Does it ever feel like you have saturated the market and you’ve got all the customers you’re going to get? Your sales are steady, but you’d really like to see them increase for a couple of months. Your customers seem happy with the products they are using; but do you think there’s something missing that your customers haven’t tried?
Perhaps there is something missing – something in your sales technique. Upselling and cross-selling are two techniques that you can use to help increase sales with the existing customer base you have already established. Although they are similar in nature with a similar outcome, the techniques are slightly different. One web site offers the following definitions: Upselling is the practice of encouraging customers to purchase a comparable higher-end product than the one in question, while cross-selling invites customers to buy related or complementary items.
Vita Charge® should be one of the easiest product lines to cross-sell. This all-species product that supports digestive health and promotes feed and water intake is designed for times of stress and recovery. There is no reason that every customer shouldn’t have some form of Vita Charge, or even multiple forms.
“Regardless of the animal you are caring for, they can have a bad day, and that is exactly what these products are meant for. No matter why you are interacting with a current or potential customer these products will benefit every animal during those times of stress. These products are a perfect addition to a current product sale or used as an introduction to what amazing products we have to offer,” said Trent Gabler, BioZyme Sales Coach.
No matter the species or the production goals, you should never leave a sales call without trying to cross-sell Vita Charge. Are you at a cow-calf operation? They are going to calve out cows, wean calves and likely treat for an occasional sickness. Having a few tubes of Vita Charge Paste is a part of a good management practice for those times of stress. Of course, you know the benefits of having a stress tub out with both cows and calves. And the tubs are also effective for bulls prior to and after breeding season.
What about the smaller species? Yes, the Vita Charge products are equally important for sheep, goats and hogs. Keeping Vita Charge HydraBoost™ in your pigs’ waterer is important, especially at weaning, and the paste is always handy for rapid relief.
Cross-selling is the simple suggestion of adding on a complementary product to something the buyer is already buying. Perhaps they are buying Vitalize® Equine High Performance Pellets. Obviously, they take great pride in taking good care of their horse’s digestive health. But what about helping that horse recover? Have you suggested they try the Vitalize® Equine Recovery Paste? Maybe they don’t know the paste exists or the benefits of the paste, but once they learn about it, they will be hooked. And don’t forget the canine line of Vitalize supplements. According to Internet statistics, 36-44% of Americans own a dog. Chances are a higher percentage of your customers in rural areas own dogs. How many of them have you told about the Vitalize® Dog supplement or Vitalize Dog Recovery Paste?
Marketing studies have shown that existing customers are 60-70% more likely to buy new products while new customers are only 5-20% likely to buy a new product. And, the existing customer is probably going to spend around 31% more. That is why cross-selling and upselling become so important. One product line that we don’t always focus on that would be a great “upsell” is the Vitalize line. We know that horse lovers will go to great lengths to give the best care to their equine companions. Maybe your customer is feeding Vitalize® Equine Free Choice, but has started showing his or her horse, or has a shortage of high-quality hay this year. Now is a great time to suggest the customer try a different Vitalize product like Equine High Performance or the Equine Protein Pellet.
“Cross selling should be very easy since you already have the customers relationship and business. The hard work is done, don’t be afraid to go after more opportunities,” Gabler said.
Remember, your existing customers already trust you. Don’t forget to upsell and cross-sell to get maximum returns from them and watch their results increase.