Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Grow Your Business by Adding Value: The Upsell & Cross-sell Advantage

Transcript

Grow Your Business by Adding Value: The Upsell & Cross-sell Advantage · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:00
Hello and welcome to the show. I'm recording today's episode at
0:04
my desk and the kids are still home.
0:06
We still have a few more days of holidays, so expect to hear the
0:08
usual interruptions in the background.
0:10
Now, this is your first time tuning into the podcast.
0:13
The goal of the show is free business education.
0:16
So please by the time we're done, if you have any, if you
0:19
get any value from this, please share, promote and talk about
0:21
the show so that your friends and family members in Nigeria
0:24
and abroad can benefit from the questions that we tackle.
0:28
How can they do that? By subscribing on Spotify,
0:30
YouTube, Apple or any podcast player of your choice.
0:34
And of course, if you've got any sales and marketing questions,
0:36
then bring them to me call SMS, WhatsApp on 08064662140.
0:45
So today on the show, I want us to look at upselling and cross
0:48
selling techniques. Now the reason why I want us to
0:51
do that is because, OK, I mentioned that I've been having
0:55
a series of trainings with a client based in Benin and he
1:00
runs a gadget store. So they sell mobile phones,
1:03
computer gadgets, Bluetooth speakers, you know, stuff like
1:07
that, fancy tech stuff. And I had a session with the
1:12
team maybe two weeks back and I figured it would be a good one
1:15
for some of you to take part in. So that's what we're going to
1:18
share now. So I had the conversation with
1:20
them on off selling and cross selling techniques and I'm going
1:25
to get into the definition just in a little bit because I'm sure
1:29
some of you are wondering, you know, I'm struggling to get my
1:32
head wrapped around the idea of selling.
1:34
Now you're talking about cross selling and upselling, you know,
1:36
like WTF? Don't worry, I'll get to that.
1:39
So the reason why I'm exploring that, I was exploring that with
1:44
them and why you should be looking at upselling and cross
1:47
selling techniques in your business.
1:49
So excuse me coming down with the cold and my radio show is
1:53
supposed to be today. So wala, I wonder how I'm going
1:55
to, you know, recording go live on radio and I'm sniffling.
2:01
So and I took some activate. Hopefully my sinus should clear
2:05
up before then. I have what was I OK, Yeah.
2:09
So now the reason why we should be concerned about upselling and
2:12
cross selling techniques is this is because all of us listening
2:17
to the podcast right now, we're all trying to grow our
2:19
businesses or a bunch of us are thinking, you know, understand
2:23
the business at some time in the future.
2:25
But eventually we're going to become preoccupied to business
2:27
growth. And when that time happens,
2:30
we're going to be looking at, you know, 3 or 4 things to push
2:34
the business forward. Number one is average order
2:37
value. Average order value just means
2:40
every single time that somebody hits you up on Instagram or they
2:44
come into your store or they come to your office or whatever,
2:48
how much money do they spend with you at that particular
2:50
instance? Now, average order value is
2:54
preoccupied with making sure that that number increases over
2:58
time. So if somebody comes in January
3:00
and they spend 500 K and they come in March and they spend 500
3:06
K, they come in December and they spend 500K, Average order
3:09
value is 500 K obviously, But it is going to go better for your
3:16
business or well for your business if the next year when
3:20
they show up at the beginning of the year you saw spending 500K,
3:24
let's say they spend 650 and then the next time they show,
3:29
maybe they spend 550. And then the third time they
3:34
show in the year, they now spend, I don't know, maybe let's
3:39
say 455. Now, even though that figure is
3:42
lower, you see that if you run the numbers, you see that the
3:45
average order value has increased.
3:48
So if you can increase average order value, your business will
3:53
grow because more naira and cobo is hitting your bank account.
3:59
So average order value, that is one thing that you're going to
4:02
be preoccupied with when it comes to growing your business.
4:06
Every single time people come into my DM or they enter into
4:09
the shop or anyhow, shall we jam our dream business?
4:13
How much money on average are people spending?
4:16
Average order value. Then another thing that we're
4:19
going to be looking at to try and grow our business is
4:22
customer lifetime value. Customer lifetime value just
4:25
means how much money do people, how much money do people happy?
4:29
Yeah. Do people spend with us over the
4:32
course of a lifetime? Now we hear lifetime.
4:34
Don't think that big. It just means the lifetime that
4:38
is relevant to your business. So if I sell sporting equipment,
4:42
let's say I sell rackets, badminton, tennis, paddle ball,
4:49
you know, all those sorts of things.
4:50
If I sell rackets because my lifetime value is not how much
4:53
money did they spend from the time they were born until the
4:55
time they die? No, it just means like over the
4:58
time of somebody's playing career.
