Want to foster that kind of active selling? Provide your staff with training materials and product sales sheets. Quiz them informally from time to time. Or set up little contests so the best managers and best facilities get public recognition and, perhaps, some reward.
Passive UpSelling: Too Profitable to Pass Up
Passive upselling is inducing the customer to purchase more expensive items, upgrades or other add-ons to make a more profitable sale—without the assistance of a salesperson. Passive upselling relies on plan-o-gram displays, informational signage and demonstration product displays. It does much of what your actively upselling managers would do if they weren’t serving another customer or otherwise occupied.
Plan-o-grams are professional product arrangements designed to draw attention to your more profitable products while “reminding” customers of related products they may need. Good examples are markers, carton cutters, gloves, etc. Though these may not be the biggest sellers, they add visual appeal to your display and every one you sell is an upsell. Ideally, the plan-o-grams are based on the real-world experience of the supplier’s self-storage client base. They should be available, free, from your retail supplier.
Signage is informational when it lists benefits or features to help the shopper make a buying decision. Picture a display of assembled boxes in small, medium and large sizes. Each has an eye-catching sign taped to it that explains its use. The small box, for example, might read, “For heavy items such as books, dishes and tools.” The words are just what a manager would have explained. If a loaded tape dispenser with it’s own sign (“one roll will seal six boxes”) were placed atop the box, you would have what’s called “informational cross-selling signage.” Ask your supplier for more ideas like this.
Demonstration displays are used to show customers how they would use a product. A wardrobe box’s convenience is more convincing if one is displayed with some clothes hung on hangers in place. (Inexpensive clothes can be found at a Goodwill store or garage sale.) A small dresser with the drawers held in place with stretch wrap makes the point as well as any manager can. For other such ideas contact your retail product supplier
Finally, one collateral benefit of “passive upselling” is it serves to remind your managers what to say when they’re actively upselling. Through sales training, plan-o-gram product displays and informational signage, you can make upselling second nature in your facilities.
Rob Kaminski is the vice president of Supply Side USA, a supplier of retail products for the self-storage industry. He has helped self-storage owners improve their retail sales for more than 25 years. He’s written numerous articles on the subject and has also been a featured speaker on retail sales at national conferences and tradeshows. For more information, call 800.305.6110; e-mail email@example.com; visit www.supplysideusa.com .