Grow Your Business by Adding Value: The Upsell & Cross-sell Advantage

Hello and welcome to the show. I'm recording today's episode at my desk and the kids are still home. We still have a few more days of holidays, so expect to hear the usual interruptions in the background. Now, this is your first time tuning into the podcast. The goal of the show is free business education. So please by the time we're done, if you have any, if you get any value from this, please share, promote and talk about the show so that your friends and family members in Nigeria and abroad can benefit from the questions that we tackle.

How can they do that? By subscribing on Spotify, YouTube, Apple or any podcast player of your choice. And of course, if you've got any sales and marketing questions, then bring them to me call SMS, WhatsApp on 08064662140. So today on the show, I want us to look at upselling and cross selling techniques. Now the reason why I want us to do that is because, OK, I mentioned that I've been having a series of trainings with a client based in Benin and he runs a gadget store.

So they sell mobile phones, computer gadgets, Bluetooth speakers, you know, stuff like that, fancy tech stuff. And I had a session with the team maybe two weeks back and I figured it would be a good one for some of you to take part in. So that's what we're going to share now. So I had the conversation with them on off selling and cross selling techniques and I'm going to get into the definition just in a little bit because I'm sure some of you are wondering, you know, I'm struggling to get my head wrapped around the idea of selling.

Now you're talking about cross selling and upselling, you know, like WTF? Don't worry, I'll get to that. So the reason why I'm exploring that, I was exploring that with them and why you should be looking at upselling and cross selling techniques in your business. So excuse me coming down with the cold and my radio show is supposed to be today. So wala, I wonder how I'm going to, you know, recording go live on radio and I'm sniffling.

So and I took some activate. Hopefully my sinus should clear up before then. I have what was I OK, Yeah. So now the reason why we should be concerned about upselling and cross selling techniques is this is because all of us listening to the podcast right now, we're all trying to grow our businesses or a bunch of us are thinking, you know, understand the business at some time in the future. But eventually we're going to become preoccupied to business growth.

And when that time happens, we're going to be looking at, you know, 3 or 4 things to push the business forward. Number one is average order value. Average order value just means every single time that somebody hits you up on Instagram or they come into your store or they come to your office or whatever, how much money do they spend with you at that particular instance? Now, average order value is preoccupied with making sure that that number increases over time.

So if somebody comes in January and they spend 500 K and they come in March and they spend 500 K, they come in December and they spend 500K, Average order value is 500 K obviously, But it is going to go better for your business or well for your business if the next year when they show up at the beginning of the year you saw spending 500K, let's say they spend 650 and then the next time they show, maybe they spend 550.

And then the third time they show in the year, they now spend, I don't know, maybe let's say 455. Now, even though that figure is lower, you see that if you run the numbers, you see that the average order value has increased. So if you can increase average order value, your business will grow because more naira and cobo is hitting your bank account. So average order value, that is one thing that you're going to be preoccupied with when it comes to growing your business.

Every single time people come into my DM or they enter into the shop or anyhow, shall we jam our dream business? How much money on average are people spending? Average order value. Then another thing that we're going to be looking at to try and grow our business is customer lifetime value. Customer lifetime value just means how much money do people, how much money do people happy? Yeah. Do people spend with us over the course of a lifetime?

Now we hear lifetime. Don't think that big. It just means the lifetime that is relevant to your business. So if I sell sporting equipment, let's say I sell rackets, badminton, tennis, paddle ball, you know, all those sorts of things. If I sell rackets because my lifetime value is not how much money did they spend from the time they were born until the time they die? No, it just means like over the time of somebody's playing career.

So let's say people play badminton from around. Let's say they play from around 18 to maybe 65. I don't know because it's, you know, I'm not in the business, so I'm just making stuff up. So let's say on average, people spend between 18 and 55. When you're looking at customer lifetime value, you're trying to see how long you can get that person to have a relationship with you between the ages of 18 to 65. Now things happen, God forbid,

but people die. It happens. In fact, the Pope just died yesterday, so God rest his soul. So people die unfortunately and sometimes people move. So somebody could continue playing badminton from 18 to 65. But The thing is, maybe in the beginning when he started off, he was based in Lagos and then the economy goes to crap, he decides to Jack back and he continues playing badminton in the UK. So of course, you can do business with him now because before he was in Lagos, now he's in the UK.

