Cross-selling (Bolijia Archive)

Author: Li Xiangguo
Publisher:
Publish Date: 2004-05-01
Features: The future of commercial banks lies in financial convergence, and the success of financial convergence depends on cross-selling! Cross-selling is a new marketing field and a powerful tool for businesses to break through current sales challenges. In October 2001, Ping An Securities conducted a pilot program for "cross-selling" in Beijing. In the extremely depressed market environment at the time, these "cross-selling" salespeople brought in 500 new account investors and 20 million in custody assets within just one month. After achieving a certain level of product sales and market share, many companies face the of performance bottlenecks. At this point, it seems that the target market has been fully developed, and customers' purchasing potential has been "fully tapped"—the future of the business appears dim. So, can businesses only "sit back and wait" in this way? If not, how can they achieve sales breakthroughs? Research shows that cross-selling is the best solution to the problems mentioned above! With various cross-selling strategies, marketers can achieve further growth in performance by selling more products to existing customers, thereby breaking through current performance bottlenecks. This book reveals for the first time the "Rising Star" model developed by Poly Capital, detailing the concept and methods of cross-selling over seven weeks, seven steps, and at levels of strategy, tactics, and operational techniques. It also introduces, with detailed cases, how to implement cross-selling strategies and processes in China, offering strong theoretical knowledge and practical guidance.