Want More High Quality Leads? TRY THIS
Want More High Quality Leads?
TRY THIS

New leads can be expensive to acquire and time-consuming to filter but how can you deal with that problem?

Up-sell and cross-sell current clients!

Up-selling and cross-selling can be great ways to increase your sales without having to go through the hassle of acquiring new leads. It’s also a fantastic opportunity to show your clients that you appreciate their business by offering them additional services that complement what they’ve already purchased from you.

In order to upsell and cross-sell effectively, there are 3 keys every builder must incorporate:

  1. Value Perception: How you offer your up-sell/cross-sell is critical to how your buyer perceives its value
  2. Emotional Appeal: There are several “must-do’s” in how you package your services
  3. Timing: The client MUST be made aware of ALL the different products and services available to them at specific times

These are just the outline. Are you ready to try out these strategies? If yes, then watch/listen to the episode below and see how to upsell and cross-sell current clients like a pro.

Builder Lead Lead Converter helps home builders & remodelers grow sales revenue and margins while navigating supply chain and labor market issues. Find out how https://www.builderleadconverter.com/

Transcript:

Today on Conversations that Convert, we’re gonna talk about how to upsell and cross-sell your current clients. Let’s get started.

Welcome to Conversations that Convert. Every week, we’ll spend about 10 to 15 minutes tackling relevant lead generation, marketing, and sales topics for remodelers, home improvement companies, and home builders. Conversations that Convert is brought to you by builder lead converter, your perfect sales assistant.

And now here’s Rick and Daiana.

Rick: Hi everyone. Hi Daiana. 

Daiana: Hi. Hello. Hi everyone. 

Rick: Welcome to another episode of conversations that convert and I, before we get started here today, I just, want to, we, Daiana were talking about this before the show, just a quick update. Daiana is in Romania. She’s not very far from Ukraine, at least by our standards. And, and that was giving me a little, a little update from what’s happening in Ukraine and some of the refugee situation. There, but, everyone, that’s watching the show. Daiana, you’re safe. You’re in Bucharest. So you’re still half a country away from the border. Is that right? 

Daiana: Yes. We, we, we are safe and we, we hope it’ll remain like that.

Rick: Yes, we, we, we hope so. So we hope for an end to the hostility sooner than later. So, we are not here to talk about the Ukraine war though. Fortunately, we are here to talk about “How to upsell and cross sell current clients”. So what do you think, Daiana, is this starting a new series? Yes, new series.

Daiana: And let’s go ahead and get started to learn more on how to get more referrals and how to repeat business. 

Rick: Yeah, exactly. So we have a couple of challenges, obviously that we’re dealing with. It’s always a good idea to get more referrals and repeat business. But the, of course, the challenges that everyone’s faced today are supply chain and labor shortages. It’s, it’s just, it absolutely positively puts a limit. How many jobs you can sell and complete each month. So everyone deals with the same issue. So what we wanna do now is looking at, okay, well, we wanna make more from every job that we do, understanding that we have a limit on how many jobs that we can actually even start and complete. So then now that comes down to upselling and cross-selling. So in addition to this problem, we also have this is an age-old problem. New leads are expensive. They’re expensive to acquire and they’re also time-consuming to filter. So the solution is let’s upsell and cross-sell our current clients. These are people that are right in front of you today. They’ve already come to you. You’ve already signed a contract to do a project for them. And so what we wanna do now is we wanna just make more revenue and profit from those, those clients. So, Daiana, what do you think? Should we start with a couple of definitions?

Daiana: Definitions and I’m, I’m curious about some tips and tricks, and I know you have some techniques to share on how to do that. And very… 

Rick: Absolutely, absolutely. So let’s start with a definition first, upselling. So upselling is where you’re adding an upgraded product or service to an existing project. So an example here might be, that you’re doing a kitchen remodel. And so the client says they wanna do this particular scope of work in their kitchen. And then you’re going to raise the finish level products and services within that kitchen. So it could be you’re adding additional finishes or perhaps you’re upgrading the particular finish level that they, that, that they currently have. Now cross-selling on the other hand is adding an additional Proctor service to an existing project. So in this case it would be, we’re gonna do the kitchen. But now we’re also gonna add the bathroom or we’re gonna add the attic or we’re gonna add the porch or the basement or what, whatever it is not, this does not happen as much with new homes as it does with remodeling. But I do have some clients that will build an outbuilding while they’re building the current building in an ABU or accessory building unit, or, what’s getting really popular right now too, is ADU’s accessory dwelling units as homes become more and more expensive. An ADU is a great way where you can say create a mother-in-law suite, in a separate building on the land. You’re building the primary home. And do it at the same time, swimming pools are another one. You know, that a lot of builders will, will get into and, and add those pools. So that would be an example of cross-selling. So there are three keys that you’re talking about. Daiana. 

