What is Relationship Marketing?

Relationship marketing is the idea of creating and nurturing a relationship with your customers that keep them coming back to you again and again. By providing a great product and excellent customer service and by getting to know your customers and allowing them to know you, customers will be loyal to you and keep coming back for more - in theory and, actually, in practice.

Return Customers = Less Work, More Money

Laura Lake, Marketing Guide on About.com, cites the following statistics in her article entitled, “Customer Relationships are Key to Your Marketing Strategy.” For starters, return customers typically spend 1/3 more than new ones. Amazingly, you will also get 107% more referrals from returning customers than from people that have not done business with you in the past. And finally, it costs at least 6 times more to catch new customers than to generate repeat sales with an existing customer.

When thinking about the overall business development and marketing strategy of your company, focus first on the relationship you have with existing customers. When you have a large percentage of repeat customers, you will be more attractive to new customers, which will soon become part of your customer base. This could spark a debate that includes, at some point, references to chickens and eggs but the point is that if you are spending most of your time and money caring for your existing customers, it will help your business grow in other aspects as well.

There are many ways to work the customer-business relationship to ensure that you customer is happy. Here are five points to consider when thinking about how you can best utilize relationship marketing in your business.

Customer Relationship Tip #1: Provide Top-Notch Customer Service

The main reason why customers do not come back to reuse your business is because they feel your business does not care. And when they leave your business, they typically go to your competitor that has a good offer, and wants their business. Show your customers that you care by effectively handling complaints, anticipating their needs and wants, and providing quick and effective service.

Customer RelationshipTip #2: Treat Your Customers as if You Want a Referral. Then, Ask for a Referral.

If you goof, do your best to resolve customer complaints because upset people say bad things about you. When everyone is happy, referrals are easy to get.

Customer RelationshipTip #3: Shower the People You Love With Love

When you get comfortable with your customers they may begin feel under-valued. Stay on your toes. Generously offer new products and services and be damn appreciative of every second they give to you. They have options of where to buy stuff - no matter how protected you think your niche is.

Customer Relationship Tip #4: Listen, Learn, Give

Do not assume that you know what they want – ask them with surveys and questionnaires. Then move through your business as a customer to see what it is like and where you would make improvements. You could even conduct focus groups of a random sampling of customers, using an unbiased facilitator to gather information. Consider hiring “ghost customers” who will go through your sales process as a mock customer and give feedback on everything from how friendly and knowledgeable your salespeople are to the delivery experience and product quality.

Customer Relationship Tip #5: Use Your Company Business Blog to Communicate

Use your company’s business blog to communicate with customers until they are ready to make a purchase. It is often said that customers will hear a message at least seven times before taking action and making a purchase. By utilizing a business blog, you can easily, and cost-effectively, create a two-way communication with your existing and new customer pool. Wayne Hurlbert’s article on webpronews.com, called “Relationship Marketing: Business Blogs Are The Key” provides insight into how to optimize your blog for relationship management with your customers.

As you write your daily blog entries, your readers get to know you and your business on a more personal level. Your blog begins that all important relationship with your prospects and current customers. You have started a blogging conversation.

As they read about your daily business activities, your problem solving ideas, your business advice, and your various products, they begin to think of themselves as a part of the company.

In fact, they are!

Wanna Go Outside? The Dirty Part

Don’t run around shaking your customers’ hands with a fake smile. Customer relationship management is not something you can just try half-heartedly. It requires a dedicated effort from you and all (yes, ALL) of your employees. Your CRM goals also need to be aligned with the goals of your other marketing, sales, and operational efforts. Relationship marketing should not replace the never-ending need for new customers that will help your business grow. A comprehensive approach is the best way to make sure you are taking care of all of your existing, and potential, customers.

This is a fantastic short (and funny) video about common errors people make with Powerpoint. If you ever use Powerpoint for presentations, you should take a look at it.

Online newsletters are a highly effective tools that businesses use to communicate with their customers about current news, resources, and other valuable information. They are excellent for promoting new products, selling new ideas, distributing information about changes, and for generating excellent sales leads from the targeted group of readers who signed up for the newsletter.

Ways to Promote Your Newsletter

How can you effectively promote your newsletter to get people to subscribe? Here are 11 newsletter promotion ideas to help you develop a wide readership for your newsletter.

