Businesses know that one tactic to increase sales and market share is cross-selling: selling additional products and services to their customers.
When working with an organization’s customer service and sales staff, I sometimes hear resistance and discomfort from them when cross-selling is required. It is almost as if they feel guilty about suggesting more products to their customers.
These guidelines have been helpful in increasing their cross-selling skills and results:
- Have sales and customer contact staff re-think what sales and cross-selling are. Have them consider sales as an educational and solution oriented process in which they advise customers of additional services and products that make sense for them.
- Explain that cross-selling is a component of their service commitment. I like to call it “maximizing opportunities for the customer.” Customers should know what other product options are available to them. They now have this information, even if it is for future consideration.
- Customers often expect to be cross-sold. They “get-it”: they experience it in their everyday retail interactions. For example, “How about a head-set with your mobile telephone?”
- Keep products and services complimentary and relevant to the customer. The service should make sense for them and be in line with their goals, lifestyle and resources.
- Do not offer too many options. This just confuses people. It has been found that when there are too many options people tend not to make a decision.
- Stay focused on the customer’s need and increasing their awareness of service and product opportunities, while balancing the attempt to cross-sell. Customers need to feel that you have their interests in mind and that you are their advocate.
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