Educating to Plant Seed of Future Sales

One of the best examples of proactive market education can be found at www.bhphotovideo.com. Select any camera or major product, and tabs appear for "Accessories," "Features," "Specifications," and "Item includes."

Click "Accessories," and you'll find detailed descriptions of every accessory that could increase the utility and pleasure the product offers. The cost (and profitability) of these recommended accessories, i.e., batteries, power supplies, viewfinders, filters, remote cords, lens caps, etc., can quickly convert a low-margin sale into a highly profitable one.

Does your web site make it easy to cross-sell and up-sell buyers?