Executing Your Cross-Selling Game Plan
Cross-selling is a deliberate strategy; it’s not something that just happens. When it’s done well it will become easier to produce superior growth each year and achieve close to 100 percent retention from your desirable clients and increase the long-term value of your business. Becoming skilled at cross-selling is not something that can be achieved on an ad hoc basis with mass marketing. Instead it’s a high-touch client-centric program, where you use your selling system as a guide to build a customized plan for your top 20 percent clients, and continually look for, and develop, opportunities to upgrade your bottom 80 percent clients.
When you have completed this chapter you will know how to:
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