Discourage Your Customers From Cherry Picking!
by: Kim Duke
When I was a kid my mom made fruit salad from a can with ONE banana sliced into it. She could feed 4 people from one little can. Bring back any memories? The problem was that in each can there were only 4 little cherry halves and my Dad made sure he picked them out and ate them first! It drove me crazy!
In business we tend to unknowingly encourage our customers to "cherry pick" our services. How do we do this? We list and price several individual products. Typically the customer will choose the cheapest one and not bother giving the others a "taste". We end up frustrated that our sales are down or stagnant and keep running frantically looking for new business.
Know Your Three P's: PACKAGE, PLAN OR PROGRAM
Here's a Diva Secret...Do you want to increase your sales in April? Create a PACKAGE or a PLAN or a PROGRAM. By combining services into plans, packages and programs you can increase the volume amount that a customer purchases from you. They also get the opportunity to sample other services that they may never have tried. Make sure you create a special incentive for your customer. They should receive a discounted rate or something of added value. You can also custom design the PLAN, PROGRAM or PACKAGE to suit the needs of your buyer. It is a WIN/WIN situation - you increase the average sale without increasing your workload - and your customer receives a SPECIAL PRICE that is LESS than purchasing several products or services individually. McDonald's has been doing this for years with their "Meal Deals." So consider McPACKAGING your company's services without the calories!
So How Did The 10-Year Old Diva Outwit Her Dear Old Dad?
Two ways! First - I decided that I was going to "Dole" (pardon the pun) the fruit salad out to everyone - and volunteered for the job. I made sure we all got a cherry. Actually - it was half a cherry - can you believe it. My second solution? I hid the can in a carton of Corn Flakes and ate the whole thing by myself later.
A Sales Diva Challenge For You...
Take a look at all your product and service lines. Which ones are a natural fit with each other? I want you to create at least ONE combination using one of the three Ps and send me an e-mail. I will brag about you in next month's article!
A Quote To Think About...
If your sales are flat - you have to be proactive and creative with how you run your business. As Jenny Holzer, avant-garde artist said "You are a victim of the rules you live by."
I Think It Is Time To Change The Rules!
Copyright© 2006
About The Author:
Kim Duke, The Sales Diva, provides savvy, sassy sales training for women small biz owners and entrepreneurs. Kim works with clients internationally, showing them The Sales Diva secrets to success! Sign up for her saucy and smart FREE e-zine and receive her FREE Bonus Report “The 5 Biggest Sales Mistakes Women Make” at http://www.salesdivas.com.
March 2006
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