Cross-selling. The short version: it’s a way to get your customer to buy more than one product at a time. The long version: cross-selling is the suggestion of a product to be purchased alongside a product your customer is already buying.
Don’t get it twisted. Cross-selling is different from an upsell. An upsell is when you sell printer ink to someone who is buying a printer. A cross-sell is suggesting a customer buy conditioner when they’re already purchasing shampoo.
With supplements, a cross-sell should be second nature. A ton of your supplements actually work better when taken together, right? Right. So a cross-sell is actually going to improve your customer’s life.
It all begins with really talking to customers to figure out what they’re currently taking and letting them know how products work together. First, you have to know exactly what products you have to group together. Second, you’ve got to know how your products work together.
What products pair well with their pre-workout purchase to really get the pump going? If your customer is visiting your store for a post-workout supplement, are there certain products you can combine to increase that nutrient uptake?
Now, don’t f*ck up the whole purchase entirely by bombarding your customer with a ton of facts and options out of left field. The more open and transparent you are about your cross-sell, the more likely those buyers will trust you enough to pull the trigger.
Another way to screw up your cross-sell is to suggest an absurdly priced item. If your customer is buying a $50 item, don’t try to sell them on a $150 item. Try to stick to price points that make sense, such as “… for $20 you can get this thing that will crank your pre-workout up several notches.” Always stick to items that are within the same price range as the item that they’re purchasing.
Lastly, reward customers if you can. If your customer goes for that cross-sell, is there something you can throw in for free? Toss in a couple of free samples or small store swag in the bag to show them that you really care about them. If you have a loyalty reward program, give them an extra punch or two or extra points, depending on how your program works.
It isn’t hard to double your retail sales following these cross-sell tactics. Try cross-selling to as many customers as you can and figure out what works best for you and for them. Practice makes perfect.