So people die, people move, and then sometimes people's priorities change. So let's say somebody was a good customer. He's been buying rackets from you. But then all of a sudden, he's now 40 and he becomes a dad. And because of that, you know, he wants to be involved. They want to take care of the children. And because of that, he doesn't really clear badminton anymore. You know, circumstances in life have changed. So it's not 100% because people die, people move, interest and circumstances change.

But we're trying to see how we can get people to keep buying from us over a certain period of time. That is CLV, cost of my lifetime value. In other words, repeat purchase. So that is also another angle that we can use to grow our business. So remember the first one, average order value, how much money did they spend? We now throw in cost of my lifetime value or repeat purchase. How long are they going to be buying from us?

So it's not just enough that the person dropped 500K in January and person dropped 500K in December. How can we get them to increase the amount of money that they spend with us? And how can we get to make sure that instead of those doing business with us for one year that they do business with us for 10 years, 15 years, 20 years. I mean, the longer the better. Then another level that we're going to tweak when it comes to business growth is referrals.

So this means the person has bought from us. Hopefully the person has come back. Now the person has now told their friends, their family members, their associates, the person has told his wife or his side chick or his parents or his friends, and he has brought them to come and do business with us. So these are some of the levels that we're going to tweak when we're looking at how to grow our businesses. Now, there are different ways of looking at it, but you'll find essentially that no matter who it is that you listen to or whatever material you follow,

you'll find that we're pretty much talking about the same things, just using different names. So number one, average order value. How can we increase the amount of money that people spend with us #2 repeat purchases or customer lifetime value. Let's try and make sure that they keep coming back, back, back, back, back. And then referrals, let's try and see how they can bring other people. So if you're able to be good in one of these things, nice.

If you're able to be good at three of these things, even better. So those are the sorts of things that you hear when somebody, when you hear that, oh somebody 5X is business, you know, it's usually because of these sorts of things. The person is not just good at tweaking one thing, but has been good at tweaking two or three or all of them and then the results compound on each other. So when we start our business or for those of us who are in business, these are the sorts of things that we're trying to do.

Now this is where upselling and cross selling comes in. Now let's define what these terms are. Now remember, not only show I don't give technically correct definitions. So if you go to a business book, yes, you will see a definition that is much more robust. But I like giving everyday working man, working woman definitions so that when you hear, you will remember because I want you to remember and do all right. So for those of you who want to see a better definition somewhere, yes, it's by design.

I'm not giving you the best definition. I'm giving you the definition that is easy to remember so that if you remember, you will do because that is where business growth comes from. You know, just like Scripture says, it's not from the hearing, but the doing. And I want us to do. So when we say upsell for the purposes of this podcast, anytime you hear upsell, it just means upgrade. Now remember, we're talking about people who are coming to a game, to a gadget store.

Upsell means the person came here and said, I'm sorry, excuse me, almost dropped the phone. So the person came into the shop. The person said, hey bro, how far? Now I bet you get iPhone 15, I guess start talking about iPhone 15. But if you're able to get them to buy iPhone 16 before they leave, that is upselling because the person now upgraded. The person came and asked for iPhone 15. You were able to sell the person on iPhone 16.

That is an upsell because you got the person to upgrade. So on this podcast, every time you hear upsell, it just means upgrade to buy a better version, buy a higher version, buy a more expensive version, buy a more, whatever, but share the upgrade. So if somebody comes into your store and they want to buy human hair, but they want to buy Bangladesh human hair, but as far as you're concerned, maybe Indian human hair is better than Bangladesh.

So you get them to buy Indian human hair or Peru human hair, or Polish human hair or Scandinavian human hair or whatever, sure, you get them to upgrade. That is an upsell. So on this podcast, every single time you hear upsell, just think upgrade. Then now there's cross sell. Cross sell is when somebody comes in, they want to buy one thing, but then you get them to buy something else. Hey, sorry about that, I'm back. One of the kids just came in and needed to get something, some papers, so they can do origami.

