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Complementary Products
If you sell gourmet muffins, you have a likely market for gourmet coffee. That's the concept behind complementary products. They do exactly that - they complement each other. One might enhance the other as the case might be with wine and cheese, or eyeshadow and mascara. Products might complement each other from a standpoint of necessity. One example is a computer and a monitor; another would be a vacuum cleaner and vacuum bags. A customer who has already bought from you is more likely to buy from you again. A customer is also more likely to buy a product that complements one they've just bought. Selling a pair, or a combination, of complementary products is another smart marketing option. It's easier for the customer to buy from only one vendor and make a single purchase. Offering a discount for this bundle of products can further increase your changes of making the sale. We all know about bundling. It's become an art form for the communications industry. Customers buy their long distance, cell phone, cable, and internet from a company in exchange for paying less than they would for the individual products and services. It can make sense to give away a complementary service. Printers sometimes offer free layout and design services for large printing jobs. It can also be an incentive for establishing repeat business. One key to successfully promoting complementary product pairings or packages is to break it down in dollars and cents. Tell the customer how much they're saving in cold, hard cash. That's usually more effective than expressing it as a percentage discount. Establish immediacy. Offer your customer a discount on a complementary product if they make the purchase within a certain time period. Informational products make great choices to give away as complementary items. If you're a representative for health and beauty products, offer your customers a free booklet full of makeup tips and tricks. Include your contact info, including website URL, throughout the booklet along with coupons. And don't forget coupon codes for online purchases. You can take advantage of customers' purchases of complementary products even if you don't offer them yourself. Establish an alliance, or multiple ones, with those who do offer them. If you're a caterer, establish marketing alliances with photographers, florists, and musicians. If you specialize in pet photography, your market is one that pampers their pets. Logical complementary products and services would include pet grooming, doggie spas, and clothing for pets. So, who are your customers? And what else do they want to buy that you aren't selling? |
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