Cross-Selling and Upselling: The Ultimate Guide

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.

在这里，我们将仔细研究交叉销售和销售，介绍两者之间的区别，看看如何做两者，并查看他们在实践中的外观。让我们跳入。

Cross-selling is encouraging the purchase of anything in conjunction with the primary product. 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.

交叉销售芝士汉堡

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.

例如，您可能会问他们是否想要炸薯条或饮料。在这种情况下，您将不会增强汉堡本身 - 您将“围绕”使用补充产品的初步购买。

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.

You've connected with a college that has agreed to buy your curriculum planning software. If you wanted to cross-sell them, you might pitch them one or both of your other products — and explain how those programs can work together to make life easier on academic administrators.

In this instance, you wouldn't be offering an upgraded version of the software the prospect purchased, you'd be selling them separate products that can complement one another in the interest of alleviating their pain points.

With upselling, you're not offering lateral products to complement your customer's initial purchase — you're offering an upgraded or premium version of the product they've just agreed to buy.

In short, you're "piling on" on a product when upselling — not "building around" it.

抬高芝士汉堡

让我们在上一节中谈到的芝士汉堡类比的背景下看一下。如果您想在芝士汉堡上向客户销售，您将不会推出产品来提供更完整的餐点 - 您会尝试出售他们更精致，更昂贵的汉堡。

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.

提升示例

For the sake of a more practical, realistic example, consider a business that sells sales automation software to small to midsize organizations. Your company offers three tiered plans — each with its own increasingly extensive suite of features.

A rep from the company is currently working out a deal with a small business that's agreed to purchase the least expensive of the three available options. If the rep wanted to upsell their prospect, they would likely tout the relevant features the middle-tier option offers that the lower-tier option doesn't.

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.

考虑到这一点，代表们可能会通过强调如何升级到更高的选择来确保其业务充分准备，以便在随着扩展的扩展而易于创建准确，富有成效的预测，以确保他们的业务做好充分的准备。

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

Cross-selling and upselling often occur at the point-of-sale with a salesperson — as in the examples above — but customer success managers can also play a role in either process.

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.

Throughout email exchanges or phone conversations, customers might mention an interest in expanding into a different vertical or wanting more capabilities with the product they're using — which can be a signal that they're ready to hear about other options. Below are our best practices to learn如何交叉销售和销售as a CSM:

1.了解您的听众。

您可能已经知道买方角色, but it's important to get to know your audience once they've已经bought your product, too. Use demographic and psychographic information about your customers — along with客户的反馈意见- 为客户创造角色并了解他们的目标和挑战，以确定您可以交叉和销售的最有用的，相关的产品。

2.建立客户旅程。

按照第一步的路线，映射customer journeys确定他们将如何使用您的产品以及如何帮助它们成长。当您的客户达到他们看到结果的地步（感谢您的产品）时，他们将开始向其他人介绍并开车推荐。

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.

Before you even hop on a call or email and attempt to sell to an existing customer, take some time to review your product offerings and try to align them with your customer journey.

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.练习主动聆听。

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.

如果客户提到想要扩展的能力或更快地实现目标的愿望，那么可能是提及其他产品或服务如何帮助他们到达那里的合适时机。

3个交叉销售和销售的示例

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

1. Sales Reps and Customer Success Managers

As detailed in the examples above, cross-selling and upselling happen at the point of sale with a salesperson, after a customer has been using a product for a while with a customer success manager, or at various points during the customer journey.

销售代表和CSM还可以通过电子邮件通过电子邮件更间接地提出交叉销售，并要求客户自己查看新产品或服务，并让客户提出问题。

2.客户教育

博客posts and知识库内容还提供了引人入胜的方法来启动交叉销售或Upsell流程。在客户自己寻求信息的地方（无论是通过知识库文章，博客文章还是观看视频），营销人员和CSM可以包括复制，让他们知道其他产品或升级，他们可以尝试使他们的体验变得更好。

3.在线商店

Have you ever spent time online shopping, and then received the news that "you may also be interested in" another item from the website? That tactic represents another form of upselling or cross-selling.

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.

通过销售和交叉销售来增强您的销售。

Cross-selling and upselling aren't always straightforward. Doing either right takes real tact, optimal timing, keen awareness, and empathy. If you can keep a pulse on how your customer is feeling, have an idea of the features or products they stand to gain the most from, and know when they'll be most receptive to an additional offer, you'll be able to upsell and cross-sell with the best of them.

编者注：该帖子最初于2018年10月4日发表，并已更新以进行全面性。