Course Overview

Have you ever had an encounter where you visited a store with a motive to shop for one thing and have ended up buying something else entirely? Or may have been persuaded by the salesperson to buy something a little out of your budget? Truth to be told we all have experienced something similar to this in our day to day lives.

We get informed of special offers’ the store or company is offering while we are billing our current purchase. We are subtly informed about additional services the company is selling along with the main product. We receive discount offers from time to time on our registered mobile numbers.

We often receive phone calls from our banks informing us about upgrading our current debit cards or we often encounter bankers trying to sell us credit cards while opening our savings account. Inadvertently we all have been at the end of various techniques of upselling and cross-selling.

Upselling and cross-selling are efforts wherein salesperson try to encourage their customers to buy more. Upselling is when a salesperson pitches in for the sale of a higher-end product than the product customer initially showed interest in. Cross-selling is when the customer is persuaded to buy an additional and complementary product to the original product.

How can an organization increase its profit margin from the same customer? How to increase customer lifetime value? How can the dual objective of increased revenue and enhanced customer experience be achieved through one technique?

How can a deeper relationship with the customer be developed in a manner that results in repeated sales? How to ensure that customers don’t leave unsatisfied and without making a purchase? All these issues are addressed by upselling and cross-selling.

Today both methods have been embedded in the sales function. It is a known fact in the market that acquiring new customers proves to be costlier than maintaining the existing ones. Generating multiple and repeated sales from current customers is a cost-effective way of creating value both for customers and the organization.

Upselling and Cross-Selling allow a business to outmanoeuvre its competitors and sustain them in the market. It also allows salespersons to timely achieve their sales targets and earn additional incentives.

Zoe training recognizes the need for upselling and cross-selling and has thus introduced Upselling and Cross-selling training course. This course aims to make sales associates more street-savvy such that they can actualize more business from existing customers.

The course will equip participants with the best tools, techniques and practices that will help them further in their career. The course will develop selling skills and a dynamic mindset in participants and turn them into a powerhouse for their organization. It would teach participants how to create value for customers and make sure prospects are turned into regular buyers.

Course Objectives

On successful completion of Upselling and Cross-Selling course participants shall be able to:

• Generate multiple orders from current customers
• Gain knowledge of best tools, techniques and expert tips for upselling and cross-selling
• Discern how different methods of upselling and cross-selling can be applied in real scenarios
• Understand which technique will be best applicable in different situations
• Develop creative thinking and a broad mindset to identify multiple opportunities from a single customer
• Boost customer experience and satisfaction
• Understand that deep product knowledge is necessary for upselling and cross-selling
• Understand that focus is not merely on selling a product but on developing a grasp on customer need
• Develop long-term customer relationship
• Link incentive programs with upselling and cross-selling
• Understand that there is a difference between persuading and heckling customers
• Get acquainted with the latest trends existing in the industry

Training Methodology

• Interactive online and offline lectures
• Active problem-solving sessions
• Role-playing/modelling
• Management games
• Business simulations
• Case studies
• Presentations
• Group discussions
• Use of latest tools
• Action-based learning

Organisational Benefits

Successful completion of Upselling and Cross-selling training course shall benefit the organization in the following manner:

• Make sure the sales force of an organization is using relevant upselling and cross-selling techniques
• Creating cost-effective ways of increasing Customer Lifetime Value
• Enhance customer experience and conclusively create a customer-centric image of the organization
• Focus on inculcating deeper product knowledge
• Allows to build better and durable relationship with the customers
• Avoid excessive cost in acquiring new customers
• Utilising e-commerce and social media as a technique for upselling and cross-selling

Personal Benefits

Successful completion of Upselling and Cross-selling training course shall benefit on a personal level in the following manner:

• Learning about various techniques and strategies of upselling and cross-selling allows them to timely achieve their targets
• Develop a dynamic ethos and mindset that allows the participant to recognise upselling and cross-selling opportunities
• Utilising customer data to customize offers for them
• Add value to the overall shopping experience of the customer
• Learning how to develop a value proposition relevant to the customer
• Develop persuasion skills but being mindful of not intimidating the customer
• Learning how to evaluate performance and following up to check the success of upselling and cross-selling

Who should attend?

• Sales associates and salespersons
• Marketing professionals/heads/managers
• Sales managers
• Store managers
• Customer Relationship managers
• E-commerce managers
• Start-up founders
• Budding entrepreneurs

Course Outline

Module 1: Fundamentals of Selling

• Sales function and its importance in marketing
• Concepts of Upselling and cross-selling
• The need for upselling and cross-selling in the organization
• Salesforce automation
• Overview of sales management

Module 2: Upselling and Cross-selling strategy and techniques

• Process of Upselling and cross-selling
• Creation of cross-sell grid
• Next Buy Product model
• Markov chain, market basket analysis, Cluster Analysis
• Upselling and cross-selling techniques:

Product comparison, creating urgency, highlighting advantage,

Tracking past purchases of the customer

Module 3: Customer Relationship

• Understanding customer’s perceived value
• Customer value analysis
• Developing a value proposition
• Understanding marketing funnel
• Building loyalty

Module 4: Customer Lifetime Value

• Customer product profitability analysis
• Measuring customer lifetime value
• Churn management
• Developing loyalty programs

Module 5: E-commerce marketing

• In-app and shopping cart upselling and cross-selling
• Visual commerce
• Email marketing
• Ecommerce landing page
• Ecommerce conversion audit

Module 6: Database marketing

• Comparing database marketing with relationship marketing
• Why database marketing?
• Creating competitive advantage
• Managing information and knowledge management
• Database marketing tools

Module 7: Collecting information and conducting marketing research

• Sources of information-primary vs. secondary, internal vs. external:
• Order payment cycle, sales information system
• Marketing intelligence system
• Analysing the environment, latest trends:

SWOT analysis, PESTLE analysis

• Marketing research process
• Types of research and methods

Module 8: Communicating value

• Integrated marketing communications:
• AIDA model, the hierarchy of effects model, innovation-adoption model
• Sales promotion, events and experiences
• Enhancing and managing digital communications