3 Tips for Cross Selling: Why and How You Do It

August 9, 2013

Cold Calling Motivation - NextWaveMarketingStrategies.comCross selling to your existing customers is one of the easiest and most cost effective sales methods you’ll ever use. So, why wouldn’t you do it?

Most consumers like the idea of having all of their insurance with one company or one agency. If you are not going after your existing customer’s business then you are letting easy sales slip through your fingers.

Not sure how to go about cross selling? Let’s take a look at how you can do it with these three easy tips:

1. Keep It Casual

If a client calls in to make a minor change to their policy and you notice that you only have one line of their business, casually mention it.

For example, the customer calls in with a question about their homeowners insurance and you notice that you don’t have their auto insurance business. You mention “I didn’t see a multi-policy discount on your homeowner’s insurance policy, do you currently have your auto insurance with us?”

Customer: “No, I have it with XYZ agency I have been with them for years.”

You: “OK, I just wanted to make sure you were getting all of the discounts you qualify for. The multi-policy discount is pretty substantial and I wouldn’t want you to miss out on that one.”

Even if they don’t go for it right then and there, you’re doing them a favor by telling them they’re leaving money on the table. So, even if they’re happy for now, they’ll be way more inclined to come back to you to pick those savings up.

2. Don’t be Pushy!

The number one rule in cross selling is do not, under any circumstance, overly pressure your customers. You want your customers to feel like you truly value their needs. You don’t want to come off as a pushy salesperson trying to sell your customer something they just aren’t interested in.

You’re there to help them. If you keep your conversation casual and open-ended, you have a much better chance of cross selling to that customer.

In the above example, you showed genuine interest in your customer by checking their discounts and you have planted the seed that you can save them a decent amount of money.

In the ideal setting, the customer would be interested in learning more and having their auto insurance quoted by you. Worst case scenario, the customer remains loyal to the other agency they have business with, but they know you offer that service as well, and are on their side.

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3. Follow Up

If your customer didn’t take you up on your offer of quoting their other lines of insurance, quickly follow up with a friendly letter, or maybe even a call further down the line.

The letter should clearly convey that you have the customer’s best interests at heart, and that quoting their insurance is a very quick and simple matter that can really save some significant money. Remember, most customers think having their insurance quoted is a much more complicated process than what it actually is. De-mystify the process for them.

Another option is to communicate to potential cross-sell customers offering an annual review of their insurance policies. Make sure to do your research ahead of time and custom-write your letters or emails to appeal to individual customers.

Always Strive to Create a Great Customer Experience!

Trust is the #1 trait a customer looks for in an insurance agent. If you can build trust with your clientele and demonstrate that you truly value their needs and just want to help, cross-selling will become an easy and reliable way to generate additional revenue.

Constantly seek to improve your relationships with your existing customer base. Focus on providing a great customer experience rather than making a sale. Once you gain trust and respect from your current customers, just watch as they bring you their future insurance business.

About Troy Wilson