How to leverage up-selling and cross-selling opportunitiesOpinion ·
The potential revenue a customer can generate is not over after the first purchase. After a customer completes the first purchase from your brand, there are many possibilities for increasing sales and, thus, increasing revenue. Businesses are constantly looking to retain customers and increase their customer lifetime value (CLV). Strategies like upselling and cross-selling can help you achieve this goal.
Based on a 2022 HubSpot survey, of 500 sales professionals, 72% of salespeople who cross-sell and 74% who upsell claim that doing so has contributed to up to 30% of their revenue.
Although there are several tactics for boosting revenue, today, we're here to discuss the benefits of upselling and cross-selling.
Up-selling and cross-selling: definitions
First things first, what do each of these terms mean?
Cross-selling consists of promoting the purchase of an additional product connected to the primary offering. For instance, cross-selling could persuade customers to buy a subscription to your annual coffee membership if they have already purchased a coffee maker. It is an incredible way to make extra money if your brand provides a complementary product or service that can improve the experience with the product they have already bought.
According to HubSpot Research, 67.6% of cross-selling sales professionals give discounts and promotions, while another 66.1% suggest comparable or complementary goods and services.
Upselling refers to the practice of promoting the purchase of anything that would increase the price the customer is paying by adding an upgrade, enhancement, or premium option. It is when you provide an improved or premium version of the product that your customer has just decided to buy rather than an additional product that complements their initial purchase.
In other words, when you upsell a product, you are "piling on" it rather than "building around" it.
According to HubSpot, 88% of surveyed salespeople attempt to upsell their clients. Understanding clients' requirements and goals is a crucial strategy, according to 49% of that group.
Upselling and cross-selling are two approaches for achieving the same goal: icreasing revenue by encouraging clients to spend more money on products. While customers benefit from a better experience, brands benefit from a bigger bottom line.
Unfortunately, many companies enter the market with an intention of exponentially growing their ROI, overlooking the customers' needs, using the incorrect approach, and upsetting their clients rather than enhancing their experience.
That’s why there are some things you should know before you start upselling and cross-selling. Let's dive into the basics and understand why and how to implement upselling and cross-selling.
Why are up-selling and cross-selling important for your business?
Up-selling and cross-selling strategies can be extremely beneficial for brands. Let's go over the main benefits of implementing these techniques to increase revenues:
1. Increase average order values
Using cross-selling or upselling techniques can increase how much money your customers spend on average when they purchase from your brand.
Even at the same conversion rate, you can increase earnings by correctly matching a customer with products they didn't even know they wanted and increase the efficiency of your customer acquisition budget.
Increasing the average order values can be key to covering the costs related to marketing and sales when lead conversion is low.
A brand must initially invest money to draw customers to its store, including running advertisements, participating in webinars, publishing on social media, etc. It takes time, money, and effort for you and your team to drive each customer to your store. However, there is no assurance that clients will purchase once you have successfully crossed the finish line.
Customers must spend enough in your store to cover the cost of luring them there in the first place. Your return on investment for each advertising or marketing strategy increases when you improve your average order values. According to McKinsey & Company, cross-selling generates 35% of Amazon's revenue, increases sales by 20%, and increases profitability by 30%.
2. Introduce and promote new products
Even your most devoted customers may not be familiar with all the products in your catalog or may be unaware of the new product launches.
Despite your best efforts, not everyone will read your emails, follow your social media updates, or browse your store to find hidden treasures. However, you can introduce your customers to products they would love but haven't heard of yet by using up-selling and cross-selling.
Naturally, this also applies to new products you wish to advertise and gather customer feedback on. For instance, you can upsell from your old model if you have introduced a new one of a well-liked product.
3. Lower fulfillment costs
Lower fulfillment costs go hand in hand with higher average order values.
You can save on shipping costs, therefore being more efficient, the more products a customer purchases in the same order. In other words, you can save money on logistics by sending more items to clients in fewer deliveries.
Additionally, this lowers operational costs, raises customer lifetime value, and improves your total earnings.
4. Improve customer experience
Making personalized suggestions and being aware of what customers might want or need enhances the customer experience.
You can remind customers to order any complementary products they might have forgotten, such as staples for a stapler. Or you can suggest products that match their preferences, maybe products that they added to the wishlist or products that they have viewed a lot of time on your e-commerce platform.
When done correctly, upselling and cross-selling will ultimately benefit your consumers and your company.
5 ways to leverage upselling and cross-selling opportunities
Cross-selling and upselling can take place at any stage of the purchasing process. Here are some strategies to help you leverage upselling and cross-selling opportunities:
Get to know your customers
Even though you may already be familiar with buyer personas, it's crucial to learn more about your audience once they have purchased one or more of your products.
Create personas for your consumers using demographic data to better understand their main needs and wants and find the most beneficial, pertinent products to cross-sell and upsell. Layerise helps brands collect customer data and create their profile allowing for more personalized offerings and suggestions.
Remind your customers why they chose your brand
What distinguishes your business, offerings, or services from the competition? Why would clients pick you above your rivals? By including these reminders in your marketing to previous customers, you can renew their commitment to your business.
Additionally, your chances of keeping a brand-loyal customer for a more extended period and getting referrals from them will significantly increase if you reach out to them periodically.
Communicating with customers after sales is not only a way to inform customers about the latest product updates and seasonal discounts, but it is also a good way to simply remind them you enjoyed the experience with the brand. This will likely trigger repeat purchases.
Review your products and offer solutions
Take some time to analyze your offering and identify potential challenges the customer could face with your products during the user experience. If some of your other products or services could improve the experience, then you can try to cross-sell or up-sell them.
If none of your products are able to solve the challenges customers are experiencing then, consider designing new products or services to complement your offering. Thus, unlocking new cross-selling opportunities.
Incentivize customers with personalized offers
Use the knowledge you already have about your existing customers to personalize the experience. Based on their previous purchases, you have an idea of what your former clients enjoy. Now, use this information to upsell them.
Giving loyal customers extra discounts on additional purchases is one method to make them feel appreciated and incentivize them to purchase more from you.
You can also use reward programs where customers collect points with every purchase. This creates a strong incentive for your existing clients to purchase more from you.
Educate your sales team and customers
If your team doesn't understand the new goods or services, they can't be affected in marketing and selling them.
Schedule product training sessions each time your business introduces a new feature or product. If your business regularly refreshes its product line, you might want to plan quarterly or monthly meetings. Include your support, marketing, and operations staff in these training sessions in addition to your sales team.
These lessons should cover:
How to display the merchandise
Educating your employees about the new products will help them to plan cross-selling and up-selling activities more efficiently and improve the overall performance of these initiatives.
How Layerise can help you leverage up-selling and cross-selling opportunities
One of the main factors affecting the success of your up-selling and cross-selling initiatives is the personalization of the offering. With Layerise, you can collect relevant data about your customers and use powerful analytics to deliver the best customer service, increasing customer satisfaction, and retention over time.
Layerise can help you effectively communicate with your customers to build long-lasting relationships while increasing revenue sources. By collecting data during the onboarding process, brands can send customized suggestions that increase the chance of cross-selling or upselling. Layerise also helps provide regular reminders and updates and allows the customer service team to interact with their end-users in their local languages.
To learn more about how Layerise can help you create new up-selling and cross-selling opportunities, book a free demo now!
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