Suggestive Selling
Step 6
Objectives
• Explain the benefits of suggestion selling
• List the rules for effective suggestion
selling
• Demonstrate appropriate specialized
suggestion selling methods
Suggestion Selling
• Maintaining and building a clientele is CRUCIAL
for future sales
• It is important to make a good impression,
get to know your customers, and provide
excellent customer service
• Suggestion selling is selling additional
goods/services to the customer
• Selling items to customers that will
ultimately save time and money or make the
original purchase more appreciated
Suggestion Selling
• Selling is a process of persuasion
• When a counter clerk at McDonald’s
asks you whether you would like a
drink, fries, or an apple pie with your
order…they are trying to suggestively
selling you something
Benefits of Suggestion Selling
• the salesperson
• customers will want to do business with you
again, so your sales will increase
• Salespeople are often evaluated on their sales
figures
• the customer
• they will be pleased with their purchase
• the company
• the time and cost involved in suggestion
selling is less than the cost of making the
original sale
Rules for Suggestive Selling
• 1. Use suggestion selling after the customer has made a
commitment to buy but before payment is made or the
order written
• Introducing new merchandise too early can create pressure
• Only exception is when the product’s accessories are a major
benefit
• New gaming system…should probably show new games that can be
used on the system
• 2. Make your recommendation from the customer’s point
of view and give at least one reason for your suggestion
• “For your child to enjoy this toy immediately, you’ll need two
AAA batteries.”
Rules for Suggestive Selling
• 3. Make the suggestion definite
• “This oil is recommended by the manufacturer for this engine.”
• Don’t say… “Will that be all?”
• 4. Show the item you are suggesting
• In many cases, the item will sell itself if you let the customer
see and handle it!
• Place a matching purse next to the shoes that the customer just
decided to buy
• 5. Make the suggestion positive
• “Let me show you the matching top for those slacks. It will
complete the outfit beautifully.”
• Don’t say… “You wouldn’t want to look at scarves for your
new coat, would you?”
Suggestion Selling Methods
• Offering Related Merchandise
• Recommending Larger Quantities
• Calling Attention to Special Sales
Opportunities
Offering Related Merchandise
• Also known as cross selling, increases the
use or enjoyment of the customer’s
original purchase
• Probably the easiest suggestion selling
method
• Can be a good or service being offered
Recommending Larger
Quantities
• Often referred to as up-selling
• Works when selling inexpensive items or
when saving money, time, or convenience is
involved
• Retail
• “One pair costs $4, but you can buy three
pairs for $10.”
• Organizational
• The customer can take advantage of lower
prices or special considerations like free
shipping
Calling Attention to Special
Sales Opportunities
• Retail
• Routinely inform your customer of the arrival of new
merchandise
• “We’re having a one day sale on all items in this department.
You might want to look around before I process your
purchase.”
• Organizational
• Show new items to customers after they have completed the
sale of merchandise requested
• The salesperson has the opportunity to establish a rapport with
the customer before introducing new merchandise
• Why should the sales person always try to show the item
being suggested?