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Cross selling

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Cross-selling is a marketing strategy that consists of the sale of several complementary or related products or services that are added to those that the customer wishes to buy in the first instance.

It's a good technique to not miss the opportunity to offer more products in the market, which also allows you to place those goods that have less exits.

These additional sales are a plus for the company and applied wisely, knowing the needs of the customer, become a formula for commercial success.

Of course, we must be able to seduce the client and that this doesn't feel overwhelmed. We shouldn't suggest everything that's possible, but only those products or services that are created may be of interest to you.

Cross Selling Goals

The main objectives of cross-selling are:

- Increase sales: By getting the consumer to buy more products or services that satisfy them they will improve sales and therefore the economy of the company.
- Optimize costs: By offering several products and making the user make several purchases, costs are optimized in terms of other strategic actions such as the acquisition of new customers.
- Promotion of customer loyalty: By buying more items from the same place, your level of dependence, confidence and brand will be chosen to buy again repeatedly.
- It improves the image of the brand: If a company offers information related to a product, it facilitates the solutions to the user and indicates in a matter of seconds products that it needs related to its initial search.
- Add value to the main product: By offering other complementary products or services it adds a plus by offering that complementary part.

Not everything is pink. We have talked about the excellence of cross selling. But this sales strategy can also run into some obstacle.

The main one: customer resistance. Therefore, you shouldn't be tempted to offer to offer. You have to select well the products or services to offer. There must be a planning. With a guarantee of quality and good advice.

What really works is to bring to the buyer's mind the extra benefits of the goods that a company puts on the market, specially if they are an added sale to what the customer really wants.

Whichever cross-selling technique is used, the secret to success lies in two variables: the stock of products available and the type of customer.

Types of cross selling

These are the most prominent:

- Email marketing later. A few days after a user has purchased an item, you can send a newsletter offering products that complement or optimize the first one you bought. For example: if you have purchased a microphone you can add complementary products such as a mic stand, or a mixer.
- 'Other products that might interest you... ' The typical banners and advertisements that appear on web pages when something has been purchased online. It involves an automatic cross sale, since the user is offered articles related to their preferences. This is widely used by Amazon, since always in those products recommended packs that could be of interest to the buyer.
- 'Other users bought...'. Another form of automation of large online companies that sell online. The page itself, depending on the product that the customer is observing, shows what other users bought along with this article. In order to tempt you. If the user observes that other consumers have made these purchases, they will feel more secure and very likely to encourage the purchase more.
- Additional services. It works very well with products that involve installation. The customer avoids the hassle of having to program or configure a device and would not hesitate to pay if that option is offered.


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