- I remember very clearly when I purchased my first iPod. I loved it! All my music digitized and carried around in my pocket. I couldn't believe it. That was my first exposure to this computer company called Apple. In short order, in addition to that iPod, I owned the iPhone, and then the iPad, and sure enough, even the MacBook. Fast forward to today, and I'm on my eighth or ninth iPhone, my fifth or sixth MacBook Pro, and several iterations of the iPad. Apple mastered what is known as cross-selling.
Cross-selling is the action or practice of selling an additional product or service to any existing customer. I use Apple as a great example of cross-selling, since many of us likely have multiple Apple products. But why? Because for most of us, they built trust with us with one product, and then leveraged that relationship to encourage us to buy more. And buy more, we certainly have. The same cross-selling principles apply to any organization that has multiple products they would like their customers to purchase.
My name is Jeff Bloomfield, and I've spent my entire career coaching and developing sales and marketing professionals. What I have found is people buy from people and brands they trust. To be effective at cross-selling, creating trust is job number one. But also, having the right strategy and process is critical to your success. So during this course, I'll share with you ways to create the right cross-selling strategy, and drive that strategy all the way through to execution. Let's get started.
- The benefits of cross-selling
- Understanding your customer and revenue goals
- Creating the buyer journey
- Executing your cross-selling strategy
- Measuring the buyer journey
- Aligning sales and marketing