Unlock Your Potential: 4 Steps to Cross-Sell More Business
One of the most common goals that I hear from our clients is the desire to sell more Plant Health Care work, so I put together my list of 4 steps to effectively cross sell additional services to your customers. Whether you would like to perform more tree risk assessments or sell firewood and mulch to your existing customers, the approach is essentially the same.
Targeted Service – Defining what service you are looking to cross sell to your current customers is the first step. To determine if a particular service is appropriate to begin a cross selling campaign, ask yourself the following:
Is this service a strength for our company? If not, what will help it become a strength?
Can we handle an influx of additional requests for this service?
What challenges could arise if we have increased interest in this service?
Are we known for this service already or do we have to educate our customers?
Does our ideal client need this service on a regular basis?
It Is Not About the Sale – It is very important to understand that cross selling additional services should NOT be strictly about the revenue generated from the new service. Instead, the focus should be on the relationship with the customer. When customers hire your company for more than one service or product you will generate much more customer loyalty. These loyal customers will become your promoters and tell others about your organization, driving growth within your ideal clientele.
Training – Not everyone is meant to be a sales person, however, everyone within your organization that has contact with your customers should have a basic understanding of the services you provide and how it can benefit your customers. From the receptionist to the crew foreman, train your team members on the “why” your services are important. A few ideas to help your employees begin a cross sell conversation are:
Emphasize that healthy trees eliminate hazards to your customers and help increase their property values. Proper tree care is much more than pruning and a Certified Arborist can help your customer determine the course of action for their trees.
Use an Amazon approach: Whatever your cross sale service is, combine that with what your ideal client would also purchase for an easy transition into providing additional services. For example; those that have had their trees pruned, also have their trees fertilized. Or, those that have their trees removed also purchase firewood from us.
Reward employees for cross selling additional services. Create a monetary reward for a team member that goes beyond their normal job duties to cross sell your desired service.
Special Offer or Pricing – If your desired cross sell service is new to your organization or one that your customers rarely request, you probably will have to create a special offer or pricing structure to gain interest in the service. This can be a limited time offering for trunk injections or a multi-service discount if they also purchase mulch from you. Be creative with the offer to engage your customer into taking action with your desired cross sell service.
Cross selling additional services to your current customer base can be the hidden secret to growth for your organization. Use these 4 steps to unlock your company’s cross sell potential.
Written by: Eric Petersen