So anyway, don't worry, they'll be back in school soon so we'll be able to get back to the recordings where you know, I'm not getting interrupted. So for those of you who are curious, origami just means Japanese paper art. So that's where you use paper to make different kinds of, should I call it sculptures, paper sculptures. So you can make like creams or frogs or, you know, things like that. So my older son is really into origami.

So he's always constantly coming and taking my paper, you know, printing paper to make fancy stuff. So yeah, that's what it is. Let's see. So I was talking about cross sell now. OK, so I said that off sell just means upgrade. The person comes to buy iPhone 13 and then you get the person to buy iPhone 16 Max Pro Plus. That is an upsell because you got the person to upgrade. Then next is the cross sell. Cross sell is when somebody comes to buy something, but you now get them to buy something extra.

Now by the time they combine the extra with the main thing, they now get greater value. So back to the phone example, the person comes in and says give me iPhone 12 and you're able to get the person to buy iPhone 18 Pro Max Plus Plus Plus that is upsell or upgrade. And they now tell the person that bro you know this one is very expensive so you guys protect this thing. So how about you buy screen guard for the phone? So screen guard you know of course it doesn't cost much maybe 5K10K.

But in the person buying the screen pad I'll be is a screen pad screen saver. I'll be screen, screen guard and the person buying the screen guard, it protects the screen of the iPhone. And so because of that the person can use it longer or it will look nicer. And so that is greater enhanced value for the customer. That is a cross sell. They have bought something extra that makes the first purchase more valuable. As you're talking to the guy now, if you find out that actually it's his wife's birthday and so he's buying it for his wife or for his side shake, and then you now recommend a case.

By the way, I'm not endorsing adultery. I'm just fooling around here just anyway, just just go with me. So you now recommend a, what's it called, a phone cover that not only protects the thing but seems to match the sense of style or the sense of fashion of his wife or his girlfriend or whatever. Then that is something that enhances the value of the initial purchase. It makes the iPhone much more valuable. In fact, let's say you have one of those stores that you can even customize the phone case and put the person's name on it,

maybe emboss it in gold letters or something so you can see that that's an extra purchase that makes the first one much more valuable. So the person came in iPhone 10, you now sold iPhone 18XX Pro Max Plus upsell, you now added. Screen guard cross sell you now added phone case that can be customized cross sell because it enhances the value of the first one. So let's go back to the human hair thing. Somebody comes into your shop and they say I want to buy human hair, Nigerian human hair.

You have it, but you think Peruvian human hair is a better value. You're able to get the person to upgrade and buy Peruvian human hair that is upsell or upgrade and now tell the person sister for you to get the marks out of this hair so that the thing will sit nice on your head. You gas by skull cap. When you put the skull cap on your head and the human hair sits on your head, the thing will blend real nice. The skull cap will hold your hair, mold your hair.

You put the wig on it. The wig is not going to shift, you know, so you have to buy skull cap. So the skull cap that is a cross sell because when the person buys the skull cap, it will enhance the value of the human hair that they have bought. So hope you guys see how it works. You get the person to upgrade or to buy something extra that enhances the first one. Now let's go back to the beginning of the podcast where I was talking about how we can grow our businesses increasing average order value.

How much do they spend? You can see how this thing ties in now when you upsell or upgrade, you are increasing average order value. You're tweaking one thing to grow your business. If you cross sell and get them to buy something else that adds more value to the first purchase. You can see that you are increasing the amount of money that they spend. You are tweaking one thing. And that is why some of these techniques are very, very important, very pivotal to business growth because some people think you want to grow your business.

You need to spend more Instagram ads, run more Google ads, you know, more things like that. And yes, we should be doing those things, but if you make sure that the boys and the girls in the shop are trained on these simple things, you can see how you can start increasing the amount of money you get in your business without spending a single cobble on printing more Flyers or running more advertisements or something like that.

And the most important thing is when you're able to train up your people and they start using these techniques every day over the course of a year, you start seeing a difference. So you see this is how upselling and cross selling techniques tie into the whole thing. And this is how you grow your business. Of course, remember, if we do a good job, cost my lifetime value, repeat purchases and they keep coming back and back.

