Pratical Application: Using CRM to Maximize Upselling & Cross-Selling Opportunities

Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

A good customer relationship management (CRM) system allows businesses to find ways to upsell and cross-sell to increase sales. Practice using CRM strategies that can maximize upselling and cross-selling opportunities.

Maximizing Sales

All businesses want to maximize sales as much as possible. For most businesses, however, the cost to acquire a new customer is usually greater than the cost to sell something else to an existing customer.

Two opportunities to sell something else to a customer are upselling and cross-selling. Upselling is when additional products are recommended to an existing customer, while cross-selling is when a more expensive product is recommended to the customer. The lesson, How CRM Can Maximize Upselling & Cross-Selling Opportunities, identifies some customer relationship management (CRM) strategies that can be used to increase these opportunities.

These include:

  • Tracking past purchases
  • Tracking customers' interests
  • Listening to customers' responses to questions

By looking at a customer's past purchases and interests, other more suitable, and perhaps higher-priced, products can be recommended. When conversing with a customer, listening carefully to his or her responses will provide you with additional direction when choosing a more suitable product. You can practice using these strategies in the following scenario.

Maximizing Sales in Real Life

Susan is calling into her wireless phone company with a question. Jen, the company's customer service agent, opens Susan's CRM file on her computer. Jen sees that Susan has been exceeding her allotted monthly minutes every other month. In fact, Susan has been exceeding her allotted minutes so much that her bill is now higher than a calling plan that's more expensive than her current one.

How can Jen use this information to help the wireless phone company maximize sales with Susan?

Analysis Questions

Use the following questions as an analysis aid:

  • What products does the customer typically purchase?
  • Is there a more suitable product based on the customer's interests?
  • Are you listening carefully to the customer's responses?

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