The Customer Journey, Part 4: Up-sell and Cross-sell
Congratulations! At this stage you have successfully acquired and converted a brand-new customer. In an ideal world they are blissfully enjoying your product and singing your high praises to friends on social media and beyond. What next, you ask? It’s time to begin up-selling and cross-selling.
The natural transition for any brand following a customer purchase is to analyze what additional products the customer could benefit from. The advantage of doing so is two-fold. By introducing additional products, you increase the chances of your new customer becoming a repeat customer and spending more money with your company – WIN! But additionally, cross-selling also strengthens your customer relationship and improves the overall experience.
When done right, cross-selling utilizes customer data to promote new products and services based on your customer’s previous buying habits, goals and interaction with your brand. Like the convert stage of the customer journey, the key to successful cross-selling and up-selling is to understand your customer’s needs. While they may already be a customer of your brand, it is now the goal to win them over to a multitude of additional products – a task which can require extensive customer knowledge.
OSG Campaign Composer allows you to send targeted, one-to-one marketing messages aimed at cross-selling and up-selling. Using customer specific data, you are able to segment your audience and direct product-oriented messages to each sector. By aligning the campaign across channels and interactions, you consistently engage your customer and promote new products from your brand.
An important note for this stage: maintain an ongoing record of the products your customer already uses. One sure fire way to diminish your chances of cross-selling – and potentially lose a customer – is to try to sell your customer something they already use. Not only will this not result in a sale, but from the customer perspective it appears that you do not care enough to get to know them on a personal level – ruining what was most likely a positive experience up until that point.
No matter the industry, cross-selling and up-selling present a unique opportunity to elevate the customer relationship and grow the value of new and existing customers.