I mean, think about it, if they keep coming back over and over, each time they come, they're spending more. Obviously, you can see how the business is going to grow. Now, an important consideration here, some of you I think will misunderstand what I'm saying because by the time I was talking to the girls in the store, that's the sales associates, they misunderstood. They were thinking was about the money. No, it's not about money.

Yes, we want to make more money, but The thing is, we're supposed to be looking at value. What value is the customer going to derive? Because when you're trying to get somebody to buy more just because of money, he said, oh, OK, you won't buy this, Madam, you won't buy this. You won't buy this. You won't buy this. They can't see what you're doing. Nobody's fooled. But if you're looking at it from the angle of what is going to make this thing much more valuable, then it's easier to upsell or to cross sell.

So if a guy comes and he wants to trip his wife and he wants to buy iPhone 12 because you know, he's thinking he wants to save money, you ask a couple of questions. You figure it's for his wife and maybe they're doing 40 years together. Then you can honestly say something like bro, like your wife is already using iPhone 11. This is 40th anniversary and you say you want to trip her Bros, you know, if not me, like I want to make a statement, go tap.

Like The thing is not, you know, you know, make sense. Even you're not going to buy iPhone 20 something, at least let's do something smaller. By the time your wife will see, she'll say, wow, should be happy. You know, when you're talking in those terms, it doesn't sound as if you're trying to make more money from the guy. Of course you're trying to make more money from the guy, but it sounds as if you're trying to solve his problem, which is me and my wife have been together 40 years.

She's an iPhone person. She has iPhone 11. The phone is 6 years old. I want to trip her. You're helping him solve a problem. So it's about value from the other person's point of view and the same thing back to the human hair thing. If somebody wants to enter the human hair game, she wants to upgrade herself, she wants to make an impression and she only, she thinks let her start with the Nigerian human hair. But honestly, you know that with the way the trends are moving and stuff like that, it's behind the curve, it's behind the times, it's low class, and you're trying to get her to move up to Peruvian human hair.

Yes, you're trying to make more money, of course, but you're also trying to solve a problem for the young lady that she's trying to upgrade. She's trying to improve in her sophistication. She's trying to come out, you know, in a big way. You're trying to make make make sure that when she shows up, she shows up correct. So it's about value, not from your own viewpoint, but from the customer's viewpoint. So some people hear these things and they start thinking in terms of naira and Kobo.

No it's not necessarily. The person came and wanted to buy something of 25 Ki got the person to sell to buy something of 45K. If that happens, yes, that's good, but it's about value from the customer's perspective. It is not the Naira and Cobra amount, but what do people find valuable? If somebody comes in and they want to buy one thing, you have conversations with them. You figure out what it is that is important to them, and you're able to get them to buy something that is of greater value, even though it is more expensive.

The person, even though they spent more money, will go away happy. It's like when I bought this phone, the Xiaomi. I'd never heard of a Jiaomi, and in fact, I thought that all Chinese phones were crap. But we went there, we had the conversation with the young lady. Even though I wanted to buy the Nokia C1, we had the conversation. She showed me how it would be better to not have a phone that does that's a Android. Android Go.

Yes, that shouldn't use any phone that is Android Go. We discussed the requirements for my work, how I use my phone for everything including podcasting, actually recommended this phone and it's been 2 years. The phone is happy. It's almost like 3 years now and I'm very happy with the purchase even though I ended up spending almost twice what I wanted to spend when I go into when I went into the shop. So if you're focusing on value to the customer, then it's going to end up being a good experience.

But if I went in there and she just bamboozled me and I bought something expensive, I mean twice the cost, the cost of what I wanted to buy, or I've left there feeling like now, babe, she just bamboozled me. She just did me one kind. And then buyers, buyers remorseful, set in buyers remorse or buyers regret. So we should always be focusing on value, not from my own point of view, but from the customer's point of view.

