Easy Money — The Second Sale
One way to generate additional business is to maximize your first sales with add-ons or second sales. Though the second sale is actually easier to get than the first, 96% of all salespeople, managers, and companies miss this opportunity. You can spend hours and hours making the first sale but make a second sale (or add-on) in just a few minutes.
Most businesses and salespeople get so excited about the much-needed first sale that they are oblivious to, and untrained in, taking advantage of this second sale opportunity. Because they lack proper training and erroneously believe that people buy on price, companies often do not attempt this second, easy sale. But your buyers will actually use ancillary purchases to support their first decisions.
This second sale is great for three reasons.
1. Easy Money: Let’s say you’re selling clothes to a buyer who has agreed to purchase a suit, shirt, and tie. As you’re ringing him up, you might want to say, “Congratulations. I know you are going to love these. May I suggest that you add this pair of shoes, a second tie, and these two shirts to keep this suit looking fresh all the time? It will allow you to create three outfits instead of just one.” Wait for him to ask how much.
Most of the time, you will get part or all of this second order. If he agrees, congratulations — you just made another sale without having to work with another customer! Double down and double up, as they say in Vegas.
2. Increased Success: Let’s say that you sell advertising and that you’ve put together an advertising campaign for a client’s company. Once you have made your presentation and proposal, agreed on price and terms, gone over the particulars, and closed the deal, congratulate the client and reiterate how helpful this program is going to be for him or her. Then suggest that the client increase the number of times he or she is going to run the ad or do a press release in addition to the initial ad. This second sale increases profits for your company.
3. It Brings More Value: Let’s say you sell furniture and have made a living room sale that includes a sofa, two chairs, and a coffee table. Once you have solidified this sale and assured the purchaser that he or she will love it, say, “May I make a suggestion? This rug and lamp fit perfectly with what you are getting today and greatly complement the other furniture.”
When they agree and make the decision to buy — and make an exchange on — the second sale you have created value for them. You have made sense of their first purchase and allowed a more complete solution to their furniture needs. You do not create value by selling, promoting or presenting, you only create value when you get an exchange.
Remember: Second money is easier to get than first money, and these add-on sales allow you to maximize the time, energy, and effort you’ve already put forth.
Try it yourself. I promise that it works!
Your friend in business and sales,