Training has always been an essential aspect of sales success, even more so in cross-selling. With the proper skills and training, it’s easier to determine a target audience, which additional products or services would add value, and when to best broach the topic, among other factors. Even though a cross-sale is essentially an “add-on,” it must always make sense to the intended customer.
To build a solid foundation for cross-selling, it’s best to standardize the training process, including the idea of onboarding, and add the following to your program:
1. Keep It Simple
Offering too many details in the training session can overcomplicate the cross-selling process, which can be simple. Your sales team is being asked to add a product or service to the sale — only provide practical instructions to simplify the process. Also, make it applicable by sharing real-life examples of deals done in the past. This will help show them how easy it can be to cross-sell to a customer base.
2. Customize the Instructions
Because not everyone learns the same way, it is important to tailor training to the individual. Even if you’re leading a group training session, add elements that will resonate with different learners. Some people will respond better to visual components, while others will need a more hands-on approach to learning. One-on-one mock scenarios, for example, can help salespeople get used to the cross-selling process while giving trainers a chance to provide immediate feedback.
3. Leverage Shadowing
Job shadowing allows a new hire to learn from experienced salespeople with a proven success track record. They can learn how to handle objections, work with different customers, build relationships and identify cross-selling opportunities. Shadowing also helps break down the barriers between different departments and boost morale and motivation. Involve a “shadow” on practice demos, calls and so on to familiarize new hires with the process.
4. Conduct Practice Runs
Practice makes perfect, as they say. So, allow salespeople to practice their cross-selling pitch. However, don’t leave your sales team to their own devices. Most can benefit from the point of reference. Pull together a series of calls that involve cross-selling for their review. More importantly, include both calls that resulted in a sale and those that didn’t. This will allow you to highlight what worked and where the salesperson could improve their approach.
5. Encourage Relationship Building
No one needs to tell you that sales is about building relationships. The same would then be true for cross-selling. Dedicate a portion of your training sessions to strengthening customer relationships through the questions salespeople can ask during the sales process to better understand what additional products or services will best serve the customer’s needs.
6. Provide Maps
Maps can be an effective visualization tool for salespeople during training, allowing them to identify better which complementary products or services to offer a customer. If they purchase A, it’s only logical to offer B — that is, if they haven’t already purchased B. If so, offer C. Mapping can also demonstrate where cross-selling would make the most sense within the customer journey.
7. Stress Timing
Often, the end of a sale is the ideal time for cross-selling opportunities during the sales cycle. The customer has already committed to the purchase, so offering an additional product or service only makes sense. For more complex sales, the timing is slightly different. It’s better to integrate cross-selling within the process.
8. Remember Tech Training
Technology has become a critical component of the sales process, cross-selling included. But a tool is only helpful if salespeople understand how to use it. Offer detailed demonstrations on leveraging customer relationship management (CRM) platforms and other technology utilized during the cross-selling process. Also, many digital marketing services provide training to familiarize sales teams with the features and functionalities of their solutions. Take advantage of all tutorials, webinars and other training available through your third-party provider, if you have one.
In Closing
Cross-selling can significantly benefit your business, but only if done correctly. Salespeople should only recommend an additional product or service with rhyme or reason. It requires tact, analysis, and training. Otherwise, the pitch will fall on deaf ears, potentially costing your business. By reading this guide, you can ensure that your sales team has the knowledge, skills, and tools necessary to cross-sell successfully and achieve your strategic goals.
