Mounting An Upsell Campaign
Dennis Sage, president of his own eponymous home entertainment store, used to be in the enviable position of selling A/V equipment in an American boom town: Phoenix, Ariz. He’s still there today, but don’t anyone get jealous. “Housing was exploding here for the last eight or nine years, but it’s all come to a screeching halt. Now, we’re having to reinvent ourselves,” Sage said.
Reinvention has meant a move up the quality chain, selling far more to far fewer customers. An add-on is one thing, but Sage is hot for add-ons to the add-ons, like selling wall shelving to go with a motorized mount to go with that flat-panel upgrade. It’s the near 50-point margin on accessories that is keeping Sage’s salespeople and installers employed.
These are words that thrill Alex Robertson, OmniMount’s recently promoted senior vice president of sales. “The retailer has become more cognizant that they have to make up their dollar contribution somewhere,” he said. “Nine times out of 10, it’s made up on labor or accessories. We’re trying to add value and excitement to a fixture, even though it’s not the primary purchase.”