When we're looking at all these techniques of selling and cross selling, remember it's not your viewpoint, it's the customer's viewpoint. Then after that, we did some role plays with the sales associates in the store and we looked at how we could upsell or cross sell for the sale of chargers, for the sale of power banks and for the sale of laptops. Well, just because for me it's not enough that we just show in and then we talk theory, theory,

theory. I want to make sure that people understand what it is that we're talking about. So I like to make this thing concrete. I like to make this thing live. And so if we're talking about selling gadgets, you guys in the middle of the shop, what are the things that people are buying? OK, let's start doing experiments with that. When somebody comes in, how are you going to do need analysis? When you're done with need analysis, how is that going to affect your recommendation?

Will that give you an opportunity to upsell on something? And if you're able to upsell on something, how are you going to be able to cross sell to even deliver more value to the first purchase? So even though technically speaking the person is spending more money, the person shall we leave the shop happier. So back to the man and the wife example. The person comes in out to buy iPhone 10. The person leaves a bind iPhone 18 Pro, Pro Max Pro Plus 2023

version. But he's now feeling like, yes, I bought something of quality for my wife and we're even going to emboss the case in gold with our names. You know Collie and Kemi love forever your husband, you know something. So technically speaking, the person has spent more money, but the person goes away happier. And of course, remember the other levers. Repeat, but repeat purchases, referrals. We want him to come back and buy later on.

Maybe when their daughter graduates from secondary school about to go to uni, it's time to buy the daughter a brand new phone. We want him to come back to the shop and buy from us. And then of course, referrals. Let's say wifey is really impressed about how all these things about, you know, the level of service. So when wifey wants to buy something, maybe like she wants to buy Bluetooth earphones or something, she'll come to the store and maybe the whole family is impressed.

And when a friend of the family wants to buy something, oh, we know this our guy, we know this our girl, they'll hook you up. They bring you back to the store. This is how everything works. All right, so since we are close to 30 minutes, let me just wrap up quickly on this then. OK, so I did a role play, so let me check my notes. So we did role plays just to come up with different ways that we can sell chargers, power banks, and laptops.

Then let's see what else? What else? OK, yes, I've also spoken about how it's about value. It's not about naira and cobo. Then, OK, we did another brainstorming, but this time I'm the one who did the brainstorming of my own part because the owner of the store, he sends out broadcast messages and I received one broadcast message for APES 5, PlayStation 5 Europe. So I now try to show the sales associates how I would think about these sorts of things.

So I did a little bit of research because like I said, was PlayStation 5 Europe. So I was even wondering because I'm not a gamer. I know nothing about games and growing up there were some some of my neighbors who had Playstations and Sega and Atari and things like that. So excuse me, but I didn't realize that there were regional differences like you have PlayStation Europe, PlayStation Africa, PlayStation America, PlayStation South America.

I had no idea. So I did some research to find out the difference. So the differences are for the PlayStation 5 Europe, the difference is power supply or voltage. So European countries, you know, there's a way that they do their own voltage, voltage. American countries, there's a way that they do their voltage. Voltage. I know this one for a fact because of course I schooled in the UK. So our voltage, whatever is similar.

So there was no need to go with extra charger, sorry, different kinds of chargers when wifey had to go to America. Yet those conversations came up from some of our relatives who are there. And look, when you're coming, you know, it's not every single electrical thing that you can use here. You need to buy a travel adapter by this, by that. So those are the differences, power supply and voltage. Then there's also game compatibility, because for PlayStation, OK, there's different downloadable content.

So if you buy PS5 Europe, there's some things you can't download. But if you come to Niger, the things will not work or you can't download from Niger, then OK, The also the issues of warranties. So in some cases you can buy, you know, PlayStation America, but then you come to Niger, you can't use the warranty here in Niger, all those sorts of things. So those are the differences. So and I told the sales associates when it comes to cross selling and offselling, I

would have been doing need analysis from the time somebody comes into the store. When somebody comes into the store and they said that they need PlayStation, I would start engaging them in conversation because I'm trying to figure out who is this person? What's this person about? What are their gaming habits? What are their gaming needs? What are the budgets, you know, but just normal conversational, you don't just ask somebody what's your budget, you know,

engaged person in conversation or PS fives. Oh, OK, you're a gamer. So yes, now I've been gaming for a while and then it also helps if you're a gamer, I say yeah, me too. Haven't been gaming self, you know, from tea, you know, PlayStation 5 from Mario and everything. He will talk, talk, talk, talk, talk. The person thinks you're just doing casual conversation, but you you're trying to feel this person out. What kind of games does this person play?

