Cross-Selling – A Smart Strategy for Short-Term Revenue Growth
Cross-selling, which consists of offering complementary products or services to existing customers, enables not only revenue growth and an increase in average ticket size, but also strengthens relationships and customer loyalty.
For the implementation to be effective, delivering not only revenue and loyalty impacts but also lower acquisition costs (existing customers vs. new customers), some best practices are recommended, especially those related to increasing knowledge about customers, such as:
Structure data foundations
Structure data related to behavior, preferences, subscriptions, usage, payments, renewals, and more.
Identify patterns and segment
In a dynamic way, based on the enrichment of data foundations, the use of AI solutions supports the identification of patterns and the definition of customer segmentation criteria.
Conduct research with customers and prospects
Defining appropriate research methodologies makes it possible to understand decision drivers and perceptions regarding products, services, and brands/companies.
In this context, it is important to map overall market perceptions, which supports the assessment of the strengths and weaknesses of the offering and the brand, guiding the commercial narrative toward the aspects most aligned with customer needs and brand strengths, thereby increasing conversion.
Define propensities by offer/product/segment
By combining quantitative and qualitative data, it is possible to define purchase propensities by product/service type and segment, providing critical input for setting revenue, margin, volume, and commercial cost objectives.
Based on the knowledge built and dynamically monitored about customers, defining the offer plan is the next step.
This plan analytically guides the offer sequence (what to offer, at what price, to whom, and through which channel) for the defined customer segments.
From this point on, success depends on proper implementation, with appropriate channel training, optimized commercial processes, clearly defined and communicated incentives, the establishment of effective performance indicators, and a structured commercial management routine.
At BFG, we support our clients throughout the entire revenue growth cycle, from the identification and prioritization of initiatives to the design, operationalization, monitoring, and implementation of corrective actions. We have experience using AI tools across all four practices mentioned above, which significantly accelerates the implementation of the cross-selling process while ensuring higher-quality insights.
Through this end-to-end support and partnership with our clients, we are able to maximize expected project outcomes and accelerate the realization of benefits.
For more information on this topic or other challenges, please contact us so we can jointly explore the potential for value creation.
Frederico Barbosa
Co-founder / Sr. Partner at BFG Consult Engineer graduated from UFMG, with an MBA from INSEAD (France). Extensive experience in management consulting, with a strong track record across multiple industries and geographies. I help companies overcome challenges and achieve tangible results by driving revenue growth, improving commercial and financial performance, enabling expansion into new markets and offerings, and enhancing customer satisfaction.