Daiana: Yeah. So we have upselling and cross-selling, and now we have selling and cross-selling keys. 

Rick: Yeah. So we can do both. Yeah. We could, we could upsell a current project and then cross-sell to another project, but there’s, it’s, there are keys to doing this and do it the right way. Cuz the last thing we wanna do is we wanna, you know, pressure our client. We want them to obviously look at this as a benefit. So here’s how you would potentially, offer the opportunity to upsell or cross-sell. So there’s, there are three keys. Number one is, is that the client must perceive this as a value in one or more ways. So they’ve gotta perceive this as a, a value. So what does that look like? Okay. So number one is it a cost-saving to them. And the answer should really always be yes. Should always be yes, because if you’re already gonna be on-site doing one job adding a second job to it is always cheaper than doing it later. Agreed?

Daiana: Yes. 

Rick: Yeah. You tell, tell a story too, about when you remodeled your attic and added that window. 

Daiana: Yeah, so it, it was obvious that there is it’s too dark there and I needed more light. And I said, how about adding more, more light. And, because they were there, they had all the tools and everything they needed in the, in, in the attic, they said, oh, that’s very easy. We can do that. So I think that’s, that, that that’s something very, let’s say less expensive than if I just, oh, the, the everything is done and then, oh, can we…

Rick: Yeah. And then come back, do it again. They’re like, well, I gotta charge for this, this and this. Yeah, you’re right. And you know, that would absolutely be a, a, a cross-sell. So it’s a different project in addition to your current project. So it’s a cost-saving. This is not hard to do, everything should be perceived. Cost savings. Number two is timely timeliness. And of course, today with all of the delays and getting the project started and finished to have to go through that whole process, again is not a hard sell to say, look, we’re gonna be here. Let’s do this at the same time. So it’s. A lot shorter period to have the finished product or service, which is what you’re you’re after. And remember, it always comes down to lifestyle having that prior or service now versus 6 months, 12 months, or 2 years from now is much more appealing to your clientele. And then the third way is convenience. Nobody, especially for remodeling and even for, for, for new homes, having somebody come back in and work on your house while you are living there, let’s face it. It’s not convenient. So that’s the third way you’re going to, you know, create perceived value for cross-line or upselling to a current, a current project. So we got cost savings, timeliness, and convenience. Okay. So that’s how we create the perceived value. Now, the next thing that we do is that we have to showcase these products or services for emotional appeal, emotional appeal. 

Daiana: How do we do that? I think it’s, it’s, it’s very important to do that, but how, how do we showcase for emotional appearance?

Rick: Well, number one, you wanna tell a story, you know, tell a story of clients who’ve already served. So as an example, you’re building a home, and you tell the story of why the clients came to you, what their problems were, and what lifestyle if they were trying to obtain. And now after you’ve completed the home, they were able to obtain that lifestyle. So you always wanna tell the story through the eyes of your clients. So one probably I would say that’s probably the biggest. Marketing deficiency in the housing industry for home builders and remodelers is that you do not tell stories from the client’s perspective. And the reason that we do that is that our new leads coming in, you know, number one they wanna know, can you help me? And so if we show them. Examples of other clients we’ve already helped. We want them to relate to one of them. And as soon as they do, we have built confidence and then they’re going to trust that we can also do it for them. So that’s why it’s so important. Number one, to tell that story. Number two, especially if you’re remodelers, you wanna do before and after photos. You know, home builders, obviously you’re gonna do the after photos, but remodelers, this is what we started with. This is what we ended with. Why do we do that? Because those leads that haven’t had their project done yet, they wanna say, oh, look, that kitchen looks just like ours. And now look at it so they can see the transformation and they can envision what their kitchen potentially could look like because whatever you started with on your other project now looks the same as what they’re starting with today. And then number three is you can also do a video showcase, you know, not necessarily where you’re recording video, but you can simply take like before and after pictures and after pictures and you can put it on a reel, and do like a 32nd or one minute reel. So you can just go through these, these photos. You can put a little musical background to it. You can actually narrate it if you want. And just tell the story that way. That’s probably the most powerful. Is where you combine all three, the photos, the video, as well as the customer story, it even get a picture. If you can, of your actual customers that you, that you are working with.

Daiana: That’s very, very powerful. And, I think it, it, it works. 

