As consumers we are used to the occasional upselling technique when making purchases. I usually think of the upsell offering insurance on products or complementing products to the one being purchased. I am the consumer that is quick to deny the upsell because I usually have done my research and already have a specific price in mind and don’t want to spend more. How do we overcome the mindset of a set price?
Sales guru Jeffrey Gitomer, author of The Sales Bible, The Little Red Book of Selling and The Little Gold Book of Yes! Attitude, shares that when upselling is done right, it builds deeper relationships with your customers. His quote is “Tell me how I win. When I win, you win.”
I agree with Jeffrey and believe in relationship building sales, if we educate the consumer on the benefits of the upsell for them, our ability to overcome the price objection softens. Using the example of traveler’s insurance when renting a vacation rental. The Mt. Hood Vacation Rentals team in Oregon quotes the final price with and without the insurance, followed up with why it would benefit the guest in their specific situation where they talked about older family members that are ailing and taking them for a final vacation. When you speak to the specific benefit for the potential guest it shifts to relationship sales and guests feel taken care of.
Another example of an ideal upsell is during the redemption of a vacation rental stay gift certificate purchased at a non-profit black-tie gala (Geronimo Solutions provides Vacation Rental Management Companies with a free platform to handle such gift certificates). Instead of jumping straight to redeeming, ask how many people will be joining during the stay and offer the option of a larger home or more desirable dates or an upgraded home with a better view. This is a great way to leverage non-profit fundraisers… post slow-season and middle tier offerings and have a “menu” of upgrades that can be offered to holders of these certificates; each upgrading carrying an associated fee. These upgrades are often welcomed by certificate holders, and this is found incremental revenue for companies and homeowners.
Some vacation rental companies offer concierge services. Stony Brook Cabins in Tennessee offers rose petals sprinkled in the bedroom along with a bottle of champagne chilling in the refrigerator. There was a guest that was planning a wedding proposal and was thrilled that he didn’t have to run around getting the items and hiding them for the surprise proposal.
I remember traveling and staying at a vacation rental with Sea to Sky Rentals in Washington that offered early check-ins and late check-outs for an additional fee. This was offered in their online agreement and then followed up with a phone call offering additional upsell services.
Jeffrey Gitomer recently shared in an article that, “the customer is in a buying mood and has already made up his mind and is open to suggestions that will help him. It all rests on the ability to engage, combined with how much trust you have built.”
He speaks to breaking it down into forms or elements.
When we can step back from thinking about the next call coming in or the customer in front of us, we can be more strategic in our relationship building and make the guest feel taken care of as well as generating additional revenue.
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” -Steve Jobs