What are his habits? Is especially a professional gamer who is streaming and playing all the time or I'll be this person just casual. I'll be the guy just wants to be playing games, you know, with he and his kids or you know, just have general conversation like that because from the conversation, from the information that you get, it is then you're going to be able to make recommendations to either upsell or to cross sell that will now enhance the gaming experience.

Remember, we're talking about value now. So if we're upselling or cross selling when it comes to the PlayStation, we're trying to say what can we tell this guy that will enhance the experience, OK. Or tell this babe, because I hear that Nigerian babes now allow gamers to. So you're trying to enhance the gaming experience for this guy or for this babe. So yeah, some of the things that we came up with for some people could be extra controller.

So if the guy is a casual gamer, but he's thinking maybe I should introduce the kids and maybe the guy has, I don't know, five kids. You know, there are some games that can allow people to do multi controls. Maybe 4 player, 5 player, 6 player. You could sell extra pads. If the guy is concerned about integrating his kids into the gamer lifestyle, then this is one way that you can cross sell extra controller. Abby Extra is a controller or game pad.

I'm not sure what they call it these days. So whether it's controller or game pad, extra game pad, extra controller for the multiplayer experience. And then you can also cross sell on different colour options or different skins or covers because some of these things come in white or in black. But there's a friend of mine who games and well he bought 1 because he also wanted to introduce his kids to the gaming lifestyle.

Unfortunately the thing didn't take off. So the guy spent all that money and actually now The thing is in the office. So it's the guys in the office are now playing this thing because the children didn't take to take the gaming thing. So he spent all that money and then he's the boys in the office are now enjoying on weekends people come to the office so they can play a game. If I this gaming culture, I'm really impressed because I

thought some of us would outgrow these things, you know, in you know, like, I don't know, kind of secondary school would outgrow it. But then you have men, fully grown men, 40s and 50s, even 60s, still playing game and let me not talk too much me, I still watch cartoons as some people think that's childish. So what was I so different color options. Some people like it red, some people like it pink, some people like it purple.

You get them to buy different ones. Then they're also skins and covers skin is just the thing that used to how I put it is like how I call it now skin. OK, well it's like cover, you know like how you buy your phone and you buy a something to cover the phone is the same thing. You can do that for the game pad. So they can be different skins. I've seen skins that are camel like military and I've also seen skins that are like astral, you don't like star moon, sun, you know all those sorts of things.

So different kind of skins to get them to buy extra skins that is cross selling. You can also get the person to buy gaming headset because I've noticed lots of Nigerian players don't play with headsets. I don't know why. Maybe it's 14th. Maybe it's the Internet connection. Maybe the Internet connection needs to be on point so that as you're playing, you're chatting with people and stuff like that. So you can get the person to buy gaming headsets.

You can also get the person to buy external storage. Yeah, something also experienced with my friend, because when he bought his, I think he came with like 500 gig worth of storage, and I was like 500 gig. Like how you ever finish this thing and then the next time that I saw him before the end of the year, he said we're looking for space. I say space how this thing came with 500 gig. You say everything is full and I was shocked so you people really games are 500 gig nothing but games anyway, so you can sell extra external storage, extra storage.

Then also found out that there's a media remote because some people stream from some of these things. So my friend was trying to show me how even though it's a, I can't remember which one he bought because there's Xbox, there's PlayStation and there's a bunch of other stuff. The thing was connected to the TV. Before you know it, you're streaming some movies. I'll be with the YouTube or watching or something from direct from the thing.

I'm impressed because all these games, they really come a long way because back when we were in primary school, you know, PlayStation was PlayStation. Just plug it to the TV, you play your. Oh, sorry that I was going to say Mario. Mario is a Nintendo. I think he's Nintendo. Yeah, Nintendo 64 or something like that. So you plug it into your TV, you play your Mario one time, you're done. You turn it off, you can't do anything else with it.

