You ask the questions, and our resident CRM guru shares her wisdom.
This week’s question:
“How can CRM improve my up-sell and cross-sell programs?”
A: As any successful inside sales reps will tell you, the “one-size fits all” approach to selling into existing customer accounts simply does not work. Effective up-selling and cross-selling require a true understanding of each individual client, including needs, preferences, and behaviors. Without this insight, customer marketing strategies will lack targeted, relevant, and compelling messages, and are likely to produce lackluster results.
CRM systems make it easy to track, manage, and analyze all customer activities. For example, reps can create detailed logs of each customer meeting – including notes from conversations. So, at any time, both sales and marketing teams have vital customer information – such as what products have been purchased, what products the customer has expressed an interest in, what business challenges the organization faces, etc. – right at their fingertips.
As a result, they can increase the value and profitability of the existing customer base by more effectively segmenting their audience for campaign and promotion purposes, and making more informed and intelligent recommendations regarding add-on or complimentary products. Submit your question to the CRM Advisor.
[Photo courtesy of linkedin.]