by Mary Ann Falzone The art of upselling and cross-selling on the telephone has one absolute golden rule: The customer must win. When the benefit from your add-on sale is both tangible and instantly understood, such a program will work every time. If it takes a stretch of the imagination or a leap of faith to grasp how the customer could possibly profit by the exchange, the upsell or cross-sell just won't fly. Sound like common sense? It is. Yet, that doesn't stop many marketers from focusing on what they need to sell instead of what the customer needs to buy and why they'd
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