Leveraging the Sale: Finding Opportunities for Additional Service
By Seth Brickner
I was reminded of the importance of cross-selling this afternoon when I got a call from our mechanic.
We take our car to a local shop to be serviced because we like to do business locally whenever we can, because they’re friendly and most of all because they’re convenient. They are also amazing good at finding additional work they can do for us.
Here’s what transpired: we had our car in for some major work that required pulling the engine. We had been given an estimate, and while we certainly would have liked it to have been cheaper, my wife and I share a car and rely on it to be in good working order. We brought the car in and began preparing ourselves, mentally, for our next credit card bill.
Don’t assume anything. Don’t assume that just because your customers are loyal that they will stay that way. Be aware that even if they’re convinced your product, company, or service is of value, it doesn’t mean that they could be convinced otherwise, or that a competitor has an edge. Play devil’s advocate to see what the competition might offer and answer that challenge.
As a customer, how do I know what I want… if I don’t know what’s possible? It’s as though I’m blindfolded.
I was on a flight recently. We’d just been advised to turn off all electronic devices so I had to close my Kindle and was forced to choose between quiet contemplation and reading the airline’s Sky Mall catalogue one more time. Perhaps because I was 3 hours into a less than customer-focused flight experience, the idea of enriching customer experience came to mind. And I went with it.
The idea of “adding value” popped into my head. At first glance, adding value certainly sounds like a good thing—not so much the “adding” part as the “value” part of the concept. I subscribe to the theory that reducing customer effort—making it quick and easy for me to do business with you—builds loyalty.