When designing sales training, many clients ask us to include Cross Selling as part of their bespoke sales skills development package. Broadly speaking, Cross Selling can take three forms;
The first is when the seller offers something that complements the main purchase, for example a refill for a new pen or a stain guard treatment for your new carpet. Second, when the seller offers the customer a package or full solution, for example when selling a lawn mower, the seller may offer engine oil, a maintenance contract and a lawn edger as a bundle. The third is when the seller recognises a sales opportunity which is not directly connected to the main purchase, for example a stationery supplier may offer computer maintenance packages from its sister division.
Responding to Cross Selling can be very advantageous to the buyer; administrative efficiencies are realised by having fewer suppliers, cost savings are made from additional discounts, and supplier loyalty strengthens through heightened customer profile. And from the sellers’ point of view Cross Selling is a marvelous way to increase sales revenues and average order values, to strengthen customer loyalty through closer cooperation, and to raise contact frequency to identify more opportunities.
Cross Selling is simply win-win for both the vendor and the customer and it is considered a ‘must’ in most sales training programmes.
By Kasmin Cooney | Righttrack’s Managing Director