The average check is a crucial metric for any business, reflecting the success of your sales strategy and directly impacting profitability. While increasing the average check in the B2C sector is relatively straightforward due to emotional and impulsive purchases, doing so in B2B requires a more strategic approach.
In the article below, you’ll find a step by step methodology for increasing average check in B2B and practical scripts for your sales team 👇.
In the business-to-business (B2B) context, purchases are typically rational and well-considered. B2B clients seek partnership, reliability, and efficiency, desiring maximum return on their investments. Therefore, your company needs to sell not just a product or service but a complete solution, value, and meaning. Essentially, you’re selling an experience that exceeds expectations.
Increasing the average purchase check in B2B is challenging but achievable. Here are several practical strategies to enhance your sales department’s performance in this area.
The average check is the amount a client spends per purchase over a specific reporting period or transaction cycle. To calculate the average purchase check, divide the total sales for a given period by the number of transactions. To determine the average check per client, divide the total sales by the number of clients.
A high average check indicates that your business is successfully selling without incurring additional costs to attract new clients. This is why the average check is so important.
To better understand the concept and significance of the average check for your company, imagine that the average check for your goods or services is 3500 UAH. This means that each client spends this amount on average per transaction. Your goal is to increase this amount by 700 UAH, so the average check rises from 350,000 UAH to 420,000 UAH without additional expenses on attracting new clients.
This straightforward arithmetic allows you to plan your company’s finances, analyze demand, identify trends, develop strategies, and find methods to increase sales.
By focusing on providing comprehensive solutions and adding value to your clients’ businesses, you can effectively increase the average check and drive growth in the B2B sector.
How many times have you noticed that clients only buy basic packages while your managers can’t effectively offer additional services? Do you feel that every deal could bring significantly more profit, but your average deal size stays at the same level for months? According to statistics, 78% of B2B companies lose up to 40% of potential revenue due to ineffective upsell and cross-sell techniques. At “Sales Rocket,” we’ve spent 6+ years creating a systematic methodology for increasing average deal size in B2B that combines developing personalized sales scripts, implementing package offers, training teams in upselling techniques, and creating motivational schemes tied to deal sizes. Our experts analyze your portfolio structure, identify cross-selling opportunities, and create a system where every manager knows how to offer maximum value to clients. During our work, we’ve built 187 sales departments across 14+ industries and helped increase our clients’ average deal size by 38-44% without losing conversion rates.
“Sell not just products or services, but solutions.”
Of course, before finding solutions to increase the average check, it is essential to analyze why it isn’t growing and look at its dynamics. The reasons can vary: product assortment, pricing, customer loyalty, or broader factors like economic conditions.
Next, study your clients as thoroughly as possible. Understand their needs and sell not just products or services but the solutions they seek in their contractors and suppliers. Your reputation and the additional value of your products or services in B2B are equally important.
Adapt your products or services based on client needs. Personalization and flexibility are your key advantages and competitive edges that will distinguish you in the market.
Focus on developing long-term relationships with clients, as they significantly impact the average check and Lifetime Value (LTV). Offer proposals that meet each client’s unique needs. This will not only strengthen relationships but also help gradually increase the average check. Loyalty programs and high-level service are crucial in this strategy.
The quality of what you offer and the improvement of customer service, such as staff training or sales department consulting, are default options that underpin specific approaches to increasing the average check. Now, let’s delve into these approaches.
Up-Sell and Cross-Sell are two very common strategies used to increase the average check, as their effectiveness can boost overall revenue by 30%. The essence of Up-Sell is to offer the customer a more expensive or premium version of the product they have already decided to buy. Cross-Sell, on the other hand, involves suggesting additional products or services that complement their purchase.
To effectively use these strategies, your sales team needs to understand the customer’s needs and be able to present the benefits of additional products or services convincingly. Discussing the clients’ needs and preferences can reveal new opportunities for Up-Sell and Cross-Sell, thereby enhancing business growth.
Up-Selling is regarded as one of the most effective strategies for increasing sales in the B2B segment. However, clients often struggle to choose the right product or solution, especially if they have never purchased it before and lack defined criteria. It’s crucial for the salesperson to help the client understand what they are buying and how it meets their needs. By showing the client all aspects of the problem, layer by layer, you help them see which solution is the most effective for their specific situation. This not only increases the order value but also builds client loyalty to you as an expert.