1. First and foremost; write quality content on your site and/or blog and carry that quality into your newsletter. A newsletter should be useful and contain information that your reader will find valuable. Spend time writing good content, and you will have a better chance at maintaining longtime subscribers. Here is a great site that offers tips on how to write a killer newsletter. Brian Konradt of LousyWriter.com wrote an information-packed article called “How to Write a Better Business Newsletter.”
2. If your website offers a free e-book, manual or other type of freebie, use the download opportunity to offer visitors a chance to sign up for your free newsletter. If they are interested in the content of your giveaway, they will most likely be interested your newsletter too, since the material is probably similar.
3. Get the word out! People will not sign up for your newsletter if they do not know about it. Make the link to your newsletter – and the sign up – obvious throughout your site.
4. Add a link and sign up message to your email signature and business cards.
5. Market your newsletter by submitting it to eZine and newsletter directories. List it on as many directories as possible for maximum exposure.
6. Participate in forums and message boards. Use the signature box to promote your newsletter, by linking to your capture page. Every post you make will be drawing people into your newsletter sign-up.
7. Write content for other newsletters in exchange for a byline and link to your own. Do this with publications that your target market reads.
8. Ask for newsletter sign-ups. When you are out promoting your services or otherwise conducting business, tell people about your newsletter and its features, and ask them to subscribe.
9. Ask for referrals in your newsletter or marketing communications. Existing newsletter readers might know of someone who could benefit from the material published in your newsletter.
10. Swap ads with other newsletters. Look for publications with an audience similar to your own and ask the publisher if they are interested in swapping ads.
11. Write reviews and testimonials about other products and services. When you do this on most sites you are given the opportunity to include a link under your signature. Use the byline to advertise your newsletter.

Why Your Newsletter is Important

Newsletters are a fabulous way to…

• Create a buzz about your industry and business. People like newsletters because they read up on something of interest without having to make a financial commitment.
• Share relevant information about your business without making a hard sales pitch.
• Generate more, qualified, sales leads.
• Spark brand recognition.
• Introduce yourself and your staff to potential customers.

Rob Willmann has written a handy article about how to grow your subscriber list called “How to Create Viral Marketing Tools to Promote Your Newsletter”.

Conclusion

Your newsletter can be a low-cost instrument that you can use to generate more customer leads and sales. Businesses only reap the rewards of a newsletter when it is well-managed. By strategically planning the promotion of your newsletter, you will take advantage of this highly effective tool. There are many more newsletter promotion ideas out there so get creative and do some searching.

Sales lead generation should be an ongoing process and vigilance is required to keep “the pipe” full. This is especially true for companies with long sales cycles where it is easy to forget that those sales during good times came from sales leads that were generated seven months before.

The Lead Optimize blog tends to focus on online sales lead generation but when working with clients and generating leads for my own businesses I always bring up the importance of generating sales leads off line as well. The list below covers 7 of the basics. Any of them might be a solution for your particular current or future needs.

7 Ways to Generate Sales Leads Off Line

Connect with your potential customers through various methods. Be proactive and consider these proven methods:

1. Direct mail: Mail is third largest form of advertising, only after TV and newspapers. Use a targeted mailing of letters or postcards to generate qualified leads. Alan Sharpe has written a comprehensive article on how to write powerful sales letters and brochures for direct mailing, called “Brochures that Generate Sales Leads (and How to Write Them).”

2. Telemarketing: Contact potential customers by phone to scout for leads. A recently-published report called “What’s Working in Lead Generation Today” by Mike Shultz of www.raintoday.com compiles the results of a survey conducted with over 700 professional services leaders. Click here for the complementary summary of data. “Is Cold Calling Really Dead?” by Karen E. Klein was published in BusinessWeek, and gives excerpts from an interview between Klein and Shultz, where he describes one of his most impressive findings - that sales leaders find cold calling to be #2, after referrals, as the most effective ways to generate quality leads. I personally have not found this to be true but it is an interesting read.

