交叉销售和销售：最终指南

A customer's revenue potential doesn't immediately end at the point of sale. There's a wealth of opportunity for more business beyond each initial purchase — and practices known as cross-selling and upselling can help you tap into it.

Here, we'll take a closer look at cross-selling and upselling, go over the difference between the two, take a look at how to do both, and see some examples of what they look like in practice. Let's jump in.

交叉销售鼓励与主要产品结合购买任何东西。If your company offers a separate product or service that can complement or enhance how the customer's initial purchase operates, cross-selling can provide an excellent opportunity to generate some extra revenue.

Cross-Selling a Cheeseburger

Let's say you work at a fast-food franchise. A patron comes into your restaurant and orders a cheeseburger. If you wanted to cross-sell them, you would offer additional items that would make for a more complete meal.

For instance, you might ask if they want an order of fries or a drink. In this case, you wouldn't be enhancing the burger itself — you'd be "building around" that initial purchase with complementary products.

Cross-Selling Example

Imagine you work for an ed-tech company that sells a suite of automation software to assist university administrators. You offer three products — one for curriculum planning, one for classroom scheduling, and one for academic reporting.

您已经与一所同意购买课程计划软件的大学联系。bob电竞官方下载如果您想交叉销售它们，则可能会向他们推销其他产品或两种产品，并解释这些程序如何共同努力，使学术管理人员的生活更轻松。

在这种情况下，您将不会提供潜在客户购买的软件的升级版本，您会向他们出售单独的产品，这些产品可以相互补充，以减轻其疼痛点。bob电竞官方下载

通过销售销售，您不会提供横向产品来补充客户的初次购买 - 您正在提供他们刚刚同意购买的产品的升级或高级版本。

简而言之，当销售销售时，您会“堆积”产品，而不是“围绕”它。

Upselling a Cheeseburger

Let's look at this in the context of the cheeseburger analogy we touched on in the previous section. If you were trying to upsell a customer on a cheeseburger, you wouldn't push offerings to give them a more complete meal — you'd try to sell them a more elaborate and expensive burger.

You might try to get them to add an extra patty or a few strips of bacon for an additional fee — or you could tell them about a higher-quality cut of beef they could choose for a small premium. One way or another, you would take the central item they agreed to buy and sell them on ways to enhance it.

Upselling Example

为了一个更实用，更现实的例子，请考虑将销售自动化软件出售给中小型组织的业务。bob电竞官方下载贵公司提供bob全站app三个分层计划 - 每个计划都有自己的越来越广泛的功能。

该公司的代表目前正在与一家小型bob全站app企业达成协议，该协议同意购买三种可用选项中最便宜的交易。如果代表想提高他们的前景，他们很可能会吹捧相关功能中间级选项提供的低层选项所没有的选项。

Let's say the prospect's business is maturing to the point that it's going to lean more heavily on accurate forecasting in the near future. In our scenario, the bottom-tier plan lacks the forecasting resources that the middle-tier option provides.

有鉴于此,代表可能尝试增销prospect by stressing how upgrading to the higher option will ensure that their business is adequately prepared to easily create accurate, productive forecasts as it expands.

Cross-selling and upselling are often used interchangeably, but different scenarios with different customers can call for one specific approach over the other.

How to Cross-Sell and Upsell

交叉销售和销售通常是在销售人员的销售点上发生的，如上所述，但客户成功经理也可以在任何一个过程中发挥作用。

CSMs can cross-sell and upsell when they spot an opportunity further down the line with a customer — once they've already purchased the initial product.

在整个电子邮件交流或电话交谈中，客户可能会提到有兴趣扩展到其他垂直行业或想要使用他们使用的产品的更多功能 - 这可能是他们准备听到其他选项的信号。以下是我们学习的最佳实践how to cross-sell and upsell作为CSM：

1. Get to know your audience.

You may already know aboutbuyer personas，但是重要的是要了解您的听众already也买了您的产品。使用有关客户的人口统计和心理信息 - 以及customer feedback— to create personas for your customers and understand their goals and challenges to identify the most helpful, relevant products you could cross-sell and upsell.

2. Build out customer journeys.

Along the lines of the first step, map outcustomer journeysto identify how they will use your product and how it will help them grow. When your customers get to the point where they're seeing results (thanks to your product), they'll start telling other people about it and driving referrals.

At that point在客户的旅程,他们可能会感到兴奋to hear your cross-sell or upsell pitch and spring some extra money for your additional offering.

Wait until they've reached this point before trying to cross-sell or upsell. During the period after they've just purchased your offering — while they're onboarding and before they've seen its value — you'll have a hard time selling them on additional products or features.

3. Think about problems and offer solutions that map to products.

在您甚至跳过电话或电子邮件并尝试出售给现有客户之前，请花一些时间来查看您的产品产品，并尝试使它们与您的客户旅程保持一致。

That way, you'll have a clear idea of common challenges your customers face — and exactly which of your products you can try to cross-sell or upsell as a possible solution.

4. Practice active listening.

You might be able to cross-sell or upsell to your customers on the fly during a phone call or over an email exchange — so make sure to hone in on your active listening and reading skills for signals your customer might be ready to hear your offer.

If the customer is mentioning wanting expanded capabilities or a desire to reach their goals faster, it might be the right time to mention how your other products or services can help get them there.

3 Examples of Cross-Selling and Upselling

Here are some of the common instances where cross-selling and upselling occur:

1. Sales Reps and Customer Success Managers

如上所述示例所述，在客户与客户成功经理或客户旅程期间的各个时刻使用产品一段时间后，在销售人员的销售点上进行了交叉销售和销售。

销售量reps and CSMs can also propose cross-sells and upsells more indirectly via email by asking customers to check out new products or services on their own — and having the customer come to them with questions.

2. Customer Education

Blog posts and知识库content also provide compelling ways to start the cross-sell or upsell process. Where customers seek out information on their own — whether that be through knowledge base articles, blog posts, or watching videos — marketers and CSMs can include copy letting them know about additional products or upgrades they can try to make their experience even better.

3. Online Stores

您是否曾经在网上购物，然后收到“您可能对您也对此感兴趣”的消息？bob官网官方网站这种策略代表了另一种销售或交叉销售的形式。

Ecommerce websites can prompt upselling and cross-selling depending on which products the visitor clicks on and selects to encourage them to keep buying more.

Bolster your sales with upselling and cross-selling.

交叉销售和销售并不总是很简单。做一个正确的动态，最佳时机，敏锐的意识和同理心。如果您可以对客户的感受保持一致，对他们所获得的最大收益的功能或产品有所了解，并知道何时最能接受额外的报价，您将能够提高销售并与他们中的最好的交叉交叉。

Editor's note: This post was originally published in October 4, 2018 and has been updated for comprehensiveness.