Upselling. According to Shopify, the definition is “Upselling is a sales technique used to get a customer to spend more by buying an upgraded or premium version of what’s being purchased.” If you were buying a new sports car, you might get “upsold” into buying the newest model or one with more features. If you were ordering a hamburger at your favorite fast-food restaurant, the server may suggest you try their dinner special that includes not just a hamburger, but also a drink and two sides.
Floor sales are no different. Providing customers with the best flooring options for their budget can be rewarding. They might benefit from additional items? Maybe you could interest them in different features? It is possible there are higher quality selections you could sell to them within their price range? Here are some simple tips and strategies for upselling flooring.
First Step: Listen and Discover
Salespeople looking to recommend the proper hardwood flooring product, for example, need to ask a series of fact-finding questions first. Really, this fact-finding first step is something all sales people need to do when approaching a client. Examples of such questions might include where the floors will be installed, is it in a high or low traffic area, and what styles they are interested in.
Next, after discussing the project and getting to know your clientele, recommend a specific flooring product. This timing makes a big difference in the sale. At this point, discussing the differences between solid wood and laminate veneer lumbar (LVM) which is more pliable and sustains wear better than traditional lumbar, would be ideal. Afterward, suggest and demonstrate an eco-friendly floor cleaning spray made to be highly effective with the particular type of flooring they have selected.
Tradition vs. Digital
Traditionally, the practice of listening to the customer in a face-to-face store experience has meant getting to know your customer personally. It has been about learning their needs and fashion tastes and suggesting items they can appreciate. It has involved discussing finances confidentially. It has been about building a relationship.
Many places still function like this, but they are becoming rarer. A change is happening with traditional vs. digital marketing. While the older generation will continue to want a personal connection for their flooring needs, the younger generation would just as soon read all they need to know and handle the transaction online using visualization tools.
Technology has changed the flooring business. Digital Marketing has allowed customers to browse without person-to-person sales. Now, as a sales associate, studying demographics is paramount. Market analysis is the name of the game. For example, running ads in specific zip codes for items that pertain to that area allows you to compete well. Unlike flooring giants such as Home Depot, which maintain a wide variety of items available to a broad audience, a targeted online approach lends itself to meeting specific people’s specific needs. These days upselling is dependent on digital target marketing. Since Google can identify who is looking for flooring, personal attention presents relevant ads based on the customers’ search criteria.
A hybrid approach of in-home shopping and face-to-face service is also realistic. In-home measures and construction still have to happen, and automatic ads will continue to show on Facebook feeds. Upselling in person is within a sales associate’s skill set. Upselling online is definitely within a digital marketer’s skill set.
Flooring companies that find a way to incorporate strategies from both approaches have a bright future with upselling in the world of e-commerce.