3. Radio, newspaper, print newsletters: Carefully watch how much you pour into this method of offline sales lead generation, because you will be hitting a lot of people that are not potential customers. Survey your clients before shelling out the bucks. What publications do they read? What radio stations to they listen to? Advertise in magazines, trade publications, newspapers, radio and the printed phone directories.
4. White papers, case studies analyst reports & product literature: Best for B2B, these generate quality sales leads by providing the reader with an information packed document that focuses not on selling your business, but providing a solution to the reader’s problems or needs. A well-composed white paper or case study won’t mention your business until at least half way through it. Michael Stelzner has written a great article on “How White Papers Can Turbo-Boost Your Lead-Generation Campaign.” This one works fantastically online as well, of course.
5. Public speaking on your topic/business: Use your expertise in your industry to conduct a free 45 minute seminar. By gathering the names and contact information of the attendees, you will have a highly qualified pool of leads. For example, if you are CPA, offer a session on “How to Stop the Financial Leaks in Your Business”. Offer tips and suggestions that business owners can implement through their bookkeeping. Avoid pushing too hard with a sales pitch, but consider offering a free incentive at the end of your session. They‘ll be interested when you follow up with a targeted mailing asking for their business, especially if it is personalized.
6. Publish articles: Magazine and periodical publishers are always looking for high quality free content relevant to their subject matter. Write articles about your area of expertise, and you will mark your place as an industry expert, which will draw potential sales to you and maybe even a speaking engagement.
7. Referrals: Referrals are the most effective way to get qualified sales leads. Ask for referrals from your clients, partners, and customers.

Total Lead Generation Strategy

To optimize your lead generation process, take a comprehensive approach. Include both online and off line leads. Depending on the business and industry, some enjoy more qualified lead generation off line. When talking about sales leads, quality is more important than quantity, so incorporate a mix of online and off line sales leads for the best chances of a complete lead bank.

Keep in mind that not everyone is online, and some businesses and customers prefer to make contact, and be contacted, in person. Think about all the other interactions and potential opportunities for contact during the rest of the day. This will never go away. This is why off line leads will always be important and will always need to be cultivated.

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RSS won’t kill the online newsletter. It is simply a different way to get information. Yeah, the headline is a little dramatic.

Think about the many ways people like to retrieve the news. Some people want news events emailed to them as they happen, others like to pick up the paper off the stoop and fold it, touch it, and drink coffee with it. Still, others like to access the newspaper’s website online. It is a matter of personal preference. I personally do look at RSS feeds often, although I am subscribed to hundreds. I use them as a reminder of a site I liked - like bookmarks I actually sift through.

What is RSS? It is a format used to syndicate web content like blogs, news alerts, product updates, and press releases – automatic syndication of content. RSS stands for Rich Site Summary/Really Simple Syndication. I think sometimes it is so popular because it makes distribution easier for publishers as opposed to making life easier for readers. It has become popular through a “push” strategy instead of a “pull” strategy.

In this day and age of information overload there are hundreds of ways to receive information. While RSS and newsletters may in some ways be conflicting, there is enough room for them to coexist peacefully - at least for now - and to even work together for the optimal benefit of your company.

From a quick survey, here are some reasons why newsletters might be preferred to RSS:

1. You have to be proactive to get the information in a RSS feed, it doesn’t just sit in your inbox like an email does. In a world of burnt-out multi-taskers, asking them to proactively read your articles is probably asking too much.
2. RSS feeds require that software be installed. Because a software installation is required (however simple), a large chunk of users that don’t know how to do it are wiped out.
3. Information overload. A newsletter is a snapshot of information that a quick synopsis of all the news that “fit to report”. RSS, on the other hand, includes everything and it is too easy to let it get out of control.
4. People tend to do what they have always done. Newsletters have a loyalty factor – nearly 82% of business professionals prefer to get their information via newsletter, according to E-Marketing.
5. People have short attention spans. Emailed newsletters are the easiest to get to, with the least barriers in getting the information. That is, they arrive anyway.
6. Checking email is part of people’s everyday routine so receiving an emailed newsletter is just like receiving any other emailed message, and is more likely to be read.

There are, however, many advantages to using RSS feeds instead of newsletters:

• Most attractive to your reader is that they will avoid the spam that is so annoying, and cumbersome, in email inboxes.
• RSS provides in-the-moment breaking news updates to people that have expressed an interest in your business.
• E-newsletter authors love RSS feeds because their newsletters go directly to an interested group that has subscribed to their newsletter because they WANT TO READ IT.
• Using RSS to distribute a newsletter is cheaper, too. You won’t need to pay for emailing lists because subscribers come to you.

