How
to unlock the power of "cross selling"
by
Ivan Levison
To
say that I'm not handy around the house is a huge understatement.
Which
is why, from time to time, I call on Mr. Handyman -- a home
maintenance and repair franchise operation that's a godsend
for someone like me.
I
recently had a few things around the house that needed doing,
so I called for an appointment. Mr. Handyman showed up on time,
did the work well, and that was that. Or so I thought.
Some
weeks after the work
was completed I received a flyer in the mail from Mr. Handyman
that was absolutely first-rate and illustrates perfectly how
to "cross sell" effectively and profitably. Before
we analyze the piece, let's ask the important question . . .
What exactly IS cross selling?
Cross
selling is a way to increase sales by actively offering RELATED
products or services to prospects.
The
classic cross sell takes place at the fast food joint. You order
a burger and are immediately asked "Fries with that?"
Maybe you weren't thinking of ordering fries but you reflexively
say "Yes." KerCHING!
NOTE:
Managers of fast food restaurants who don't train their crews
to ask "Fries with that?" and "What will you
have to drink?" should be forced to eat junk food forever.
They are literally leaving money on the table.
For
another example of cross selling, check out Amazon.com. When
you search for a book on a given subject, you are automatically
shown a list of related titles that "Customers expressed
interest in." Can you imagine how many extra books Amazon
sells because it AUTOMATICALLY CROSS SELLS EVERY SINGLE PROSPECT?!
And
now, back to my friend Mr. Handyman. If you want to see how
this forward-looking franchise company cross sells THEIR customers,
check out the Mr. Handyman flyer that I've posted (with their
kind permission) on my Web site. You'll find it at:
www.levison.com/handy.html
As
you can see, Mr. Handyman isn't waiting patiently and passively
for my faucets to start dripping again. The company is taking
the initiative and proactively cross selling products -- not
just their repair service. And what a nice job they do! Here
are some thoughts about their flyer:
***
Look at the headline and subheadline: "Products for the
home. Delivered and installed by Mr. Handyman." They are
explicitly offering what my buddy Geoffrey A. Moore calls "the
whole product solution." Mr. Handyman makes it so easy
to say "Yes."
***
The snipe that says "Great Gift Ideas!" is itself
a great idea. Maybe I don't want their products but I might
want to GIVE their products to someone else. They're broadening
my options and opening me up to other purchasing possibilities.
***
Look how clean, attractive, and appealing the graphic design
is. A wonderful job. Whoever designed this really knows what
they're doing. (Do YOUR collateral materials look as sharp as
this? They should.)
***
Notice the third page with the headline, "For all your
home repairs!" Mr. Handyman hasn't forgotten to remind
the prospect of the company's core competency. Sure. They're
trying to cross sell you products, but they also remind you
of the service they're known for.
The takeaway message this month?
It's
important to always be on the lookout for cross selling opportunities
that can boost sales. McDonald's does it. Amazon does it. Mr.
Handyman does it. And you can do it too!
