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How to Successfully Sell Complementary Products

You don’t have to be a marketing genius to know that placing one product next to something else that it can be used with can mean a boost in sales. It just makes sense – if a customer has already made the purchasing decision for one product, why not entice them to buy something complementary at the same time. But as much as the concept seems like a no-brainer, there is a certain strategy that is needed if it is to be carried out successfully. Here are a few tips to get you started.

Offer the second product for a discount. If a customer knows that by purchasing one thing, they can get a second similar product for a lower price, it could be just enough to entice them over the edge. It can also help you avoid the “I’ll buy this one now, and the other one later” dilemma by making it worthwhile for your customers to buy everything in one shot.

Clearly communicate the value of the second product. To really drive that second sale, you have to clearly deliver the message that it’s valuable and a “must have”. Encourage your sales staff to mention the add-on and tout its value in terms of the first product. The more you push this message, the better results you’ll get.

Give the offer a level of urgency. It’s probably the oldest tactic in the book, but it’s highly effective. When you provide a sense of urgency with your complementary offer (i.e. “Today Only: Buy A, Get B for 50% Off!”) you force your customers to make an immediate buying decision. When they don’t have the option to go home and think it over before pulling the trigger, they’re more apt to bite the bullet and make the purchase just to take advantage of the deal.

Offer more than one complementary product. If one add-on item is good, it only stands to reason that two is better, right? If possible, offer two additional products to go with your main sale to make it that much more of a bargain.

Keep it relevant. As long as the complementary product you’re offering makes sense as an add-on, even if your customer doesn’t purchase it, they’ll understand the reason behind the push to sell it. If you try to push something irrelevant, on the other hand, you risk ruining relationships with your customers altogether. Keep it related and you’ll have a much better response.

Selling complementary products can be a great way to boost sales, but it has to be done right for it to really be effective. Follow these tips and you’ll have a good chance of capitalizing on this powerful marketing strategy.

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posted by Rebecca Daneault @ 7:51 PM