Think of Them as Necessories, Not Accessories
Tell the customer what they needOctober 9, 2013 By Elly Valas
It’s not easy asking customers who have already committed to making significant purchases to give you more money. Often, associates are afraid that by doing so, they’ll scare the buyers off and they won’t make any sale.
Or perhaps the concern is in disturbing a hard-fought battle to establish a relationship with a client. No one wants to look like a used car salesman groveling after a bigger commission.
What if we turned our thinking around? What if instead of looking at accessories as things we have to add to a customer’s purchase, we see them as merchandise that customers must have.
It’s easy to make a fashion statement with a pair of designer sunglasses, for example, but my ophthalmologist regularly reminds me of the need to use polarizing sunglasses every time I’m in the sun. To him, they’re not an accessory but a way to protect my eyesight.
I think it was iconic industry trainer and media guru Steve Bryant who coined the term “necessories"—items that were necessary to optimize the performance of products the customer is buying.
In order to really enjoy that new flat screen, you need either a great looking new stand or a mount to hang it on the wall. In order to protect it from power surges and lightening, you need a surge protector. It’s important to use good quality HDMI cables to get the best possible picture from your cable box, DVD or media player.
Why let a customer buy a top-of-the line bed without at least suggesting an adjustable base? After all, if they watch TV or read in bed wouldn’t it be easier with one? Those same customers really need new pillows because they’re probably sleeping on old ones. They may not understand that need unless you tell them.
I’ve had friends who bought a new top-of-bed from an independent dealer simply because he displayed it.