How do you cross-sell in a complex or technical product or service category and simplify your message?

1 Know your audience

Before you try to cross-sell anything, you need to understand who your customers are, what their pain points are, what their goals are, and how they make decisions. You also need to segment your customers based on their needs, preferences, and behaviors, and tailor your cross-selling approach accordingly. For example, some customers may be more receptive to cross-selling if you show them how your products or services can solve a specific problem, while others may be more interested in how they can save money, time, or resources.

2 Focus on benefits

When you cross-sell complex or technical products or services, you may be tempted to overwhelm your customers with features, specifications, or technical details. However, this can confuse, bore, or intimidate them, and make them lose interest or trust. Instead, you should focus on the benefits that your products or services can provide to your customers, and how they can help them achieve their desired outcomes. Use simple, clear, and relevant language, and avoid jargon or acronyms that your customers may not understand. Use stories, examples, or testimonials to illustrate the value of your products or services, and how they have helped other customers in similar situations.

3 Ask questions

One of the best ways to cross-sell in a complex or technical product or service category is to ask questions that uncover customers' needs, challenges, interests, and motivations. Open-ended, probing, and consultative questions can help you discover opportunities to cross-sell products or services that can address customers' pain points, fill their gaps, or enhance their experience. Questions can also be used to gauge customers' level of knowledge, awareness, and readiness for cross-selling; adjusting your message accordingly. For example, you could ask: what are your main goals or priorities for this project? What challenges or frustrations do you face with your current solution? How do you measure the success or impact of your solution? Are there features or capabilities that you wish you had which would make your life easier? How do you feel about exploring other options or alternatives that can help you achieve your goals or overcome your challenges?

4 Provide value

Cross-selling is not about pushing products or services on customers that they don't need or want. Rather, it's about providing value that customers can appreciate and benefit from. To do this, demonstrate how your products or services can add value to what customers already have or need, and how they can create a positive difference in their situation. Additionally, provide value throughout the cross-selling process by offering useful information, insights, advice, or support to help customers make informed and confident decisions. Examples of providing value include sharing relevant content like blog posts, white papers, case studies, or webinars that can educate customers about your products or services and their benefits; offering free trials, demos, samples, or consultations that can show customers how your products or services work; providing incentives, discounts, bundles, or guarantees to entice customers to buy more or try something new; and following up, checking in, or asking for feedback to show customers that you care about their satisfaction and success.

5 Build trust

Cross-selling in a complex or technical product or service category can be challenging, as customers may have doubts, concerns, or objections. To build trust, you need to be honest, transparent, and ethical in your communication and actions. Show empathy and respect for your customers' needs and emotions, and listen attentively to their questions and feedback. Provide evidence or testimonials to back up your claims and recommendations, and make sure to deliver on your promises. By following these tips, you can cross-sell more effectively and efficiently, while creating long-lasting relationships with your customers.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?