Selling Today: Partnering to Create Value, 14/e

Adding Value with Expansion Selling

1. 15.4 Explain how to add value with expansion selling

Personal selling is the process of identifying and filling the customer’s needs. As the salesperson learns more about the customer and establishes a relationship based on trust and mutual respect, opportunities for expansion selling will arise. Expansion selling can take three forms: full-line selling, cross-selling, and upselling.

Full-Line Selling

Full-line selling, sometimes called “Suggestion Selling,” is the process of recommending products or services that are related to the main item sold to the customer. The recommendation is made when, in the salesperson’s judgment, the product or service can provide additional satisfaction.

To illustrate, let ...