Accessorizing Your Sales Pitch
Mention the word ‘accessories’ to a salesperson and images of small, low-ticket items immediately come to mind. But as consumers invest more money in big-ticket gear, many of the accompanying accessories have been rising in quality and price. To add as much functionality to their investments as possible, consumers are reaching for their wallets to buy the appropriate accessories.
“There has been a definite trend toward more premium-priced accessories. The iPod is a current example of it, but I think it was Harley Davidson that started this trend,” said Chris Lyons, manager of educational and technical communications at Shure, Evanston, Ill. After purchasing a $20,000 motorcycle, he said, bikers continue buying accessories for both the machine and themselves. “People treat their music players, phones and computers the same way. Once you have it, it’s not just a functional device. They want to buy cases, memory cards and other things.”
Selling accessories, however, is a tricky business for many salespeople who are afraid of ruining a big-ticket sale by pushing the smaller extras. “Really, in most cases, the opposite is true,” Lyons said. “If the customer is making a higher ticket purchase, they are probably even more likely to be receptive to accessories that maximize the value of the device.”