Of course, there is also the case that newsletters will be used less frequently as readers’ preferences change. If the tendency is for readers to have information sent to them in-the-moment, then that quality in RSS will make newsletters less popular – and thus a less effective method of communication for the masses – in the future. For more about if RSS will replace email content distribution, check out Kent Thompson’s thought provoking article. An in-depth look at the pros and cons of RSS vs. email information distribution can be found in this provocative article by Robin Good. Lastly, this interview with Chris Pirillo of Lockergnome on the topic is interesting.

For now, Newsletters and RSS feeds are both great ways to keep your customers, employees, and vendors abreast of the latest news in your company. Utilizing a smart combination of both methods of delivery – emailing and RSS feeds – will take advantage of technology and use it as a tool to help you communicate better. From the publisher’s (yours) standpoint, it is easy enough to use both. So, use both. 

RSS KILLS NEWSLETTERS!

nah, too dramatic for my tastes.

So your organization doesn’t have a full-time training department or perhaps you are just looking at supplementing your existing sales training with online sales training options? There are many reasons to consider online sales training in your new salesperson curriculum.

1. It’s cheaper. With no out-of-office time or travel expenses, e-learning is much less expensive than instructor-led on-site training.
2. It’s convenient. Salespeople and reps can do it during downtime.
3. It’s consistent. The training experience of your employees will be the same because they are all using the same program.
4. You can measure ROI. Many e-learning companies provide assessments and other tools to help track your training’s ROI.
5. Someone tracks your training. The e-learning training company will keep a record of the progress throughout the training for each employee.
6. There are learning assessments. Your employees will know where they stand throughout the training, and so will you.

Now that you have seen some solid reasons why you should consider online sales training as a part of your training package, here are seven online sales training tools that encompass a mix of free and fee-based online sales training, and include varying training formats such as seminars, self-directed training, video training, and more.

1. American Management Association’s Blended Learning Solution

The American Management Association (AMA) offers both online and on-site training. Their blended training combines both formats for a comprehensive approach. This method has been repeatedly proven to be highly effective in making the training “stick”. After the training sessions are over, employees have access to related resources and information that can be used to reinforce their learning. http://www.amanet.org/elearn/

2. Richardson QuickSkills™

Their QuickSkills™ program has over 70 integrated course titles that run the gamut of sales training; covering topics such as Consultative Negotiations, Sales Presentations, and Telephone Selling. The sessions are 20 minutes long and are very interactive. They include assessments, role playing, and sales manager guides for reinforcing the learning in team meetings. http://www.richardson.com/How-We-Do-It/Training-Delivery/eLearning/

3. DigitalThink Simulation-Centered^TM Online Sales Training

This company offers packaged online sales training. They have a “learn-by-doing” philosophy for their training, and they use challenging sales simulations to teach their lessons. This allows your employees to practice in a safe environment instead of on real customers. You can watch a short overview on their website to see if this type of training is right for your needs. http://c-beta.digitalthink.com/dtfs/e-learning/sales.html

4. The Resource Connection Online Sales Training Subscription

When you subscribe to this sales training and development site, you’ll receive one year access to 9 online courses, with titles that include “Territory and Account Management”, “Win-Win Negotiations”, and “Prospecting to Create Interest”. View course demos, complete course descriptions and more on their website. http://www.resourceconnection.com/elearning-stp.html

5. LearnSellingOnline.com (LSO)

LSO’s vision is to be the #1 web delivered training provider for sales, customer service and sales management training. They offer free comprehensive diagnostic tools which are competency-based and focus on observable behaviors. Use there tools to help you assess your team’s training needs, and find out how LSO can help you. They customize their training packages to meet your individual needs. Available 24/7/365, when you purchase their individual annual membership plan. http://www.learnsellingonline.com/

6. iMarket® Free Training Modules

iMarket®, in collaboration with expert sales trainer John Peaker, has created a free online resource of modular-style online sales training materials. There are over 150 pages of content, broken down into 12 modules that cover tactical sales issues such as: what to say and how to say it when opening and closing a sale, both on the phone and in person. There are also sections on fact finding, secondary markets, sales scripts, and more. http://www.imarket.ca/files/sales-training-free.htm

7. SalesPro Online

This company offers online sales training seminars. They have a workshop component to the seminar where employees participate in creating a sales strategy based on what was learned in the session. There is also a section for managers to view each employee’s results. http://www.4moresales.com

Online sales training is making sales training more convenient, cost-effective and accessible for sales professionals everywhere. To decide if it’s right for you, consider reading this article by Josh Bersin regarding measuring the success of your online training.

