PRIME+ Selling System Blog

You've put in the time and training to create a knowledgeable team of sales experts. Your customers view them as trusted advisors and value their suggestions. While the sales numbers and client satisfaction ratings are excellent, they continue to sell the same popular labels. Is your team missing an opportunity?

If you aren't offering premium or super-premium options, the answer is a resounding yes. Like most of us, retailers tend to focus on what is selling currently, not what could be a new opportunity. That's where your highly trained salespeople have a chance to share their expertise. Educating the buyers on options that can benefit their business helps solidify their trust in your sales rep.  

The obvious benefits of upselling include increased revenue, but don't discount the criticality of customer delight. Upselling is an art, particularly when you are nurturing your client relationships. The key to upselling is to provide ongoing training for employees that gives them the skills and best practices that encourage them to adopt new sales tactics.  

What Is Upselling?  

When you are making a sale to your customer and offering an upgraded version of the product they are purchasing, that is upselling. Done well, it not only increases the total sales for the rep but informs the business owner or buyer about new products that may offer additional sales opportunities for their business. Upselling is ideally integrated into discussions about goals and plans for growth. When the retailer offers premium and super-premium options, they are then viewed with more prestige by discerning customers. 

So, how is upselling different than cross-selling? While both strategies result in increasing total sales, they are distinctly different:

• Upselling - Upselling is offering an upgraded version of the proposed product to increase the value of a sale. It is typically harder to upsell, as it costs the purchaser more than the item they are interested in. Successful upselling requires sales reps to have the techniques and skills to present a compelling value proposition.  

• Cross-selling - Cross-selling differs from upselling in that the client is still purchasing the original product they requested. The additional sale comes from accessories or related products to accompany the original item. It is much easier than upselling, as the customer can visualize the opportunity to offer something new with the original product. 

How To Upsell Effectively  

Upselling can be an effective method for strengthening customer relationships. Your salespeople have a unique opportunity as trusted advisors with expertise in various alcoholic beverage sources and knowledge of different brewing or winemaking processes. As they discuss the goals and long-term plans for the business, the salesperson can impart their knowledge to show how premium options can further those goals. Effective techniques include: 

• Demonstrating which products get the best results 
• Offering upsells that directly capitalize on opportunities to fill a need or further their goals
• Maintaining professional integrity and using empathy when demonstrating value
• Rewarding customers for their loyalty 

Ongoing Training Keeps Employees Current on Techniques Like Upselling 

Upselling is both an art and a strategy. At its best, it is a mutually beneficial arrangement that benefits your sales reps and clients, increasing sales for both. It allows your sales team to increase their value to their customers by showing their range and depth of knowledge. By educating them on the importance of providing higher quality options, the buyer or business owner gains a new perspective and is better prepared to capitalize on opportunities.  

However, successful upselling requires a soft touch and an understanding of each customer's needs and goals. By providing ongoing training for employees, you augment their sales skills, enhance value for your clients, and increase profits.