Примеры кросс-продаж в разных сферах бизнеса

The Bottom Line

Cross-selling is a sales tactic that, if done well, can increase a company’s bottom line and customer loyalty. If done poorly, it can erode profits, create dissatisfied customers, and damage a company’s reputation. It is not a one-size-fits-all approach, and companies should explore what cross-selling approach is suitable for their business model. Do not forsake existing customers for they are more likely to purchase additional products. Equally as important, do not be afraid to walk away from disgruntled customers. Despite how you cross-sell, it can be an effective tool to increase revenues and care for a customer’s unmet needs.

What Is a Cross-Sell?

To cross-sell is to sell related or complementary products to a customer. Cross-selling is one of the most effective methods of marketing. In the financial services industry, examples of cross-selling include selling different types of investments or products to investors or tax preparation services to retirement planning clients. For instance, if a bank client has a mortgage, its sales team may try to cross-sell that client a personal line of credit or a savings product like a CD.

Key Takeaways

• Cross-selling is the practice of marketing additional products to existing customers, often practiced in the financial services industry.
• Financial advisors can often earn additional revenue by cross-selling additional products and services to their existing client base.
• Care needs to be taken to do this correctly in order to stay clear of regulators and protect the client’s best interests. Advisors who simply make referrals in order to receive additional incentives may find themselves on the receiving end of customer complaints and disciplinary action.
• Upselling is a sales tactic in which an upgrade or a high-end version of a product or service is promoted.
• Wells Fargo was fined more than $185 million and refunded more than $2.8 million to customers for its cross-selling scandal.

Варианты расположения виджетов кросс селлинга

Разберем на примерах.

Crosssell на карточке товара и в корзине

Вторая попытка завладеть вниманием пользователя предпринимается в корзине.

Когда предлагаемое клиенту «решение» состоит из нескольких групп товаров и услуг, то можно использовать маркировку — многокомпонентный виджет, в котором пользователь может самостоятельно выбрать комплектацию.

Маркировка товаров или услуг облегчает пользователю подбор, но без гарантии совместимости рекомендуемого и целевого товара ее делать не стоит.

Crosssell на странице подтверждения заказа

Как правило, данный способ дублируется с другими вариантами размещения виджета crosssell, поскольку пользователь может случайно закрыть это окно.

4 риска применения метода кросс-продаж

Нередко данный вид торговли трудно дается продавцам. Виной тому зацикленность (или специализация) на определенной группе товаров. Анализируя примеры кросс-продаж, мы понимаем, что специалист по мобильным телефонам вряд ли сможет качественно продавать электротехнику.

Сергей Азимов убойные фишки в продажах!

К тому же современный покупатель давно не доверяет «на все руки мастерам», которые хватаются за все категории товаров. Люди сомневаются в способностях таких универсалов. Последние поверхностно владеют информацией обо всем и в сложной ситуации не смогут квалифицированно помочь клиенту в выборе товара.

Еще одна причина проблематичности перекрестных продаж – некомпетентность менеджера. Конечно, он один не может изучить все категории продуктов. А это сразу сказывается на показателях реализации.

Четвертый фактор неудачливости продавцов – стремление продавать товар с повышенной маржой. Бесспорно, некоторые вещи продавать гораздо интереснее с точки зрения выгоды. Они либо дороже, либо их продажа поощряется материально. Причин для избирательных подходов очень много

Поэтому продажники и акцентируют внимание на выбранных товарах в ущерб реализации сопутствующих позиций из ассортимента магазина.

Как используются кросс-продажи в страховании и банковской сфере

Еще с прошлого века в банках стали успешно применять модель реализации нескольких продуктов одному клиенту. Любой клиент, оформивший страховку или кредитную карту, втягивался в воронку cross-продаж. Продуктовая нагрузка (среднее число продуктов банка на одного клиента) составляет около 6 – это может быть ипотека, потребительские кредиты, кредитки, счета и страхование.