But now these things are streaming. They can stream. So you can sell media remotes and then also gaming glasses. So for let's say fathers who want to introduce their boys just like my son to the gaming experience, I say my son, just like my friend, wanted to introduce his sons into the gaming experience and they're worried about eyesight because back when we're in primary school, that's what people used to say. Now, Oh no, your son is standing too much, your son is playing too much.

You will destroy his eyes, will destroy his eyes. So now there's special gaming glasses that people can wear to reduce strain. So with me brainstorming with the sales associates now we saw how we can cross sell on the PS5 when somebody comes in and the person says, do you have PS5? Now upselling or upgrading would not be when the person comes and says I want to buy PS5 Europe and you have a conversation with the person and you might be able to now recommend the person say look Bros, I understand you want to buy PS5 Europe because of money, but to be honest, you get the best value if you buy PS6

Middle East. By the way, I'm just making stuff up. I don't know if this PlayStation 6. So those of you who are game has, please don't crucify me. I'm just making up examples. So let's pretend that this PlayStation 6, so Bros, it'll make more sense if you buy PS6 Middle East because if you buy PS6 Middle East, The Voltage and everything is the same game compatibility will be on point because all the games that are now available in the Middle East, if you can also download them here in Nigeria, If you do PS5 Europe, you'll only be able to download these kinds of games.

You'll be able to download these kind of games. And then if you're buying Middle East, the warranty is still valid because we have connections with some PlayStation distributor or something in Dubai. If there's any problem, bring it back here, we send it to Dubai and they'll sort that thing out for you. So the person came in and asked for PS5 Europe. Based on the conversations you had with the guy, you're unable to get the person able to recommend PS 6 Middle East.

Like I said, I'm not a gamer. So please, if there's no such thing as PS6 Middle East, please just roll with me and make the appropriate more, let's say the appropriate changes. At least I know that this American version, well, let's pretend that this Middle Eastern version, so the person came in for PS5, you get the person to buy PS6 Middle East that is upsell of the upgrade. And this is how we can apply these things to our businesses.

Now the only reason why I have been using tech and gadgets and everything is precisely because the client in question sales tech gadgets and you know, so yeah, in discussing with the sales associates, I mean, of course we have to use stuff that already in the store. Then one point that I made a long time ago. I hope you guys are getting to see now why if you listen to Brian Tracy's older material, he talks about subject matter expertise being the foundation,

being the beginning of good sales. You can't see why subject matter expertise, knowing your material is the beginning. If you take an absolute novice like me and just throw into the shop and you want me to sell all these things, You want me to sell computer, you want me to sell phone, you want me to sell PS5. And I know absolutely nothing about these things. No how, no how. I will fumble and I will fumble for a long time until I get some knowledge on some of these things.

But The thing is, for those of you who run your businesses, you forget that it took you a while to build up all this knowledge. And you expect that when people come into the business, they should just start selling like that immediately. So a whole host of you, actually, when you're putting together your sales team, you're putting together the sales girls, the sales boys. Actually, the first thing you're supposed to do is to train them on one or two things.

OK, in this shop we sell car batteries. What do you know about car batteries? You don't know anything. OK, no problem. Let me start teaching about car battery. If you have any question, ask me about car battery because people need to know. If I come into your shop, I want to buy a car battery and the person who is there can only tell me that the difference between A&B is that A is 16,000 and the B is 23,000. Why is the price different?

Which one is better? Which one is for Macy's? Which one is for Toyota, Which one is for Honda? They can't tell you the difference. It is not a very helpful selling experience. So that also has to be part of the training that you deliver to your crew. So anywhere close to 40 minutes. So let me just wrap it up here. And also because I have some calls that I need to attend to for prospective clients. So let me just bring that to a close.

So I hope with these few points of mine, as we should say back in the day, I hope I've been able to convince you and not confuse you that upselling and cross selling are absolutely necessary tools that you can use to grow your business without spending extra money. So that's it, that's all for today folks. And remember, if you've got a sales and marketing question, bring them to me. You can call me SMS or WhatsApp me on 08064662140.

Thank you very much for your time and attention. I'll catch you, dear listener, at the next episode.