- Posted by: Jade Brindley
- Category: sales
We often think of lead generation and sales when it comes to business growth, but did you know that an existing customer is 60 – 70% easier to sell to than a fresh lead? We’re talking about how adding cross-selling and upselling to your marketing strategy and business plan could give your sales stats a healthy boost from your already happy clients.
It’s easier for your clients to say yes when they already have proof of what you do
When the services you buy have been proven to be reliable and gained the results you were promised, you know that you can trust whoever is selling them to you. “I do this for you, what about if I also did this for you?” is a great way of getting more from your existing customers that don’t have to involve complicated sales strategies, but there are a few tips you can use to introduce the idea at the right time.
Top tip 1 – Ask the key questions at the right time
Establish the key times in your customer’s journey – their minimum, start, middle and end in terms of your products/services and their end goal, and knowing the right questions to ask at each point to cross-sell or upgrade them.
At the start of their journey, it’s about asking if there’s anything else you can help them with. Do they know you offer XYZ alongside what you’re agreeing to do for them? Are they aware that you have special offers for existing customers such as 20% off their next buy?
In the middle of their journey and once they know what you can do for them, it’s about reminding them you also offer x and y, and that other clients have found buying z alongside this product or service has been of help in reaching their goal. This is also a great time to introduce a loyalty bonus, for example, 10% off your latest service.
In the end, rather than wrapping things up to their natural close take the time to share the great experience you’ve had working with this customer, and why don’t they buy this other service as you think it’ll be a great fit for what they’re trying to achieve. If things do come to an end here, there’s nothing stopping you from getting in touch with them in the future to remind them of what you can do and any new services or offers you have available.
Top tip 2–Highlight your services regularly
It’s easy to fall into the trap of thinking your regular customers know everything about you and what you offer, but is this really the case? Highlighting your services regularly is important to ensure that your existing customers are aware of any new products or services.
As these clients are likely to have been with you for a long time, they’ve seen you improve and grow as a business owner and have supported you every step of the way. They’re willing to listen to what you have to offer and are more likely to say yes to more when they already have proof of what you can do.
Touching base with your customers regularly and asking how things are working out for them is great for keeping your rapport strong and understanding their developing needs so you can offer them more.
Top tip 3 – Build a referral programme
Those happy customers that keep coming back for more are your biggest advocates and are probably telling everyone they meet about you when they hear they have a need for your product or service. This kind of social proof is worth its weight in gold when it comes to attracting new customers, so creating a referral programme that makes it easier for your customers to promote you is a good idea.
Create a simple offer that your clients can understand and refer you for, for example, a block of 5 x 1-hour business development strategy meetings at a fixed price. Keep things as easy as you can as the last thing you want to do is create extra work for your existing customers – a simple email of what your offer is, how they can share/sell it and how interested folk can contact you is all that’s needed.
Remember to say thank you.
This can be a discount off their next bill, a freebie when they’ve referred so many new customers, etc or simply a box of chocolates or a bottle of prosecco. However you say thank you, make sure you let your customer know how the referral goes and if there’s anything you can do for them too.
Making sales doesn’t have to be difficult and sometimes working with what you already have can yield higher returns for your business than constantly chasing new leads. If you need help to identify ways you can cross-sell or upsell your services, get in touch with me today for some frank and friendly advice.