5:00
So let's say people play badminton from around.
5:02
Let's say they play from around 18 to maybe 65.
5:06
I don't know because it's, you know, I'm not in the business,
5:09
so I'm just making stuff up. So let's say on average, people
5:12
spend between 18 and 55. When you're looking at customer
5:16
lifetime value, you're trying to see how long you can get that
5:20
person to have a relationship with you between the ages of 18
5:23
to 65. Now things happen, God forbid,
5:27
but people die. It happens.
5:28
In fact, the Pope just died yesterday, so God rest his soul.
5:33
So people die unfortunately and sometimes people move.
5:38
So somebody could continue playing badminton from 18 to 65.
5:42
But The thing is, maybe in the beginning when he started off,
5:45
he was based in Lagos and then the economy goes to crap, he
5:50
decides to Jack back and he continues playing badminton in
5:52
the UK. So of course, you can do
5:55
business with him now because before he was in Lagos, now he's
5:57
in the UK. So people die, people move, and
6:02
then sometimes people's priorities change.
6:05
So let's say somebody was a good customer.
6:06
He's been buying rackets from you.
6:08
But then all of a sudden, he's now 40 and he becomes a dad.
6:12
And because of that, you know, he wants to be involved.
6:15
They want to take care of the children.
6:17
And because of that, he doesn't really clear badminton anymore.
6:19
You know, circumstances in life have changed.
6:21
So it's not 100% because people die, people move, interest and
6:27
circumstances change. But we're trying to see how we
6:32
can get people to keep buying from us over a certain period of
6:35
time. That is CLV, cost of my lifetime
6:38
value. In other words, repeat purchase.
6:42
So that is also another angle that we can use to grow our
6:44
business. So remember the first one,
6:46
average order value, how much money did they spend?
6:50
We now throw in cost of my lifetime value or repeat
6:53
purchase. How long are they going to be
6:55
buying from us? So it's not just enough that the
6:57
person dropped 500K in January and person dropped 500K in
7:00
December. How can we get them to increase
7:03
the amount of money that they spend with us?
7:05
And how can we get to make sure that instead of those doing
7:07
business with us for one year that they do business with us
7:10
for 10 years, 15 years, 20 years.
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I mean, the longer the better. Then another level that we're
7:16
going to tweak when it comes to business growth is referrals.
7:19
So this means the person has bought from us.
7:23
Hopefully the person has come back.
7:25
Now the person has now told their friends, their family
7:28
members, their associates, the person has told his wife or his
7:33
side chick or his parents or his friends, and he has brought them
7:37
to come and do business with us. So these are some of the levels
7:41
that we're going to tweak when we're looking at how to grow our
7:44
businesses. Now, there are different ways of
7:46
looking at it, but you'll find essentially that no matter who
7:50
it is that you listen to or whatever material you follow,
7:53
you'll find that we're pretty much talking about the same
7:55
things, just using different names.
7:58
So number one, average order value.
8:01
How can we increase the amount of money that people spend with
8:03
us #2 repeat purchases or customer lifetime value.
8:07
Let's try and make sure that they keep coming back, back,
8:09
back, back, back. And then referrals, let's try
8:11
and see how they can bring other people.
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So if you're able to be good in one of these things, nice.
8:18
If you're able to be good at three of these things, even
8:21
better. So those are the sorts of things
8:24
that you hear when somebody, when you hear that, oh somebody
8:28
5X is business, you know, it's usually because of these sorts
8:30
of things. The person is not just good at
8:32
tweaking one thing, but has been good at tweaking two or three or
8:37
all of them and then the results compound on each other.
8:43
So when we start our business or for those of us who are in
8:46
business, these are the sorts of things that we're trying to do.
8:49
Now this is where upselling and cross selling comes in.
8:52
Now let's define what these terms are.
8:54
Now remember, not only show I don't give technically correct
9:00
definitions. So if you go to a business book,
9:02
yes, you will see a definition that is much more robust.
9:05
But I like giving everyday working man, working woman
9:09
definitions so that when you hear, you will remember because
9:13
I want you to remember and do all right.
9:17
So for those of you who want to see a better definition
9:19
somewhere, yes, it's by design. I'm not giving you the best
9:22
definition. I'm giving you the definition
9:24
that is easy to remember so that if you remember, you will do
9:28
because that is where business growth comes from.
9:31
You know, just like Scripture says, it's not from the hearing,
9:33
but the doing. And I want us to do.
9:36
So when we say upsell for the purposes of this podcast,
9:41
anytime you hear upsell, it just means upgrade.
9:45
Now remember, we're talking about people who are coming to a
9:47
game, to a gadget store. Upsell means the person came
9:50
here and said, I'm sorry, excuse me, almost dropped the phone.
