The Publix Deli Associate asked me: “Would you like pie with that cheese”……
One of the most important things you can do is stay true to your brand.
That’s exactly what the grocery chain Publix does.
Their tagline is “Where shopping is a pleasure”.
From personal experience I can tell you it is a pleasure.
In my second book: “The Secret Equation To Attracting More Clients: Marketing + P Factor + Video= $$$$” I even mentioned their great customer service.
For example the other day I ran into Publix to get some Provolone cheese. I saw this photo of a great panini and wanted to make one. Hint: That shows you the power of images.
While we were there the deli associate offered me a piece of the cheese to make sure I liked it. Of course I did.
While he was slicing the cheese he was friendly (shopping is a pleasure) and asked if I wanted to try their cheese special this week. He made it sound so tempting I had to try it.
The deli associate in no way seemed salesy or pushy. He was trying to “help” me.
As he was handing me my package of freshly sliced cheese. He said, “Don’t forget to head on over to the bakery. We have dutch apple pie and regular apple pie on sale. It’s only $3.99.” Keep in mind I had no intention of getting anything but the cheese but here I was heading over to the bakery because I wanted dessert! What we found when we got there was a dutch apple pie that weighted 2 lbs! Of course who can have apple pie without vanilla bean ice cream?
As a business owner you can learn a lot about marketing and staying true to your brand on a daily basis from Publix.
First: If you say your business is offering an experience or a benefit then provide that consistently. Publix says “Shopping is a pleasure” and they are true to that everyday.
Second: Offer an upsell. You might think how can a grocery store offer an upsell and yet here we are talking about it. What product or service do you sell? Can you offer an upsell.
Upsells aren’t only for items that are online. Restaurants do it all the time.
Now truthfully the cheese didn’t have anything to do with apple pie except that it was a food item.
The trick with upsells is that you want to add value to what the customer has already purchased.
A good upsell is going to make the seller and the buyer feel like winners. For instance Publix sells me their pie at a great price and I love it!
Just think. If this deli associate got several people to not only buy the pie but also add ice-cream that increases the sales of the store significantly.
Upsells happen everyday but we don’t realize it. The more we do the more we can see how this marketing strategy can be implemented by each and everyone of us.
If you go to a restaurant they might say, “Would you like a salad with your order?” or “Would you like to super size that order?”
You purchase a pair of sneakers. Would you like to add socks to your order?
What are four things your upsell should have?
1) Be Irresistible:Click to Tweet: [envoke_twitter_link] If you know your target audience you can easily offer them something they can’t refuse[/envoke_twitter_link]. When you combine this with a limited time offer, this upsell will evoke need in the buyer.
2) Provide value: Click to Tweet [envoke_twitter_link] Your upsell should offer value to your customer and not be something you didn’t give any thought to[/envoke_twitter_link].
3) Usable: Click to Tweet: [envoke_twitter_link]The upsell needs to be something that the buyer hears or sees and they can tell immediately that the offer is useful[/envoke_twitter_link].
4) Related: The upsell should be somehow related to the item. For example the pie was another food item. It would be the perfect complement to my meal. Who doesn’t love dessert especially when it’s only $3.99!
That being said your upsell doesn’t have to be a lower price or even discounted. As a matter of fact it could be priced higher. It’s up to you.
If you are not using the power of upsells this should not only give you reasons why but actionable steps you can take to implement this into your marketing brand strategy.
Would you like more marketing strategies plus a place to get your questions answered. Why not add this to your “order”: “The Secrets To Marketing Success Group”
How do you feel you are doing when it comes to creating your sales funnel?
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Be Savvy and Successful!
Toni Nelson – Marketing Brand Strategist, Video Producer, The Kickstart Your Business Coach