What This Empty Box of Rolls Can Teach You About Beverage Sales
Yes, my empty box of King’s Hawaiian Rolls has a very special message for you.
Those delectable little yeast and butter bombs can teach all of us in the craft beverage industry a lesson about sales and marketing tactics.
Our family blows through these like nobody's business and lately, I've been noticing this message when we get to the bottom of the carton (see my post picture).
Image description: empty carton of bread rolls with the message “Wish there were more rolls? Next time buy our 18 or 24 pack”
Well played King’s Hawaiian, well played.
I've already bought their product. I'm an existing customer, yet this brand is not done with me. They're using a simple marketing message to encourage repeat purchases and slide in an upsell at the most pivotal time of my customer journey - conversion, as well as retention.
It also helps that my tummy is currently full of delicious carbs at this point, but this is an important contributing factor!
My attention is on the product, the brand, the experience. That's the best time to ask for another sale!
Why yes, King's Hawaiian, I do want more rolls. Thank you for asking. And the next time I buy these, I will buy the larger package size. I need more rolls!
My point here for all of you is that you have to ask for the sale if you want the sale and that timing is key.
This isn't rocket science, it's as easy as just asking for more when your audience is at the point of experience.
Especially within your existing customer base.
Ever heard of the "do you want fries with that?" concept that skyrocketed McDonald's revenue? I just ordered a burger...why yes, I do want fries...and possibly a Coke and an apple pie.
Simple question. Massive upsell.
Ask your taproom or tasting room customers if they want beer/cider/beverages to go OR merchandise OR if they want to get emails from you when they are in your building, at the point of experience.
Ask your retail buyers if they want additional items OR a corresponding promotion OR an in-store tasting demo when you're having sales conversations with them, even if it’s virtually.
Ask your distributor partners if they need another SKU to fill a style gap OR need product training for their sales team OR want digital marketing assets during your meetings while you’re already interacting with them.
Digitally ask your e-commerce customers if they want additional items for their cart OR want emails from you OR want to follow you on social media while they are on your website making a current purchase.
The simple ask for the upsell leads to more dough in your back pocket.
Don't underestimate the power of the ask at the time of experience.
Keep asking for more. You just might get it.