Letting Your Staff Do the Marketing for You

October 17, 2011
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Sometimes our best marketing assets are right under our noses, but we just don’t see them. That’s the case with your staff. Sure, they provide a good experience for your customers or clients and that’s important. But they can be a valuable asset in other ways, too.

Upselling & Cross Selling

Whether you run a retail chain selling products or a business making money from services, teaching your staff these two marketing methods can be invaluable. Remember your goals with marketing aren’t just to bring in new customers but also to get current customers to spend more money. These strategies help with that goal.

Upselling basically means your staff suggests upgraded or more expensive products or services than the one being purchased. If you went to fast food restaurants, they loved upselling. If you buy a medium fry, they might say “You can go large for 49 cents more” or something like that. That’s upselling. Of course, you don’t have to be as direct as the fast food industry. Instead, your staff could say, “If you purchase the larger version of X then you actually save Y cents” or “When you choose the upgraded service, you get a lot of additional features, including . . . “

Cross selling is closely related to upselling except that it focuses on promoting products or services that are complimentary to what your customer is already buying. For example, “Would you like fries with that?” or “Could I interest you in a hot apple pie to go with that?” Again, your staff doesn’t have to be quite so obvious. They can present the additional products as benefits. For example, “If you purchase the extended warranty on your vehicle, you won’t have to worry about paying for most of your car repairs until after you’ve already paid off the car. That means you’ll have a lot less to worry about.”

You need to train your staff in how to use these techniques but also make sure they are extremely knowledgeable about what you sell so they can make the appropriate recommendations and can really sell the benefits of those recommendations to customers.

Business Cards & Other Promotions

Outside of work, your staff could be marketing your business, too. You just need to make sure they have the right tools. First, you should provide business cards for every member of your staff. People love to pass these around, and they have your company’s address and marketing message on them so it’s an easy way to reach a lot of people.

You can benefit by giving your staff branded gifts, such as polo shirts, pens, cup holders, key chains, etc. When your staff uses or wears these items outside of work, they are marketing your business. They are getting your name out there where the public can see it. If you also give your staff these goodies for their friends or family members, you’ll increase the impact even more. Plus, free things are always a good way to boost staff morale.

With these approaches, you can have your staff increasing your revenue and attracting more attention to your business. That way you can be making the most of one of your most valuable business assets.

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