We live in an era of increasing specialization, where your clients may believe you represent
only one product. If you assume your clients know the range of products you offer and the
extent of your expertise, you may be losing sales to your competitors. Cross-selling can
prevent this belief.
Cross-selling strengthens your relationship with your clients, increasing profits and
customer satisfaction, which improves client retention. When your clients are
well-informed, it makes it more difficult for other agents to position themselves by
answering your clients’ questions. In addition, your satisfied clients are often your greatest
referral source. However, successful cross-selling requires a delicate balance. Push too hard
and you may appear callous, even greedy. Do too little, and another agent will find your
client’s need and fill it. That can also mean, that new agent takes your coverage.