Have you ever walked into a grocery store to buy one specific item? Take cake mix, for example. You’re standing in the aisle picking out your favorite flavor of cake mix when your eyes shift and suddenly land on the jar of frosting, and then you see the bottle of colorful sprinkles and realize that what this cake really needs are both the frosting and the sprinkles.
You’ve added these goodies to your shopping cart and are near the checkout counter when you see a display of designer baking tools that the store recently introduced. Before you know it, your shopping cart is full of items you had not intended to purchase – the result of a sales strategy employed by retail stores known as “Up-Selling.”
I’m excited to have the opportunity to tell you how you can easily use Up-Selling to grow your Avon business and reach your personal sales goals. For example, if you have a Customer who currently only buys Lipstick from you - encourage her to buy matching Nail Polish and Eye Shadow, or suggest Avon skin care, bath, and jewelry products to use in combination with her makeup order. That’s Up-Selling! What would have been an $8 order can easily turn into $30, and you may turn a one-time purchaser into a loyal Customer who trusts your product recommendations!
To make Up-Selling really work for you, you need to capitalize on three things –
First, you need to have a good understanding of your Customer, including her preferences and daily needs. Ask questions about what types of products she uses, what shades she likes, what types of perfume she wears. The point is to ask anything that can help you suggest a great Avon product that she’s not currently buying, as this will increase her order size and ultimately your earnings. The Beauty of Knowledge offers several courses, tools, and resources that will help you develop your ability to better understand your Customer – so be sure to take advantage of them!
Second, you need to be able to link together products you sell from the Avon Brochure - so that you can recommend related products to your Customers. For example, if your Customer goes to the gym regularly and currently orders Curves products, suggest Solutions Completely Clean Cleansing Cloths, Wash-Off Waterproof Mascara, and Roll-On Anti-Perspirant Deodorants as great products to carry in her gym bag.
Finally, be sure to stay up to date on current trends influencing the beauty and fashion industry and take advantage of this knowledge to recommend the latest on-trend product or style. mark products are a great way to do this. You have all of Avon’s products at your fingertips to help your Customers create their own personal fashion statements as well as open them up to new brands and products that may become staples in their lives.
Let’s take a closer look at the three main Up-Selling techniques you can use to effectively sell more Avon products to your Customers: Add-On Selling, Link Selling, and Cross-Category Selling.
Add-On Selling occurs when you recommend a product of the same color, brand, or fragrance as one the Customer is already buying. For example, you can suggest a Nailwear Nail Enamel to match or complement a lipstick shade that your Customer is purchasing, or an Imari Seduction Shower Gel to match an Imari Seduction Eau de Parfum Spray.
Anew products offer great add-on selling opportunities since the brand extends from Skincare to Makeup. If your Customer is concerned with reversing the signs of aging and really loves the Anew Ultimate Age-Repair Elixir, you could recommend that she also purchase the Anew Age-Transforming Foundation or use the Anew SkinCare Consultation Card available through yourAvon.com to identify other Anew products to recommend. Add-On Selling is a great way to help you develop a brand-loyal Customer.
The second Up-Selling technique is Link-Selling. When you recommend a product that ties in with one that your Customer is already ordering from you it’s called Link-Selling. For example, if a Customer orders an Ultra Color Rich Lipstick, you could recommend that she also purchase Beyond Color Plumping Lip Conditioner SPF with Double the Retinol to prep her lips for smooth, even application. And makeup tools are a great way to maximize your makeup sales! Recommend the Ergonomic Rounded Eye Shadow Brush to a Customer who is ordering a True Color Eye Shadow Single. The idea is to suggest related products to what your Customer is already buying.
The third Up-Selling technique is Cross-Category Selling, which is all about introducing Customers to new products, or products they haven’t purchased from Avon before. With Cross-Category Selling, you suggest a product that isn’t necessarily related to the products that your Customer is already buying, but instead is a product that you think she’ll like based on her needs and preferences. This is where it is important to really get to know your Customer and it is your opportunity as an Avon Representative to really grow your business. You may be able to turn a Jewelry Customer into a Skincare or Fragrance Customer and see your earnings skyrocket! Be sure to check out the “Try the Trend” section of the Brochure, which shows you how to put together Clothing, Accessories, Jewelry, Makeup and Fragrance to re-create each season’s hottest looks.
Now that you’ve learned about the three different types of Up-Selling, let’s discuss some useful phrases that will help you talk with your Customers to increase their order size. Some key phrases to keep in mind are:
• By the way, since you’re purchasing this product, you may want to try this product
• If you like this product, then you’ll love this product
• Another way you can pamper yourself is with this product
• As it gets colder outside, I like to stock up on these products
• One of the products I sell the most of is this product
How might these phrases fit into the normal course of conversation?
• “If you like OUTSPOKEN BY FERGIE Eau de Parfum Spray, then you’ll love the OUTSPOKEN BY FERGIE Body Lotion too.”
• “By the way, I noticed you ordered Ultra Color Rich Lipstick in Cherry Jubilee. Deep reds are very much in style these days - would you like to try Nailwear Nail Enamel in Cherry Jubilee too?”
To help encourage your Customers to try these new products, consider offering a special deal on the first purchase. “What’s New” is a wonderful resource for great deals that allow you to offer your Customers great products at affordable prices.
For example, you could take advantage of a Skincare Advance Order Pack that would work perfectly with an Anew Makeup Representative offer. This is a great way to take advantage of great deals and then offer them to your Customers in packs you put together yourself.
We hope you’ve learned a lot about Up-Selling and are ready to use these techniques to help your Customers buy more and grow your business to reach your personal sales goals.
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