课程: Cross-Selling
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The additional value of cross-selling
- Whether you're going to the movies, buying a vehicle, or doing online shopping on Amazon, cross-selling is all around us. It's also quite evident in the B2B, business to business, world as well. The effective organizations understand the need for a cross-selling strategy and have a coordinated approach with marketing and sales to maximize the lifetime value of each customer. As we've previously defined, cross-selling is the action or practice of selling an additional product or service to an existing customer. For example, let's say that you're a company that manufactures commercial-grade heating and air conditioning equipment. You typically sell to building developers, engineers, and architects. In addition to your HVAC equipment, you also sell elevators, whole-building security systems, and commercial-grade lighting. As you might imagine, all your products are integral components when building a new commercial office building. Using this example, let's create a T-chart to help…
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