Cross-selling is the process of selling to existing customers. Businesses that don't have a long term relationship with customers view cross-selling in terms of upselling something on a single transaction. Businesses that maintain relationships with customers view cross-selling as a sustained process of gaining more sales from each relationship. The following are common types of cross-selling.
Complimentary ItemsProducts and services that compliment each other like coffee and donuts or software and training.
SeasonsSeasonal themes. For example, a back to school campaign might suggest shoes to a customer buying pens.
Data DrivenAn ecommerce platform might cross-sell items based on historical purchase data for similar patterns of shopping cart or page visits. For example, an ecommerce site might suggest bicycle locks to someone who puts a bicycle in their shopping cart.
PromotionsPitching things that are on sale. If a customer booked a trip to France last month, let them know when tickets to France go on sale.
CampaignsA sales campaign to sell a particular product or service. For example, a telecom company might pitch colocation services to network customers.
Popular ItemsCross-selling popular items such as a bookstore that reminds customers that a best seller just went to paperback.
ExperimentsExperimenting with cross-selling different items to see what works. For example, the food service on an intercity train might experiment with different food items such as sushi or pizza to see what sells.
ImpulseThings that people tend to buy on impulse such as candy bars.
ReleasesLetting customers know when new products and updates are released. For example, a fashion brand that connects with customers to generate excitement for their Spring line.
RiskRisk products such as an extended warranty or insurance.
ServicesWrapping products in services that deepen the relationship with the customer. For example, pitching an unlimited ebook service to people who buy an ebook reader. This results in monthly recurring revenue as opposed to a one time sale.
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