It is easier to bill one more 10% with our clients than to achieve one more 10% from other clients.
Cross-selling is hidden in practically all stores. We have it so internalized that we see it as something normal, so it is rare to see a consumer in line at some fast food who does not order their hamburger, with a ton of frozen fries, drinks and chicken wings. That is good cross-selling: that the client comes for a product/service and without realizing it we sell him half a catalog and he considers it as something natural and that he does not even contemplate that purchase without those «Peripheral products/services». Some obvious examples are:
- The shopping cart in large stores.
- The smartphone (cases, tempered glass screen, extra battery, memory card, cute sticker, etc.).
- Ikea.
- Car dealers.
- Mercadona and the sale-advice to take the Neapolitan ones for €1.
- Telefónica companies converted into audiovisual rights managers.
- Etc.
If you have not managed to get the customer to take more than two or three products from your catalogue, you are surely failing in your communication strategy.
CROSS-SELLING, THE MOVIE:
Our process must be to make something inevitable and cultural meme the consumption of that expanded shopping cart. To achieve this we have several strategies that can be carried out separately or together, always subject to factors such as:
- CLUSTER
- PASSIVE EXPOSURE
- BUYER PERSON ENVELOPE
- NEXT-SELLING
- BUNDLING
If you can't beat your enemies, join them. Teaming up with someone stronger than us or who complements our offer can achieve:
- Extra income from our partners.
- Expand the catalog.
- More visits.
- Greater brand awareness.
- Diversify our activity.
- Get to know new markets.
- Etc.
The clearest example has been carried out by DIA supermarkets, which in 2016 became a partner of Amazon at a national level as a distribution point for its line of fresh products, a winning strategy and clear positioning in the face of the weakness of the large companies in e-commerce like Mercadona.
To be continue………
