BR AND BITE
TEMPT YOUR CLIENT… TO BUY MORE Rob Snoeijen is a Dutch sales inspirer and is the director of the SalesTopics institute that helps businesses accelerate their sales by providing sales training, coaching and consultancy. Rob is committed to helping organisations and sales professionals improve their commercial returns. With more than 25 years of sales experience under his belt, Rob is a leading professional in his field. Driven by his passion for sales, he is the author of three bestsellers. With boundless enthusiasm, he successfully inspires and motivates his training programme participants to ‘do things differently’.
Rob Snoeijen
Think of the last time you went to the butcher’s shop. What did the butcher ask you? Would you like a piece of sausage? No, that’s not the question I’m looking for. How about: ‘Is it okay if it’s a little bit more?’ and ‘Can I get you anything else?’ Asking these questions is as natural as breathing for him. But you’d be surprised how many businesses forget to realise cross-selling or haven’t made increasing sales part of their sales approach. They haven’t given it proper consideration and don’t have a plan. A missed opportunity! Another example. I bought a new pair of shoes the other day. And what did I buy to go with them? You guessed it – waterproof spray, matching shoe polish (even though I’ve already got a shoeshine box full of sundry shoe polishes) and shoe stretchers to keep my shoes in shape. I spent more than 30 euros on these extras. I was struck by the fact that the shoe salesperson was very young, but she still asked me a couple of cross-selling questions. Questions you’re
almost never asked at a barbershop. So cross-selling is an exceptionally effective sales technique enabling you to achieve greater results – fast and easy. What are the key elements of this sales technique and how can you apply it effectively in your barbershop? Cross-selling Cross-selling means trying to sell different relevant products or services to a client. A few examples: Service station: You go to fill up the car, but the cashier at the register asks if you’d also like the daily special; two packs of gum for a euro or 25% off a croissant and coffee. Bank: You open a saving account when you’re a kid and go on to take out a mortgage and an insurance mortgage with the same bank when you get older. Computer store: You purchase a laptop and buy a bag, a wireless mouse and an extra memory card to go with it. 11
