Maak gebruik van “packs” voor meer omzet
Belgacom pakte recent uit met uitstekende resultaten, die volgens topman Didier Bellens grotendeels te verklaren zijn door het succes van de ‘packs,’ productpakketten die verschillende diensten combineren. Het bedrijf ziet hier nog groeipotentieel in en zal de bestaande klanten nog meer tot extra diensten proberen te verleiden.
Belgacom lanceerde twee jaar geleden – net zoals de concurrenten – het pack-concept: een pakket van telefonie, internettelevisie en gsm. Die bundels zijn in 2010 veel populairder geworden: de verkoop steeg verleden jaar met 55 procent. Zowat de helft van de Belgacom-klanten heeft nu een pack. Negen procent gaat zelfs voor 4-in-1: vaste en mobiele telefonie, internet én digitale televisie. En daar zou de groeimarge nog zitten. Ook concurrent Telenet bespeelt deze pack-strategie en ook daar klinkt het dat deze aanbiedingen uiterst succesvol zijn.
Maar niet alleen mastodonten van bedrijven kunnen deze cross-selling methode gebruiken. Ook zelfstandigen en kmo’s kunnen de techniek van ‘packs’ toepassen. Denk hierbij aan het voordeel om op restaurant een voorgekozen menu te kiezen aan een voordelige prijs, als alternatief voor de keuzestress die ‘à la carte’ biedt. Of een kapper, schoonheidsspecialiste of manicure die naast de individuele behandelingen ook een all-in treatment aanbiedt. Een koerier- en transportbedrijf dat naast het vervoer ook de stockage als pakket aanbiedt.
Heeft u in uw aanbod producten die complementair zijn, waarmee u aan cross-selling of up-selling kunt doen? Overweeg dan om te testen met het gebruik van packs of gebundelde aanbiedingen.
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