Sometimes buying a product is difficult because of
the variety of models--with options, add-on items, and services--the
customer must choose from in order to obtain a complete solution.
Promotional materials for these products must present the choices
clearly and take advantage of opportunities for cross-selling and
upselling.
Cross-Selling Adds More Items
Cross-selling
promotes an add-on or accessory product or service that, when combined
with the primary product, makes a better or complete solution. A
classic example of cross-selling is the question, "Do you want fries
with that?"
In many cases, cross-selling involves helping
customers assemble a tailored product from a variety of options. An
effective cross-sell presents these options clearly and makes it easy
for customers to choose among them.
Upselling Adds More Value
Upselling
promotes a more powerful or higher level model than the one the
customer is considering. To use the fast-food metaphor again, an
up-sell would be "The deluxe burger is not only bigger, but it includes
the special sauce and only costs a little more. Would you like that
instead?"
A product model that offers greater capabilities,
flexibility, or capacity might be suitable for upsell. In this case,
the seller's job is to make sure a customer is aware this model exists
and to encourage consideration of both models before the purchase
decision.
Promotional Ideas
Both
cross-selling and upselling can be done in print materials and on the
Web. The following ideas can be used for print materials such as
brochures, catalogs, and selection guides:
* Include a brief "Related Products" section that lists the names or model numbers of upsell and cross-sell products.
* Present a chart of available options, describing the target use or environment for each.
*
Describe typical packages or product combinations, especially when a
customer must purchase multiple components. This can be done with a
simple bullet list that describes the content of each package.
Because
of the dynamic links between pages, cross-selling and upselling are
especially easy to implement on a Web site. For example, you can create
links among catalog pages to show related products, or link to a
services page from a product page. The navigation process you define
for purchase transactions on a Web site can also guide a visitor
through pages that present cross-sell or upsell options.
More Choices, More Sales
If
handled correctly, cross-selling and upselling can help customers
choose the best products for their needs and generate a stronger
customer relationship for your company. And of course, more revenue too.
About the Author
Transition words and phrases are one area where writers often
get into ruts. But not with this this handy little reference: A Writer's Guide to Transitional Words and Expressions by Victor Pellegrino.
Learn more about the book Copywriting That Sells High Tech by visiting the 
