Ken Favaro shares that almost overnight, cross-selling has gone from a ubiquitous practice imbued with positive connotations to a politically incorrect word that’s redolent of corporate misbehavior. This could be a wonderful thing if it causes companies, including your own to rethink their approach.
Source: Strategy + Business, March 21, 2017.
You want your customers “cross-buying” because they find it in their interest to do so. Make cross-selling a result of good strategy, not a substitute for it. Offering better value propositions — with sharper, more acutely targeted sales and marketing — is a more durable path to earning a greater share of your customers’ business.
INSIGHTS: Cross-buying fits strongly with veterinary teams and with retail associates as they work to serve customer and animal needs.