Introduction to retail add on sales

Add-on Sales

How to grow your sales with a simple add-on.

Retail selling is often a delicate area.  Many retailers do not wish to create a pushy sales environment, yet seek to convert more shoppers or increase average spend.  We train store staff across the UK and Europe in the art of retail selling or soft selling and have ways of improving sales results and simultaneouslly improving the customer experience. One key aspect of improving sales performance is focusing on the average transaction value – and increasing the value of a sale through add-ons.  It is widely regarded that add-on sales are the easiest way to grow you turnover as a business.   The principle of add-on sales is that you get a customer who is spending £5 with you, to increase that spend to £6 and beyond. It is considered the simplest method as it has many of the barriers of selling removed:
  • The customer is already in the shop
  • The customer trusts you &/or the store enough to be making a purchase

What impact can add-on sales have?

In simple terms increasing a transaction from £5 to £6 is a 20% increase.  If you were able to do this with all sales, you would increase your turnover by 20%. Won’t encouraging customers to take add-on sales make the store seem really pushy? It can do, if not done carefully. The key is to turn add-on sales into ‘great customer service’. If you use your product knowledge to make sure customers get the best service possible, you will be seen as someone on their side, rather than a pushy sales person. 

How to go about generating add-on sales?

Displays: 
  • Positioning relevant accessories (batteries, cases, crisps, or gift wrap) next to the product.
  • Position popular accessories by the counter or in a high traffic part of the store
Staff:
  • During the sales process highlight some of the relevant accessories that might go with the product. Use language like “Many customers get these at the same time?”.
  • At the counter ask the customer “Can I check you have everything you need, have you got batteries, case, leads etc”.

Add-on Sales“Try to avoid punting products hard, that are not directly relevant to the purchase, it can irritate customers and drive them away from the store.”

       

Written by

Corin Birchall is a Retail Sales & Marketing Consultant and founder of “Kerching Retail - helping to make your till ring”. His consultancy works throughout the UK and Europe. Corin is an active writer, coach and public speaker, helping to develop and grow a wide range of businesses & business leaders from Leisure and Retail sectors

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