Upselling
Upselling (also up-selling ) describes in sales the endeavor of a provider to offer the customer a higher quality product or a higher quality service in the next step instead of a cheap variant . It is based on the uplift model .
For this purpose, plausible arguments and, in particular, product demonstrations should make the advantages of the higher product or service category clear to the customer , for example greater benefits , convenience , etc.
From the seller's point of view, there is a risk that the buyer will lose the desire to buy the product through up-selling, i.e. that he will neither buy the more expensive product nor the product that he originally considered. Too extreme up-selling can also be perceived by the customer as intrusive or even unsympathetic.
Often upselling is confused with cross-selling . There, however, no (actually or supposedly) higher-quality product versions should be sold, but simply additional sales to the same customer.
Examples
A customer at the dealership asks about a mid-range model. First of all, he is offered a test drive - but not in the basic or middle-class version, but in a more powerfully motorized and more elaborately equipped car with air conditioning , leather covers , sound and navigation system . So the customer can experience the advantages of the "higher quality" variant. If he does not want the extras later, he must internally detach himself from the advantages already experienced, practicing renunciation, so to speak. While considering this, the seller calculates the financing so that the additional costs appear small.
A customer is interested in the sports shop for a bike with a rigid frame . However, the seller encourages a test ride on a bike with full suspension in order to convince the customer of the advantages of a more comfortable (but also more expensive) bike.
See also
Individual evidence
- ↑ Tina Plewinski: Web Shop Optimization 4: Cross-Selling and Up-Selling. Alternative product suggestions: up-selling. In: Online retailer News.de . July 10, 2013, accessed May 27, 2015 .
- ↑ Scott Sehlhorst: Foundation Series: cross-selling and up-selling. Cross-Sell and Upsell - What Are They? In: Tyner Blain. October 28, 2009, accessed May 27, 2015 .
- ↑ Tina Plewinski: Web Shop Optimization 4: Cross-Selling and Up-Selling. But: Too much of a good thing is a hindrance! In: Online retailer News.de . July 10, 2013, accessed May 27, 2015 .
- ↑ Jared Lewis: Differences Between Up-Selling and Cross Selling. In: Chron . Retrieved May 27, 2015 .