Study hard, work hard, sell effectively. Sell smart.

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What are the main objectives of your website? You might have many but the top two are most likely something like:

1. Sell more products (whether by online sales or by generating leads)

2. Inform and up-date customers, employees, and vendors on products and services.

If you are not regularly refreshing your existing current content and writing new website content, you are missing the opportunity to develop a site will become a valuable tool supporting business activities from sales to employee training to customer and vendor service as the business grows.

Writing Website Content without Becoming a Writer

Don’t worry. No one is suggesting that you write all of the new website content yourself. Writing for a website can be a full-time job and you surely don’t have time to add it to your crowded to-do list. However, through outsourcing, making the most of existing relationships, and a few other methods you can create a content generating machine with only a small initial effort on your part. This will give you the constant flow of new, targeted content your website visitors crave. So, how do you get other people to write website content for you?

Add a business blog to your site. Blogs are important to your company’s site because it gives your business a personality – a friendly sense of who you are as a company – in the otherwise faceless world of the Internet. A business blog can also help build your credibility and establish your company as an industry leader.

Speaking of industry leader, Dave Taylor shares great first-hand experience about the benefits of a business blog in “Can Blogs Really Help Businesses?”.

A business blog is a great place for people to contribute articles. You can pay a blogger to write for your site through elance or payperpost, or if your budget is tight you can recruit volunteer guest bloggers. People rarely write for free, so offer them the notoriety of full credit for their posts and valuable links back to their site. You might also be able to trade services or products for posts.

Create a forum. A forum is like a message board, and is a great opportunity for visitors to ask questions and get answers from each other. People enjoy seeing commonly asked questions, and ideally, it draws in readers to participate in conversation about your business or industry. You’ll get repeat traffic to your site. Start your forum with just a few categories, and then get the conversations rolling by asking a few provocative questions in each category.

There are a couple of downfalls to forums. First you need to be sure you have enough traffic to your site because if you don’t have people to talk in your forum, it will look like no one cares. Another issue is that you cannot sensor what is written. Depending on your business, you might not feel comfortable giving up your editing power.

Still, a forum is probably the best way to build a community amongst your readers and there are plenty of professional forums out there that do a great job of pulling people into websites and creating content.

Invite vendors to create content. Vendors are always looking for ways to get the word out about their products. Offer each of your vendors the opportunity to add content to your site. Make it fair and routine by creating a contribution schedule.Set the rules clearly regarding how many links they allowed to their own site (if any), article length, tone, and make it clear that you will be editing.

Accept and display product or service reviews. Set up the functionality on your site to support product reviews from your customers. Amazon.com’s model of this functionality puts the customer feedback directly on the bottom of the product description page. Even negative reviews can increase sales by telling potential customers about the worst aspects of a product allowing them to decide if they can live with that or not.

Invite employees to write. Make it a development opportunity for a staff member. Most employees will welcome the time away from their regular duties which brings up the point that you should be careful not to make writing website content a chore based on deadlines and deliverables. If you are not paying extra for it, let it be a reward.

Use pre-written content. Use online aids to make the work less time consuming. You can either purchase pre-written rough drafts online, or use free public domain content.

Private label content is readily available and affordable and should be considered a rough draft of material that will be rewritten. You can buy the rights to packages of articles that you can use on your site. Rewrite the articles so that they are specific to your business and different than the original – the rights to these articles are sold many times over and you want your material to be unique and unlike that on other sites in your industry.

Public domain articles are copyright-free, which means you can use it on your site without needing to get permission. Subscribe to free article distribution websites to get this material emailed to you. Watch for stipulations though; many times you will be required to keep the article intact and include the required author’s name and bio. Often you can’t change the article in any way.

Outsource writing by hiring a content writer. There are several job boards online where you can post a project for free. Make any budgetary constraints known and you may find someone who will fit the bill. You can also hire a company offering professional copy writing services such as Lead Optimize or Invesp who will search engine optimize each of your pages for particular keywords while writing website content. The greatest thing about professional copy writers (and often the biggest sticking point for their clients) is that they are experienced with translating what you tell them about your company and services into truly effective content that will generate sales leads and sales.

