Upselling top-tier, tradetrusted additives is the easiest way to boost your bottom line, according to Kalimex Managing Director, Mike Schlup. You may already have the products on your shelf, so it’s simply a matter of identifying when you can promote them to your customer – but is it really that simple?
In our experience, working with motor factors for the last 20 years, the answer is, yes, but in practice, sometimes, no, it isn’t! Let’s look at some of the reasons why there’s room for improvement when it comes to upselling additives to customers, especially trade customers – face-to-face and when they order online or over the phone.
But first, the compelling case for upselling: when you buy products online, the savvy brands direct you to other products with: “If you like this, chances are you’ll also like this.” It’s a tried and tested sales technique that’s been around for many years. If it works for the global brands, you can bet your bottom dollar it will work for yours too, when you sell online, face-to-face and over the phone.
How to bring the upselling mindset into your business
If efforts to upsell to trade customers are thin on the ground, it’s likely to be for one or more of the following reasons – this can be resolved for a minimal outlay.
- Time: Team members are keen to serve a customer as quickly as possible so they can serve the next. Their focus is on service with a smile, not the ‘serviceplus’ model, where they take an extra minute – just 60 seconds is all it takes to recommend additives based on what their customer is buying.
- Not knowing which additives to offer: This is a training issue. A member of staff is unlikely to promote products if they’re not familiar with them beyond the name and what it says on the bottle.
- Awkwardness: Team members are reluctant to upsell because they feel uncomfortable about selling.
If you’re serious about growing your business, you must put upselling at the top of the agenda:
- Organise a team meeting at which you explain to staff you want them to upsell as part of the service offered to customers – and this must be the case regardless of the channel a customer uses to buy. Set a group target for sales, so your team sees you mean business.
- Explain the additive brands you want them to focus on – trade trusted, highmargin products which align with parts purchases.
- Offer training on these brands so staff feel comfortable recommending them.
- Launch a rewards scheme to recognise the top upselling performer in the team. Monthly recognition with a certificate and a small gift; for example, a voucher costs little but means a lot. And it puts upselling firmly on the radar.
- Acknowledge team achievements. When team targets are met, consider a group reward, such as takeaway pizzas, to foster motivation and keep the focus on upselling. Arrange a monthly meeting purely about upselling to share what’s working, to address any concerns and to reset the focus for the following month.
- Ask your suppliers for support! Can they provide training, technical sheets, point of sale material and free merchandise?
If these reasons hit home, it’s a sign that untapped potential abounds in your business; that an opportunity exists to sell more to the same customers. This must be the Holy Grail of any business: existing customers coming back, buying more. Not only will this boost business profit, but it will also strengthen customer loyalty. Customers don’t just rely on you for parts, for example, they also rely on you for their additives which will move to repeat orders.
Sometimes when we’re talking about upselling, we show reluctance; we don’t want to be seen as pushy. We encourage our factor customers to reframe their thinking because upselling is also about satisfying the needs of customers – why?
Customers are unlikely to feel uncomfortable if they can see the merits in the products you’re offering them and how they align with their current purchase. They appreciate a one-stop-shop service. Their time is valuable. Researching other providers of products is time consuming. It entails setting up new accounts, establishing payment terms, having deliveries from several sources. Most customers like to find one business and to stick with them for as much of their purchase requirement as possible. Also, customers trust you because you have the benefit of a pre-existing relationship. You make life easy for them.
Repeat Business
I hope you’re convinced of the sales opportunities upselling additives to customers creates – but don’t just take our word for it.
Essex Motor Factors General Manager, Martyn Escritt, said: “It is common to hear: ‘I bet that’s expensive’ followed by ‘is that all?’ JLM products are huge repeat business requiring no secondary sales pitch. Every line we stock has become so successful that customers are talking to others who then come to us for JLM products.”
From the professional DPF Toolkit to the emissions reduction range, JLM Lubricants is part of the global movement of products over parts and repair over replace.
