How to make the multiple sale

Client travels from New Orleans to work with me for one day. He says at 2pm, “Stop! This is great. I need to schedule a second day with you. Let’s put it on the books now.” I said, “Of course.”

What I really wanted to say was, “You never sell just one bra.”

Context: My dad sold Bestform® bras and girdles (think Spanx) to stores across Texas. My mom traveled with him at times and became the original sales consultant. She told the lingerie department store sales people how to sell and often said, “You never sell just one bra.”

After booking that second day of consulting with my New Orleans client I’ve tried to never sell just one bra again.

Anne Cortell selling Bestform® bras

Secrets to the multiple sale

Value

I call myself “value driven”. I spend money when I see the value of what the item or service will do for me and my business. Otherwise I’m very good at NOT buying products, services or gizmos.

Look at what you are selling and be able to define your Value Proposition. It is not what you sell, it is what continual value you bring to your customer that makes the first, second and third sale happen.

Transaction size

Think Coca-Cola. You have lots of options! 6-pack, 24-pack, large & small bottles, and various (maybe even too many) types of coke.

How do you bundle your products/services? Is there a way to make a larger sale by bundling or creating tiers of service? You get a menu at a restaurant… and you probably order more than just one item. Can you do the same with your business model?

Belief

Belief in self

Recently I received this random email – “You may not remember me but you spoke to our dental study club 15 years ago. You gave us this bumper sticker and I’ve had it on the wall in our lab all this time. I’ve sold the practice and can’t get it off the wall but I want my son to have it”.

Bumper sticker: “The most important speeches you give are the ones you give to yourself.”

You can’t sell anything, let alone a multiple sale, if you don’t believe in yourself.

Belief in your product/service

Enough said.

Bonus Strategy

Employ “The golden rule of selling”

“Sell with the same honesty, integrity, understanding, empathy and thoughtfulness that you would like someone else to use in selling to you.”

Author: Karen Cortell Reisman is Founder of Speak For Yourself®, a communication consulting firm, and the author of 2 books on how to communicate. She lives in Dallas, Texas and doesn’t know the difference between Coke Zero and Diet Coke. Do you?

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