Upsell and Cross sell to increase sales-Upsell-and-Cross-sell-to-increase-sales

Video Transcription

Video Summary

Les Hynes, head of revenue tech in Europe, explains why cross-selling and upselling are key sales skills, especially since winning new customers is said to be four times harder than growing existing ones. He defines cross-selling as expanding into more products or business areas with existing clients, and upselling as increasing the size, scope, or value of a deal.  <br /><br />He stresses understanding a customer’s “share of wallet” and using tools like the Ansoff matrix to identify the easiest growth path: selling more to current clients. For cross-selling, he recommends analyzing which products are sold to which customers, identifying gaps, and using a simple matrix to track current sales, active opportunities, and unknowns.  <br /><br />For upselling, he advises moving beyond price-based conversations by uncovering hidden customer needs and focusing on value, risk reduction, total cost of ownership, and ROI. He uses examples like bricks, car add-ons, and industrial furnaces to show how better discovery leads to larger, more valuable deals.  <br /><br />He closes by emphasizing structured account planning, peer learning, collaboration across sales teams, and making cross-sell/upsell a core part of sales culture and management.

Keywords

cross-selling

upselling

account planning

share of wallet

customer retention

sales strategy

value-based selling