如何向客户推销

即使您还没有听说过“销售销售”一词，请放心，您以前一直在努力。您是否曾经问过您是否想添加：

• A drink to your burger order?
• Insurance to your smartphone purchase?
• 得到新的刺穿后的余后喷雾？

All of the above are examples of classic upselling. Every industry has options for upselling, and it can be a great way to get a customer to spend more on their purchase. However, upselling can be disreputable if done merely for the sake of emptying out more of your customers' wallets. It should end up benefiting both parties and helping customers reach their end goals.

重要的是要知道销售和交叉销售。交叉销售建议购买额外的产品或服务，以与原始产品或服务结合使用。例如，交叉销售不是提供AppleCare+覆盖范围，而是与iPhone一起提供MacBook或Apple Watch。

尽管两者都有好处，但我们将重点关注这篇文章的销售，因为销售是20倍更有效than cross-selling. This is likely because it's easier to prompt a smaller purchase to make the original purchase even better, rather than prompting the purchase of an equally or more expensive product in conjunction with the original.

7 Steps for Upselling Your Customers

1.了解他们的动机和目标。

No matter what purchase a customer is making, they are doing so due to an intrinsic or extrinsic motivation. For instance, when someone buys an iPhone, perhaps it's because they genuinely enjoy the product and want to own it. Or, maybe, they want the latest iPhone because their boss encouraged them to buy it or because everyone else has one and they want to fit in.

Understanding the motivations behind the purchase can tip you off on whether or not an upsell is beneficial to the customer. In addition, you should always discuss with your customer their goals. What do they hope to accomplish with their new product? Why are they choosing this model over another? Having them answer such questions can give you a good sense of what might be a good option for an upsell.

2.确定实际上可以从Upsell中受益的客户。

根据每个客户的动机和目标，您可以开始确定哪些客户将在销售中找到价值。您永远不想向真正不需要或想要的客户推销销售。这只会惹恼并阻止他们进行未来的购买。您必须能够建立一个有效的案例，说明为什么Upsell对客户来说是一个好的决定。

但是，请注意那些表现出从一个受益的迹象的人向上销售。例如，如果客户说他们正在购买新的iPhone，因为他们在屏幕上破解了上一张iPhone，那么这可能是提示销售AppleCare+ Coverage的一个很好的理由。购买覆盖范围可以帮助他们实现自己的目标，以保护新手机免受损坏，并确保其持续时间更长。

3. Do your research.

It's not enough to simply tell a customer they should purchase the upsell. Imagine you're already spending $999 on the brand-new iPhone model, only to have the customer service rep immediately tell you that you should purchase a $199 AppleCare+ coverage, too? You're a fairly careful and coordinated individual; you don't need to spend so much on support and damage insurance.

通过收集数据，您可以证明对客户有利的论点。也许，您可能会根据该图表中的一些统计数据基于摩托罗拉研究, which states that 50% of people around the world have experienced a cracked smartphone screen and that 42% of smartphone owners globally claim that the biggest barrier to fixing cracked screens is the high expense.

通过将类似的统计数据放在客户身上，他们不禁要注意。如果冷硬数据支持Upsell，那么他们很难拒绝。毕竟，安全比后悔更好。他们知道他们可以信任您，因为您正在寻找最适合他们的东西，而不仅仅是想获得更多的钱。

4.通过制定计划来说服他们。

您已经完成了研究，并建立了案例。伟大的。但是，客户想要的最后一件事是让您有十个原因，他们需要从您那里购买其他产品或服务。这将不堪重负，并可能将它们当场。

Instead, approach the topic as another step in their path to success. Don't just tell them;show他们为什么Upsell是他们未来的投资。说服他们，如果他们不进行购买，可能会有害，但这是因为这是真的，而不是因为您想操纵它们。如果您真的相信Upsell将帮助您的客户过着更加满意的生活，并更接近实现目标，那么对他们来说也应该很明显。

5. Be honest about the costs.

As great as this upsell is, in your eyes, it may not be so great for your customer's budget. There's no point trying to sugarcoat the price. It will only make them suspicious of you if you try to mask the real cost of the upsell.

相反,把它。告诉他们什么the additional costs will be, what they go towards, and how it will alter their final purchase. Also, though, tell them exactly what values they will receive for their costs, and what the costs may end up being if they don't invest in the upsell at this time.

例如，购买iPhone X的AppleCare+覆盖范围为199美元。这包括最多两次意外损坏事件的承保范围，每个受试者的屏幕损坏费用为29美元，或其他损失的费用为99美元，再加上税款。如果您不购买AppleCare+覆盖范围，则可能需要支付几百美元来修复每个意外损坏事件。这种价格分解是诚实的，但也向客户展示了拒绝销售的风险。

6. Show proof from past customers.

客户比他们信任员工更信任其他客户。有一种友善的感觉，并相信客户会知道彼此最适合的东西。如果他们在听到数据，成功计划以及诚实的定价细分后仍然持怀疑态度，那么来自其他客户的一句话可能只是将它们推向优势。

如果您有任何客户testimonial videos躺在周围，这是使用它们的绝佳机会。客户推荐是传播忠实客户喜欢的公司积极方面的真正方式。向您的客户建议他们在您的网站上观看一些推荐书，或通过电子邮件发送给他们，以使他们自己的时间思考。微妙您不想努力推动。取而代之的是，当您轻轻地朝着正确的方向轻轻抚摸它们时，将其构架。

7. Reflect on what went right and wrong

一旦您（终于 - 在Upsell上完成了交易），您可能会准备好庆祝。这是一项巨大的成就，可以使您和您的客户都能获利。但是，与任何客户互动一样，也有优点和劣势。下次还有改进的空间。

Make sure you put aside time to reflect on your process of upselling your customer. Was your research sufficient? Could a more well-structured plan of success have convinced them earlier on? Did you ever feel like you were over-pressuring your customer? These kinds of questions, as well as a careful record of the process, can help you build a more efficient and effective upselling process for the next time. The more you practice, the better you'll become and the more customers you'll satisfy.

接下来，阅读以下有关写作精彩的技巧向上销售email。