Many companies practice upselling and cross-selling to their customers. Often, you won’t even notice that you’ve been sold into something else by the time you leave the store. Companies have studied the right ways to do it for years and years. However, it’s not as common in the health, fitness, and wellness space. And yet, it should. Let’s talk about it more below.
The Art of Upselling and Cross-selling
Upselling and cross-selling are sales techniques. Upselling is where you encourage a customer or client to purchase a product or service that is of higher value to their initial purchase. Cross-selling is encouraging a customer or client to buy a product or service related to their initial purchase.
A perfect example of upselling is what Starbucks and McDonald’s do. If you order a tall coffee from Starbucks, they will immediately ask you if you want to go for Grande or Venti instead as you will only spend a little more. With McDonald’s, you’ll probably remember their famous line “Do you want fries with that?” These two companies are very successful in upselling.
Apple is also a great company that practices cross-selling. When you buy a premium product from them like an iPhone or a MacBook, Apple makes sure that you can only buy the accessories from them, too. These accessories will only work with Apple products and nothing else. That’s great cross-selling there.
Even Amazon practices cross-selling. If you notice, when you shop around the site, you will see sections that say “Frequently Bought Together” and “Customers who viewed this item also viewed.” Both have been very successful in bringing in more sales for the company.
Should You Practice Upselling and Cross-Selling?
If you’re in the health, wellness, and fitness space, you might wonder if you should apply these techniques and how you can get started. The quick answer is yes, you should because you are running a business. However, not many people in this industry practice these techniques. The possible reasons are:
- Mindset – Having a close-mind and not being open to these selling techniques
- Commodity – Unsure of what to offer apart from the current product or service
- Fear – Fear of being judged by peers or colleagues
- Environment – Not many are practicing these techniques so you won’t, too
Reading through those reasons, some might resonate with you. And if they do, you have to address those reasons before you can start upselling and cross-selling. Many people in this space have self-doubt, and pricing has always been a challenge. Take, for example, a physical therapist who is unsure whether he is charging a fair hourly rate. Is the service he wants to offer really worth a higher price? This second-guessing makes him less confident in upselling himself more to a client.
Another aspect is the fear of being pushy. As much as possible, people in the health, wellness, and fitness industry want to focus on improving the well-being of a client. If they add these selling techniques to the mix, they may fear to come across as pushy or trying hard to earn more income, which clients may not appreciate.
Don’t worry, as long as you do the research and do it right, it can help your business and even strengthen your relationships with your clients.
How Do You Start?
If you have removed doubts and fears, you can now start the groundwork.
1. Profile Your Clients
Look at your current list of clients and ask yourself what type of clients do you attract to your business. You can also think of the clients you don’t want to attract or would like to attract. If you have an A-star client, you can model your profile there. What’s important is that you can segregate your clients into groups, making it easier for you to look at opportunities later on.
2. Get to Know Them
It is equally important to know your clients on a deeper level. This is where making a customer avatar comes in handy. You can list down their wants, needs, aspirations, and frustrations. From there, you should be able to explore opportunities for upselling and cross-selling.
3. Look at Opportunities
Now that you are familiar with your clients, you can use the information you have to start looking at the opportunities you can grab. Here are some examples:
Example 1: A client purchased 5 physical therapy sessions. He also mentioned to his trainer that he is experiencing lower back pain. More than that, he also cannot prepare his own meals and is having a hard time losing weight.
- Upselling: While the current PT sessions are ongoing, offer him another 5 PT sessions that are more result-focused (this aims to relieve his back pain).
- Cross-selling: Have a range of products available for sale, such as resistance bands; Suggest the idea of healthy meal prep and refer to a health coach or nutritionist.
Example 2: A client doesn’t have time to go to the gym regularly. He prefers working out from home but can go to the gym once a week.
- Upselling: Come up with a hybrid training program specifically for the needs of the client.
- Cross-selling: Offer a “starter pack” for clients who are in the same position. This starter pack can include the essentials they need to be able to work out at home successfully with your program.
4. Always Put the Client First
One of the pitfalls of sales is greediness, and you must be cautious of that. Salespeople are trained to say whatever they need to say to land a deal or get a customer to purchase a product or service. However, you don’t operate in the same space as they do. Your priority is addressing the needs of your clients so they should always be first.
Avoid offering a package for PT or therapy sessions that a client doesn’t need. The right way of approaching it is to assess the other unaddressed needs of your clients and then build a package from there. Most often, in the health, wellness, and fitness space, there are no one-size-fits-all. And this is why you have to customize or personalize your offers based on your client’s needs.
And in cases where you don’t have anything else to offer, it’s best to have collaborations with other health professionals so you can refer clients to them.
Should you upsell and cross-sell? Of course. However, to do it successfully, you have to do it right. Study your clients and explore the opportunities. Look at hot spots you can leverage. You have to be open-minded and be willing to put in the work, too. Think out of the box. If done right, your client will be appreciative of your efforts to consider their unique needs, and this will be good for your business in the long run.