В банках популярны внешние cross-sales, когда к банковским продуктам предлагают страховые и инвестиционные услуги компаний-партнеров. Это взаимовыгодное сотрудничество – услуги реализуются через кредитную компанию, а банк получает свои комиссионные.

Банки создают пакеты кросс-продуктов

Кросс-сейлинг используется и непосредственно в страховании – создаются специальные отделы, разрабатываются кросс-продукты. Так при оформлении страховки Осаго дополнительно предлагают страхование гражданской ответственности.

Segment Ads by Time/Day Based on Past Buyer Behavior

You absolutely need a strategy in place to show your customers items they would be most likely to buy within an appropriate time-frame. If the shampoo you sell lasts for an average of 60 days, then start remarketing them after 30-40 days of their last purchase. Keep these ads running until they convert because you don’t want to allow your past customers to get down to the last drop and then turn to their local pharmacy in desperation.

There are plenty of statistics out there around the times of day and days of the week when people are most likely to buy, depending on what you sell. I encourage you not to make decisions based on these general statistics, but to look at your own data, and then take advantage of ad scheduling features on search and social platforms to ensure you are serving your ads at the most critical buying times.

For example, if you’re in the travel industry and you’re trying to cross-sell a hotel or rental car to someone who recently purchased airline tickets, you might find that your customers are more likely to make work travel purchases during business hours and leisure travel purchases on the weekends, so plan your ads accordingly.

Cross-Selling vs. Upselling

Cross-selling and upselling are sales tactics used to convince customers to purchase more. However, there are differences to consider.

Upselling, also known as suggestive selling, is the practice of persuading customers to purchase an upgraded or more expensive version of a product or service. The goal is to maximize profits and create a better experience for the customer. That experience can translate into an increase in the customer’s perceived value and an increased Customer Lifetime Value (CLV)—the total contribution a customer makes to a company.

Companies are 60-70% more likely to sell to an existing customer, whereas the likelihood of selling to a new customer is 5-20%.

For companies, it is easier to upsell to their existing customer base than it is to upsell to a new customer. Existing customers trust the brand and find value in the products and/or services. This trust drives the success of upselling. For instance, if a customer trusts a brand, they will generally trust the brand when it presents a seemingly better option.

Alternatively, cross-selling is the sales tactic whereby customers are enticed to buy items related or complementary to what they plan to purchase. Cross-selling techniques include recommending, offering discounts on, and bundling related products. Like upselling, the company seeks to earn more money per customer and increase perceived value by addressing and satisfying consumer needs.

Почему кросс-продажи не работают

Кросс-сейлинг – отличный инструмент для увеличения среднего чека, но и он не всегда работает. Основные причины неудач можно разделить на три группы:

1. Покупатель не доверяет компании или ограничен в деньгах. В этой ситуации кросс сэйл скорее всего невозможен.
2. Ошибки при составлении вводных фраз и товарной cross-цепочки.

Важно! Вопросы должны задаваться так, чтобы исключить ответ «Нет», а кросс-товары подбираться с помощью аналитики

1. Недостаточная квалификация или мотивация менеджеров. Это самая распространенная причина сбоя cross-sales. Ошибки персонала:

• негативные установки – думают за клиента (ему не нужен этот товар, он ограничен в финансах, сам хорошо знает все продукты) или неуверены в качестве продукции;
• неумение правильно подвести клиента к совершению покупки (плохое знание товара, несвоевременные фразы, неправильные интонации, излишний напор);
• менеджер продает один вид продукта, на котором может больше заработать или его легче реализовать.

Для эффективного применения cross-продаж необходимо разработать программы мотивации персонала (личные планы). Проведение тренингов для менеджеров повысит их уровень квалификации, а в результате, доверие покупателей.

Если предлагать людям полезные товары, то они будут только благодарны.

