Good Afternoon Everybody,
Lots of things happening today. I’m announcing a new contest where you can win a $50 B&H gift card. Take a read about it further down the page.
Once again we had a great turnout and a fired up crowd in Motown last night. Today we are in Columbus, Ohio for the last city of the week. But do we get a break, not quite yet. After we get home tomorrow, we’ve got to repack the bags for Photoshop World next week.
This will actually be a nice break from our whirlwind travels and 18 hour days these past three weeks. You’ll be able to find me at the B&H Theater and Westcott’s booth doing some demos. I’m also doing the wedding pre-con and two more programs, one on Thursday morning and another on Saturday afternoon. I hope to see everybody there.
Hey enough of my travels – let’s get on with today’s post and contest announcement. Here we go.
I just checked with the Joy of Marketing people – the folks putting together this giant 16 hour marketing program coming up next Monday September 28, 2009, at 9:00 A.M. sharp.
One more time – here is the link.
So far there are about 8,000 people registered for this once in a lifetime marketing extravaganza. Be sure to register – It's FREE!!! Hey, I hope you stick around for my segment, too. ;~)
A New Contest And “Nudge It Up A Notch” Selling
The other night in Chicago we had dinner at Parker’s Grill. You’re thinking, “so what.” Well, the “so what” is what I’m talking about today. What I witnessed at Parker’s was about the softest upsell I’ve ever seen.
After sitting down we were presented with the menus and lots of items looked really good. Our server came by and asked to take our order for appetizers. We ordered what looked good on the menu – it was an order of 3 spicy bite sized wontons – I don’t remember the fancy restaurant name for them.
Anyway, his quick response was, “Instead of just three items, he could add a forth and that way we could each have 2 each.” We easily said yes to his offer. That was “nudge it up #1 at Parker’s.
I never gave it a second thought until we were offered the wine list. LaDawn and I both opted for the “wine by the glass” list as she likes reds and I was in the mode for a white.
Looking at the wine list, there it was again. This time I caught on to what was happening. The wines by the glass were listed in two sizes – 3 oz. and 6 oz. A glass of wine is typically a 4 oz pour. With the wine list I was viewing, I had the choice of a glass that was a bit smaller than a regular pour, but was also given the option of ordering the larger 6 oz size. Not a bad “nudge up” to a glass of wine that was 2 oz larger, and pricier than a regular glass of wine. Don’t get me wrong, I enjoyed the larger pour.
It was after the “wine “ pricing experience that it hit me. What a great way to marginally upgrade the sale. In any business, a small 5-10% increase here and there in a sale could do a lot to anyone’s bottom line.
Did I care about the “sales nudges”? Heck no – hey it worked for Parker’s. We were happy “dining campers".” I just loved how smooth and easy it worked for the restaurant.
So, how can we take this same idea and adapt it to our businesses? I’m just thinking out loud here but here are a few of my suggestions.
1. Bundle 2 framed 5x7’s of the bride and groom for one price. Then offer your client a third for a modest increase in price for another special relative.
2. Selling slide show videos of the wedding to your clients? We sell the first at one price, but the second and third are substantially less because most of the production cost is covered the first time around. We even offer a forth for safe keeping in their safety deposit box – kind of like “picture insurance.”
3. I was even thinking about offering a 6x8 size image as a slight nudge over the typical 5x7 size image. It’s slightly larger than what most people are used to seeing, but still smaller than an 8x10. And, it’s different, size-wise at least, than what your competition is offering.
I think there must be a lot of other great ideas out there too. What are some of your ideas? Here’s what I’ll do. If we get 20 or more suggestions in the “Comments” section below on how we could nudge up the sale, I’ll award the winner of the best idea a $50 Gift Card from B&H. What a deal! Let’s get those ideas flowing.
Hey gang, I’ve got to get moving here. We’ve got to grab some road food and get over to Columbus for tonight’s program. Again I hope to see many of you there. See ya’ tonight (and tomorrow.) -David