9:54
So the person came into the shop.
9:56
The person said, hey bro, how far?
9:58
Now I bet you get iPhone 15, I guess start talking about iPhone
10:02
15. But if you're able to get them
10:04
to buy iPhone 16 before they leave, that is upselling because
10:09
the person now upgraded. The person came and asked for
10:12
iPhone 15. You were able to sell the person
10:15
on iPhone 16. That is an upsell because you
10:19
got the person to upgrade. So on this podcast, every time
10:22
you hear upsell, it just means upgrade to buy a better version,
10:27
buy a higher version, buy a more expensive version, buy a more,
10:30
whatever, but share the upgrade. So if somebody comes into your
10:35
store and they want to buy human hair, but they want to buy
10:39
Bangladesh human hair, but as far as you're concerned, maybe
10:44
Indian human hair is better than Bangladesh.
10:47
So you get them to buy Indian human hair or Peru human hair,
10:52
or Polish human hair or Scandinavian human hair or
10:56
whatever, sure, you get them to upgrade.
10:59
That is an upsell. So on this podcast, every single
11:03
time you hear upsell, just think upgrade.
11:06
Then now there's cross sell. Cross sell is when somebody
11:10
comes in, they want to buy one thing, but then you get them to
11:14
buy something else. Hey, sorry about that, I'm back.
11:21
One of the kids just came in and needed to get something, some
11:24
papers, so they can do origami. So anyway, don't worry, they'll
11:29
be back in school soon so we'll be able to get back to the
11:32
recordings where you know, I'm not getting interrupted.
11:36
So for those of you who are curious, origami just means
11:41
Japanese paper art. So that's where you use paper to
11:45
make different kinds of, should I call it sculptures, paper
11:49
sculptures. So you can make like creams or
11:51
frogs or, you know, things like that.
11:53
So my older son is really into origami.
11:55
So he's always constantly coming and taking my paper, you know,
12:00
printing paper to make fancy stuff.
12:02
So yeah, that's what it is. Let's see.
12:06
So I was talking about cross sell now.
12:08
OK, so I said that off sell just means upgrade.
12:11
The person comes to buy iPhone 13 and then you get the person
12:14
to buy iPhone 16 Max Pro Plus. That is an upsell because you
12:19
got the person to upgrade. Then next is the cross sell.
12:22
Cross sell is when somebody comes to buy something, but you
12:25
now get them to buy something extra.
12:28
Now by the time they combine the extra with the main thing, they
12:31
now get greater value. So back to the phone example,
12:37
the person comes in and says give me iPhone 12 and you're
12:41
able to get the person to buy iPhone 18 Pro Max Plus Plus Plus
12:45
that is upsell or upgrade. And they now tell the person
12:50
that bro you know this one is very expensive so you guys
12:54
protect this thing. So how about you buy screen
12:56
guard for the phone? So screen guard you know of
13:00
course it doesn't cost much maybe 5K10K.
13:03
But in the person buying the screen pad I'll be is a screen
13:07
pad screen saver. I'll be screen, screen guard and
13:11
the person buying the screen guard, it protects the screen of
13:14
the iPhone. And so because of that the
13:16
person can use it longer or it will look nicer.
13:19
And so that is greater enhanced value for the customer.
13:23
That is a cross sell. They have bought something extra
13:26
that makes the first purchase more valuable.
13:30
As you're talking to the guy now, if you find out that
13:32
actually it's his wife's birthday and so he's buying it
13:35
for his wife or for his side shake, and then you now
13:39
recommend a case. By the way, I'm not endorsing
13:44
adultery. I'm just fooling around here
13:45
just anyway, just just go with me.
13:49
So you now recommend a, what's it called, a phone cover that
13:55
not only protects the thing but seems to match the sense of
13:57
style or the sense of fashion of his wife or his girlfriend or
14:00
whatever. Then that is something that
14:04
enhances the value of the initial purchase.
14:08
It makes the iPhone much more valuable.
14:10
In fact, let's say you have one of those stores that you can
14:12
even customize the phone case and put the person's name on it,
14:16
maybe emboss it in gold letters or something so you can see that
14:19
that's an extra purchase that makes the first one much more
14:22
valuable. So the person came in iPhone 10,
14:26
you now sold iPhone 18XX Pro Max Plus upsell, you now added.
14:33
Screen guard cross sell you now added phone case that can be
14:38
customized cross sell because it enhances the value of the first
14:41
one. So let's go back to the human
14:44
hair thing. Somebody comes into your shop
14:46
and they say I want to buy human hair, Nigerian human hair.
