Discover the importance of cross-selling...
Unless they are highly specialised, most businesses sell more than one product or service. But how many of your regular customers really understand everything you could do for them?
Imagine if they did have a handle on everything you offer. Not only could you save them time and money, but you could build an even stronger relationship with them as a client, consolidating your position further and making you an invaluable part of their life.
But still many people fail to take advantage of the opportunities before them and – in some cases – cross-selling has been seen as a bit of a last resort.
THE ART OF CROSS-SELLING
However, the art of cross-selling isn’t just a necessary evil nowadays, it is a vital part of the entire marketing process, giving those brave enough to use it wisely a foothold over their competitors and adding a professional edge that is difficult to knock.
Selling anything nowadays can be tough, especially given the unstable economic climate. But consider how much more difficult it is to sell ‘cold’ to new customers than it is to people who already know your company and regularly buy from you.
It is much easier to sell your other services to existing clients – not only do they know your quality of work, they are already ‘sold’ and trust you to deliver. Effectively, half the battle is already won and you have your foot well and truly in the door.
IN YOUR CLIENTS’ SHOES
The first thing to do is to put yourself in your clients’ shoes. Sometimes this can be a major stumbling block and that is where an agency like STORM comes in.
Our job is to put ourselves in the position of people who do or who might use services and so we can quickly identify areas of opportunity – where will they want to go next? What is the next thing they might want to buy? How can you make sure they come back to you rather than heading to one of your competitors?
The answers to these questions could open a whole new world of possibilities for you and your clients. Let’s give you an example – one that’s very close to home.
DEVELOPING THE RELATIONSHIP
As a company, STORM can provide the full range of creative and communications services – from brand identities through to websites, TV advertisements through to interior design.
However, some clients still only think of us as ‘just a design agency’ or ‘just a digital media company’. That’s why all our communications – from our signage and adverts to this website and the HTML email that almost certainly led you to this page – carry information on all the services we offer.
More often than not, the ‘selling’ itself is very subtle and is only likely to catch the attention of someone who is looking for that particular service anyway. Cross-selling isn’t ‘in your face’, it is just letting people know that you’re there to help them. In fact, it is more about developing and deepening the relationship you have with your clients.
BESPOKE FOR YOUR BUSINESS
How you reach out to your customers will be completely bespoke for your business. But, as long as everything is consistent in tone – from how your employees talk to customers to how you present your information online – you can’t go far wrong.
And, if it all comes together, the positive effect it can have on your company can be priceless. It is little wonder that leading business experts see cross-selling as a central part of the sustainable growth of your business.
Cross-selling isn’t difficult or sleazy, it’s just another way to keep your customers updated on how you can help them – whether it’s by saving them money or by saving them the hassle of having to hunt around for another company to use.
If you’d like to find out more, give us a call on 01702 719595 or drop us a line at info@storm-media.co.uk. We will discuss your full range of products and services, how you sell them and help you identify ways to join up your business.