… or how to upsell your customers by 1040% by using these simple techniques
by During one of my recent trips to the US, I found myself shopping in an upscale mall in Scottsdale, Arizona. Turning a corner I glimpsed a sign, “The Art of Shaving“.
A few years back, someone had given me some shaving oil as a gift and I popped into the store to see if they sold any. An attractive young lady walked me to the shaving oil section and began to describe the various types of oil I could use: unscented, lavender, lemon, etc., and in different sizes.
I selected the unscented 2 oz bottle (price: $25), and thinking I was done, I started moving towards the till.
But not so fast. We’re not done! She then proceeded to point out …
- Oil was only the start. I also needed to use the special shaving cream whose label announced it was “rich with glycerin, coconut oil and essential oils, the shaving cream leaves your skin smooth and moisturized.” Price: $25
- You will also need a special brush made of badger bristle to apply the cream. Why badger bristle? Badger bristle is the only hair to retain water, all others repel it, and water is essential to keep your beard wet. Price: $55 – $180. I selected the one for $110.
- Next, choose a great quality blade to wield with artful dexterity to accommodate the different growth patterns of facial hair. (I had plenty of blades, so I escaped this product station wallet unscathed.)
- Finally, don’t forget to sooth your freshly razed skin with an appropriate balm. She pointed to the label which stated that it “… refreshes and hydrates to soothe the skin after shaving. Formulated with shea butter and a touch of grapeseed extract, it moisturizes and revitalizes to promote healthy-looking skin. Antiseptic and alcohol-free.” Price: $40
She then took me to a selection of shaving brush holders. The plastic ones were only $6, but the heavy, chrome holder was $60. I chose chrome. After all, who wants to put a $110 badger bristle brush into a cheap $6 plastic holder?
The 4 steps to properly practice the Art of Shaving are as follows:
- Prepare
- Lather Up
- Shave
- Moisturize
Each of these steps has a detailed method to conform with and accentuate the art.
My experience thus far?
- What I went into the store for: $25 of shaving oil
- What I left the store with: $260 of tools and products to become a shaving artisan
- Resulting upsell: 1040%
My saleslady then “threw in” a complete mini version of what I had bought in a travel kit package (regular retail price: $55) for free!
The next day’s result? The smoothest shave I have ever had. An experience I would have remained oblivious to if someone hadn’t evangelized me to the “Art of Shaving”.
How can you apply this to your business? Do what the Art of Shaving has mastered:
- Transform the mundane task of shaving into an art by establishing a step by step method and infusing it with craft, skill, science, and specialized tools
- Evangelize. Have “artisans” educate and demonstrate to the skeptical acolyte (me) what I could be experiencing
- Package it into a system, at specific price points to accommodate varying budgets
- Throw in a freebie to thank the new convert to the movement
- Establish a gallery (retail store) to the movement, where new converts and old practitioners alike can re-charge and renew
What are the methods, system, and art for your business?
