“ADDING-ON”
HOW TO EASILY GROW YOUR BUSINESS
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
Sales numbers tell us what we take from the market but not what we leave in it!
The simplest way to grow our business is through “adding-on” to current transactions.
Technically, adding-on is “extending” the sale by asking about associated items – “things that go with things.” Every industry and product provides opportunities for add-ons but I’m amazed at how often we stop when we really should go.
The best companies train their Sellers to add-on and make this practice part of their culture.
MACDONALD’S. “Do you want fries with that?” This is asked by every 16 year old who has ever put ketchup on a hamburger. And, then “How about a milk shake or an apple pie?” It happens every time. Why? Because the 21 year old manager says so.
THE MEN’S WEARHOUSE. Of course, suits are the backbone of this business. All of their marketing and advertising – “I GUARANTEE IT!” – talks about the suit. Of course, folks don’t just need suits – they need shirts, ties, shoes, belts, etc. I once attended Suits University
THE UNITED STATE POSTAL SERVICE. Not kidding! On the millions of transactions that occur daily at Post Offices throughout this great country, every unionized, government worker asks whether we need stamps. Think about that training endeavor!
Many companies have computer systems that automatically “pop-up” add-on items which makes it really easy for the Seller. Short of this, Managers should consider designating a “daily add-on” and then track the number of times customers are asked about their need for it. You may want to consider rewarding the “ask” because when we ask, the odds of a “get” increase dramatically.
A pro-active add-on program also “takes the Buyer out of the market.” The Buyer is going to need that accessory but once out of the store, we provide our competition an opportunity they don’t deserve. Interestingly, by our adding-on effort, our Buyers gain through the benefits of a “one-stop transaction,” saving their time and gas – at $4.15 a gallon.
Whatever your industry or product, initiate a proactive add-on program today.
What do you think?
Good Selling!
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