5 Steps to Cross-selling Success

1. Value: The Key of all Keys

If buyers value you and your offerings, they’ll buy, keep buying, and be open to expanding your
relationship. High performers are much more effective in:

Their internal process for expanding value to accounts: They uncover buyers’ needs and drive
demand for existing company offerings.

Their process for co-creating value with customers: They work collaboratively with the client to
construct new ways of delivering value.

Those who succeed with cross-selling the most know the value they provide, know what the
customer values most, and is able to create opportunities to connect the two.

2. Develop Strong Relationships

Growing accounts requires:

Strengthening and deepening existing relationships

Establishing new relationships in other buying centers and at enterprise levels

Viewing relationships as “our company to their organization” as much as you do “myself to my

client.”

Those who succeed with account growth develop deep relationships with their customers. They’re
viewed as essential, trusted partners.

3. Assemble the Right Team

High performers are much more likely to cite “creating team-based approaches” as effective for
growing accounts. There are 8 roles that must be played when growing accounts. The key: one
person doesn’t have to do everything, but everything that needs to get done must get done by
someone.

At least one person on your account management team must represent each of the following
essential roles:
The Big 3:

Relationship Lead – Creates/strengthens relationships

Entrepreneur – Drives strategic account growth

Innovator – Conceives new ways to deliver value

Rounding out the rest:

Collaborator – Internal team-builder

Technical Expert – Specialist / analyst / technician

Researcher – Finds critical info for increasing account value

Project Manager – Keeps team organized and on track

Skeptic – Plays devil’s advocate to vet new ideas

4. Utilize Account Management Processes and Planning Tools

Having an effective strategic account planning tool (below) and process is significantly more
challenging for average/below average performers:

samplanningtoolgraph1.png

samplanningtoolgraphkey.png

High performers know the value of having a systematic process to follow and have the tools in place
to support that process.

5. Develop both Account Management Skills and Sales Skills

Both account management skills and sales skills are necessary for cross-selling success. Without
strong sales skills, you can’t leverage your account planning process or tools because
implementation falters.

Many attempts at sales training do not result in sales skills. The training itself has to work to develop
the needed skills, knowledge, and attributes.
If you’re looking to increase cross-selling success at your organization, think about how you stack up
in each of these areas. And for more information on how to implement each of these keys,
download our report,

MCQ