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公開日:2016.03.02

アップセルとクロスセルで収益アップを。


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会社の売上や利益をアップするためには顧客単価のアップが欠かせません。顧客単価のアップはどの企業も課題としていますが、商品を購入して頂いたお客様へ単価をアップして頂くために2つの手法のご紹介をします。

アップセルを使い、よりグレードの高い商品の販売を勧める

アップセルとは、商品を購入して頂いたお客様に同じジャンルや商品でのグレードの高い上級版を提示し、セールスする事です。ホームページ作成なら30万円のスタンダードプランよりも、自分で更新が出来るゴールドプラン(40万円)を勧める、珈琲屋さんならドリンクのMサイズ(200円)を50円アップでLサイズ(250円)に出来ますよと案内し、顧客単価をアップします。アップセルを行なう商品が無い場合は、上位版の商品を作ったほうが良いかも知れませんね。

最近、僕の経験したアップセルは、知人に紹介して頂いたアガスティアの葉と言う不思議な予言の書があり、未来を占うのものです。そこそこのお値段がするのですが、最初は◯◯円で見てもらい、ある程度以上は追加のプランの様になっていました。これも1つのアップセルです。

え?

勿論、きっちりと追加料金を支払い、続く未来を見て頂きました。過去はかなり厳しかったけど、これからはかなり上昇気流が続くようです(^^)

アップセルを行なうベストなタイミングは?

アップセルを行なうタイミングで1番ベストなのは、商品の購入直後です。やはり購入者の温度が1番高いのは、購入後数日立ったお客様よりも、購入後すぐのお客様の方が成約率は高い傾向にあります。WEBサイトの場合は購入直後のサンクスページで、アップセルを行ったり、サンキューメールでアップセルを行ったりします。

別ジャンルを販売し、顧客単価をアップするクロスセル

クロスセルとは商品の購入者に対し、別のジャンルの商品を販売することです。ダイエットサプリの購入者には、美肌クリームや化粧品などを提案したりします。ここで大事なことは【その属性の人】が求めている【別ジャンルの商品】です。

この例の場合、ダイエットサプリを購入した女性は「痩せたい」と言う欲求があります。さらに深く欲求を掘り下げると「痩せたい」とは「綺麗になりたい」という事も多いです。その綺麗になりたいという欲求がある場合は美肌クリームや化粧品などに対してもニーズがあるので商品が売れるのです。有名なDHCだってサプリや健康、ダイエット食品、化粧品とバラバラに見えても、顧客の根本的欲求は同じような気がしませんか?

大手企業でも常套手段の1つになっており、マクドナルドでは「ご一緒にポテトもいかがですか?」、コンビニやファミレスなどでは「ポイントカードをお作りしませんか?」、ガソリンスタンドでは「洗車やエンジンオイルの交換」などでしょうか。すごく身近にクロスセルが行われています。

クロスセルも売り込むタイミングはアップセル同様に購入直後が1番高いです。

先述のアガスティアの葉の話しですが、アップセル以外にもクロスセルも受けまして、簡単に言えば御守りの販売をされていました。未来を見てもらう=安心したいと言う欲求でしょうか。そのための御守りという事です。これも立派なビジネスですね。

え?

勿論、きっちりとお支払いさせて頂きました(^^)

アップセルとクロスセルの成約率

経験値からの目安とすれば5%~10%ぐらいで良い数字だと思います。勿論、商品や紹介文、価格などに左右されますので、一概には言えませんので1つの目安に考えてください。成約率はもちろん1つの目安ですが、利益の総額の方がポイントかも知れません。

アップセルやクロスセルといった単語は初めて聞く方でも、振り返ると結構身近にある気もするでしょう。身近に溢れているという事は、それだけ効果があるという事。

是非活用してみてください。

 

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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