14:49
You have it, but you think Peruvian human hair is a better
14:53
value. You're able to get the person to
14:55
upgrade and buy Peruvian human hair that is upsell or upgrade
15:00
and now tell the person sister for you to get the marks out of
15:04
this hair so that the thing will sit nice on your head.
15:07
You gas by skull cap. When you put the skull cap on
15:10
your head and the human hair sits on your head, the thing
15:13
will blend real nice. The skull cap will hold your
15:17
hair, mold your hair. You put the wig on it.
15:19
The wig is not going to shift, you know, so you have to buy
15:22
skull cap. So the skull cap that is a cross
15:25
sell because when the person buys the skull cap, it will
15:29
enhance the value of the human hair that they have bought.
15:33
So hope you guys see how it works.
15:36
You get the person to upgrade or to buy something extra that
15:40
enhances the first one. Now let's go back to the
15:44
beginning of the podcast where I was talking about how we can
15:47
grow our businesses increasing average order value.
15:51
How much do they spend? You can see how this thing ties
15:56
in now when you upsell or upgrade, you are increasing
15:59
average order value. You're tweaking one thing to
16:01
grow your business. If you cross sell and get them
16:05
to buy something else that adds more value to the first
16:09
purchase. You can see that you are
16:11
increasing the amount of money that they spend.
16:13
You are tweaking one thing. And that is why some of these
16:17
techniques are very, very important, very pivotal to
16:20
business growth because some people think you want to grow
16:23
your business. You need to spend more Instagram
16:25
ads, run more Google ads, you know, more things like that.
16:28
And yes, we should be doing those things, but if you make
16:31
sure that the boys and the girls in the shop are trained on these
16:35
simple things, you can see how you can start increasing the
16:40
amount of money you get in your business without spending a
16:44
single cobble on printing more Flyers or running more
16:47
advertisements or something like that.
16:48
And the most important thing is when you're able to train up
16:51
your people and they start using these techniques every day over
16:59
the course of a year, you start seeing a difference.
17:02
So you see this is how upselling and cross selling techniques tie
17:06
into the whole thing. And this is how you grow your
17:08
business. Of course, remember, if we do a
17:11
good job, cost my lifetime value, repeat purchases and they
17:15
keep coming back and back. I mean, think about it, if they
17:19
keep coming back over and over, each time they come, they're
17:22
spending more. Obviously, you can see how the
17:25
business is going to grow. Now, an important consideration
17:29
here, some of you I think will misunderstand what I'm saying
17:35
because by the time I was talking to the girls in the
17:37
store, that's the sales associates, they misunderstood.
17:41
They were thinking was about the money.
17:42
No, it's not about money. Yes, we want to make more money,
17:45
but The thing is, we're supposed to be looking at value.
17:49
What value is the customer going to derive?
17:52
Because when you're trying to get somebody to buy more just
17:54
because of money, he said, oh, OK, you won't buy this, Madam,
17:57
you won't buy this. You won't buy this.
17:58
You won't buy this. They can't see what you're
18:00
doing. Nobody's fooled.
18:03
But if you're looking at it from the angle of what is going to
18:05
make this thing much more valuable, then it's easier to
18:08
upsell or to cross sell. So if a guy comes and he wants
18:12
to trip his wife and he wants to buy iPhone 12 because you know,
18:17
he's thinking he wants to save money, you ask a couple of
18:19
questions. You figure it's for his wife and
18:21
maybe they're doing 40 years together.
18:24
Then you can honestly say something like bro, like your
18:27
wife is already using iPhone 11. This is 40th anniversary and you
18:31
say you want to trip her Bros, you know, if not me, like I want
18:40
to make a statement, go tap. Like The thing is not, you know,
18:44
you know, make sense. Even you're not going to buy
18:46
iPhone 20 something, at least let's do something smaller.
18:50
By the time your wife will see, she'll say, wow, should be
18:52
happy. You know, when you're talking in
18:55
those terms, it doesn't sound as if you're trying to make more
18:58
money from the guy. Of course you're trying to make
19:00
more money from the guy, but it sounds as if you're trying to
19:04
solve his problem, which is me and my wife have been together
19:08
40 years. She's an iPhone person.
19:10
She has iPhone 11. The phone is 6 years old.
19:13
I want to trip her. You're helping him solve a
19:16
problem. So it's about value from the
19:18
other person's point of view and the same thing back to the human
19:21
hair thing. If somebody wants to enter the
19:25
human hair game, she wants to upgrade herself, she wants to
19:28
make an impression and she only, she thinks let her start with
19:32
the Nigerian human hair. But honestly, you know that with
19:35
the way the trends are moving and stuff like that, it's behind
19:39
the curve, it's behind the times, it's low class, and
19:43
you're trying to get her to move up to Peruvian human hair.