What Is Cross-Selling? How Cross-Selling Works

Before we dive into upsell vs. cross-sell, we should probably begin with a definition of cross-selling. This way, there’s no confusion.

Cross-selling is to sell your customer a product that’s related to the original one. We’ll have plenty of examples coming up, but one such example is this.

If your customer buys a new guitar, won’t they need a case? Or maybe some strings? The original strings will snap at some point, after all.

That’s all cross-selling in action.

How do you determine when cross-selling is the right option?

Communication among your sales team is a must. After all, if one sales rep already tried cross-selling (or even upselling) and then you do the same, it’s going to come across as very pushy to the customer.

You can better simplify your sales process with sales automation software through EngageBay.

Here’s an informative video that provides a great overview of the sales platform:

https://youtube.com/watch?v=cfI5YTKT8os%3F

Cross-sell grid for identification of opportunities

A cross-sell grid is a mapping of products held by customers and which is segmented by product group. The grid is created based on a unique customer identification key. The product on the vertical axis usually refers to the first relationship of the customer with the bank.

Here is an example below. In this grid, a good percentage (43 % = 14,583/33,915)) of credit card customers hold current and savings deposit products. We can conclude that this specific cross-sell program is a successful one. However, a bigger push for unsecured and secured loans is required as the penetration of these loans among credit card customers is relatively low. Clearly this segment is an untapped opportunity.

Виды кросс-продаж

В зависимости от конкретной ситуации выделяют три вида перекрестных продаж:

Как работают кросс-продажи – формула успеха

1. Продажа дополнительного ассортимента – эффективно работает при высоком уровне доверия покупателя, когда предлагают расширить привычный ассортимент и купить, например, кроме оборудования европейского производства еще и дешевые модели китайских производителей. У покупателя расширяется сегмент рынка за счет добавления дешевой ниши, а у продавца увеличивается оборот. Этот метод широко используется в оптовой торговле, но и для розничных покупателей отлично себя зарекомендовал. Типичный пример, на заправках можно купить еду, напитки и товары для отдыха.
2. Реализация сопутствующих товаров – самый простой вид cross продаж, когда к основному продукту предлагают купить полезные сопутствующие товары. Например, при покупке обоев по цепочке идет обойный клей, лоток и валик. А смартфон просто не может существовать без чехла и наушников. Такой вид кросс-сейл часто использует розничный сегмент рынка.

В результате аналитики продаж для менеджеров составляется матрица кросс-товаров – таблица взаимосвязанных товаров, которые клиенты покупают в комплекте.

Важно! Предложение от менеджера должно быть ненавязчивым с использованием речевых скриптов (специально разработанных вводных фраз) и матрицы кросс-продуктов

1. Продажа разных товаров и услуг одному клиенту с одним профилем – самый сложный вид cross продажи, который требует высокой квалификации продавца, подробной информации о потребностях клиента. Пример, когда при покупке услуг репетитора по физике предлагают со скидкой уроки по математике, а при разработке сайта дополнительно услуги копирайтера.

Выбор опытным менеджером конкретного вида кросс сейл означает, что это оптимальная форма сделки

Важно, чтобы клиент был уверен в выгодности и полезности приобретенного товара. Это гарантирует его лояльность и доверие к компании в будущем

Use Smart Remarketing Tactics

Remarketing is the absolute best way to automate your upselling and get people to convert again with minimal effort of your end. While you will still need to configure and monitor your remarketing campaign, once they are running they will essentially run themselves as you watch the results come in.

Once you’ve taken the step of gathering each group of buyers into their relevant lists, it’s time to run some ads! Remarketing campaigns make this insanely efficient and easy. Configure remarketing campaigns in your favorite social networks and Google to appeal to specific buyers with the correct messaging.

