|Door Dealer Diaries|
Missed Sales Opportunities: Are You Upselling Your Door and Access-Control Products?
Summer time is filled with many great things: family BBQs, swimming, longer days and, my favorite, summer movies. I typically spend more time in a movie theater between May and the end of August than I do for the rest of the months combined.
Yesterday was such a day. The kids and I headed to a late afternoon showing of Kung Fu Panda 2. You gotta love a Wednesday afternoon at the movies—no lines and an abundance of open seats. Upon entering the theater lobby I noticed a few signs about “Stubs.” The lady took our tickets and pointed us toward the correct theater. No mention of stubs. As we walked down the hall, I noticed a table with three—yes, three—brochures so I grabbed one. Turns out “Stubs” is AMC Theatres’ new membership/rewards program. Designed for the frequent moviegoer, the program offers a $10 kickback after $100 spent, discounts and upgrades at the concession stand, and no online ticketing fee for just $12 a year.
The theater employees didn’t know it, but I was truly a golden sales opportunity. AMC is my preferred theater, and I spend oodles of time there every summer. Had an employee spent a couple of minutes going over the benefits, I likely would have made a purchase yesterday. Their lack of one-on-one promotion means I would now need to seek out an employee and ask questions. Not going to happen.
Whether you’re meeting with a customer to fix a broken operator or price a new garage door, every customer interaction is a golden uspell opportunity. Your customers are looking for a solution to their problem—whatever that may be—and you have the answers. But you won’t uncover their needs and desires if you simply walk in prepared to “fix” a simple problem or offer a low-end door model just to make the sale.
When you go through a fast-food drive-thru, aren’t you always asked if you’d like to “upsize” your order, add a drink or dessert? Think of every sales call as an opportunity to increase the sales ticket.
Let’s face it, most people simply don’t think about add-ons when it comes to their garage door. They’re not thinking about curb appeal, long-term maintenance, insulation or even storage organization inside the garage. It’s up to you to tell them how your products can make a difference in their lives.
Don’t let that golden sales opportunity pass you by. Know your products, listen to your customers, and offer them solutions that will fulfill their needs and desires. If you do, I guarantee you’ll increase your sales while turning a one-time customer into a lifetime customer.
Does your door dealership excel at the upsell? Share you strategies by posting a comment below.
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