by Aireen Finnerty

Have you ever ordered a burger without being asked, "Do you want fries with that?" Or better yet, have you ever gone to a movie theater without a concession stand in sight? If you've answered yes to either one of these questions then you know those businesses are not doing an effective job in up-selling.

What is up-selling? In simple terms, it is a sales strategy that allows you to "super-size" each sale through add-ons, enhancements, packages and upgrades. Ask any profitable business and they will tell you that up-selling plays a significant role in their profitability. Why? Simply because the original sale is magnified, making it more profitable. Think of the truck salesman who sells someone a new truck. How much more revenue will be generated from that original sale if the client upgrades to an extended warranty and a better sound system? Suddenly, the initial sales revenue for that truck has increased. The same theory applies to your inn.

This article will present a few ideas you can use to start up-selling and boosting your sales revenue.

Retail Items

Your guests stay with you for a reason. Most of the time, they are celebrating an occasion. Wouldn't it be great if you can make their stay more personal by offering add-ons such as flowers, chocolates, wine, picnic baskets, dinner vouchers, massages, etc? Those ideas are almost effortless but to your guest and most importantly, to your bottom-line, it has a significant meaning. Get creative with this method. If your inn is near a lake, why not offer paddle boats or kayaks? If you are in a scenic area, make tandem or single bicycles available. Partner with local vendors to provide these services if possible.

Take for example an innkeeper in Michigan with excellent cooking skills. Putting that to good use, they've made cooking classes available for guests to add to their stay. What could be better than good food with great company?

Package Bundling

We have all heard about this tactic; it's a popular one. When you first signed up with your internet company, they probably told you that you would be saving money if you were to choose their bundle package which would not only include internet but cable and a phone line too. Most customers can't resist the bundle package. How does it work? It's simple: bundle a few related products or services together and price it lower than it would cost if the customer were to buy each individual product separately. Create the savings, make it attractive, and they will buy.

How easily can bundling work for you?

Your product scope goes beyond the rooms that you sell. Your guests don't stay with you just for the sake of finding a temporary pillow to lay their heads on, do they? No, they probably think the beds at your inn are more comfortable than the ones they come home to every night, but more likely than not, they stay with you for the experience. So how can package bundling work for you?

Here are some ideas:

Romance/Honeymoon Packages:

Help your guests celebrate special occasions by bundling roses, chocolates, and massages with a one-night stay at a discounted price. No one can turn down pampering.

Mid-week Special:

If from observation you've noticed that your mid-week stays are dwindling, why not bundle a mid-week stay with a discount or maybe a special gift or activity?

Seasonal specials:

During the change in seasons, take advantage of the fall colors-bundle scenic tours, hayrides with discounts for multiple night stays. Think of your unique area. For example, Napa is known for its wine.

Do those ideas seem time consuming? Don't frown just yet. The best part is you can practically do each one while you are sleeping with the right tools. For example, Reservation Nexus has the most advanced specials & packages engine on the market. For you that means up-selling through Reservation Nexus comes as easy as snapping your fingers. Every inn has the ability to take their marketing to the next level and Reservation Nexus will help you accomplish that.

Double Exposure

Although it's a great photography technique, by double exposure I don't mean pictures. Think back to the car salesman who sold Bob a new truck. If the salesman mistakenly overlooked mentioning the upgrades of extended warranty and the most up-to-date customized sound system to Bob, what are the odds that Bob would have been the one to ask about those upgrades? The same idea applies to your inn. Yes, up-selling is easy and practically effortless, but for it to be most effective, it must be initiated and directed by you. Simply put, unless you give your up-selling items some exposure they're not going to sell. Give it double exposure: on the phone and online on your website.

Exposure on the Phone:

I have had a few innkeepers tell me before that they have lost their voices from talking on the phone so much. With that said, I think it's fair to say that as innkeepers, you spend a great amount of time on the phone talking to guests. A larger part of that time consists of taking phone reservations. What perfect opportunities to up-sell! You should be getting a return for your time investment on the phone beyond the profit of the room you've just sold. Be proactive in up-selling on the phone and I can guarantee that your profitability will increase.

Tip: Simply asking "Would you like to add any packages" or "Is there anything else you want to add" is not proactive enough and does not put you in control. Take the lead and instead say, for example: "This season we have a couple of fun new packages. Would you like to hear about our skiing package or our spa package?" Always remember to be upbeat and proactive but never pushy.

Exposure Online:

Your website wasn't a cheap investment and there is a reason why you made that substantial investment in the first place. Your website is your biggest marketing tool. How are you making the most of it?

Your website should not only inform customers about your inn. Like any other investment, you should expect a return from your website. If you're not already taking it to another level and giving them the opportunity to buy from your site you are leaving a powerful resource untapped. How do you give them that opportunity? First and foremost, you should have a system in place that will give them the chance to make a reservation. Make sure that system also has up-selling features built in and that they are customer friendly. Pictures on specials and packages as well as gift shop items cause them to sell much more effectively. How often do you buy something with no picture or no idea what it looks like? We'd invite to compare what you are using for up-selling to Reservation Nexus to see if it's up to par or if it's outdated.

Make it Work for You

If you haven't made up-selling a central sales strategy to your business operations yet, start now. The ideas I have discussed above have only begun to scratch the surface. Get creative. Ideas for up-selling are endless! Don't hesitate to contact me or any of the other Red Carpet Professionals for ideas or suggestions whether or not you are currently involved with Reservation Nexus. We'd love to help you out and get to know you.

Remember that exposure is key-don't spend another minute on the phone without the thought of up-selling crossing your mind. Never forget that your website is a significant resource-use it! With such uncertain economic times, every reservation certainly counts doesn't it? Make each reservation count even more by up-selling.