CHAPTER 5

Cross-Selling: Unlocking the Potential of Your Client Base

An often-neglected aspect of selling is the failure by many professionals to realize the potential that is locked away in their client base. They simply view marketing as an external activity for which the sole purpose is to attract new clients. Top-performing firms and professionals understand that there is money to be made mining the gold in their own backyard. Effective cross-selling is about creating additional revenue, developing referrals, and making your business more profitable. Your existing client base is a captive and private market waiting to be harvested. Your primary goal is to convert your top clients from part-time to 100 percent full-time clients. It’s generally ...

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