What are the 3 elements on how to make suggestive selling a part of your customer service strategy

1. Career development
2. What Is Suggestive Selling? 6 Techniques To Use

By Indeed Editorial Team

Published January 29, 2021

Salespeople use different techniques to increase the value of their closed transactions. One of these techniques is suggestive selling, where the seller makes suggestions on additional items to include in the sale. Successful suggestive selling requires the development of certain skills and techniques. In this article, we discuss when to use suggestive selling, as well as a few techniques that you can use to polish your sales skills.

What is suggestive selling?

Suggestive selling, which is also often referred to as upselling, is the technique of recommending additional products or services to a customer during a sale. This technique increases the amount of goods sold, often leading to a higher commission for the salesperson and increased revenue for the company. The additional sales are made based on the recommendations of the salesperson.

A few examples of suggestive selling might include:

• Encouraging the purchase of a product warranty.

• Suggesting the purchase of an extended warranty on an item that already has a limited warranty.

• Encouraging the purchase of accessories with a clothing purchase.

• Encouraging the addition of leather seats or other upgrades when buying a vehicle.

• Suggesting that a customer buy a pair of shoes to complement a new sweater.

Related: What is Upselling? Tips and Examples

When to use suggestive selling

Suggestive selling works because the value of the upsell is usually much less than the original agreed-upon purchase. The salesperson has already developed trust with the customer with the initial sale, and adding additional products for a minimal fee is usually acceptable. It also takes minimal effort to close an additional sale because the customer has already agreed to buy something.

The best time to use suggestive selling is after the customer has already agreed to a purchase. The seller can then make additional recommendations for products or features that will complement that purchase. By demonstrating the additional value to the customer, they are more likely to agree to buy.

Suggestive selling can be used in most sales industries, including:

• Automotive: Suggestive selling in a car dealership may include the upsell of warranties, roadside assistance or premium vehicle packages.

• Jewelry: Suggestive selling may be used in the jewelry industry in the form of adding on extended warranties or insurance plans.

• Clothing: Retail salespeople might use suggestive selling to recommend additional accessories or footwear that will complement the items bought.

• Travel: Travel agents may suggest travel upgrades or experiential packages in addition to travel fees. Hotel websites may also offer discounts on flights or vehicle rentals, things the buyers are likely to purchase anyway.

• Furniture: Furniture salespeople might use suggestive selling to offer cleaning products or protection plans on the purchase of home furniture.

• Restaurants: Waitstaff or bartenders may make recommendations on higher-valued menu items or appetizers in addition to the items already ordered.

Related: Top 15 Sales Skills for Sales Associates

Suggestive selling techniques

You can improve your suggestive selling skills by polishing certain techniques. Here are a few suggestive selling techniques you might consider:

Develop a personable relationship

Developing a personable relationship helps to personalize a product or service. Customers are more likely to trust a product after hearing how it has helped others. Salespeople who have specific knowledge or experience with the product can use it to provide value and increase sales. Always be honest and inform the customer how the product has helped. Let the customer know what you did, and did not, like about the product.

Related: Top Tips to Improve Your Sales Skills

Connect the product to the customer

By connecting a product to the customer's interests or needs, you can demonstrate how the product will benefit them personally. This could include things like suggesting cushioned shoe insoles to improve the comfort of a pair of shoes they are buying for work. It could also be suggesting vehicle upgrades that meet their current needs, like suggesting a hands-free system if they need to make phone calls while driving.

This technique requires that the salesperson gets to know the customer, finding out their interests and problems, before then suggesting things to solve those problems. It also means keeping the customer's budget in mind. Suggesting products or services that are outside of the customer's budget can lead to them declining the upsell.

Sell complementary items

Selling items that complement the purchase the customer has already agreed on, or that improves their experience with that product, is ideal. For example, a customer is more likely to upgrade to additional luxuries on a vehicle that they have already agreed to buy. By demonstrating the benefits of upgrading to leather seats or roadside assistance, the customer is more likely to agree to the additional purchase.

A customer would be more open to the idea of buying a pair of winter boots in combination with the purchase of a winter coat. They are, however, unlikely to buy a pair of sandals or shorts, even if they are on sale. When suggestive selling, it is important that the recommendation of the additional product complements the first.

Focus on the value

Demonstrating value is important when trying to make suggestive sales. Let the customer know why they should consider additional products or services. This means describing exactly how it will benefit them. It is up to the salesperson to describe the benefits, or value, that comes with the buy.

This could include providing detailed explanations of the total value of added warranties when a customer buys a new car. It could be explaining a discounted price if the customer adds on a protection package with their purchase. This technique requires an in-depth knowledge of the product and any existing sales or discounts that are available. Also, by positioning yourself as an expert on the products or services sold, the customer will come to trust your recommendations.

Provide good customer service

Good customer service from the start is important to not only close the initial sale, but to also incorporate any suggested additions. Customers are more likely to buy additional items from salespeople who provide them with good service. Techniques like using the customer's first name, remembering key details about them, and encouraging them to come back and visit you when they need additional products can help to develop a customer relationship.

Developing a customer relationship requires building rapport, using active listening to understand their concerns and finding unique ways to thank them for their purchase.

Related: 9 Ways to Provide Excellent Customer Service

Focus on the timing

Timing is also important for suggestive selling to work. Suggestive selling should only come after the customer has agreed to purchase the initial service or product. Suggesting an upsell too early can overwhelm the customer and lead to them declining both purchases. It is important to first develop trust and close the initial sale before making any suggestions for other purchases.