Rick: Yeah. So number three. Okay. So, and this is, this is kind of a cool one, because I’m gonna be able to show you an actual tool here. But you’ve gotta make your client aware of all the different products and services available to ’em. And this is the key thing at the start of the sales process, and then you wanna give them an offer to entice them to add to their project. So before I show you an example of how one of our clients or how all of our clients are doing this, I just wanted to give you an example of an offer. So an offer is gonna help them logically justify adding the upgrade or the service. So what I mean by that is that we all shop by the process of emotion, right? 

 

Daiana: Yes. 

Rick: Think about it. The homes we live in, and the cars we drive, they’re more than we need. So in other words, we buy what we want, but we also have to try to justify it logically. So your offer is gonna help them justify it logically. So going back above to what we talked about that, you’ve gotta create that perceived value. Okay. So save the costs. Save time and it’s more convenient to do it now, but you can also incorporate things like financing. You can incorporate things like discounted services. So if you add this project, we will do it for, you know, we’ll take 5% off, 10% off, 20% off, whatever you want to do. And, and so you’re gonna help them logically justify adding it with that offer now in today’s environment and how much demand there is for home builders and remodelers. You typically wouldn’t have to do like a discounted service, but the offer would be more to, you know, let’s say roll it into your financing. I’m already gonna finance this much for my new home. Okay. Just add a little bit more. It’s a lot easier to do it that way than pay cash. It’s gonna be timely and more convenient. That’s can be your offer right then, right then, and there. But Daiana, should we take a look at, you know, what this looks like to actually introduce the different products and services at the beginning of the sales process? 

Daiana: Yes, let’s do this. 

Rick: So let’s do it. Okay. So this is a client’s website, right here. And it might be a little bit harder for you to see, but at the very type here, it says price out your project. So this is something that we call our scoping tool. And so every single client before they’re even a client, they are encouraged to go through this process. So the first thing you notice is, is that, Hey, let’s select a product that you’re considering. So they’re gonna have a full showcase of all their products here. So this is an example, somebody comes in and they say, ah, you know what? I’m interested in an accent wall. They’re also gonna see these people do custom furniture, or they do mantles or railings or island. And so they’re like, wow, okay. I didn’t know you were gonna do this. So number one, you make them aware by using a tool like this, even before you ever talk to ’em. So they might come in and say, I’m here for an accent wall, but I’m also interested in say floating shelves. Okay. Now, remember I said you had to create an emotional appeal, so let’s just choose accent walls here. What this tool does is it gives a description of the product or service, and then now I can go through it and I can see different completed projects that you have. And I can even go ahead and I can click on a heart for a like button and I can put a note in here. So this is all part of actually getting a price, which is a really important aspect is that every lead who’s on your website, they wanna know what is, what is it gonna look like? How much is it gonna cost? And do you service the area that I wanna build in or remodel in, those are the three main questions? So what this allows them to do is number one, see some of your design work, it creates emotional appeal. It showcases all the different types of projects that you do so that when you do have a conversation with them, they’re gonna go back and say, oh, wow. I didn’t think about doing my countertops. So we’re gonna do it a year from now. Could you also price out some countertops or could I take a look at that? So that is just one tool that our clients use to upsell and cross-sell, for their different offerings. So what do you think, Daiana? 

Daiana: It’s very interesting. And it’s very easy to, let’s say, to see all the categories, so, oh, I want to choose that. Oh, that’s interesting. I didn’t know that you can offer that. So let’s click here. 

Rick: I can be in my… right. And you can be in your jammies at 11 o’clock at night, you know? and you don’t have to go out to a showroom. Do anything, you just do it all right. From your phone or, or your tablet or, or computer. 

Daiana: That’s very smart. 

Rick: Absolutely cuz that’s where your customers are. So I hope this was fulfilling for you, but if you are interested in increasing the revenue and profit for every single one of your clients. And you wanna learn how to upsell and cross-sell, using a tool like I just showed you. That’s called our scoping tool. You can go ahead and you can schedule a strategy call with me today. Find out if you qualify for us to book up to 20 qualified leads and appointments, $0, zero ad spend. We’ll do that just to prove to you how well our, our tools, our tools work. So next week. I’m sorry, go ahead, Daiana. 

Daiana: Yeah. And I, and it’s working, it’s tested and it’s working. 

Rick: It is working. We are booking dozens and dozens and dozens of appointments every single week, for our clients. It’s, it’s amazing. They’re spending less and less time chasing leads and more and more time selling and building. And they’re raising revenue and profits with every single job saying no to work that they don’t wanna do. So next week we’ll continue on our, how to get more referrals and repeat business, and we’re gonna be talking about how to resell and referral sell past clients. So my brothers and sisters in Christ made the grace of the Lord Jesus Christ, the love of God, and the fellowship of the holy spirit. Be with you all. Thanks for watching today. And we’ll see you next week. Bye-bye.

Daiana: Take care. Bye.

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