Top Tips For Cross-Selling
TOP 6 TIPS FOR SUCCESSFUL CROSS-SELLING
While it is always great when we can sell one of our items to a new or existing customer, we are doing them and ourselves a disservice by not offering additional items that would meet or exceed their needs and wants! This is where Cross-Selling becomes one of the keys to a successful business.
Cross-Selling is 'to sell related or complementary products to a customer.' Cross-Selling is one of the most effective methods of marketing and increasing your overall sales and Average Order Value (AOV). Cross-Selling is important not only because it will increase your sales, but it will also build a positive relationship with your network, increase their trust in your skills as a stylist, and keep them coming back to you in the future! So, want to give it a try? Below are my top tips for SUCCESSFUL cross-selling.
1. Always Offer the Cross-Sell!
The more cross-sell opportunities you show customers, the more chances they have to take one. So offer your cross-sell everywhere it makes sense. Some typical locations for cross-sales include:
- On your FB posts. Posting a picture of your favorite top? Or sharing one of the beautiful marketing assets from our website? Then make sure you are also posting pictures of complimentary items or even selfies (of yourself or other stylists) wearing that item paired with other available AK items! Include them in the original post OR add them as comments to help boost post engagement.
- When people reach out with questions about an item. This is a great time to show complimentary products that help them get more value from what they’re already planning to buy! Meaning, show them how to make an entire outfit out of the top they were interested in along with a few accessories, bottoms or another top to layer!
- If someone posts or comments that they want to order an item, send them a personal message or text about what a piece they are getting and then ask if they need any complimentary pieces (give personalized examples) to make an outfit or add value to the sale top they picked out. Example: "I love that top you picked out! We have a necklace that matches perfectly and lets you take the top from work wear to weekend wear in a cinch! Perfect for your office job. Here's a picture of them styled together...so cute, right? Would you like me to add this to your order?"
Even though you want customers to see your cross-sells, you don’t want to annoy them. Additionally, When you’re cross-selling, you have to sell the benefits of the additional items, and show why they are important or how they add value. For example, if you are offering them a necklace to go with a top they picked out, show them how that necklace can take the look from day to night or from work to weekend. Educate them on why that necklace is worth the extra investment for their wardrobe!
- Don’t try to “cold” cross-sell. Meaning, don’t message someone who has not expressed interest in AsherKate or is not an existing customer and try to convince them to purchase. This isn’t the right opportunity for those people (we can talk about how to approach those potential customers later).
- Don’t throw random items at them. Meaning, make sure the items you are recommending compliment the item they are interested in buying.
3. Personalize Your Recommendations (THIS IS THE MOST IMPORTANT PART!)
Be thoughtful and personalize your recommendations. Yes, it takes more time and work, but it also will result in MORE customers saying yes to your recommendations and build trust with your customer. An article from the global marketing company Accenture showed that 75% of consumers are more likely to buy if the retailer:
- Knows their purchase history
- Recommends purchases based on that history
- Addresses them by name
So think about what your customer would want/need and try to take into consideration their past purchases. Think about what size they may be. If you offer them a cross-sell that is sold out in every size except small and you know they are a size large, then you are setting yourself up for failure. Example: "
I love that top you picked out! We have a necklace that matches perfectly and lets you take the top from work wear to weekend wear in a cinch! PLUS this necklace also matches the tee shirt you ordered last month AND the headband you grabbed a few weeks ago. You'll be able to mix and match all the pieces to get lots of different looks! Would you like me to add this to your order?"
4. Provide Social Evidence
Social evidence lets people know that other customers thought the item was worth the investment too. So how do you achieve that with AsherKate?
- Share selfies that you or other stylists have shared showing how the item is styled.
- Direct your customer to look at the reviews (and photos) on the product page of the item you are recommending.
- Ask the stylist group to share their pictures of items you want to recommend! Let's help each other out!
While most cross-sells are offered before the customer checks out, this doesn’t have to be the end of the opportunity. In fact, you can offer a cross-sell even after customers have completed their purchase! This is especially useful for when you get a customer order you didn’t know about or weren’t expecting. You can reach out to the customer to thank them for their order and show them the same cross-sell items you would have shown them before they ordered. Offer to place the second order for them and think about offering to reimburse them the shipping on their second order should they decide they want to add on the extra items. Small conveniences like this will keep your customers coming back time after time. Example: "Hey Jane! Thank you so much for your order! It was such a sweet surprise to see you picked out a new sweater for yourself... It's one of my favorites too! I have another customer who just grabbed the same sweater along with the (insert name and pic) necklace and they look SO GOOD together! Gives the sweater a completely different look! What do you think? I am going to be placing an order for myself this week, so if you'd like me to grab one of the necklaces for you as well just let me know! I'd be happy to cover the shipping and drop it off to you once it comes in"
Cross-Selling is something that may feel awkward or uncomfortable at first, but it will get easier with practice! Try it out on some friends or close family first OR partner up with a fellow stylist and do some fun role-plays until you get more comfortable with your wording and style of approach!
A tough-love moment: GET OUT OF YOUR COMFORT ZONE!! No one is going to do the work for you, stop doubting yourself and give it a try. Worst case scenario is the customer decides not to add the cross-sell items to their order… and then you are no worse off than you were before! But best case scenario is the customer LOVES that you gave them personalized styling recommendations, buys it all and keeps coming back for more because you have built and cultivated a relationship and trust! So go for it!