Add It Up

June 1999

For Your Staff:Basic Selling Skills

Add It Up

You've made one sale, now try to make another. The add-on sale takes creativity and persistence

BY SHANE DECKER

My research shows 90% to 95% of all sale tickets written in the jewelry industry have only one item. Sales associates are doing a good job selling the item of jewelry customers specifically came to the store for, but are falling short on creating a sale from scratch and selling the second and third items on the ticket – the add-on sale.

It's easier to get customers to buy the second item than it was the first one. Buying the first item shows they trust you, they're in a buying mood and they're comfortable spending money with you. Showing other items after the first sale has been consummated is one way to portray your genuine interest in them and their interests. They will appreciate the time you give, making them feel relaxed and of importance. It avoids them feeling like you wanted to "take the money and run" to the next buying customer.

Creating the Add-On
The add-on sale won't happen by itself. It must be created. There are three ways to do this.

  • Just reach into the case and show the customer an item to match the one they just bought. Lay the item on the counter pad next to the first item. Then do your sales presentation.
  • Use lead-in lines after the first sale has been closed. Some examples: "This pendant would look great with this We have earrings that match these pearls ... Have you seen our bracelet that looks like this? This omega chain looks great with this slide pendant."
  • Use the open-ticket method. Write up the first sale on a ticket complete with the customer's name, address, item number and description. When finished, leave the ticket open: no total line, no tax. You slide the ticket to your left, the customer's right. When the customer sees the ticket is open and not totaled, he knows you're not done selling. Proceed to show more items. If your store is computerized, simply write down the information on a piece of paper with the price of the first item and slide this to your left. The customer will still see you aren't finished. Don't walk away and go to the computer to get the receipt until you're completely done with the selling process.

Different Types
There are three types of add-on sales: matching, step up or lift, and service counter.

  • Matching: This is the easiest of all add-on sales and should be tried every time. If the customer came to buy a ruby pendant, show ruby earrings that match. If you sold the customer a channel-set diamond tennis bracelet, show her a pair of channel-set diamond earrings. If the customer chose a bezel-set diamond pendant, show diamond earrings in the same style.
  • Step-up or lift: This add-on happens when the customer comes in to to buy a 0.5-ct. diamond and you bump him up to a full carat: that's a $2,000 or $3,000 add-on. Usually this type of add-on sale has only one item on the ticket.
  • Service counter: Some customers have shopped three or four stores before they come to yours to buy a diamond. They have their objections ready. Some customers try to blast your self-confidence, others just want reassurance and some are merely testing you. But when a customer comes in for service, she does not shop three or four stores. She goes to one store with her need, leaves the item for repair and trusts that you will take care of her precious property. It's easy to show the service counter customer a 1-ct. diamond or your favorite watch or jewelry item before she leaves. Remember, there are no objections and she already trusts you. It's easy to show a service customer high-ticket items while waiting for an estimate on a repair. Use teamwork to get great results.

Show everyone who comes in for a battery your favorite item or a diamond. They have to wait 10-15 minutes for the battery anyway, so don't leave them unattended. By showing the customer a high-ticket item, he or she feels important, recognizes you are not prejudging and realizes you have that type of jewelry. Never assume all the customer wants is a battery or service repair – its a major sale-killer.

Remember that add-on sales have to be created, and this starts with you, the sales associate. Encourage your store manager or owner to institute an add-on contest this month. See who can write the most tickets with an add-on sale, or see who writes the ticket with the most add-on items. Have another contest to see who can show the most high-ticket items or 1-ct. diamonds after the first sale is made.

If your store doesn't have any contests like this, just start challenging yourself. I think you will be pleasantly surprised with your results. It only takes a moment of time to try and only a moment longer to write up another sale. And maybe longer than just a moment to enjoy that customer's loyalty to you for life!

Shane Decker is an international sales trainer and consultant. He offers sales training on many different levels for every size of company. If you are interested in a more professionally trained staff or need assistance in any other aspect of our industry, contact him at (317) 422-8872.



Copyright © 1999 by Bond Communications.


 

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