|The only publication dedicated to OSS Volume 2, Issue 6 - Nov/ Dec 2005|
The Effectiveness of Up-sell/Cross-sell Offers
By Tom Mangan
It’s easy to understand why companies are increasingly using up-sell and cross-sell offers as a low-cost approach to building revenues. Current customers are nearly always the best prospects for additional purchases – they’re already “sold” on the company. Further, it’s far simpler to sell to an existing customer calling your company than to clear the hurdles of the federal “Do Not Call” list, or to brave consumer hostility toward telemarketing calls.
Traditionally, contact centers have drawn on one of two fundamental methods to sell to inbound callers: ad hoc offers or blanket offers.
The ad-hoc offer allows each agent to decide which product or service to recommend – or even whether or not to present a caller with an up-sell/cross-sell offer. This approach is relatively simple to implement, but far more difficult to implement successfully, as it relies completely on agents’ intuition and skills. They must not only recognize a potential selling opportunity, but also be highly intuitive in deciding which products or services are likely to appeal to the customer. Some agents have that talent, some don’t—so the ad hoc approach depends largely on the individual agent, leading to spotty results.
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