How to profit from the telephone
I have seen so many missed opportunities from businesses that I purchase from…opportunities to serve me better and for them to make more profit at the same time.
In my opinion, every call that is made to a business is an opportunity for an up-sell.
Did you ever purchase anything from an infomercial that you viewed? Because of the increasing media costs to advertise, the immediate telephone up-sell has evolved from an extra profit center to a necessity. When it is done properly, preferably with a live person taking the order, probably 20% plus of all calls can yield one or more up-sells. From individuals I know in the business, that is often the profit that keeps an infomercial on the air.
If you call and order from any successful, sophisticated mail-order/catalog company, after your order is taken, the order-taker will talk you through one or more up-sells. If you want to hear what these sound like, call up and buy things from one of these companies.
You have the same opportunity whenever a customer calls you, seeking any questions to be answered, to now have your operators ,or anyone else answering the phones, be trained with a canned statement about up-selling to something that they will benefit from.
Notice I said, “Something THEY will BENEFIT from.” You don’t want to up-sell something that is useless to them and that isn’t of benefit. They will be cheated and you will lose them as a customer. So do it with honesty and integrity. Only up-sell something you know they will benefit from using. If you are in the service business, it’s the same. Only offer something that they will benefit from.
That means you have to take the time to figure out ahead of time all the ways you can help your customers accomplish their goals better, faster, and cheaper. Then when they call, don’t just fill the order; find out their ultimate reason for calling, then help them do it better, faster, cheaper with up-sell packages you’ve created.
Where can you create up-sell offers in your business that will benefit both you and your customers? What are some noted examples of up-sells you’ve come across?