Cross Selling Simplicity in your online business

Chances are good that you have more than one product or service. Those that are wise, take the time to promote their other products. In “Win Lifelong Customers” we talked about sending out targeted marketing campaigns. What if in that campaign you said something along these lines:

Dear Customer,
Recently you purchased product X. Product X is a phenomenal product. But you know, it’s not the only thing that can fill your needs and wants. I think product Y is a good match for you, also.

If you’ve ever been a Netflix customer, you’ve seen this idea in action. When browsing through
the selection of movies, there is a sidebar that says, “Customers who choose this movie also
enjoyed…” Bam! Suddenly there are a dozen more movies for the customer to consider. The consumer adds one or two movies to their wish list until, in an effort to get to them all, they choose to have three movies sent at one time instead of two.

This same technique is used on Amazon, Columbia House, and a million other places. But it’s not just online where this technique is successfully employed. Cross selling can be done by anyone in any situation.

By keeping a customer database, as discussed in previous chapters, you will be able to simply,
and effectively cross sell to your customers. Because you know what they’ll buy. You know what
interests them, and you know what they won’t be able to resist. Dangle M&Ms in the face of a
chocolate lover, and they’ll respond. Offer them carrots, and they may not even turn their heads.
But they will thank you profusely for giving them the chance to eat M&M’s.

Are you the type of company that thanks customers for their purchase,
crosses your fingers, and hope they’ll come back again? Small businesses
do not have the luxury of hoping. If you’ve built a relationship with a customer,
they’ll want to buy from you again. All you need to do is give them a
push in the right direction.

 © 2008 By Clate Mask