In Part 1 of a three-part series on upselling, I provided examples of businesses in the hospitality and travel industries that have been successful implementing the sales technique. Now, let’s dive into how flooring retailers can effectively implement upselling strategies to increase their transaction size and revenue, as well as improve the overall customer experience, setting the stage for long-lasting relationships, repeat business and referrals.
Upsell Area Rugs, Additional Rooms
During the in-home visit, take the opportunity to upsell area rugs that complement the chosen flooring. Emphasize how area rugs can enhance the overall aesthetic and comfort of the space. Additionally, inquire about other rooms in the home that might require flooring upgrades and offer bundle deals for multiple room installations. These should not be high-pressure offerings. Simply include them as options in your quote.
Promote Floor Maintenance Items
Educate customers about the importance of proper floor maintenance. Offer floor cleaning kits, specialized cleaning products and high-quality vacuums. Emphasize that investing in maintenance products can extend the longevity and beauty of floors, saving customers money in the long run.
Cross-sell Interior Design Products
Many flooring installations are part of larger renovation projects. Leverage this opportunity by cross-selling window treatments, cabinets, counters, and kitchen and bathroom remodelling services. Explain how a holistic design approach can transform the homeowner’s space into a harmonious and functional environment.
Offer Good, Better, Best Flooring Options
When presenting your quote, offer ‘good, better and best’ choices, highlighting the features and benefits of each. Many customers are willing to upgrade to a higher priced product when they understand the added value it brings to their space.
Provide Packaged Pricing
Create bundled packages that combine flooring with other interior design products and services. For example, offer a ‘total room transformation’ package that includes a design consultation, flooring, area rugs and window treatments.
Be a Trusted Advisor
Position your business as a trusted advisor by offering expert advice on how various products can elevate the homeowner’s living spaces. Explain the synergy between different elements, such as how flooring and window treatments can work together to create a cohesive look. Providing tips and recommendations beyond flooring demonstrates commitment to the customer’s overall satisfaction.
Employ Effective Communication, Active Listening
During in-home visits, engage in conversations to understand your customer’s lifestyle, preferences and pain points. Ask questions and write down their answers. An effective question to include is, What’s important about new flooring to you? Listen carefully to their answer because it will provide insights into how to best close the sale. Then tailor your upselling recommendations to address customers’ specific needs, showcasing products and solutions that align with their lifestyle and design taste.
Relay your Value Proposition
When upselling, clearly communicate the added value and benefits of suggested products or services. Highlight how these additions can enhance the customer’s daily life, boost the value of their home and provide long-term enjoyment.
Bring Customers’ Vision to Life
Using a room visualizer is no longer an option. Roomvo has an outstanding visualizer that you can use in the showroom and during in-home visits. One of several effective ways to incorporate the visualizer is to take photos of the rooms you are measuring and then show the prospective customer what their space will look like with the products they are considering. Seeing tangible representations of their new interior can inspire them to explore upselling opportunities they might not have considered initially.
Personalize the Follow-up
After the initial consultation, follow-up with personalized recommendations. This demonstrates your commitment to the customer and their project.
Jim Augustus Armstrong is founder and president of FlooringSuccessSystems.com, a company that provides floor dealers with marketing services and coaching to help them attract quality customers, close more sales, get higher margins and work the hours they choose. To obtain a free copy of Jim’s groundbreaking flooring industry report, Stop Leaving Millions on The Table, visit FloorMillions.com. Jim can be reached at 530-790-6720 or [email protected].