Cross-sell, Upsell Tactics
By Donna Loyle
To implement a strong cross-selling/upselling program at your catalog, re-engineer your sales and marketing strategies from the ground up, said John Laures, cross-sell manager at PHE Inc., a $100-million a year cataloger of adult products.
Since implementing a formalized cross-selling and upselling plan five years ago, the Hillsborough, NC-based cataloger has generated about $4 million per year in additional revenue as a direct result; average order value increased 14 percent; and inventory overstocks decreased 40 percent, said Laures. Following are his tips for success, which he offered attendees at the NCOF conference in Nashville in April: