Getting Maximum Customer Spend
This question holds part of the key to significantly increasing your sales with almost no cost. In many cases the 20% are taking a shopping basket approach to buying from your company. In this situation "Shopping Basket" means, they buy multiple products in one purchase or buy a greater portion of the total products offered over several visits/sales calls.
The actual analysis to unravel the behaviors of each group can get a bit heavy but here are some principles to work with that can get the 60% to spend more.
1. Sell 2-4 Products Together - by bundling (grouping products together under one discounted price) the customer generally perceives they are getting more for their money and will spend more to take advantage of the savings. Be creative and you might be surprised at what works.
2. Watch Subtle Buying Trends - during certain times of the week, month and year people/businesses will tend to buy particular items because of that period. Catching subtle increases in product sales and making those items more obvious to others that have the same need can generate growth.
3. Ask What Else They Need - this very simple question can boost sales up to 5-10%. At times the buyer may forget they need something else and this prompt reminds them to take action.
4. Suggest A Complementary Product - if only one product was selected, a simple mention of another product that goes along well with the first one can generate another 5-10% sales increase if done consistently.
Offer An Incentive To Try - This is different then a promotional discount. Pick a few products that are not getting the attention they deserve and highlight their features and benefits. Next, offer an imaginative way to 'tempt' a customer to take a chance.
This is a popular principle with food and software. Food dishes can incorporate a new item with an old recipe and reduce the risk of disappointment. With software 30 day trials are becoming increasing popular so the value of the package is tested and the buyer sees the value in advance.