Up-sell, Cross-sell
Last month my wife and I were getting a pool installed in our yard. The sales person met with us and showed us pictures of the exact pool we
had described. Now we knew we going to buy a pool and therefore were in a “Purchase State”. Since he now had us committed to the basic
purchase, he skillfully proceeded to show us the “upgrades” - a better cleaner, a new reduced chlorine system, a beautiful waterfall and so on.
Now here is the interesting part. I found it so easy to say yes. He offered us an automatic, remote control unit, which was really a convenience
that costs $2,400. I agreed readily. Yet if I already owned a pool and this guy called on me to sell me a $2,400 convenience the chances are
high I would have said, “No thanks, I am fine turning it on at the unit” – I would be out of the Purchase State. Does this make sense?
In addition to getting me to purchase all kinds of extras, they can also offer me a one-year pool cleaning service agreement for 20% off (if I
were hiring a service) or if they I chose to maintain it myself, sell me the supplies. In addition, since I just installed a pool there are all sorts of
other things I will purchase as a result of having a new pool. Pool accessories, landscaping and special lighting to tie in the yard with the pool –
these are predictable items I will purchase. Here is what is really powerful, the pool contractor can offer these items whether they perform
these services or not. They have my trust, while I am in a purchase state and I have wants and needs. Why let someone else profit from the
relationship without getting a dime?
Incidentally, the pool guy I was dealing with gave me a “special discount” if I agreed to use their service to open and close my pool each year –
this was pretty smart. I felt great and he locked up a profit stream for years to come.
Pool Installation