Want Fries and Shoes With That?
It's important to make sure your phone reps are offering upsells consistently. Every call in which upsells and cross-sells aren't offered is a sure-fire zero percent conversion.
Getting outbound reps to offer upsells consistently is much less challenging than with inbound reps; outbound reps are focused on selling. But many inbound reps have dual responsibility for customer service as well as taking orders.
Because of their dual roles, inbound reps may be careless about consistently presenting upsells and cross-sells on the phone. They also may need training on why upsells are important and how these offers are opportunities for customers to save money, get better value from their purchases, etc. Consider incentive plans for reps to gain consistent compliance and enthusiastic participation in the process. The opportunity to make a few extra dollars each day by presenting and closing upsell and cross-sell offers can galvanize rep attention.
If you're offering upsells to repeat customers as opposed to first-time buyers, results will deteriorate if upsells and cross-sells are not changed frequently enough. How often is often enough? Every business is different, but a good rule for catalogers is every 30 to 60 days.
Technology Can Help Target
To truly make the most of upsells and cross-sells, use technology to your advantage, and employ segmentation techniques. Let your system enable you to offer a different upsell to customers placing their first order with your brand than the upsell for a customer who has been with you for years. Think about what buyers of certain product categories are likely to want, and let your system ensure that upsell offers are made in accord with the category purchased. Definitely program your system to avoid having a phone rep upsell an item at a discount to someone who just purchased that same item at the catalog price; instead, the rep should offer the customer a deal on a "two for."