Chapter 7
Cross-Selling
Killing two birds with one stone
The pattern
Cross-Selling involves offering complementary products and services beyond a company’s basic product and service range, with the aim of exploiting existing customer relationships to sell more goods. Cross-Selling also offers an opportunity to leverage existing resources and competencies, such as sales and marketing (HOW?, VALUE?).
For customers, the primary benefit of Cross-Selling lies in deriving more value from a single source, thus saving on the cost of searching for additional products (WHAT?). A further important advantage of the Cross-Selling pattern is the sense ...
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