Making sales in recent years has resulted in a series of important changes within the marketing industry, because at present, methods and strategies for putting certain products on the market have changed a lot with respect to the way of selling in the twentieth century.
This is particularly due to the great variety of means that exist to promote things, as well as the multiple instruments that can be used companies to turn their products into a trend for all social groups.
In this way, nowadays you can use either the phone marketing, TV sales channels, classic commercials, or even recurring commercial breaks which are followed by a successful program that is tuned in by millions of people.
Of course, the medium that is used to promote something depends a lot on the company and also on the type of product or service that you want to place in a certain population sector, which means that there is always a large number of variables that must always be taken into account when developing a sales strategy.
In this regard, one of the most innovative means that have emerged as a result of the massive boom in new technologies -especially the Internet-, is the promotion of products through ads that reach us on the pages that we visit daily on the web.
This new strategy is revolutionizing the way companies place their articles in the population, because thanks to the new advances in computer technology, Through a series of algorithms used by certain recently developed programs, large internet companies, such as Google, Facebook, or Twiteer, among others, have created applications to make users aware of consumer tastes and trends to other companies. , information of vital utility to be able to place your products in a much more strategic way, according to a certain population bias that will find much more affinity towards the large amount of publicity that it suddenly receives in its search on the web.
New methods to sell today
Another of the great functions in this regard is that from a purchase made by a user, it is stored in a kind of general file so that later this person begins to receive more publicity and announcements with articles related to the purchase he made previously.
These are just some of the most prominent and showy product, item and service placement techniques, which we must always analyze, observe and take into account, with the primary objective that we are aware that we live in a consumer world par excellence, and it depends on us if we will only be consumers eager to buy what is put in front of us, or if on the other hand, we will enter the set of producers or those who place products and services to consumers, a situation in which instead of spending, we can receive the profits for selling a product or service to any of the millions of potential buyers that exist in current times.
Having said that, we can delve into the topic of sales and more specifically, to a particular type of sales, which are the so-called cross sells, process that we will analyze throughout this article.
What are the most popular sales strategies to increase the average customer purchase, that currently exist?
Basically, today we can turn to two types of sales that have had a great impact among the various advertising media that are used. To increase the average sale on a client we can use either the incremental sale, or also, the cross sale, which is the main topic of this article.
What is an incremental sale?
Also called "up-selling ". It simply consists of offering, once a sale has been made, a more expensive version with more features of the same product or service. This strategist can be a great sales method to be used by those customers who are very interested in the product or service offered from the beginning, but it is not recommended to apply it in the event that the sale has been difficult from the beginning, since it can be very likely that the customer ends up being upset by feeling obliged or forced to buy more expensive, something that they did not want from the beginning.
The incremental sale We can find it in all types of businesses but especially, it tends to be very successful in fast food stores, or also in establishments where it is necessary to buy food for the event, such as cinemas, soccer games or concerts.
For example, if we go to the cinema to see a movie, it is very likely that we will want to eat popcorn and soda, so we will ask the menu to know the variety of flavors and sizes.
Once we choose, we are happy with what we order but suddenly they offer us the promotion of increasing the size of the drink and the popcorn for a modest increase in price, so we suddenly start to doubt if we have ordered the correct amount of food, and in order not to risk we end up accepting the offer and it is thus that for a small increase in the price, we get much more of the same product.
This is how it is done an incremental sale, which has a great difference from cross-selling, since the latter does not offer more of the same service but rather presents an additional one.
What is cross selling?
We have seen that Incremental sale or "Up-selling" aims to increase the cost and make a higher profit by offering an increase in the quantity of the same product or service. However, it is not the only type of sale on the average purchase of a client that can give great benefits, as there is also what is known as cross selling, also called "cross-selling ”.
Cross-selling also takes advantage of making another offer once a sale has been finalized, but unlike incremental selling, it does not sell you more of the same product but rather offers a totally new one, additional to the one you already bought, but with the great feature that works as a complement to your first purchase.
For example, let's suppose that you go to an electronics store to buy a mobile phone, and the person who attends you tries to apply a strategy of this type; It is unlikely that if he already sold you the phone, then he would offer you a computer, a television, or a new controller for your video game console, because then that would not be a correct cross-sell strategy, and it is unlikely that you want to buy something that you had no interest in from the beginning.
What is likely is that they will offer you, once you bought the mobile, a cover to protect it from bumps and falls, or to give it your own style with a cover to your liking; in that case it is very possible that you will be happy to do so, buy because they are offering you a product related to what you came to look for, in which you had not thought about but now you are beginning to reflect that it could be quite useful. That is the essence of cross selling or cross selling.
Cross selling on the internet
This is precisely where the Internet sales, It is through this platform that an excellent way has been found to promote and stimulate cross-selling. In this regard, it is common that when one buys online, be it a CD or a book for example, suddenly we are offered another book of the same genre that catches our attention, and also a new album by the same band or another similar one. , so that we add it to our shopping cart.
While it doesn't work for everyone, cross-selling over the internet has managed to generate large profits for large companiesTherefore, it has become more and more common for them to use this new tool to increase the sales of their products, resorting in a certain way to a strategy that could be related to subliminal messages to increase the buying trend of consumers.
To put the latter in context, we are going to refer to the conception of this type of sales, because while in the marketing world It is known as what it is, as cross-selling, for clients it is not presented in this way, since it is usually mentioned as a recommendation system, that is, the company simply decided that added to what it already sold us, it is also We might like to add to our collection some other product from the same brand, a logic that we can well interpret as a slightly subliminal suggestion, as it is presented as something as harmless as a simple recommendation, but that basically involves a whole marketing campaign, whose true objective is to sell as much as possible to as many people as possible.
That is the sale magic crosses and the reason why has found a massive livelihood on the internet, using subliminal messages that can be placed on all types of web pages and also in the programs that some online stores use to offer recommendations that go with the products already purchased, a system whose success has been such that it has managed to increase sales between 10 and 30 %, a percentage that is quite a remarkable gain considering that the recommendation process is not that complicated in reality.
Conclusion
For anyone who wants to venture into the world of sales, it will surely come in handy to take into account the concept of a cross sell, as it is likely that sometime you will have to contribute something from this set for any business you are in, and make a good management of this strategyIt will always pay off big, so you can impress your boss to apply for a better position, or if you are the owner of a business, you can grow it in no time.
Everything resides in the subtlety with which you offer your products and services, and cross selling is one of the best exponents of subtle selling in today's stores.