Take this example of a remarketing Instagram ad I was served. Since I recently moved and purchased some outdoor furniture, CB2 likely recognized the opportunity to remarket some accessories to go along with my new outdoor items, which is likely why they sent me this relevant ad showing a very cute planter that I must say I am tempted to purchase…

Learn more about how to do this from our guides on remarketing on Google and remarketing on Facebook.

What is Cross-selling?

Cross-selling is the practice of increasing sales bypromoting related products alongside the items a customer is looking at or buying. A shoe store, for example, might sell waterproofing spray, shoelaces, and deodorizer at the checkout counter; an electronics retailer might promote additional cables and a TV stand while a customer is looking at a TV.The key is offering products that are complementary to the primary one they’re looking at. This makes the items being promoted more attractive because the customer will see how they enhance their original purchase. Cross-selling is an advantageous technique for several reasons:

• Cross-selling allows you to bundle in less-expensive items the customer is more likely to buy on impulse.
• Cross-selling can be beneficial to the customer, in that they’re getting the item they want and products that will enhance their experience.
• Cross-selling can build trust between you and the customer because you’re presenting them with products that likely match their needs.

Make the business case for upselling and cross-selling

I spent fifteen years selling technology and leading sales, marketing, and customer service organizations for start-ups and Fortune 500 companies. I also spent a decade as a distinguished analyst and research fellow at Gartner, and I’m now the global growth evangelist here at Salesforce. I study global market trends for best practices to improve sales and enhance the overall customer experience. Customer base penetration, which I discuss extensively in my book, Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business, is an often-overlooked but critical component of long-term growth.

At its core, customer base penetration is selling more of your currently available products and services to existing customers. Over the past year, this concept has been one of the top conversations I’ve been having because net new customer acquisition has been difficult, and focusing on existing customers has helped companies of all sizes generate sales.

Our recent Salesforce’s State of Service report validated this concept when it found that 76% of decision-makers at organizations with field service say that the team provides their company with new revenue streams. But just how much value can field service generate?

Start cross-selling for ecommerce

Now that you understand cross-selling and how it can increase your average order size and grow your revenue, it’s time to get started.

Begin by identifying which products you’ll focus on first and then determine how you’ll ask customers if they’d “like fries with that.” In other words, what related products, complementary products or services can you suggest to a shopper that’ll add value to their purchase or improve their experience?

As you experiment with different methods of cross-selling, continue to test and improve your strategies to see what works best for your store and your customers.

Checkout-Page Cross-Sell Examples

Where product page cross-selling targets customers still in the process of shopping, checkout-page cross-selling presents the customer with complementary products during the final checkout stages. This can be particularly effective with more affordable items because the customer is already making one purchase and can possibly be enticed with additional ones that offer value. Check out these cross-sell examples to learn how to use this strategy.

7. MeUndies

MeUndies, seller of upscale underwear and socks, is a great example of checkout-page cross-selling.

Once customers view their cart, they’re presented with the option to “Complete the look,” followed by several items that pair well with the ones in their cart. The language here is key; it’s encouraging customers to make their purchase complete, really leaning into the cross-selling.Takeaway: Use language that conveys a sense of completeness when cross-selling products at checkout.

8. Wayfair

Wayfair, the large online marketplace, takes a nice, straightforward approach to checkout-page cross-selling, offering various related items.

Unlike sites that cross-sell what’s trending, Wayfair suggests items you might also, in their words, “need.” These items supplement the main product or products in a very straightforward manner, like the fabric cleaner that goes with the rug. Wayfair also uses persuasive language, calling the items things “you might also need.”Takeaway: Don’t overcomplicate things. A straightforward approach with persuasive language can be all you need to cross-sell items that really do make a core product better.

9. Apple

Apple, maker of electronics, is known for their accessories and tight branding. Their cross-selling reflects this in every way.

When viewing your bag, or cart, Apple suggests a few accessories that serve to enhance your experience with the product. The presentation is clean and simple, and some of the items are within that impulse-purchase price range. They also use language that’s in line with their casual, fun branding, letting you know you’re buying the essentials already.Takeaway: Keep it simple, and keep it branded. In some cases, less can be more, especially when you’re presenting additional products on top of an expensive purchase.