19:47
Yes, you're trying to make more money, of course, but you're
19:50
also trying to solve a problem for the young lady that she's
19:53
trying to upgrade. She's trying to improve in her
19:56
sophistication. She's trying to come out, you
19:58
know, in a big way. You're trying to make make make
20:02
sure that when she shows up, she shows up correct.
20:05
So it's about value, not from your own viewpoint, but from the
20:09
customer's viewpoint. So some people hear these things
20:13
and they start thinking in terms of naira and Kobo.
20:15
No it's not necessarily. The person came and wanted to
20:18
buy something of 25 Ki got the person to sell to buy something
20:21
of 45K. If that happens, yes, that's
20:23
good, but it's about value from the customer's perspective.
20:28
It is not the Naira and Cobra amount, but what do people find
20:31
valuable? If somebody comes in and they
20:33
want to buy one thing, you have conversations with them.
20:37
You figure out what it is that is important to them, and you're
20:40
able to get them to buy something that is of greater
20:43
value, even though it is more expensive.
20:45
The person, even though they spent more money, will go away
20:48
happy. It's like when I bought this
20:50
phone, the Xiaomi. I'd never heard of a Jiaomi, and
20:54
in fact, I thought that all Chinese phones were crap.
20:57
But we went there, we had the conversation with the young
21:00
lady. Even though I wanted to buy the
21:01
Nokia C1, we had the conversation.
21:04
She showed me how it would be better to not have a phone that
21:08
does that's a Android. Android Go.
21:11
Yes, that shouldn't use any phone that is Android Go.
21:14
We discussed the requirements for my work, how I use my phone
21:17
for everything including podcasting, actually recommended
21:21
this phone and it's been 2 years.
21:22
The phone is happy. It's almost like 3 years now and
21:26
I'm very happy with the purchase even though I ended up spending
21:31
almost twice what I wanted to spend when I go into when I went
21:34
into the shop. So if you're focusing on value
21:37
to the customer, then it's going to end up being a good
21:40
experience. But if I went in there and she
21:44
just bamboozled me and I bought something expensive, I mean
21:47
twice the cost, the cost of what I wanted to buy, or I've left
21:50
there feeling like now, babe, she just bamboozled me.
21:53
She just did me one kind. And then buyers, buyers
21:56
remorseful, set in buyers remorse or buyers regret.
22:00
So we should always be focusing on value, not from my own point
22:04
of view, but from the customer's point of view.
22:07
When we're looking at all these techniques of selling and cross
22:10
selling, remember it's not your viewpoint, it's the customer's
22:13
viewpoint. Then after that, we did some
22:17
role plays with the sales associates in the store and we
22:20
looked at how we could upsell or cross sell for the sale of
22:23
chargers, for the sale of power banks and for the sale of
22:27
laptops. Well, just because for me it's
22:29
not enough that we just show in and then we talk theory, theory,
22:31
theory. I want to make sure that people
22:33
understand what it is that we're talking about.
22:35
So I like to make this thing concrete.
22:36
I like to make this thing live. And so if we're talking about
22:40
selling gadgets, you guys in the middle of the shop, what are the
22:42
things that people are buying? OK, let's start doing
22:45
experiments with that. When somebody comes in, how are
22:48
you going to do need analysis? When you're done with need
22:50
analysis, how is that going to affect your recommendation?
22:53
Will that give you an opportunity to upsell on
22:56
something? And if you're able to upsell on
22:59
something, how are you going to be able to cross sell to even
23:03
deliver more value to the first purchase?
23:06
So even though technically speaking the person is spending
23:09
more money, the person shall we leave the shop happier.
23:12
So back to the man and the wife example.
23:15
The person comes in out to buy iPhone 10.
23:17
The person leaves a bind iPhone 18 Pro, Pro Max Pro Plus 2023
23:23
version. But he's now feeling like, yes,
23:26
I bought something of quality for my wife and we're even going
23:31
to emboss the case in gold with our names.
23:35
You know Collie and Kemi love forever your husband, you know
23:39
something. So technically speaking, the
23:41
person has spent more money, but the person goes away happier.
23:47
And of course, remember the other levers.
23:49
Repeat, but repeat purchases, referrals.
23:51
We want him to come back and buy later on.
23:54
Maybe when their daughter graduates from secondary school
23:57
about to go to uni, it's time to buy the daughter a brand new
24:00
phone. We want him to come back to the
24:02
shop and buy from us. And then of course, referrals.
24:05
Let's say wifey is really impressed about how all these
24:08
things about, you know, the level of service.
24:11
So when wifey wants to buy something, maybe like she wants
24:13
to buy Bluetooth earphones or something, she'll come to the
24:17
store and maybe the whole family is impressed.
