Have you ever heard of cross-selling in the construction industry? It brings many benefits, from improving the customer experience to increasing sales and revenue.
In short, it's an extremely effective strategy because it offers its customers complete, personalized solutions, meeting all their needs in one place.
In this article, you'll better understand the concept, its benefits, and some techniques for implementing this tactic in your business. So, keep reading to learn more!
Also called cross-selling, cross-selling means a marketing technique whose objective is to increase revenue by offering complementary products or services to what the customer is going to purchase or in which they have shown interest.
In other words, it's when a salesperson offers a customer additional products or services that can complement or enhance the experience of the product or service they've already purchased. When considering cross-selling, we see examples: when purchasing a cell phone, a protective case, headphones, or an external battery are offered.
In construction, cross-selling is a strategy which consists of offering complementary products or services during the process of purchasing a property.
For example, you might offer the opportunity to purchase additional items for the home, such as custom finishes, built-in cabinets, security equipment, or home automation systems.
Additionally, a construction company may offer architectural or interior design services to complement the construction of a home or building. Or, an electrical installation company may offer maintenance services for the systems installed.
Cross-selling can bring several benefits to the construction industry, both for companies and customers. Below, you'll find the main ones.
Certainly, cross-selling helps companies increase revenue by offering additional products or services to customers, which can result in sales additional, even if of small value.
After all, if the client was willing to spend R$ 10 thousand on the correct execution of the techniques, it is possible that he will invest another R$ 3 thousand in the final value of the transaction in question.
Think of ways to complement the use of the main solution as well builds customer loyalty, by providing a complete and personalized shopping experience.
As we know, strengthening relationships with consumers should be a priority in any segment, because without trust, the tendency is to lose them to competitors.
The opportunity to customize the property and better meet your needs and desires increases buyer satisfaction, as they benefit from a more functional and pleasant environment.
Cross-selling can help companies stand out in the market by offering complementary products and services that other companies may not offer, making them competitive and attracting more sales.
Cross-selling can help reduce Customer Acquisition Cost (CAC), one of the most important metrics for any business.
This is because the cross-selling strategy increases the average ticket and enables a better understanding of the customer, allowing the offering of personalized products and services, which increases the chances of conversion.
There are several cross-selling techniques companies can use to increase sales and improve the customer experience. The main ones are listed below.
Identifying different types of customers and their needs is essential for effective cross-selling, which is effective for business. With segmentation, it's possible to offer products and services that truly meet each customer's needs, increasing the tactic's effectiveness.
Let's give an example: someone looking to purchase a property may also be interested in decorating, renovation, or landscaping services.
By understanding the customer's buying journey, you can identify areas where cross-selling is possible. When selling a property, for example, you can offer complementary services, such as painting, flooring, or furniture.
By knowing when to offer complementary or additional products, don't miss the opportunity during the purchasing process to increase sales and improve the quality of your product. customer experienceFor example, when selling a house, offer decorating or renovation services.
When customers see others purchasing an additional product or service, they're more likely to make the purchase themselves. For example, displaying testimonials from other satisfied buyers can help increase sales.
Offer an order limit for additional or complementary products in your channels can create a sense of urgency, increasing the likelihood of a purchase. For example, offering a discount on additional products for a limited time can encourage an individual to make a purchase.
It's important to highlight the benefits of complementary products for the customer. For example, if someone wants to buy a house, noting how a landscaping service can improve the exterior appearance and increase the property's value is a smart way to showcase the benefits.
Offering service packages can be an effective cross-selling technique in the construction industry. For example, offering a package that includes a property, decorating services, and landscaping can encourage the customer to purchase them all together.
As you've seen, cross-selling is a very effective strategy for construction companies, as it offers customers comprehensive, personalized solutions, while also increasing revenue and loyalty. Fortunately, you know the techniques to apply to your business!
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