Skim through any number of college catalogs today and you’re likely to find a class on the art of salesmanship. Some people may snicker at the thought of salesmanship as being an art. Others will recognize that it does take skill to sell people everything from widgets to wild ideas. After all, if it wasn’t such an art, every e-commerce website in the world would be raking in the proverbial dough right?
So now that we’ve agreed on that, let’s talk about how you can turn your e-commerce website into a true work of art. For the moment, let’s focus on up-selling. It’s the art of getting people to upgrade from one price tier to another based on a product’s FABs. You remember FABs. It’s an old sales acronym that stands for three key elements (features, advantages and benefits).
Ideally, every product page should contain FABs, cross-sell and up-sell information. Doing so should give you the most proverbial “bang” for your marketing expenditures. However, if you absolutely don’t want to do that, at least consider including them in with your site’s shopping cart module. It would also be a good idea to pair them with customer testimonials and promotional enticements. For example, you could offer free shipping, extended warranties or bounce back deals to customers that agree to upgrade before completing the check-out process.
We’d also suggest that you contemplate placing similar information in your follow-up e-mails to wish list users, targeted newsletters, blog posts and social media sites. Examples include showing online consumers easy to understand grids that break down and compare the FABs of similar products. Carousel style photos, consumer rating systems and links to publications like Consumer Reports may help in your firm’s up-selling efforts too.
Those are just a few up-selling techniques to consider. For information about turning your e-commerce website into an impressive, profit generating tool, please contact us at (800) 675-0162.
To your success!
Anton Pachkine
FinestShops E-Commerce Management
Hosting | Customizations | Design | Marketing
www.finestshops.com | 1-800-675-0162
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