Gain More Wholesale with Up-Selling

Product marketing can be easier when two or more things go together and make an easier sell. The thought behind 'up selling' is to start with one product and add additional products which make the first product even more useful. Like candles and candle holders, or a filing cabinet and pretty file folders, offering products that marry together in a useful and enticing way can be the ticket to selling more.

This practice has been a longtime retail staple for product presentation and selling, and I'm sure you can recall a time when you've been enticed to purchase more at the store as a result of up-selling. If this method works so well for consumer-based purchases, how can up-selling help you gain more wholesale accounts when approaching retailers with your product?

When you're knocking on doors and meeting with retail buyers, you need every advantage and opportunity to show them the path to increased sales. Start by thoroughly researching the retailer to whom you plan to pitch your product and find out what products they carry that can be nicely paired with yours. Even better; ask them what products sell well, and find a way to connect these bestsellers to your own product.

For instance, if you sell a line of trendy baby bibs, scout the retailer for baby blankets, clothing, feeding accessories or organic baby foods that would work well in up-selling your product. Then, create a case when pitching the retailer with your product. Mention how well your bibs would up-sell with the organic baby foods, or how beautifully they would coordinate with the baby clothing to help prevent stains (you must paint a picture of how the bibs can benefit the customer and the retailer). Not only does this help the retailer visualize your product selling well in the store, it shows them you've done your homework about what they sell and how you can benefit them.

Many times, product pitches are made blindly, on the hope that a retailer will be interested in the product and take the bait. A little research on how your product can be up-sold in any retail location is a nice way to ease a retailer's interest and make them more than willing to take the bait...and write you a wholesale order.