9/23/2024-The cross-selling trap

To NOT sell something more to a customer who is already buying is a crime. No, don’t go to jail, just fix it.

Your car is in the shop, and your mechanic says, "While we were fixing the rattle, we found you need a new differential tire axle cable 8-point joint."

You cringe.

And you fly through the roof when he continues, "…but we found another problem that needs fixing and the part costs $3k."

It’s obvious why your BPM is up to 125…you’re made to feel vulnerable.

Now you know how your customers feel when they get the cross-sell/up-sell dance.

Still, your job is to sell; just be careful and pick your spots for the cross/upsell.

Today, run through your list and mark the accounts that you think need more of the products/services you’re selling.

If you don’t know the answer to the "who needs what" question, start hitting the phones to find out the answers. (Phones….not email.)

Try asking this of your KDMs, "You’ve been signed up and using our service for months…what do you wish we could be doing more for you?"

Shun the pressure from your management to cross-sell every account. Your cross-selling strategy needs to be ask first, propose second.

Moving from a transactional frame of mind to a true "solution seller" takes concerted moves and strategy.

First, timing. Only when you have empirical evidence of how your customer is using your product or offering can you determine the right time to talk about "their other business needs."

Second, needs analysis. Though you’ve successfully made ONE sale to your customer, you still don’t know all you can about their needs and challenges. Get back on your questioning horse and keep pushing to understand details about their business needs…and their go-forward objectives.

Last, relationship building. Much of what you need to know to help you cross and up sell can be learned when the environment changes. In other words, get out of the office and get your buyer relaxed. Successful probing against what really concerns your customer often happens more easily at the dining table. Don’t squander a social selling opp, lean in to find out what the buyer really thinks.

This slap-stick comedy skit from yesteryear is a silly – but fun – portrayal of huckster selling. It’s a good reminder to make your selling efforts needs-based.