In the world of sales cross-selling and up-selling are known and accepted concepts. Or are they?
I surreptitiously questioned my acquaintances recently and the concept was unclear to a few. In fact, a couple of folks confused one with the other. So without further ado what is a cross-sell and what is an upsell?
Cross-selling is offering a customer additional and complementary products or services. A customer arrives at the local junk food joint and asks for a cheeseburger. The employee asks whether the customer would also like sauce for $1 extra. That is cross-selling. That is a dollar of revenue that the business would not have obtained without the particular act of offering something else for sale. Is it a useful service? It could be. For example, the customer may derive pleasure from the sauce or be further satisfied at home when finding out that sauce enhances the food. This could be a matter of convenience too. Amazon does a stellar job at this. Look up anything or buy any item and Amazon will tell you what else other customers have purchased or what product goes with the one you are buying.
Up-selling is selling a more expensive, larger, grander or fancier version of what is the standard offering or the customer is requesting. This more expensive offering has more functions, better features and is more enhanced. A prospective home owner enters a builder’s sales office and enquires regarding a certain model of the houses available. The salesperson steers the person towards a larger house with an extra bathroom, fireplace and a functional attic. This model costs more and brings in more revenue and profit. Is it a service to the customer? Potentially. The fireplace is handy if the transaction is taking place in a cold region.
Cross selling or up selling may work or not. They may be useful or not. It is up to the seller to make the suggestion and offer value in return for the higher price. The customer will decide if the value of the additional or high-end item is justified given the price differential.
Coincidentally, the best time to introduce these concepts to customers is not at the tail-end of a sale, but at its start. That is, inform the customer in advance of the availability of complementary or more enhanced offers. Then ask the question and explore the possibilities after the initial sale request has been discussed.
The motions could certainly be value-enhancing and a simple way of increasing revenue. It goes without saying that the seller must have different items and categories in its arsenal to offer its customers for the concepts to be usable.
Things That Need To Go Away: Greasy French Fries a.k.a. Selling Anyone Anything They Do not Need