24:21
And when a friend of the family wants to buy something, oh, we
24:24
know this our guy, we know this our girl, they'll hook you up.
24:27
They bring you back to the store.
24:29
This is how everything works. All right, so since we are close
24:32
to 30 minutes, let me just wrap up quickly on this then.
24:36
OK, so I did a role play, so let me check my notes.
24:39
So we did role plays just to come up with different ways that
24:41
we can sell chargers, power banks, and laptops.
24:44
Then let's see what else? What else?
24:47
OK, yes, I've also spoken about how it's about value.
24:50
It's not about naira and cobo. Then, OK, we did another
24:54
brainstorming, but this time I'm the one who did the
24:57
brainstorming of my own part because the owner of the store,
25:02
he sends out broadcast messages and I received one broadcast
25:04
message for APES 5, PlayStation 5 Europe.
25:10
So I now try to show the sales associates how I would think
25:13
about these sorts of things. So I did a little bit of
25:15
research because like I said, was PlayStation 5 Europe.
25:20
So I was even wondering because I'm not a gamer.
25:22
I know nothing about games and growing up there were some some
25:26
of my neighbors who had Playstations and Sega and Atari
25:30
and things like that. So excuse me, but I didn't
25:34
realize that there were regional differences like you have
25:37
PlayStation Europe, PlayStation Africa, PlayStation America,
25:41
PlayStation South America. I had no idea.
25:43
So I did some research to find out the difference.
25:45
So the differences are for the PlayStation 5 Europe, the
25:48
difference is power supply or voltage.
25:51
So European countries, you know, there's a way that they do their
25:54
own voltage, voltage. American countries, there's a
25:56
way that they do their voltage. Voltage.
25:59
I know this one for a fact because of course I schooled in
26:02
the UK. So our voltage, whatever is
26:05
similar. So there was no need to go with
26:06
extra charger, sorry, different kinds of chargers when wifey had
26:09
to go to America. Yet those conversations came up
26:13
from some of our relatives who are there.
26:15
And look, when you're coming, you know, it's not every single
26:17
electrical thing that you can use here.
26:18
You need to buy a travel adapter by this, by that.
26:21
So those are the differences, power supply and voltage.
26:24
Then there's also game compatibility, because for
26:27
PlayStation, OK, there's different downloadable content.
26:30
So if you buy PS5 Europe, there's some things you can't
26:33
download. But if you come to Niger, the
26:35
things will not work or you can't download from Niger, then
26:39
OK, The also the issues of warranties.
26:41
So in some cases you can buy, you know, PlayStation America,
26:45
but then you come to Niger, you can't use the warranty here in
26:47
Niger, all those sorts of things.
26:48
So those are the differences. So and I told the sales
26:52
associates when it comes to cross selling and offselling, I
26:55
would have been doing need analysis from the time somebody
26:57
comes into the store. When somebody comes into the
26:59
store and they said that they need PlayStation, I would start
27:02
engaging them in conversation because I'm trying to figure out
27:04
who is this person? What's this person about?
27:07
What are their gaming habits? What are their gaming needs?
27:09
What are the budgets, you know, but just normal conversational,
27:12
you don't just ask somebody what's your budget, you know,
27:16
engaged person in conversation or PS fives.
27:18
Oh, OK, you're a gamer. So yes, now I've been gaming for
27:21
a while and then it also helps if you're a gamer, I say yeah,
27:23
me too. Haven't been gaming self, you
27:25
know, from tea, you know, PlayStation 5 from Mario and
27:28
everything. He will talk, talk, talk, talk,
27:29
talk. The person thinks you're just
27:31
doing casual conversation, but you you're trying to feel this
27:34
person out. What kind of games does this
27:36
person play? What are his habits?
27:38
Is especially a professional gamer who is streaming and
27:41
playing all the time or I'll be this person just casual.
27:44
I'll be the guy just wants to be playing games, you know, with he
27:47
and his kids or you know, just have general conversation like
27:53
that because from the conversation, from the
27:55
information that you get, it is then you're going to be able to
27:58
make recommendations to either upsell or to cross sell that
28:03
will now enhance the gaming experience.
28:06
Remember, we're talking about value now.
28:08
So if we're upselling or cross selling when it comes to the
28:11
PlayStation, we're trying to say what can we tell this guy that
28:15
will enhance the experience, OK. Or tell this babe, because I
28:20
hear that Nigerian babes now allow gamers to.
28:24
So you're trying to enhance the gaming experience for this guy
28:27
or for this babe. So yeah, some of the things that
28:31
we came up with for some people could be extra controller.
28:34
So if the guy is a casual gamer, but he's thinking maybe I should
28:37
introduce the kids and maybe the guy has, I don't know, five
28:41
kids. You know, there are some games
28:43
that can allow people to do multi controls.
