Would You Like Fries with That?

Some shortsighted salespeople might suggest that customers are irritated by cross-selling and perceive it as an aggressive sales technique. Interestingly enough, consumer research indicates that the reverse is true. The majority of consumers surveyed actually preferred a full range of products and services and appreciate the convenience that is provided through a comprehensive cross-selling approach. Top producing salespeople understand the power of cross-selling and recognize it as a critical component for promoting both customer retention and revenue growth.

Not surprisingly, two of the key elements that make cross-selling and up selling work are trust and convenience. Your customers already possess a degree of trust in your company and this can be converted into additional sales that are not directly related to their existing products.

The best place to introduce your customer to the concept of cross-selling is during your initial needs analysis meeting. Unfortunately, many salespeople fail to take the time to conduct a thorough needs analysis and as a result, do not uncover potential products and services that would be of benefit to their customer. Ask questions and take good notes. Effective cross-selling is all about guided self-discovery. Through a series of thought provoking, open-ended questions, successful salespeople assist their customers to uncover potential needs. During the needs analysis interview, I highly recommend the use of a checklist that incorporates all of your company’s products and services. Relying on your memory alone is a poor business decision; so take the time to jot down key information.

Developing a systematic approach to cross-selling and up selling brings in additional revenue with relatively low expense and effort. As you prepare for your next client appointment, I challenge you to look for cross-selling and up selling opportunities that you can incorporate into your presentation. Sales reps who fail to implement an effective cross-selling program actually do a disservice to their customers and leave the back door open to their competitors!