THE ART OF THE UPSELL: Ideas and Examples From My Tour Experience
Disclaimer: This post is part of our Sponsor Spotlight series. I was provided an expense-paid trip to National Gypsum to take a plant tour, learn about their new, innovative products, and share my honest opinions with our audience.
The following ideas and tips were inspired by what I learned from this experience.
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Your clients count on you to be an expert in remodeling and, as part of that expertise, to provide them with suggestions for smart ways to add value to their project. Even if a design change or a product upgrade would increase the total investment, you should give your clients the information so that they can make an informed decision.
I’m sure you’ve had a client who’s given you the absolute, “not-to-exceed” budget early in the process but increased that set limit when presented with an idea for improvement that just made sense. Increased budgets can happen more often than you think if you present the right options.
By sharing your expertise and presenting alternatives in design and products, you’ll allow your clients to understand more about the possibilities that exist to improve their home. At the same time, this “upselling” will increase the overall price of the project, delivering greater profits for you and your company.
Let me give you an example of a simple upgrade that many clients would immediately approve. We recently visited National Gypsum, in Charlotte, NC. To tell you the truth, I’ve never given a lot of thought to drywall. To me, it was all the same. But during this tour of one of the country’s largest drywall manufacturers, I found out how wrong I was. . . and how companies like National Gypsum are helping remodelers differentiate their companies from so many others.
First, their flagship product, XP Drywall is amazing. Not only does it offer the advantage of traditional drywall which is moisture-resistant, it also had mold and mildew resistance, which means extra protection and a lot less worrying about whether mold is growing throughout your house! I can’t think of any homeowner who wouldn’t be delighted to spend a slightly larger investment in their remodeling project to stay as far away from mold as they can!
Next, clients with children know that roughhousing kids can really bang up a house. So, a product like Purple Hi-Abuse XP Drywall, which has significant resistance to scratches and scuffs, might be an upsell that would quickly grab a homeowner’s attention. If you are remodeling a 16’ x 12’ x 9’ (696 sq. ft.) room, the additional cost is only $215 -$230 but will keep the home looking fresh and new for years to come. A pretty easy upsell, wouldn’t you say?
Another cool product is the SoundBreak XP Retrofit Board. In so many homes, noise between rooms is an ongoing issue. For some homeowners, increasing their remodeling investment to include a solution to this frustrating problem would be a no-brainer. Well, this noise-reduction drywall is installed over existing drywall while cutting sound transmissions greatly. Think of the great uses in and around home theaters, music rooms, and offices. The additional investment to purchase this product is minor. The big savings come from eliminating the need to demo the existing drywall. Not only does this save time, but it also greatly reduces dust and disruption to the homeowner. My bet is that this unique product has strong appeal to many homeowners who are longing for simple peace and quiet.
These are only three examples of how, with targeted, focused questions and knowledgeable recommendations, you can better fulfill the needs of your client with high-quality products that are custom fit for their home and lifestyle.
The more you know about innovative products, like these created by National Gypsum, the better the expert suggestions you can provide while easily demonstrating how you and your company are far superior to others. While you can’t know everything about every product, you can and should be familiar with the full product line from your favorite manufacturers.
Invest some time to learn more about what’s available by reviewing websites and meeting with sales reps. They’ll be eager to help you know more. Increasing your knowledge of products and the benefits that are delivered can help you show off your expertise, delight your clients, and deliver more profits to the bottom line. Plus, being smart and knowledgeable will also help build your reputation in the marketplace, helping your company excel for years to come.
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