When I shop for Christmas gifts for my brother, I always end up buying something for myself. You probably do something similar. In essence, we’re making the store’s job easier by cross-selling ourselves.
Banks and credit unions don’t see that same advantage. It’s up to them to do the cross-selling.
Last week, I made a rare trip to a branch for a special transaction. Unlike most consumers, I pay attention to everything in the branch. If someone is watching on a surveillance camera, they probably think I’m casing the place.
I noticed a rack of product brochures along the wall. There were small flyers advertising loans on the counter where I was standing. Another important cross-sell was still to come.
Ashley, according to her nametag, handled my transaction effortlessly with little input from me. Near the end of the transaction, she asked, “Would you like one of our gourmet chocolate chip cookies?”
Certainly. I’ve never met a bakery item I didn’t like.
The cookie got my attention, made me alert, and set up the next step. (It’s also a good customer retention device.)
Before handing over the receipt, Ashley asked, “Is there anything else I can help you with today? Anything else you need?”
While I answered, “No, thanks. Not today,” my first thought was “cross-selling.”
Every branch has a rack of brochures and other promotional items in strategic locations. Those are passive sales items. It’s the people in the branch who are (or can be) the active cross-sellers.
Are your staff members trained to encourage another transaction. Promote another product? Not with a throw-away line, but with conviction.
Training might not be your responsibility as a marketing professional, but cross-selling certainly falls under your duties. Ask your trainers if they teach cross-selling. Check with your branch staff and be sure they’re actively asking for additional business.