Suggestion selling is a proven strategy for businesses seeking to increase their Average Transaction Value (ATV) without incurring significant operational costs. This approach focuses on enhancing the customer experience by offering relevant additions to an already decided purchase. Implementing the most straightforward methods of suggestion selling allows businesses of any size to immediately capture greater revenue. This article details the easiest forms of suggestion selling, examining techniques that require minimal training and effort from staff.
Defining Suggestion Selling
Suggestion selling involves politely recommending an additional purchase, a complementary product, or a service upgrade to a customer who has already committed to buying an item. This technique differs significantly from high-pressure sales tactics that often create customer discomfort. The underlying psychological principle is that a customer is most receptive to minor, related additions immediately following their decision to buy the primary product. At this point, the initial barrier to spending has been overcome, making the suggestion feel like a helpful service rather than a sales pitch. The goal is to enhance the utility of the original purchase.
Silent Suggestion Selling (Merchandising and Placement)
The easiest form of suggestion selling requires no verbal interaction from the employee, relying entirely on strategic product placement, often referred to as “silent selling.” This method involves positioning related, low-cost, or immediately necessary items right next to the main product or at the point of decision. For example, placing batteries directly beside electronic toys or remote controls capitalizes on the customer’s immediate realization of need. This placement drastically increases the probability of an impulse addition without requiring time or effort from the sales staff.
Required accessories, such as protective cases or specific cables, are often placed on the same shelf or display as the main electronic device. The most common example of this strategy is the placement of low-cost impulse items, such as gum, snacks, or small drinks, right at the checkout counter. These items are designed to be grabbed while the customer is waiting in line, utilizing a moment of high purchase intent. Effective silent selling relies on anticipating the customer’s next logical need and making the solution physically accessible and prominently visible.
Simple Verbal Suggestion Techniques
Moving beyond passive placement, the simplest verbal suggestions rely on brief, pre-scripted questions that logically link to the customer’s primary purchase. These techniques focus on cross-selling, recommending a complementary item, rather than upselling, which involves substituting a more expensive version. The simplest approach uses a benefit-driven question, such as asking, “Would you like the protective coating applied to that watch today?” or “Can I include the specialized cleaning kit for that camera lens?” These questions succeed because they focus on enhancing the value or longevity of the item the customer is already buying.
Another technique is the size or feature upgrade, often seen in the food service industry or when purchasing software. A simple question like, “Can I upgrade that to the large size for just one dollar more?” makes the small price difference appear negligible compared to the perceived increase in quantity or benefit. These scripts are easy for staff to memorize and execute because they are common-sense add-ons directly tied to improving the customer’s experience with their primary product.
Advanced Suggestion Selling for Context
While silent selling and simple add-on questions are the easiest techniques, other forms of suggestion selling exist that require substantially more effort and knowledge. Upselling, for instance, requires a salesperson to persuade the customer to purchase a higher-priced model or version of the same product they initially selected. This process demands a deeper understanding of product features and the ability to articulate the comparative benefits of the more expensive item. Successfully executing an upsell often requires a detailed sales conversation and persuasive skills to justify the increased cost, making it a complex interaction. This contrasts with the simplicity of silent merchandising or a quick, scripted cross-sell, illustrating why simpler methods are the easiest starting points for increasing average revenue.
Mastering the Delivery and Timing
The execution of verbal suggestion techniques is what turns a simple script into a successful revenue generator, and timing is the most important element of delivery. The optimal moment to make a suggestion is immediately after the customer has verbally committed to the main purchase but before the payment process has begun. Suggesting too early risks distracting the customer from their original intent, while suggesting too late can feel like an inconvenience when they are ready to finalize the transaction.
The suggestion must be delivered with a non-pushy, helpful tone, positioning the add-on as a service that enhances the customer’s purchase. Staff should be trained to use language that focuses on value, such as “to protect your investment” or “to make sure you have everything you need.” Staff should also recognize when to stop suggesting; a good practice is to conclude the effort after the customer declines the initial suggestion, perhaps offering one final, low-cost option before processing payment.