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All seasoned salespeople are familiar with the concept of cross-selling, described by Wikipedia as, "the action or practice of selling an additional product or service to an existing customer." And it makes sense as a growth strategy. Developing new revenue from existing satisfied customers is generally easier than developing new customers from scratch. But the term "cross-selling" is so stale and yesterday. We prefer the trendy upscale approach used in the wine industry to great success: Pairings. Everybody who's anybody now knows to pair Bucatini all'Amatriciana with a bold, big-nosed Cabernet; or goat cheese ravioli with a delicate Viognier; and of course a Nebbiolo with earthy truffle overtones is almost cliché with a gnocchi di patate. So when selling Polywater products, do the same: go uptown and think haute cuisine: Mister Customer, how about a case of our finest FST Duct Sealant to go with that purchase of PedFloor Structural Foam? It can seal the duct ends in the cabinet to put a fine finish on your new secure installation. Or, Ms. Contractor, how about a dozen canisters of our sweetest Grime-Away Wipes to cleanse hands and tools after that BonDuit install? Or, Monsieur Distributor, as you restock your shelves with Polywater J can I interest you in a to-go carton of our exclusive CableFree Loosener? The Good Life: gourmet food, fine wine, exquisite Polywater Products, exceptionally large commission checks. |
