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How do you align your upselling and cross-selling strategy with your customer journey and lifecycle stages?

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Upselling and cross-selling are powerful techniques to increase your revenue and customer loyalty. But how do you do it without annoying or alienating your existing customers? The key is to align your upselling and cross-selling strategy with your customer journey and lifecycle stages. In this article, you'll learn how to do that in five steps.

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Nina Valderrama

| Mentora de Marca Personal | Mercadeo & Ventas | Mentora de Emprendedores | Autora de libros | Ghostwriter |…
Thomas D. Perrotta

V.P. Client Relations; CCCO, CRCR, Penn Credit Corporation

1 Identify your customer segments

The first step is to understand who your customers are and what they need, want, and value. You can use various criteria to segment your customers, such as demographics, behavior, preferences, or purchase history. For example, you can segment your customers by how often they use your service, how much they spend, or how loyal they are. By segmenting your customers, you can tailor your upselling and cross-selling offers to their specific needs and interests.

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Thomas D. Perrotta

V.P. Client Relations; CCCO, CRCR, Penn Credit Corporation
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Your present customer base, including up-selling is your most important asset in customer service and selling new clients. My goal with all of my present clients is to make sure they think of my company first when they need help. I also let them know on a constant basis that they are number "1" and it is all about them. My success is based on relationship building. I keep it very simple. I touch base with them either monthly or quarterly. During these conversations I talk about them, because I care; then review performance, trending and future needs.

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Nina Valderrama

| Mentora de Marca Personal | Mercadeo & Ventas | Mentora de Emprendedores | Autora de libros | Ghostwriter | Conferencista | Programa Gerenciando desde el Ser | Cofundadora Los de la Mitad | Espiritualidad Comercial |
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Conocer realmente a mi cliente, a qué se dedica, a quién llega, quién puede ser su cliente también, se me abre un abanico de oportunidades para ofrecerle no solo la solución que el esta buscando porque puedo asesorar en la solución más conveniente que talvez no era la que el pensaba. Conocer al cliente y conocer bien mi portafolio de productos o servicios me brinda más oportunidades para además para ampliar mi propio nicho de mercado.

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Stephen Powelson

VP Client Services, Business Development and Marketing - Performance at the Highest Level
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Upselling is one of the most dynamic ways to increase market share and expanded your offerings on the cheap, but if you go in with that mindset, you may not be successful. Be genuine, listen and offer help instead of focusing on selling an ala carte service. When you are making contact with your client, there should be genuine interest in them. Take the time to listen to what is happening not only in the business life, but their personal life as a well. Building meaningful relationships wins half the battle when exploring to expand your services. Make sure your heart is in the right place, people will ask for help from the ones they value and trust.

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2 Map your customer journey

The second step is to map out your customer journey, which is the process your customers go through from awareness to retention. You can use a customer journey map to visualize the different stages, touchpoints, and interactions your customers have with your brand. For example, you can map out how your customers discover your service, how they sign up, how they use it, and how they renew or cancel. By mapping your customer journey, you can identify the best opportunities and timing for upselling and cross-selling.

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Nina Valderrama

| Mentora de Marca Personal | Mercadeo & Ventas | Mentora de Emprendedores | Autora de libros | Ghostwriter | Conferencista | Programa Gerenciando desde el Ser | Cofundadora Los de la Mitad | Espiritualidad Comercial |
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Saber como llega el cliente a nosotros nos indica hacia donde tenemos que estar presentes como marca corporativa cuando existe un común denominador. Ir trabajando con el cliente durante un proceso también nos puede ayudar a saber qué más le podemos ir ofreciendo para solucionar aquellas necesidades que el no sabe que tiene. Tener claro el panorama del journey del cliente nos puede iluminar con ideas para que se presenten más oportunidades de negocios.

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3 Define your value proposition

The third step is to define your value proposition, which is the benefit or outcome your customers get from your service. You can use a value proposition canvas to articulate how your service solves your customers' problems, how it differs from your competitors, and how it creates value for your customers. For example, you can define how your service helps your customers save time, money, or hassle, how it offers unique features or benefits, and how it makes your customers happy or satisfied. By defining your value proposition, you can craft compelling and relevant upselling and cross-selling messages.

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Nina Valderrama

| Mentora de Marca Personal | Mercadeo & Ventas | Mentora de Emprendedores | Autora de libros | Ghostwriter | Conferencista | Programa Gerenciando desde el Ser | Cofundadora Los de la Mitad | Espiritualidad Comercial |
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Tener una propuesta de valor generalizada pero a la vez podemos tener una propuesta de valor de nicho por producto o servicio. Esto nos brinda la oportunidad de poder ampliar el número de clientes específicos para productos o servicios específicos.

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4 Choose your upselling and cross-selling methods

The fourth step is to choose the best upselling and cross-selling methods for your service. Depending on your goals and customers' needs, there are various ways to upsell and cross-sell, such as bundling complementary services or products at a discounted price, upsizing with a larger or more premium version of your service or product at a higher price, adding-on additional features or services that enhance your core service or product, and suggesting related or alternative services or products that match your customers' preferences or behavior. By selecting the right upselling and cross-selling methods, you can optimize your average order value and customer lifetime value.

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Nina Valderrama

| Mentora de Marca Personal | Mercadeo & Ventas | Mentora de Emprendedores | Autora de libros | Ghostwriter | Conferencista | Programa Gerenciando desde el Ser | Cofundadora Los de la Mitad | Espiritualidad Comercial |
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Definir que más del portafolio de productos o servicios pueden ser una oportunidad para el clientes es el primer paso. Una vez hemos establecido un punto de partida con el cliente, se debe tener la habilidad de poder concretar una negociación que abarque más en beneficio de ambas parte. Pero ante todo la transparencia y honestidad. No es vender por vender, es ayudar en encontrar los mejores beneficios para el cliente en pro de una recurrencia de compra.

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5 Test and optimize your upselling and cross-selling strategy

The fifth and final step is to test and optimize your upselling and cross-selling strategy. You can use various metrics and feedback tools to measure the effectiveness and impact of your offers, such as tracking the conversion rate, revenue per customer, customer satisfaction, and customer retention. These metrics will help you determine how successful your upselling and cross-selling efforts are and allow you to make adjustments as needed. Ultimately, by testing and optimizing your upselling and cross-selling strategy, you can improve your performance and customer loyalty.

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Nina Valderrama

| Mentora de Marca Personal | Mercadeo & Ventas | Mentora de Emprendedores | Autora de libros | Ghostwriter | Conferencista | Programa Gerenciando desde el Ser | Cofundadora Los de la Mitad | Espiritualidad Comercial |
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Nunca decir "no" a un cliente ha sido la mejor estrategia para lograr una sana y estrecha relación. Buscar y apoyarse con aliados estratégicos crea confianza, reputación y amistad. La mejor prueba, es un cliente feliz, recurrente, que sabe que siempre estamos ahí para ayudar.

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How do you align your upselling and cross-selling strategy with your customer journey and lifecycle stages?

1

2

3

4

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1 Identify your customer segments

2 Map your customer journey

3 Define your value proposition

4 Choose your upselling and cross-selling methods

5 Test and optimize your upselling and cross-selling strategy

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