Up-Selling

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Up-Selling
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Up-Selling

• Up-selling is a vital part of todays sales
  market and can be accomplished in a variety of
  ways. Knowing what to listen for and knowing how
  to appeal to each customer will greatly increase
  your percentage of success in up-selling.
  Following is a guideline on how to best maximize
  your efforts.

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Invitations

• Ordering an additional 25 invitations initially
  can save a considerable amount of money and time
  over ordering 25 more at a later date.
• Invitation lists frequently grow during the
  planning process.
• Invitation lists should include the wedding party
  and close family members, as well as those who
  would like to have an invitation that has not
  been through the mail.

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Customization

• This allows the customer to create a
  one-of-a-kind invitation.
• Check all our books to see if we have a
  invitation in a different color stock or a
  different accent color. If you dont see it, give
  us a call.
• Customization can add substantial dollars to your
  order total.
• Call us to get a quote on custom orders.

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Napkins

• Ordering guidelines suggest 2-3 napkins per
  guest.
• If they do not want all of them personalized,
  order some blank at a discount so they all match.
• Napkins left over can be used at the gift-opening
  party /or anniversaries
• Napkins are relatively inexpensive and provide
  guests with a small keepsake.

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Favors

• Have enough for each guest.
• Favors serve as a token of appreciation and
  remembrance.

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Ensembles

• Coordinate everything from the Save-the-Date card
  to the Thank You notes.
• Cross reference stocks and accessories from all
  of our books or view products on our website at
  www.mcphersons.com.

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Ensembles

• If you dont see what youre looking for, give us
  a call.
• Saying something like By the way, did you see
  the ______on page ___ that coordinates with your
  invitation? not only increases sales, it
  assists the customer, thus increasing referrals.

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Shipping

• Customers can save additional shipping costs if
  they order all their items at one time.
• Suggesting the savings of a single shipment lets
  the customer know you are concerned about her,
  thus increasing the probability of referrals.
• You get the sale now instead of hoping the
  customer doesnt see what shes looking for
  somewhere else before she returns to your store.

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Time

• Time is a precious commodity for every bride and
  anyone who can save her time is her friend for
  life (or at least as long as it takes to get
  through all the wedding planning!).
• Make suggestions about items /or services you
  have available to save your customer the time and
  aggravation of looking for them on her own. This
  also gives you the opportunity to increase the
  sales total.

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10 Basic Factors to Consider to Increase Sales

1. Listen to your customer
2. Most customers welcome helpful suggestions
3. Be familiar with the stocks, accessories and
   services available
4. Be excited!
5. Explain the benefits of the items /or services
   you offer
6. Be honest!!!!
7. Offer suggestions that will compliment your
   customers needs/personality
8. Keep in mind the religious orientation of your
   customer
9. Try to accommodate any special needs your
   customer may have
10. Know when to stop

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Listen To Your Customer

• Truly listening to what your customer
• tells you while placing an order, gives
• you a better idea as to what items /or
• services you can successfully up-sell to
• that customer.

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Most Customers Welcome Helpful Suggestions

• Most of the time, wedding couples and
• their families have never dealt with the
• amount of planning and organization
• required to plan a wedding.
• Consequently, they will frequently ask
• questions and solicit your opinion while
• placing orders.

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Be Familiar With the Stocks, Accessories And
Services Available

• Product knowledge makes sales MUCH
• easier. Such knowledge will help you
• create invitation ensembles and offer
• coordinating accessories and designs that
• will tie the customers wedding theme
• together.

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Be EXCITED!

• If you express enthusiasm for the items
• and services you make available, your
• customer will be more interested and,
• consequently, more likely to follow your
• suggestions and purchase these items
• /or services.

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Explain the Benefits of the Items /Or Services
You Offer

• Sometimes customers do not realize
• information that we, as professionals, take
• for granted. Pointing out to customers
• that they can save time /or money by
• following your suggestions shows your
• customers that you have their best interest in
• mind AND you also have your companys
• best interests in mind by increasing sales.

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Be Honest!!!

• ALWAYS present the items /or services
• available to your customers in a truthful,
• accurate manner. Your customers will
• appreciate your honesty and likely express their
• satisfaction to friends and family, as well as
• possibly share this information on Internet chat
• lines. In todays world of Internet connection,
• this information can reach thousands of people
• in just a few days.

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Offer Suggestions That Will Compliment Your
Customers Needs/Personality

• Different customers have different ideas
• about the type of wedding they want.
• Suggesting the types of items /or
• services that appeal to your customer will
• help increase the success of you up-selling
  efforts. Following are some basic ideas.

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Offer Suggestions That Will Compliment Your
Customers Needs/Personality

• Practical-printed flaps, extra envelopes,
  thank-you guide. (Additionally, practical
  customers appreciate the idea of saving on
  shipping and time by ordering all or most of
  their items at one time and from one place.)
• Traditional/Formal-printed flaps, lined
  envelopes, separate enclosure cards (rather than
  corner copy), informal cards, blank thank you
  notes, crystal toasting glasses, ring bearer
  pillows, unity candles, guest books wedding
  albums.

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Offer Suggestions That Will Compliment Your
Customers Needs/Personality

• Whimsical/Festive-colored ink, candy wrappers
  stickers, wedding bubbles, bell favors, game
  favors, balloons, cookie cutters, favor boxes and
  many other accessory items.
• Contemporary-accessories with unique designs
  etched or swirl toasting glasses, streamlined
  guest book pens, cake knives servers, favor
  cones, cameras, bird seed or flower seed favors.

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Keep In Mind The Religious Orientation of Your
Customer

• Individuals of one religion may not be
• interested in the symbols or items traditionally
  accepted by another religion. They may, however,
  ask for designs or products to
• compliment the messages of their faith. Some
• cross-referencing may be necessary since these
• are not shown in every catalog however, making
  this effort can go a long way toward building a
  positive connection with customers.

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Try To Accommodate Special Needs Your Customers
May Have

• If you have a customer that wants a specific
• design or screen on an invitation, we are
• usually able to do what the customer asks. If
• you are unsure about the availability of their
• request, call us and ask. If necessary, take the
• customers name and telephone number (s) or email
  address where they may be reached once you find
  the answers to their questions. If time permits,
  send samples to the customer so they are fully
  aware of what they are getting.

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Know When To Stop

• Some customers are simply not
• interested in suggestions /or assistance
• for one reason or another. Listen to the
• way your customers respond to your
• suggestions. If they do not sound
• interested, or if they tell you they need
• to economize DONT PUSH.

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Up-selling Phrases

• By the way, did you know we have a ______ to go
  with your ____? It is on page ____.
• We have a _____ that would go very nicely with
  the ____ youre ordering today.
• Do you have a(n) ______ yet?
• ____is one of my favorite items because it
  ________.
• If you were thinking about ordering ____ in a
  couple of weeks, you could add it onto your order
  now and save on additional shipping charges.

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Up-selling Phrases

• Many of our customers really like the ______.
• Is there anything you wanted to order that you
  did not see in our catalog? If so, I will be
  happy to check our stock references to see if
  we have it available. (Note stock references
  would refer to our other product lines
  catalogs/albums.)
• Would you like us to personalize this for you?
  (When up-selling an accessory or another item
  that can be personalized, this is a much more
  effective phrase than, Would you like to add
  that to your order? because it assumes the sale
  rather than asking for it.)

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Up-selling Phrases

• What I like about ______ is ______.
• One of the nice things about _____ is _____.