28:45
Maybe 4 player, 5 player, 6 player.
28:48
You could sell extra pads. If the guy is concerned about
28:51
integrating his kids into the gamer lifestyle, then this is
28:54
one way that you can cross sell extra controller.
29:00
Abby Extra is a controller or game pad.
29:01
I'm not sure what they call it these days.
29:04
So whether it's controller or game pad, extra game pad, extra
29:06
controller for the multiplayer experience.
29:10
And then you can also cross sell on different colour options or
29:16
different skins or covers because some of these things
29:19
come in white or in black. But there's a friend of mine who
29:22
games and well he bought 1 because he also wanted to
29:27
introduce his kids to the gaming lifestyle.
29:29
Unfortunately the thing didn't take off.
29:30
So the guy spent all that money and actually now The thing is in
29:34
the office. So it's the guys in the office
29:36
are now playing this thing because the children didn't take
29:38
to take the gaming thing. So he spent all that money and
29:40
then he's the boys in the office are now enjoying on weekends
29:45
people come to the office so they can play a game.
29:48
If I this gaming culture, I'm really impressed because I
29:50
thought some of us would outgrow these things, you know, in you
29:53
know, like, I don't know, kind of secondary school would
29:54
outgrow it. But then you have men, fully
29:56
grown men, 40s and 50s, even 60s, still playing game and let
30:01
me not talk too much me, I still watch cartoons as some people
30:04
think that's childish. So what was I so different color
30:09
options. Some people like it red, some
30:12
people like it pink, some people like it purple.
30:14
You get them to buy different ones.
30:15
Then they're also skins and covers skin is just the thing
30:18
that used to how I put it is like how I call it now skin.
30:26
OK, well it's like cover, you know like how you buy your phone
30:29
and you buy a something to cover the phone is the same thing.
30:33
You can do that for the game pad.
30:34
So they can be different skins. I've seen skins that are camel
30:37
like military and I've also seen skins that are like astral, you
30:41
don't like star moon, sun, you know all those sorts of things.
30:44
So different kind of skins to get them to buy extra skins that
30:47
is cross selling. You can also get the person to
30:52
buy gaming headset because I've noticed lots of Nigerian players
30:57
don't play with headsets. I don't know why.
31:00
Maybe it's 14th. Maybe it's the Internet
31:02
connection. Maybe the Internet connection
31:04
needs to be on point so that as you're playing, you're chatting
31:07
with people and stuff like that. So you can get the person to buy
31:10
gaming headsets. You can also get the person to
31:12
buy external storage. Yeah, something also experienced
31:15
with my friend, because when he bought his, I think he came with
31:18
like 500 gig worth of storage, and I was like 500 gig.
31:21
Like how you ever finish this thing and then the next time
31:24
that I saw him before the end of the year, he said we're looking
31:27
for space. I say space how this thing came
31:29
with 500 gig. You say everything is full and I
31:32
was shocked so you people really games are 500 gig nothing but
31:37
games anyway, so you can sell extra external storage, extra
31:41
storage. Then also found out that there's
31:44
a media remote because some people stream from some of these
31:47
things. So my friend was trying to show
31:49
me how even though it's a, I can't remember which one he
31:53
bought because there's Xbox, there's PlayStation and there's
31:55
a bunch of other stuff. The thing was connected to the
31:58
TV. Before you know it, you're
31:59
streaming some movies. I'll be with the YouTube or
32:01
watching or something from direct from the thing.
32:05
I'm impressed because all these games, they really come a long
32:07
way because back when we were in primary school, you know,
32:10
PlayStation was PlayStation. Just plug it to the TV, you play
32:13
your. Oh, sorry that I was going to
32:15
say Mario. Mario is a Nintendo.
32:17
I think he's Nintendo. Yeah, Nintendo 64 or something
32:20
like that. So you plug it into your TV, you
32:22
play your Mario one time, you're done.
32:24
You turn it off, you can't do anything else with it.
32:26
But now these things are streaming.
32:29
They can stream. So you can sell media remotes
32:32
and then also gaming glasses. So for let's say fathers who
32:36
want to introduce their boys just like my son to the gaming
32:39
experience, I say my son, just like my friend, wanted to
32:41
introduce his sons into the gaming experience and they're
32:45
worried about eyesight because back when we're in primary
32:47
school, that's what people used to say.
32:49
Now, Oh no, your son is standing too much, your son is playing
32:51
too much. You will destroy his eyes, will
32:52
destroy his eyes. So now there's special gaming
32:55
glasses that people can wear to reduce strain.
