A missed opportunity

Imagine and picture this scenario, you have just returned from a shopping trip. You are now the proud owner of a brand new piece of entertainment equipment and you can't wait to put it to use. You unpack it, follow (or ignore as many of us do) the assembly and connection instructions and then spend time frantically searching for that missing piece of kit. A timely call to the shop enlightens you to the fact that you should have purchased a certain gizmo, but you didn't purchase it because you didn't know that you needed it. So another trip back to the shop, this time not one full of anticipation and excitement but anger and frustration which will, no doubt, be directed at the shop when you arrive.

As a result, the customer will be recounting the story about the inefficiency of the store at every conversational opportunity until they are tired of it.

All of this frustration directed at the store, tales of poor customer service and lower revenue can all be avoided and turned into:

• A delighted customer
• Tales of excellent service
• More revenue through the till.

A win-win approach

Here are some tips on how to do it:

1. Know your product and identify what additional items will:

• Make it work, eg batteries,
• Enhance its use/performance, eg improved cables and leads,

• Build on its uses, eg accessories for an electric drill,
• Protect the product, eg camera case,
• Be required for its operation, eg printing inks and paper.

Some of these will be obvious, such as a battery for an item, but others may need a little more thought. It is imperative that the item is relevant to the purchase otherwise the customer will be confused and the level of trust between you could be eroded.

2. Introduce the additional items into your sale at appropriate times.

For example, "You will need batteries to make it work. Shall I add them into the sale for you?"

Cross-over sales can be gained by introducing additional items that will enhance the products' performance. Introduce them into the sale at the earliest opportunity, especially as a response to buying signals: "You seem to have a keen interest in the sound quality. How would you like to improve your experience with some amazing speakers that will add to the TV's performance?"

3. Show you are being helpful by introducing cross-over sales.

Explain that the purchase today will save them the time and money needed for a return journey or simply show you are thinking about them. "The memory card supplied with the camera is not very large and I'd hate for you to miss capturing some special moments because the card is full. This is a much larger memory card; would you like to take it now to save you a return trip back the store?"

4. Presuppositions are great ways to encourage cross-over sales today.

A presupposition is simply a statement that presumes they will need the item. For example, "You'll need some paper with your printer. How many packs would you like to take with you today?"

If the cross-over sale is going to be a repeat purchase, such as printer cartridges, do all you can to supply the customer's first purchase. There is a greater chance of them returning to you for their additional supplies.

Enjoy the additional revenue cross over sales will bring to your store. Equally important is the customer service you have delivered - your customer will have positive memories of it.

More information on Beyond the Box and the range of its services can be found at http://www.beyondthebox.co.uk/