10. Vans

Vans is known for their shoes but also carries a number of accessories and clothing items. Their cross-selling makes sure customers know this.

When checking out, Vans presents you with an additional item to add to your cart—in this case, sunglasses. This is slightly risky, as there’s only one item being promoted, and the customer may simply pass. But the item is also on the cheaper side, putting it into the impulse-buy range.Takeaway: When cross-selling a single item, shoot for something affordable, making it more likely to be an impulse-buy.

Трехшаговые продажи

Продажи по этой модели делятся на три этапа.

1) Поиск потенциальных клиентов (лидогенерация, Lead Generation).

2) Закрытие потенциальных клиентов (конверсия, Lead Conversion).

3) Продажа существующим клиентам (работа с базой, Account Management).

Каждым этапом должны заниматься разные люди! Это важно, так как у этих сотрудников разные квалификации, характер и расходы на их содержание

Lead Generation

Генерация потенциальных клиентов (лидов). Для этой задачи подойдут сотрудники, работающие на удаленке, которые по скрипту смогут прозвонить в сутки до 100-150 контактов, это могут быть студенты или молодые мамы, сидящие дома с ребенком. Задача этого этапа – набрать базу тех, кому в принципе интересны ваши услуги. Больше у них нет никаких задач. Это монотонная работа по поиску потенциальных клиентов и квалификация людей, которые ее выполняют, не слишком высока.

Lead Conversion

Закрытие потенциальных клиентов на первую сделку. Эти сотрудники должны хорошо знать ваш товар, иметь высокие навыки продаж. Они проводят встречи и продают тем, кто в целом уже заинтересован в покупке. Эти люди обходятся бизнесу дороже всего и очень глупо тратить их ресурс на холодные звонки. Задача этих людей – закрывать сделки.

Account Management

Работа с существующими клиентами, ведение и дополнительные продажи тем, кто уже является вашим состоявшимся покупателем. Здесь продажи менее стрессовые, а клиенты – лояльны. Задача этих людей – делать клиента довольным и продавать ему новые полезные товары или услуги. Рекомендую уделить этому этапу больше внимания, ведь здесь находятся самые большие и стабильные деньги.

Why is cross-selling important?

Imagine you run a business whose best selling product costs $10 and brings in $10,000 per month. You’ve been tasked with increasing overall revenue so you focus on an expensive optimization campaign aimed at new customer acquisition.

After a lengthy campaign, you managed to secure a lift of 10% in overall sales, or an extra $1000 per month. Not too shabby.

However, a company with the exact same sales record decides instead to focus on a cross sell campaign. For every $10 item that was added to a cart, they recommended an ancillary product worth $5. The campaign costs next to nothing to implement and is up and running in a fraction of the time of your optimization campaign.

The effectiveness of a cross sell varies, but if we assume this campaign hits a 35% success rate (the same as Amazon) then monthly revenue goes up by $1,750. That’s an extra $750 every month for a fraction of the work and cost and in a far shorter time span.

Cross-selling really is one of the most effective ways to increase overall revenue. However, don’t assume it’s as easy as simply offering more products to your prospects.

Cross-selling Case Study

If you’re looking for more reasons to embark on a clever cross-selling strategy take a look at this case study from one of our clients. Skyn ICELAND.

After analyzing their customer journey we found opportunities to drive more conversions through cross-selling. We targeted visitors purchasing Hydro Cool Firming Eye Gels, utilized Yieldify’s flexible targeting feature to recommended a complementary product.

This resulted in a +23.1% uplift in conversion rate and boosted order value by 14.94%.

You can read the full cross-selling case study here

What is cross-selling?

Cross-selling is based on offering the customer goods that are complementary to other things they have purchased or about to purchase. 

