6 steps to structure your cross-selling

04 April 2023

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