-sell or cross-sell? Identify products from our core line from module 1b that your customer is not using First Aide cabinets Refilled by you No trips to the “big box” store Meets ANSI workplace regulations All Fresh Refilled by you Variety of products to keep bathrooms fresh Mats Logo mats to enhance image Scraper mats to keep dirt out of the customer’s business Fatigue mats to protect employees
Benefits of Up-selling and Cross-selling Benefits to Alsco: Enhanced revenue Improved profitability Improved customer loyalty Growth (without the expense of acquisition) Increased market share Decreased production costs Module 4: Cross-sell, Up-sell, and Sampling
Benefits of Up-selling and Cross-selling Benefits to Customer: One stop shop - saves time Enhanced image Improved budgeting - consistent billing Improved productivity Module 4: Cross-sell, Up-sell, and Sampling
Determine Potential for Up-sell and Cross-sell Observation and asking questions Visit the restrooms of each of your accounts, note the condition of soap dispensers and hand towels Observe the aroma of the restroom and building Look for wasted paper on the floor of all wet areas Look for mats at all entrances of the building, in the kitchen and break room, in front of coffee and vending machines, and at work stations where employees stand for long periods of time Seek out the dust mops and wet mops and note the condition of each Look to see which employees are in uniforms and which are not In restaurants: linen or paper napkins and whether or not they use table cloths Use CARE communication model and asking service questions, also ask questions regarding your observations and about growth and expansion Module 4: Cross-sell, Up-sell, and Sampling
Determine Potential for Up-sell and Cross-sell Account penetration form Review the account invoice Compare to the penetration analysis which lists all of our products Check off products that the account already uses All unchecked items represent potential for up-sell/cross-sell in an account Module 4: Cross-sell, Up-sell, and Sampling
What is Sampling? Sampling is giving a product or service for free, then charging when the customer wants to continue with the product or service. Success in up-selling/cross-selling is dependent on sampling. Data suggests that the highest rate of closing comes from successful sampling, with fatigue mats and comfort flow mats closing at over 70%, and All Fresh bathroom over 60%. Module 4: Cross-sell, Up-sell, and Sampling
CARE Sampling Model C A R E Connect with the customer GGreet with a smile as usual TThis is a customer you already know and visit regularly Module 4: Cross-sell, Up-sell, and Sampling
CARE Sample Model C A R E Ask questions AAsk about overall satisfaction – if the customer is satisfied, this is the time to sample. UUsing you knowledge of your customer, have the sample in hand. RRemember, best closing items are anti-fatigue mats, comfort flow mats and All Fresh bathroom products Module 4: Cross-sell, Up-sell, and Sampling
CARE Sample Model C A R E Report action to the customer - In this case the action offering the sample (have sample in hand) Say, "I would like to leave you a free sample of a product that we are featuring this week. Try it at no cost for a couple of weeks, and if you like it I can easily add it to your account since you are a current customer. If you don't like it, I can take it away with no obligation to you. How does that sound?" TThe customer will agree the vast majority of the time because you are simply offering a free sample OOnce the customer agrees fully install the sample to improve chances of retention, IIf customer refuses the free sample, tell them you understand and thank them for their business as you exit. Module 4: Cross-sell, Up-sell, and Sampling
CARE Sample Model C A R E Express gratitude for the business AAsk customer (“What else can I do for you today?”) OObtain invoice signature SSincerely thank the customer for their business Module 4: Cross-sell, Up-sell, and Sampling