Salespeople know the importance of cross-selling and upselling to increase revenue and customer loyalty, but many struggle with introducing other products to existing customers. The best strategy is to simply ask them. In this sales training article, we discuss a straightforward way to start a cross-sell/upsell discussion and how to prepare for it.
The first step in cross-selling and upselling is to establish a good relationship with your customer. Begin by acknowledging that they are satisfied with your current offering and that you have met their expectations. For example, “Mr. Customer, in our discussions, you shared with me that you are happy with [offering] and that both [company name] and I are delivering on your expectations.” Next, ask open-ended questions that will help you understand the customer’s needs and identify potential opportunities for cross-selling or upselling. For example, “I’d like to understand more about your current [define what] and if there are any areas that I could share ideas that could achieve a better outcome for you. Would you be open to this?”
Once you have established that your customer is open to discussing additional products, it’s time to gather more information about their needs. Probe for information about how they are currently using the defined area or product, how often they use it, what their requirements are, what they expect from a supplier, and what their experience has been so far. This will help you assess whether there are any gaps in the customer’s current solution and whether your other offerings could meet those needs better. Remember that people buy for two main reasons: to fix a problem they have but don’t want, or to fulfil a need that they have. Keep questioning for problems or needs.
Once you have identified potential opportunities, it’s time to prepare for the cross-sell or upsell conversation. The key is to be knowledgeable about your products and services, and able to articulate their benefits and value proposition to the customer. This means understanding what sets your offerings apart from the competition and how they can solve your customer’s specific pain points. You also need to be confident in your ability to deliver on your promises and provide excellent customer service throughout the entire sales process.
In the rare case where you can’t think of anything to offer, we recommend you incrementally introduce elements to the conversation. For example: better delivery times, improved communication, increased service, and any other potential outcomes that may be important to them.
Remember that you are in the asking business, and you cannot rely on hope and chance to grow your customers. You need to rely on your preparation. Be confident, clear, and concise in your communication, and make sure that you listen actively to your customer’s needs and concerns. Above all, be respectful of their time and their decision-making process.
Another vital sales training tip is to never lead with a cheaper price. This sets the standard, which is what you will be associated with going forward. Remember, if they choose you only for the cheapest price, they will leave you for the same reason…
Cross-selling and upselling are essential strategies for increasing sales and customer loyalty, but they require careful planning and preparation. By establishing a good relationship with your customer, asking open-ended questions, and gathering information about their needs, you can identify potential opportunities and prepare for the cross-sell/upsell conversation. Remember to approach the conversation confidently, and to be respectful of your customer’s time and decision-making process. By following these simple steps, you can increase your chances of successfully introducing other products to your existing customers.