The Art of the Upsell: CPQ vs. The Drive-Thru

Share this post!
Share

You pull into the drive-through, and there is a vaguely menacing, large plastic clown head waiting to take your order. The face lights up, and a scratchy voice emanates from the frozen, grinning face asking, “Would you like to try our combo meal today?”

In the B2B world, cross-selling and upselling are not only good business, they are good for the customer, as well. It’s the process of making sure that you and your customer know what is needed and what is available.

If you are like me, this kind of honks you off, because all you really want is the “Big Burger,” and the meddlesome, intrusive clown head has kind of screwed up your train of thought.

“I just want the Big Burger please,” you carefully enunciate knowing that plastic clowns are notoriously hard of hearing.

“Would you like fries with that?” The clown asks.

“Damn,” you think to yourself, just give me my burger.

But, you relent and respond, “Yeah, give me a small fry!”

Sorry, the relentless clown head will not allow you to have it your way; “Large fries are only a dime more!”

You stare at the leering plastic face of the clown and start to stutter a protest, “No, I just want …”

“That’s one Big Burger and one large fry. Pull forward to the window; your total is $8.95.” The internal light inside the clown head dims and turns dark; you have been dismissed. Your encounter with Burger Clown is over.

Does anyone cross-sell and upsell better than your friendly hamburger stand? A big plastic clown head has just taken you downtown for a load of over-salted, deep-fried starch that you really didn’t want in the first place. You were feeling pretty smug about not falling for the combo meal, but you just weren’t quite fast enough to get out of the fries.

It’s ironic that we can easily train a ninth-grader to upsell unwanted fries at your local burger doodle, but getting a college-educated sales professional to do this with a million-dollar, industrial-equipment order can be nearly impossible.

In the B2B world, cross-selling and upselling are not only good business, they are good for the customer, as well. It’s the process of making sure that you and your customer know what is needed and what is available.

How CPQ Software Helps With Upselling and Cross-Selling

Sales reps often leave this stuff to the end, and then they avoid it for fear of delaying the sale. Money is left on the table, and opportunities that should be almost no-brainers are lost. Sales managers come up short at the end of the month, and customers are even disappointed to find that their needs have not been fully addressed.

CPQ software provides a natural way to build the cross- and upselling conversation into the normal question-and-answer discussion that defines the project itself. It’s not a “special” conversation, it’s just more questions related to the customer’s needs.

Let’s say you are discussing your prospect’s requirements for an elevator. maximize your sale without delay.

By building all of these possibilities into your specification script, you are making sure the customer is fully served, your product is properly applied to mitigate the customer’s issues and your delivery of value is maximized.

Related Posts