Comments on: Making it easy for customers to say “yes”. How to make cross-selling work. http://www.ianbrodie.com/selling/making-it-easy-for-customers-to-say-yes-how-to-make-cross-selling-work/ More Clients in Less Time, Even if You Hate Selling Wed, 08 Feb 2012 13:26:29 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Brian Mattocks http://www.ianbrodie.com/selling/making-it-easy-for-customers-to-say-yes-how-to-make-cross-selling-work/comment-page-1/#comment-3978 Brian Mattocks Thu, 21 Apr 2011 13:59:16 +0000 http://www.lighthousebc.co.uk/blog/articles/making-it-easy-for-customers-to-say-yes-how-to-make-cross-selling-work.html#comment-3978 As I read the post it reminded me of one I wrote not long ago. As a coach, I see this all the time with my clients - they make it too difficult to do business because the action required takes too much effort. In the case of your muffin example, the gap is the complexity of the decision. Many of my clients have made even more grevious mistakes like (erk) not telling the customer the other products that they offer, or not including a good "next step" on how to buy their product or service. To summarize, there are 5 key gaps you must cross if you are going to make it easy for your customers to consume your product: make it easy to buy, make it obvious, make it urgent, make it easy to learn more, and make action contagious. As I read the post it reminded me of one I wrote not long ago. As a coach, I see this all the time with my clients – they make it too difficult to do business because the action required takes too much effort. In the case of your muffin example, the gap is the complexity of the decision.

Many of my clients have made even more grevious mistakes like (erk) not telling the customer the other products that they offer, or not including a good “next step” on how to buy their product or service.

To summarize, there are 5 key gaps you must cross if you are going to make it easy for your customers to consume your product: make it easy to buy, make it obvious, make it urgent, make it easy to learn more, and make action contagious.

]]> By: Paul Simister http://www.ianbrodie.com/selling/making-it-easy-for-customers-to-say-yes-how-to-make-cross-selling-work/comment-page-1/#comment-4 Paul Simister Wed, 25 Jun 2008 21:17:17 +0000 http://www.lighthousebc.co.uk/blog/articles/making-it-easy-for-customers-to-say-yes-how-to-make-cross-selling-work.html#comment-4 Some nice points Ian about the practicalities of upselling and cross-selling. The more genuine you can be in showing an interest in the client's needs and the matching your offer to what they really want the better. Of course it does become more of an ethical decision if they think they want to spend a £1,000 on a new camcorder and based on what they say, they only need to spend £400. We have to find our own positions on this issue but my view would be to search for unspoken benefits offered by the more expensive camera. Shifting categories to something I understand a bit more, the Ford Mondeo may cost £20k while the Bentley costs £100k and while each can transport four passengers in comfort, the Bentley offers the prestige, exclusivity and refinement that some people believe is worth paying much, much more. Some nice points Ian about the practicalities of upselling and cross-selling.

The more genuine you can be in showing an interest in the client’s needs and the matching your offer to what they really want the better.

Of course it does become more of an ethical decision if they think they want to spend a £1,000 on a new camcorder and based on what they say, they only need to spend £400.

We have to find our own positions on this issue but my view would be to search for unspoken benefits offered by the more expensive camera.

Shifting categories to something I understand a bit more, the Ford Mondeo may cost £20k while the Bentley costs £100k and while each can transport four passengers in comfort, the Bentley offers the prestige, exclusivity and refinement that some people believe is worth paying much, much more.

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