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Cross-selling products and services
Why does a customer buy one thing but not another? I find it fascinating and enjoy searching out their purchasing patterns. Have you wondered why a customer purchases one product but not another? Why would a company buy a product but not a service?

Chances are the information is available within your sales system. You just need an alternative view that provides the comparison.

You could do this using a pivot table in a spreadsheet. If you have large volumes of data, you might consider a business intelligence solution. Business intelligence is just like a Rubik's cube, remember them? They allow you to review your figures and then re-orientate the puzzle.

This analysis compared the number of customers taking products against services:

  • Yellow shading = cross-sell potential i.e. only products or services purchased


  • Red shading = up-sell opportunities i.e. spend in one area is disproportionate to the other


    • In this example, behind each cell is the list of associated customers. It's just a matter of choosing a cell and contacting those customers.

    Next time you're reviewing sales, perhaps ask yourself what could we be cross selling? find out how CMP Information developed cross-sale propositions


    In this section:
    What results should you expect in 2009?
    Selling what your customers want
    In search of a competitive edge?
    Venn and the power of relationships
    Targeted mailings deliver greater ROI
    Being agile in an economic downturn
    Market research - asking better questions
    Profiting from your data?
    CRM best practice
    Business data enrichment delivers greater customer insight
    Cross-selling products and services
    Effective content delivers increased sales
    New website for sales and marketing
    Awarded project by Chartered Institute of Purchasing & Supply

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