Cross-selling is a risk-free chance to boost sales. The worst that can happen is that the suggested product is ignored. The goal of this strategy is to remind the buyer about products that may prove useful and even needed in the near future.

Cross-selling helps to save the customer’s time by making everything available at once. To fully understand this situation, let’s looks at one of the most common examples.

Let’s say you are in a popular chain in the footwear industry. After a long struggle with your own thoughts about buying the right shoes, you go to the cash register to pay for them. At this point, the saleswoman asks:

— Could I recommend our best natural leather protector? Using it will allow you to preserve the appearance of your shoes regardless of weather conditions …

You think about it. You know that this product may be useful to you, but you’re still not sure. Eventually, you give in and add it to your purchase. 

This was cross-selling. While purchasing a basic product, you have decided on a complementary product.

Remind Past Buyers Why They Chose You

What is about your company, products, or services that makes you stand out? Why do customers choose you over your competition? Remembering these points in your messaging to past consumers will instill a new sense of brand loyalty into them. And if you’re able to get a true brand-loyal consumer then your chances of retaining them for a longer period of time, and even getting referrals from them, will increase tremendously.

This is why branding campaigns shouldn’t only be used for top-of-the-funnel audiences who have never heard of your company before. Rather, sell the emotion-evoking components of your brand to past-purchasers to make them lifetime customers.

Cross-selling and up-selling with web push notifications

You also need to consider the selection of the appropriate tools that will help in the implementation of both these techniques. This is where web push notifications come in. I’ll use some examples to help visualize them. Let’s start with the role of notifications in cross-selling.

Imagine you have just added a pair of work shoes to your basket. After a short time, you will receive a web push notification with a link to shoe care products that will help you take care of your new purchase. Without thinking too long, you click and buy both products.

Test web push notifications — for free! 

Sound familiar? It should. Earlier, I used an almost identical example, except that the shoe shop clerk served the same purpose as the web push notifications.

Time for up-selling with the following example.

The situation is similar.

You’ve just added a pair of sports shoes to your cart. At some point, your attention is drawn to the web push notification, which has a link to a similar, but better model. You click on it out of curiosity and what do you discover? The product suggested by the store is slightly more expensive, but better fits your needs. As a result, you buy shoes that you didn’t even consider before.

This is cross-selling and up-selling in its purest form. Web push notifications are an excellent tool that allows you to fully use the potential of both techniques. Thanks to a well-structured strategy you can easily reach customers and build a relationship with them. And the conversion path? You’ll find that it will become much shorter.

3 основных вида кросс-продаж на конкретных примерах

Сейчас на рынке применяется cross sell трех типов.

1. Дополнительные предложения

   Речь идет о продукции, не связанной с целевой покупкой. То есть сопутствующий товар имеет независимое назначение и применяется отдельно от основного. Этот вид торговли характерен для корпоративной сферы. Приведем типичные примеры кросс-продаж. Компания довольно долго поставляла розничной торговой точке молоко и кисломолочную продукцию. Теперь она плюс к этому выращивает овощи. При очередной поставке экспедитор предложил заказчику новый продукт. Скорей всего, хозяин магазина согласится расширять ассортимент.

2. Пакетная торговля

   В данном случае вместе с основным товаром покупателю рекомендуется сопутствующий. Допустим, человек выбрал смартфон, пошел на кассу, где ему советуют купить чехол к этой модели.

   Проводя пакетные продажи, как правило, используют скрипты – приблизительные схемы разговора менеджера с потребителем. Такой сценарий должен быть основан на призыве человека к действию. Простой пример: «Как раз для вашего смартфона мы можем предложить стильный чехол. Тогда ваш телефон будет надежно защищен от жесткого падения на твердый пол».

3. Реализация товара той же категории одному клиенту

   Допустим, посетительница хочет подтянуть сына по физике, а вы рекомендуете плюс к этому помочь подростку с химией.

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