Why Are You Having Problems Cross-Selling?
Let's start with the good news: The scales of cross-selling are tilted in your favor. Your best B2B customers want to grow their relationship with you. And it is a good bet that you would love to sell them more. BUT this only works when your customers see an expanded relationship as a logical evolution with a brand they know and trust.
Is your portfolio creating confusion - and planting the seeds of doubt? At the heart of your brand (I hope!) is a compelling promise, supported by a robust portfolio of products and services designed to make this promise a reality.
Do your customers understand this portfolio: how it all fits together; how the expertise they know you for translates to other areas of the business; how your approach and perspective across all offerings make you uniquely suited to deliver on what they need?
If there is a gap in understanding, portfolio architecture may be a key culprit.
It could be a brand architecture issue: Too many organic or acquired brands in the mix has left the portfolio feeling disjointed, complicating the customer journey and failing to convey a simple, seamless experience.
It could be a nomenclature issue: If there is no common protocol and process for how product and services are named, hierarchies, compatibilities and interdependencies across the portfolio are unclear and confusing.