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Cross-Selling Success: A Rainmaker's Guide to Professional Account Development Paperback – August, 2002
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Top Customer Reviews
(1) Buyers. Identify the key buyers in the client organization and strive to create relationships with as many -- if not all -- of these buyers as possible.
(2) Events. Create "events" such as kick-off meetings, progress meetings, and fact-finding/exporatory meetings that put you in a position to build these relationships and mine for signals (number #3 which follows) of additional needs or concerns.
(3) Signals. Listen for signals that the client may need additional services. These signals may be obvious (such as the announcement of a merger or acquisition) or may be simple comments.
(4) Techniques. Professionals should equip themselves with listening, relationship-building, and sales skills in addition to professional skills and expertise.
The book provides extensive case studies to show each principle in detail and also provides a representative list of the types of events and signals to consider. Again, this book is by far the best available on cross selling. I highly recommend it.
If you have looked around at the sales books out there, you know that there is not a lot of really good practical advice on cross-selling strategies. Harding does a great job offering suggestions which are effective and reasonable. We have used some of the strategies in his previous two books with great success and we are looking forward to implementing the cross-selling strategies as well. Another great book!
When combined with Levine's Guerrilla PR: Wired, which explains how to promote and assist the client, Cross-Selling Success can immeasurably boost both your client's and your bottom lines.
Don't view this book as little more than a glorified used-car salesman's style. Excuse me, I meant pre-owned sales consultant's assistance.
Rather, view it not even a guide to acquiring new accounts. For what is this skill but an insight into human psychology? A way to ascertain a person's feelings and thoughts upon a certain business relationship, size up the strengths and weaknesses of those thoughts and then offer that individual an option that better satisfies that individual's preferences.
Because of that, I recommend Cross-Selling Success.