Akash C.Mathapati

Add-On Selling

Akash C.Mathapati

Akash C.Mathapati

Add on Selling It is a practice used by sales people to add

more money to a sale that is already at the point of being purchased

Ask retail sales reps if they typically add on to the original sale ?

Add on selling helps in putting money to your pocket

Add on selling saves customer time and aggravation

Akash C.Mathapati

Contemporary Practices

In today’s business practices, add-on selling has been used to sell everything from fast food to insurance

sectors where add-on selling is being introduced is in social media, where customers or advertisers can pay to reach the core demographics they wish to target

Akash C.Mathapati

Newsstand sales avg 5.5 m copies, more than the avg newsstand sales of Time, vogue, self and Martha Stewart Living

75% of all O copies placed on newsstands around US are sold, compared with an avg of 50% for other successful magazines

210,000 subscriptions had come in through oprah.com making the web site probably the most successful example of date of a closely watched source of magazine subscriptions

Akash C.Mathapati

Example of Oprah and Add-on Selling The value of the product or service:

For viewers who enjoy The Oprah Show, each additional product winfrey sells provides further sources of enjoyment e.g., celebs

How the product fits in with the firms other products Winfrey’s portfolio of products – O, Oprah’s Book Club,

Oxygen Media and Harper Productions Reflects the core messages of her shows Inviting guests on show & for columns

E.g., Dr.Phil McGraw – Tell it Like It is, Dear – Abby Financial freedom What I know for sure

Akash C.Mathapati

Customer Affinity The affinity the customer has with the firm

Each week an estimated 22 million viewers tune into the show

National debut in September 1986 32 Emmy Awards Managed affinity by her viewers/customers Sharing the most of the aspects of her life

Combination of the relationship a customer has with a firm and the expertise that the customer believes the firm possesses

Akash C.Mathapati

Concept of customer affinity flows from the premise that a firm can apply its customer relationships and customer perceptions of its expertise to related products

Branding can contribute to the affinity

Akash C.Mathapati

Specific Marketing Communication aimed at the customer O is not marketed 1 to 1 Winfrey makes personal appeals to her customers on

her show and her websites Encourages viewers/customers to connect with one

another and discuss themes in the magazine or special