Cross selling adalah penjualan silang, teknik penjualan dengan menawarkan produk pelengkap untuk produk utama. Pada implementasi lebih luas, cross selling tidak selalu harus berhubungan dengan produk utama, namun dapat membuat pelanggan tertarik untuk membelinya karena adanya promosi, informasi, potongan harga, kebutuhan tak terduga, dan lain sebagainya. Cross selling produk pendukung, umumnya lebih murah atau minimal sama dengan produk utama, namun pada intinya tujuan cross selling adalah untuk meningkatkan penjualan.
Contoh cross selling
Jika Anda seorang perokok, mungkin Anda pernah membeli rokok dari gerai ritel modern. Ketika Anda akan membayar rokok yang Anda beli di kasir, biasanya Anda akan ditawarkan untuk membeli mancis karena untuk menyalakan rokok butuh mancis atau korek api. Atau misalnya ketika berbelanja di sebuah toko roti dan membeli roti tawar, biasanya pelayan toko akan menawarkan kepada pelanggan untuk membeli juga membeli selai, margarin, atau coklat tabur sebagai pelengkap roti tawar tersebut.
Di berbagai gerai supermarket modern sekarang ini, perhatikan di area kasir, kan dipenuhi oleh berbagai produk seperti permen, parfum botol, minyak telon atau minyak angin, layanan isi pulsa, barang pecah belah yang di diskon ketika pelanggan berbelanja dengan jumlah tertentu. Ini adalah teknik penjualan untuk memancing perhatian dari pelanggan. Dari rumah mungkin pelanggan tidak terpikir untuk membeli minyak telon, tapi setelah berdiri lama di kasir, matanya tertuju pada minyak telon, dan kemudian membelinya karena berpikir mungkin akan dibutuhkan.
Karateristik cross selling
Karateristik cross selling
- Menawarkan produk pelengkap (komplementer) untuk produk utama.
- Produk boleh jadi bukan pelengkap dengan penawaran tertentu seperti promosi diskon
- Harganya produk pelengkap lebih murah dibandingkan produk utama, minimal sama.
- Produk bukan pelengkap, menyasar pada produk yang sering dibutuhkan seperti pulsa telp
- Meningkatkan penjualan dengan mengarahkan pelanggan membeli produk lain.
Kesimpulan: Cross selling adalah teknik menjual yang sudah lama diaplikasikan, khususnya oleh peritel modern. Ini untuk membuat pelanggan membeli lebih banyak daripada yang mereka rencanakan sebelumnya. Produk-produk cross selling adalah barang pelengkap dan dan kebutuhan rutin yang harganya terjangkau, tujuannya adalah meningkatkan omzet penjualan. Dalam persaingan pasar yang semakin ketat, cross selling menjadi salah satu cara untuk mendapatkan lebih banyak uang dari pelanggan.
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