Three Methods to Increase the Average Sale Per Customer
Three Methods to Increase the Average Sale Per Customer
These three methods may not all apply to you. Certain sales can’t have related selling, or trading-up. But your skill in adapting these three methods will make the difference between riding a bicycle and riding a Fleetwood:
Method One: Trading-up the sale
A salesman is talking to a funeral director about caskets. He can easily sell several of, say, the $200 “advertised” kind.
The salesman gets these easy orders of “staples.” Then he begins to show the new improvements, the new styles, the new materials.
He gives a sales talk to the funeral director on why these new materials, and these reasons can then be passed on by the funeral director to the customer.
The director buys a selection of fine coffins.
He benefits. The customer benefits — and of course the manufacturer reaps benefits.
A customer makes up his mind he wants to buy this man’s type of car. The salesman says fine. A sale is made, but then the customer is shown, tactfully, the 8-cylinder model.
He is traded-up into higher horse power.
A bridge builder, as I said, can trade-up into finer materials himself, and build a better bridge that the state or city didn’t know existed until the builder pointed out the better materials.
A ham-and-egg joint salesman hears you ask for a rump steak and he takes the order, but says, “Our filets are running good today — unusually good.” You change your mind and order the better steak.
You like the filet better. The waiter, does, too. Even the cow approves.
The insurance salesman for Aetna talks to you about the $5,000 policy you wanted, then shows you reasons for trading-up to the 0,000 policy.
The Pacific Mutual salesman hears that you desire to get a health and accident policy for yourself, one that gives you a $3.50 per day hospital room, but he shows you the benefit of a $6 room and trades you up.
Trading-up goes on in all businesses, from feed stores to jewelry stores, from Bendix, with its economy model to its luxury model, to Swiss Colony Cheese, which can sell you a $2.50 assortment or a $20 assortment.
The Knox salesman sells the dealer a lot of $5 hats, but then “for your better clientele” he sells some 5 hats, and “for your fancy trade” he sells some $20 and $40 hats.
I don’t know anyone who can’t trade-up.
The Empire State salesman hears your “wants” in office space.
He shows you three suites (the Law of Three again). He is apt to trade you up through better views, better accommodations, to a higher priced office.
The Hilton “salesman” at the hotel front desk sells views, too.
“We have a view of the city at $8, and one of the lake front at 0 — which do you prefer?”
The old fourth Wheelerpoint often trades up the traveler.
The suit manufacturer has several price lines he can trade you up on — just as the Forest Lawn salesman can trade you up into a nice plot of burial ground.
Can you trade-up in your field?
Method Two: Making multiple sales
You buy one and the salesman sells you three Hershey bars when he says, “5¢ each — or 3 for a dime.”
You can do this in many a business.
“We pay for delivery costs on car load lots,” says the salesman, and sells the dealer a car load instead of a half load.
“Two for the price of one” is old retail psychology that can apply even to stocks and bonds.
It may not apply to “two bridges for the price of one,” but maybe even an alert bridge builder can figure out another bridge in the same neighborhood, “Since we can build the second one cheaper with our men and equipment on the job.”
The Paddock Swimming Pool salesman says, “If you can get two friends to have pools, I can give each of you several hundred dollars off since my men will be able to do all three at the same time.”
The Custom Shirt shops will always give you a “price” on three shirts.
The G. E. dealer will put in an entire kitchen at a savings, over just one appliance.
The waiter can always sell you “side orders” as well as “large sizes” in about anything. The Statler waiter is good on this. He will say, “The same roast on the dinner gets you a cocktail, salad and a dessert.”
The insurance salesman can always offer a better “family” deal than for a single person, and “group insurance” is perhaps one of the finest forms of multiple selling yet developed. Ask Blue Cross!
Trees, Inc., of Dallas, can always give you one free tree if your order is large enough, and the baker always gives you a free doughnut when your order is substantial.
It is easier to sell several to the one customer, than to take several customers and sell them one.
Once the customer is in a buying mood, he keeps right on opening his pocketbook. You don’t have to warm him up. An open pocketbook stays open faster than one closed can be opened.
Multiply your income by multiplying your sales.
Method Three: Selling related items
This is where you order eggs and the waiter sells you ham to go with it; where you buy a shirt and the Macy salesman lays a necktie across it to “match.”
Related selling enters many a field, more fields than you might at first think.
There are related stocks and bonds. “Now that you have bonds on Los Angeles, these in San Francisco will also augment your earnings. ”
The insurance salesman sells you hospitalization insurance, then adds to his sale by telling you the benefits and advantages of accident insurance.
They go well together.
Even a doctor enters the picture with these methods of increasing his income.
“While you are in the hospital, I recommend you have your hernia operation,” is mighty fine advice and the selling of a related service.
The dentist can say, “As long as we are cleaning the teeth, let’s fill that small cavity.” He gets two sales where only one had seemingly existed.
Even a traffic cop makes a multiple arrest. He often checks you for speeding, then for resisting arrest, drinking — well, who am I to tell cops how to add to their ticket income.
But the point is — if you are alert, you will find you can add to the average order by being on the job.
Again, it is so much easier to sell a related item to one customer, than to try to sell single items to many customers.
The funeral director can trade you up, make multiple sales of items, and even sell you related items, such as gloves for the pall bearers.
A good real-estate salesman tries to sell you the adjoining property, and the Indian at the New Mexico railroad station can sell you a tomahawk to “go with the blanket.”
I know of few businessmen who can’t sell related items. Even the cemetery lot salesman sells you nearby plots “for your entire family,” and the ham-and-egger sells you ice cream to go on top of the pie.
In fact, the other day one fast talker, when I ordered just ice cream said, “Can I slip a piece of pie under it?”
Big Car Sales Methods
The salesman who is content with one easy order, never drives a big car.
Big car methods are those that use these three methods to step up the average sale.
Slot machines do a pretty good job at making single sales.
Ask yourself, “Could a slot machine make my first sale — if so, why am I needed?”
Reader’s Digest makes one sale, then suggests subscriptions for “your other friends.”
I guess it wouldn’t be advisable for a lawyer who just got you out of jail to try to sell you a related item, trade you up, or otherwise multiply his sale, but most businesses can.
It is up to your own cleverness in being alert enough to figure out how you can use one, or all three, of these tested and approved methods.
The more alert you are — the bigger will be your car in life.