The best traders are familiar with techniques that will work in each and every situation, and allow to effectively conduct conversations with every customer.
They choose to use the low-balling technique or swing the emotional swing and, if necessary, they will juggle with a perfectly matched set of techniques in order to sale and build a lasting relation.
This is the offline sales world. It is a bit different in the online world, yet it is hard not to recognize a common denominator. It is also worth using all techniques known in e-commerce. To this day, Omnichannel constitutes the most sensible strategy that allows to sell in an effective manner. The elements that make up for multi-channel sale include up- and cross-selling. Their effectiveness is confirmed by the results and, interestingly, these techniques are used both “offline” and in the online world.
Cross selling – complementary products
What is cross selling? This is nothing but a marketing technique with an aim of increasing the value of the cart in an online store. In other words, the goal of effective cross-selling is to maximize profits from one transaction. Indirectly, it is intended to increase user involvement and build greater trust in the brand, as well as minimize the risk of e-consumer switching to another online store.
How does it work? Imagine that a user is browsing through an e-store offer and decides to buy a fishing rod, for example. While going through the subsequent stages of purchase, supplementary products will be served to the customer at some point. In this case this will include e.g. a fishing line, a reel, a float, hooks, etc. The customer may decide that, since he is already ordering a fishing rod and will pay for the delivery, it will be worth ordering some so-called complementary goods. This means that the purpose of the cross-selling technique is to remind the customer that he will need something more than just a fishing rod. In this way, it leads to the fact that the value of the cart increases.
Higher quality, more sales – up selling
The goal of up-selling is the same as cross-selling, i.e. maximizing profits from one transaction. The difference is that complementary goods are not offered with this technique, but only products of the same type, but in a higher amount, i.e. of a higher quality. If someone buys a fiberglass rod, maybe they will opt for a slightly more expensive carbon one. This can apply to any product. In short, the point is to effectively and unobtrusively offer a product that presents higher quality, and thus a higher price.
For what reason do effective cross- and up-selling increase sales?
These techniques do not rely on pressing the customer with something that he does not want. Not every consumer is determined to buy one product or another. Very often, he does not pay attention to the fact that he should buy things complementary to main purchase item. This serves as a kind of help and – just like a salesman working in the field offers his contractors shoes, he will undoubtedly offer them laces, shoe care accessories or insoles. This should be similar in the online world. It is not without significance for the customer that during the purchase we offer him something from a higher shelf and we encourage to buy a product of a higher quality There is no obligation to make the purchase, but it is always good to have such an opportunity.
Currently, enabling cross- and up-selling options in an online stores is not difficult. Regardless of whether the e-store is placed on the SaaS platform or in an open source, you can enable the appropriate module to start effective techniques that maximize transactions from one cart. This makes the store more complete, making full use of the possibilities implemented as part of multi-channel campaigns.