I was reading an article the other day (I can’t find the link now!) about up selling and cross-selling in the print and web design industry. Up selling, if you don’t know, is where a customer comes to you for a basic product and you suggest an upgraded, better product, which they buy. Cross-selling is where a customer buys a product and you suggest other products that compliment it, so selling them more.
Both methods have the opportunity for the seller to make more profit in the guise of better customer service, which I suppose it really is. Both of these are old tactics in retail, but remain at the forefront of many sellers promotional plans to this day. Look at most modern e-retailers – they all have the ‘customers who bought this also bought’ section – this is cross selling. A lot also have popups that might say ‘for just another £10 you could have this…’ – up selling effectively by showing how little extra cash you need to spend to get to the next level in quality or quantity.
So how does this relate to the print industry? The first good example is through business stationery. Anyone purchasing business cards (and card printing can be quite lucrative) should be easy to cross sell to comp slips, letterheads and printed flyers etc. This should be an easy one! The up sell from card printing is a little harder – maybe to laminated cards, or litho print for better quality, or maybe double sided if they aren’t already.
Banners are another case. Often if a banner is purchased as a temporary sign for a shop or business that is opening soon, it may be possible to cross sell to a whole range of items. Sometimes, the logo that is designer for this banner goes on to be the logo for all the rest of the print that a company has. The fact that you’ve designed it puts you in a strong position to print everything else for the client. Perfect cross selling! It’s harder if the banner is a personalised banner, like for a birthday party. This is probably a one-use item so the cross sell is pretty hard. Up sell on banners is almost impossible in many cases as a banner-is a banner-is a banner!
That said, an exhibition stand designer might disagree – they probably think that mesh banners are far too cheap and cheerful for most of the niches that they fill, and that a proper exhibition stand would be a better bet. They’d be right of course, but from £40 for a banner to £400 to an exhibition stand is quite an up sell, and not one that many are capable of. However, retractable banner stands are often a great stopgap in this case.
One are where it doesn’t really apply is the design industry. If you’re looking for corporate logo design wakefield you expect their best no matter what – they can’t really do a good/better/best kind of creative structure – you pay them for their graphic design wakefield, and that’s what you want. A cheaper alternative wouldn’t be desired, and probably isn’t even offered, although searching for design and print wakefield will get you somewhere close.