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Page 82 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Now, interestingly enough, up-selling need

not be limited to good economic times. A lot

depends on the customers' expectations and

needs. When to sell-up depends on the

customer, competitive strategies, and desired

movement in perception for your brand.

Up-selling can work in almost any position on

the grid if your product or service is of a quality

perception. The approach will vary by customer

types, actual product - service offering,

and constraints of the competitive environment.

In order to up-sell, point-of-encounter employees need

to be trained in "rationalizing" techniques.

These techniques help the customer

rationalize why they should pay more. For example,

a Cautious Carol needs to be told "There is no better line - product. You may be

absolutely sure that everyone will be pleased!"

An Important Irving needs to hear that there is

no finer product than this one.

Up-selling requires

careful consideration

of your words and

visual appearance.

For visual appearance

- advertising,

packages, promotion

pieces, displays, and

your employees at

the point of encounter -

take a lesson from the masters: study

some of the cosmetic companies. They are masters

at perception, up-selling, and point-ofencounter strategies.

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