Upselling can be annoying when the customer is sold products that he does not know well or whose necessity he cannot assess.
Among other things upselling in electronics stores can cause great irritation.
The topic came up when HS reported About an 84-year-old woman, who visited the electronics store Giganti at the end of August to buy a new charging cable for his mobile phone. In addition to the five-euro lead, the woman was sold two expensive contracts.
Upselling means that the customer is sold more than what he came to buy.
In Finland, it has been done for about twenty years, estimates the professor of the Aalto University School of Economics Pekka Mattila. At the very beginning, different types of insurance were sold for the products.
According to Mattila, additional sales have become a phenomenon over the past ten years.
Two promote additional sales, Mattila explains.
First of all, because people are able to compare prices more widely all the time, the price competition for home electronics in particular is fierce.
A customer may come to a store because a certain product is sold there at the cheapest price. In this case, the business does not get much profit from the product itself, but tries to make it by selling something more on the side.
“The reason for coming into the store is different from where the profit is made,” sums up Mattila.
When the customer is already in the store, he no longer starts comparing the prices of additional products with similar ones in other stores.
In many electronics stores, according to Mattila, the salesperson is rewarded for the amount of sales. It is tempting to engage in additional sales.
Second the driving factor for upselling is that technology has changed a lot. In the past, household appliances were long-lived and did not need to be insured. In addition, they were easy to use and people understood how they worked.
Nowadays, technology has become complicated, and its operation is not necessarily understood. Because of that, it is easier to convince customers that they need something else in addition to their purchase.
Especially the upselling of electronics arouses irritation in consumers. Irritation can be caused by the fact that the customer is sold products that he does not know properly or whose necessity he cannot assess.
“And suddenly we feel like I don’t have the grayest smell I need. It violates our need for a sense of competence and control,” Mattila opens.
In this case, customers are also more susceptible to injury.
Upselling is not so annoying if it concerns products that are well known. For example, Mattila raises it if a market trader tries to sell something else in addition to potatoes.
“It doesn’t bother us, we even enjoy it a bit. It is even a part of the market spirit that is appreciated.”
Upselling According to Mattila, it can turn against itself and even harm the reputation of the business.
According to him, upselling works in a situation where you have to get all the money at once. For example, in a holiday destination, where tourists may not return again.
According to Mattila, if the goal is for customers to keep coming back again and again, it shouldn’t be worth aiming for a short-term reward. In this case, the focus should be on convincing the customer.
“Sometimes I feel that companies don’t always quite understand what business they are in. It skews sales incentives in such a way that they lead to actions that produce disappointments, irritation, and at worst even the feeling of being cheated.”
Positive additional sales are based on the customer’s genuine need. If the product cannot be used without some additional part, additional sales are essential.
The important thing is that the customer has the feeling that the seller is sincere.
“This is not necessarily necessary now, but the customers have liked this very much”, are examples of words that, according to Mattila, could honestly show that the goal of additional sales is only to make a profit.
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