 Just One More Thing To Do ... |
First there was selling. Then came cross-selling. Now we'd like you to squeeze in just one more thing, a totally new concept we just invented: Reverse Cross-Selling. Here's the background ... Cross-selling is the art of enticing customers with goods related to what they're already buying. For literally decades Polywater has urged reps to leverage their lucrative Polywater cable pulling and blowing lube sales by cross-selling add-on items such as tool cleaners, cable cleaners, cable removers, degreasers, live-line treatments, MRO aerosols, dry wipes, abrasives, and various sealants and adhesives. It works every time it's tried. The problem is, it's not tried every time. Polywater continues to have long-time, loyal distributors that buy nothing but lubes--and agents who accept the status quo. In June something changed. For the first time since the mid-1980s the venerable 5-gallon J-640 wasn't the best-selling item in our line. The new FST-250KIT beat it. FST is a raging success--and there's plenty more potential. We need to sell and cross-sell the heck out of it. We all get that. But here's the thing; a shockingly large number of orders came from new distributors that don't stock other Polywater products. This presents a huge opportunity to ... wait for it ... reverse cross-sell lubes, cleaners, etc., to these new stores and displace the competition. With the poor economy and decades of Polywater success, Ideal Industries in the electrical market and Rainbow and Arnco in the communications market have never been more vulnerable. Don't just blithely accept foam orders from new customers. Use the "must-have" cachet of FST Foam Duct Sealant to increase market share on lubes, cleaners, and the full product line. |
