The Tools You Already Have Before Cross-Selling, Get Paid Firs
When cross-selling through transaction documents, many functional groups become involved. The IS staff is needed to make data available and massage it into shape. Marketing and product managers are responsible for the offers and messages. Production and mail staff are needed to turn data into output.
The bottom line is that with a few guidelines, a well-conceived strategy and some customer research, almost any transaction document can be used to cross-sell products and services—with the added advantage of leveraging an existing customer relationship.
Elizabeth Gooding is founder and president and TOM LEMAIRE is a senior technical consultant with Art Plus Technology. You can reach them at (617) 646-4000 or mail@APTBoston.com.