Conclusion - Too Easy

There are many options available that allow you to practically automate writing website content. Use the stakeholders in your business to give your site varying viewpoints and styles, and to make your website dynamic and interesting. New informative and interesting website content will keep your readers coming back for more, and eventually help turn them into qualified leads and customers, too. Adding new website content on a regular basis will pay you back many times over in repeat and new traffic.

Cross Selling: The Art of the Up-Sell

Cross selling is offering items to your customers that complement or enhance their originally intended purchases. Some people call it up-selling. “Oyster” “Erster,” whichever you call it cross selling adds both volume and margin to your sales.

We experience cross selling every day online and off. Remember the last time you went out to dinner and the waiter let you know about a new Cabernet that would go wonderfully with your meal? Perhaps you ordered the wine, even though you were originally planning to just have water. Or, what about the damage waiver on your rental car that covered absolutely everything, protecting your own insurance deductible and rates? Maybe you didn’t know they offered this protection until the sales rep told you about it, and you were happy to have it. These are just two examples of cross selling in action.

There is an art behind effective cross selling, and it’s important to strategically plan your cross selling efforts to avoid counterproductive results.

Cross Selling Tips to Increase Sales

Here are a six cross selling tips to optimize your website for cross selling.

1. Know your customers and why they are coming to you and what their needs are, then match your products or services to their needs. Cross sell to create solutions.
2. Create linkages between your products in your copy and images so there is a logical and consistent relationship between all that your company offers online.
3. Start your cross sell ideas with one or two relevant items to avoid overdoing it and causing confusion.
4. Plan your cross sell copy and placements carefully. Carefully placed embedded links can be very effective but do not draw attention away from your main products. You want to compliment, not compete.
5. Bundle and package logical items or services together and consider offering a discount to make it appealing to the customer.
6. Use web content that will help you cross sell. Strategically selected customer reviews and professional referrals will entice the reader to make additional purchases.

Take a gander at Jack Aaronson’s article on “Effective Cross Selling Online.”

Traditional (non-Internet) Cross Selling Ideas and Techniques

Keep in mind that even if your business is predominantly online, there are many customer interactions that come out of web-based inquiries…

It doesn’t matter if your business is conducted online or offline, you’ll need to provide training to your representatives to ensure consistency and effectiveness, and to guide them into becoming ideal cross selling employees. It is important to have your staff cross sell tactfully, at every logical opportunity, and in a way that is not offensive to the customer. Cross selling should be viewed as a customer service interaction. It should add value.

When training your staff on effective cross promotional methods, focus on these important behaviors:

• Identifying and answering the customer’s need before any cross promotion is attempted.
• Focusing on matching customers needs to products and services that can help them, versus a forced sales pitch.
• Picking the right time. When the customer is trying out a product, and has finished asking questions, it is a good time to introduce other, more premium products or services. For example, if they are looking at the bottom-of-the-line auto insurance policy, once they understand what the policy includes you can point out that a more premium policy will cover more, and give a few specifics. This is called “up selling.” Another tactic would be to offer a bundled discount for adding their homeowner’s policy. If you are in a business that sells warranties, wait until after the purchasing decision has been made by the customer.
• Promoting only relevant products and services.

Avoid the Pitfalls of Cross Selling

You run the risk of losing your customers in the sales process if you don’t implement cross selling techniques properly. Online customers are easily distracted, and they will quickly get frustrated and lose patience with a cumbersome check-out process. If people get confused online - or get sidetracked - they might not close the sale and may abandon their order altogether. Obviously not the result you want.

Follow these tips to avoid the common pitfalls of cross selling:

• Don’t promote irrelevant products and services. Doing this shows your customer that you don’t understand their problem or need, and creates a less personal relationship.
• Avoid using scripted dialogue. People turn off instantly when they realize someone is reading what they are saying or it is contrived. Build trust and relationships by keeping it real.
• Stop when they say “no”. Don’t keep pushing. Annoyed customers are not satisfied customers.

Excellent article on this topic by Jamie Roche: “Cross Selling Hazards”

There’s Always a Way To Cross Sell

Take advantage of cross selling opportunities because it’s a powerful, effective, and inexpensive tool you can use to improve your bottom line. No matter what your business, there are always creative ways to cross sell products in which you can create a win-win situation for your customers and your business. Customers will be pleased with your service and attention, and you will reap the rewards of a fully optimized (and profitable) promotional strategy.

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