April 23, 2014

Reeling in Clients: Art of the Upsell

fisherman

A sea of clients?

“I use the menu philosophy,” says DJ Mike Kindlick about his sales tactic when trying to reel in a client on his upsell packages. “If you go to a restaurant, and you look at the menu and it has only two items, if you’re not hungry for those two items, you’re probably going to eat somewhere else. I say to potential clients: ‘This is our menu, pick and choose what you like.’

“You give them atmosphere with upgrades that can add an entertainment quality,” he says. “They’re presented with everything—we offer concierge service, bartender service, a full band, photo booth, uplighting, etc.—and if they ask about it, I hit the gas. If they don’t ask me about the upgrade, I’ll say, ‘By the way, with your package, keep in mind you can add any one of our upgrades if it’s something of interest to you’.”

“It comes down to the fact that I myself don’t want to be hard-sold on something, so I won’t do it to anybody else. If I want something, and it’s of high importance to me, I’ll be looking for it, I don’t need to be sold. If a customer is sitting in front of me, I don’t want to give them the used-car salesman approach.”

But every customer is different, as we all know, and different sales tactics can be employed. “I tap into their interests, asking them questions, seeing how they want to design their event, seeing how they want it organized, and then it’ll pop into my head: ‘Hey, a photo booth might go well with this bride, or the groom is mentioning how he loves to be catered to, so maybe we can offer them our concierge service.”

Kindlick’s biggest upsell is the $4,000 package. “Or it can be low as $200,” he says, noting that 60% of his clients buy an upsell.

Kindlick will be dishing about upsells at a seminar at DJ Expo…

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