1. Know Your Customers and Your Products
Before beginning with cross-selling techniques, it’s essential to have a good understanding of your customers. To do so, analyze the purchasing history of customers and track their buying behaviors across all your channels (store, mobile app, website, social media). Also ask customers what they need, what they prefer and what they like less. Actively listen to what your customers want to tell you.
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These analyses and feedback help determine what customers really want. You can then use this knowledge to personalize your offer and make relevant suggestions to your customers.
These suggestions are more likely to generate conversions if they are based on products they have already purchased or shown interest in before.
This behavior tracking is used to answer several questions relevant to cross-selling. What products are often sold together? What other products do customers look at when thinking about purchasing a certain product? When people come back, what do they buy? The answers to these questions will be useful in targeting your cross-selling.
This process also allows you to identify customers most receptive to suggestions of complementary products or services. Not all customers are open to suggestions. Some people just want to buy the product they need and get out. A suggestion might just deteriorate their experience in your store.
These analyses are also useful for establishing the typical customer journey, so you can determine the ideal moment to make suggestions that enhance their purchases. An example of a good time? When the customer makes a decision or when they are at the checkout.
The customer journey also includes how they use products and how they improve their lives. If they purchase a product and see results, they are more likely to recommend your store to their friends, family and colleagues. At this point, they are also more excited to hear your cross-selling attempts. You should not attempt to cross-sell before the customer is ready.
You also need to make sure you know the characteristics and benefits of each of your products. This knowledge allows you to know which products go well together and to better promote them to customers who are open to what you have to say. It’s also important to know which products are popular to ensure you make complementary product suggestions for items highly in demand by your customers.
Knowledge of products and customers allows you to have a better idea of their daily problems. By being aware of these problems, you can think of one of your products that can solve their problem and make it a cross-selling or upselling attempt. All this knowledge will also be used to personalize the offer, whether online or in the physical store.