Cross-Selling and Up-Selling: How to Start Selling More Printing Today

Pop quiz! Which of these two statements is true? Your print buyers prefer to do business with: A company they already trust and have a relationship with. A company they’ve never done business with. It seems like an easy enough question, right? But, then why is it that when businesses look to increase their sales, they focus on selling to new prospects instead of their existing customers? Keep in mind that the probability of selling to a new prospect is only 5-20%, while focusing your efforts on existing customers brings that probability up to 60-70%! Cross-selling and upselling is a great way to maximize your sales efforts and increase your revenue. And, these tactics don’t just benefit your sales numbers. Cross-selling and upselling helps breed customer happiness and deepen relationships because you’re ultimately delivering more value. What is Cross-Selling? Cross-selling can be summed up by asking yourself one question: What additions can you provide to what your print buyers have already purchased? The “Golden Arches” (a.k.a. McDonald’s) are known for one of the most famous examples of cross-selling of all time with their familiar question, “Do you want fries with that?” That innocuous question was a subtle yet ingenious marketing

---