32:57
So with me brainstorming with the sales associates now we saw
33:01
how we can cross sell on the PS5 when somebody comes in and the
33:06
person says, do you have PS5? Now upselling or upgrading would
33:11
not be when the person comes and says I want to buy PS5 Europe
33:16
and you have a conversation with the person and you might be able
33:18
to now recommend the person say look Bros, I understand you want
33:21
to buy PS5 Europe because of money, but to be honest, you get
33:25
the best value if you buy PS6 Middle East.
33:30
By the way, I'm just making stuff up.
33:31
I don't know if this PlayStation 6.
33:32
So those of you who are game has, please don't crucify me.
33:35
I'm just making up examples. So let's pretend that this
33:37
PlayStation 6, so Bros, it'll make more sense if you buy PS6
33:42
Middle East because if you buy PS6 Middle East, The Voltage and
33:47
everything is the same game compatibility will be on point
33:50
because all the games that are now available in the Middle
33:53
East, if you can also download them here in Nigeria, If you do
33:57
PS5 Europe, you'll only be able to download these kinds of
34:00
games. You'll be able to download these
34:02
kind of games. And then if you're buying Middle
34:04
East, the warranty is still valid because we have
34:07
connections with some PlayStation distributor or
34:11
something in Dubai. If there's any problem, bring it
34:13
back here, we send it to Dubai and they'll sort that thing out
34:16
for you. So the person came in and asked
34:18
for PS5 Europe. Based on the conversations you
34:21
had with the guy, you're unable to get the person able to
34:25
recommend PS 6 Middle East. Like I said, I'm not a gamer.
34:31
So please, if there's no such thing as PS6 Middle East, please
34:35
just roll with me and make the appropriate more, let's say the
34:41
appropriate changes. At least I know that this
34:44
American version, well, let's pretend that this Middle Eastern
34:47
version, so the person came in for PS5, you get the person to
34:51
buy PS6 Middle East that is upsell of the upgrade.
34:55
And this is how we can apply these things to our businesses.
34:59
Now the only reason why I have been using tech and gadgets and
35:04
everything is precisely because the client in question sales
35:09
tech gadgets and you know, so yeah, in discussing with the
35:13
sales associates, I mean, of course we have to use stuff that
35:16
already in the store. Then one point that I made a
35:21
long time ago. I hope you guys are getting to
35:23
see now why if you listen to Brian Tracy's older material, he
35:28
talks about subject matter expertise being the foundation,
35:31
being the beginning of good sales.
35:32
You can't see why subject matter expertise, knowing your material
35:35
is the beginning. If you take an absolute novice
35:38
like me and just throw into the shop and you want me to sell all
35:41
these things, You want me to sell computer, you want me to
35:43
sell phone, you want me to sell PS5.
35:46
And I know absolutely nothing about these things.
35:49
No how, no how. I will fumble and I will fumble
35:52
for a long time until I get some knowledge on some of these
35:56
things. But The thing is, for those of
35:58
you who run your businesses, you forget that it took you a while
36:01
to build up all this knowledge. And you expect that when people
36:04
come into the business, they should just start selling like
36:06
that immediately. So a whole host of you,
36:08
actually, when you're putting together your sales team, you're
36:11
putting together the sales girls, the sales boys.
36:13
Actually, the first thing you're supposed to do is to train them
36:15
on one or two things. OK, in this shop we sell car
36:18
batteries. What do you know about car
36:19
batteries? You don't know anything.
36:21
OK, no problem. Let me start teaching about car
36:23
battery. If you have any question, ask me
36:25
about car battery because people need to know.
36:28
If I come into your shop, I want to buy a car battery and the
36:31
person who is there can only tell me that the difference
36:33
between A&B is that A is 16,000 and the B is 23,000.
36:38
Why is the price different? Which one is better?
36:41
Which one is for Macy's? Which one is for Toyota, Which
36:43
one is for Honda? They can't tell you the
36:45
difference. It is not a very helpful selling
36:49
experience. So that also has to be part of
36:51
the training that you deliver to your crew.
36:54
So anywhere close to 40 minutes. So let me just wrap it up here.
36:59
And also because I have some calls that I need to attend to
37:04
for prospective clients. So let me just bring that to a
37:07
close. So I hope with these few points
37:09
of mine, as we should say back in the day, I hope I've been
37:12
able to convince you and not confuse you that upselling and
37:16
cross selling are absolutely necessary tools that you can use
37:20
to grow your business without spending extra money.
37:24
So that's it, that's all for today folks.
37:26
And remember, if you've got a sales and marketing question,
37:29
bring them to me. You can call me SMS or WhatsApp
37:32
me on 08064662140. Thank you very much for your
37:37
time and attention. I'll catch you, dear listener,
37:39
at the next episode.