Online Cross-Selling and Up-Selling Strategies

[dot_recommends] September 8, 2021 Manufacturing Business Strategy

Use Customization and Personalization to Increase Cross-Selling and Up-Selling Success

A graph shows the challenges B2B companies experiene with e-commerc. This relates to online cross-selling and up-selling strategies. "In 2020, a survey investigated the main challenges encountered by U.S. manufacturers in their current use of e-commerce platforms. 32 percent of them believed the limited product data to be the most challenging issue. Inaccurate inventory information and a long or complicated checkout process were problematic for 30 percent of respondents." Source: Statisa

Merging customer data with cross-selling and up-selling tactics can accelerate revenue growth for industrial manufacturers. Customization and personalization will make your online cross-selling and up-selling strategies more effective and efficient.

The more you know about your buyers, the better you can promote products and services that meet their needs. Ultimately, a customized and personalized buyer experience speeds buyers along their journey to a completed sale.

Cross-Selling and Up-Selling

As you likely know, cross-selling means offering your customers products and services related to a previous or current purchase. Up-selling means selling an enhanced version of the product the customer previously purchased or is about to buy. Both strategies lead to increased revenue from existing customers.

Cross-Selling and Up-Selling in Manufacturing E-Commerce

It’s easy to see how Amazon practices cross- and up-selling using recommendation engines. It may be harder to envision how you can offer customized and personalized marketing to your industrial customers.

Start by asking yourself these questions:

  • What related products or services make sense for your industrial buyers?
  • What ways could you offer an enhanced or value-added version of a product?

Be sure that the products and services you are promoting provide value to customers. Then, build in ways to make buyers aware of those related or enhanced products and services.

Cross-Selling and Up-Selling Online Tactics

Tactics for customized sales include any communication that follows some buyer behavior online. Pop-ups, emails, and customized website content are common examples.

  • When possible, craft your cross-selling and up-selling messages with the buyer’s name.
  • A second best option is to use the customer company name.
  • At minimum, communication may be customized to the actions a user takes on your website.

Marketing automation and customer relationship management tools make personalized and customized marketing possible.

Upgrade the Buyer Experience

Using personalization and customization will increase the success of your online cross-selling and up-selling strategies. Here at StratMg, we’re your partners in developing a sales-driven growth strategy. Reach out anytime.

–parin
Managing Partner

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