Now you understand that increasing average deal size in B2B isn’t just about offering additional services — it’s systematic work that requires professional strategy, proper scripts, and a trained team. By applying the described techniques, you can achieve certain improvements, but for exponential growth in average deal size, you need a comprehensive approach and expert guidance. “Sales Rocket” specializes in creating turnkey average deal size increase systems: we don’t just develop upsell and cross-sell strategies, we completely rebuild the sales approach, create package offers, implement closing scripts for larger deals, train teams, and set up motivational schemes. Our methodology includes auditing existing sales structure, client segmentation, developing cross-sale matrices, and result monitoring systems through CRM. Over 6+ years of work, we’ve helped 187 companies across 14+ industries increase their average deal size by 20-45%, and in one case study, we grew a client’s revenue from 30,000 to 100,000 euros per month, raising their average deal size from 650 to 1,180 euros. Our partners include companies like Mitsubishi, Tesla, and Suzuki. Don’t leave money on the table — get the maximum from every deal.
Remember the main point here: the products you offer as part of a cross-sell should create additional value for the customer, not just be an attempt to sell more.
How can you increase the effectiveness of B2B sales with cross-selling?
The key to sales success lies in choosing the strategy that best matches a company’s products, services, and target audience.
One of the standout cases for Raketa Sales is the creation of a turnkey sales department. Over the past six months, we significantly boosted revenue for a key client specializing in optical store supplies. Previously, their monthly profit was around €30,000. However, within two quarters, we increased the turnover to over €100,000. A crucial factor was effectively raising the average order value from €650 to €1180.
We divided the sales team by lead generation channels, allowing them to focus on specific potential clients. For each lead source, we built a sales funnel to track prospects at every stage of the sales process.
We implemented performance metrics and motivation systems for the sales team, created communication maps for upselling, and they achieved their specific goals — increasing sales profit without additional expenses.
Therefore, set clear goals and use specific phrases to increase the average order value, which can enhance B2B sales.
Use a consultative approach with the phrase “Let’s analyze how our products can maximize your ROI.”
Create a sense of exclusivity, for example: “You are among the first ten to be offered this service.”
Demonstrate long-term benefits and the importance of your partnership: “By investing in this product now, you are ensuring stability and efficiency for years to come,” and “We value long-term relationships and are ready to invest in your success.”
Offer convenience and flexibility, such as: “We are ready to adapt our products to meet your specific requirements.”
And finally, always focus on solving your client’s specific problem: “Here’s how our product addresses this particular issue you are experiencing.”
In addition to the classic Up-Sell and Cross-Sell techniques, other methods should be utilized in B2B sales to increase the company’s average ticket size.
All successful sales strategies are built on deep customer knowledge and clear algorithms that convert this knowledge into revenue and create value for clients.
Contact Raketa Prodazh, and we will analyze your check structure, client interactions, and market specifics. We develop personalized strategies, combining marketing, an average check increase plan, product portfolio optimization, and effective sales techniques.
We monitor results, train sales managers, and implement quality control to boost the average check.
Over five years, we’ve helped 140 companies successfully form sales departments and increase their average checks. Our mathematical model, tailored to each business, ensures B2B sales growth effectiveness. Experience it yourself.
Kateryna Chabanova
The average check is the average amount a customer spends per purchase or transaction. To find out how to calculate the average check, you need to divide the total amount of sales for a certain period by the number of transactions. This is one of the key methods of increasing sales, which allows you to measure the effectiveness of working with customers.
Cross-selling is a strategy that involves selling additional goods or services to the main purchase. This is an effective way to increase the average check, as the customer receives a comprehensive solution and the company makes more profit. It is important that these offers actually increase the value of the main product.
Loyalty programs motivate customers to make purchases more often and spend more. This increases LTV (Lifetime Value) and helps to increase the average check. And incentives in the form of bonuses or exclusive offers form long-term relationships that contribute to the company’s revenue growth.
Analyzing the average check allows you to identify growth points, properly plan finances, and adapt sales strategies. This is the basis for building sustainable growth and increasing margins. If the average check falls, it is a signal to revise offers or pricing policy.
Personalized offers increase customer confidence, improve customer experience, and help build quality long-term relationships. It is also one of the most effective ways to increase the average check because the customer sees the product or service as a solution to their problems.
Typical mistakes in increasing the average check include:
These mistakes reduce trust and can have the opposite effect. That is why it is better to use phrases to increase the average check, focusing on real requests.
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Time to read: 8 min.
27 August 2024