Cross-selling can go wrong easily
Most sales managers realize cross-selling is important. It can help you build customer loyalty by offering products that complement what customers have already purchased. This can help improve profitability. Cross-selling can also help you stand out from your competitors and strengthen customer relations.
But be careful, cross-selling can go wrong.
Sales reps know how to sell your primary products. That doesn’t mean they are familiar with selling your non-primary products. Do they have the skills to do so? Are they trained to do so?
Is the cross-sell product sold to the same buying persona or not? Are you sure you are aware of your buying personas for your cross-sell campaign?
Does your sales just start to sell, or should they be better prepared and equipped with the right content?
To structure cross-selling, you can follow these steps:
1. Build out buyer segments and personas to promote cross-sells that align with each segment’s needs.
2. Explore your options and create a list of potential cross-sell opportunities.
3. Create and promote well-aligned content that highlights the benefits of your cross-sell offerings.
4. Keep it consistent by promoting cross-sells at every touchpoint with your customers.
5. Use lead scoring to promote the right cross-sells to the right customers.
6. Track, measure, and test your cross-selling efforts