Cross-selling is nothing more than sufficing the best interests of the customer. By taking advantage of existing relationships and ongoing contacts with customers, companies can sell more products and services, reduce the cost of sales, and enhance customer loyalty. It is also one of the most profitable and least risky endeavors a company can undertake.

Not surprisingly, two of the key elements that make cross-selling work are trust and convenience. Your customers already possess a degree of trust in your company, and this can be converted into additional sales. Some might suggest that customers are irritated by cross-selling and perceive it as an aggressive sales approach. Interestingly enough, consumer research indicates that the reverse is actually true. Most customers prefer a full spectrum of products and services and appreciate the convenience that is provided through a comprehensive cross-selling approach.

First Business Financial Services
Progressive companies like First Business Financial Services understand the power of cross-selling and recognize it as a critical component for promoting both customer retention and revenue growth. First Business Financial Services approached Starkmedia with two specific goals in mind. The first being to cross-sell services where it made sense and the second was to demonstrate the size of the overall business. What most customers didn't realize about First Business Financial Services, is that it is actually a family of five individually chartered, business-focused financial businesses. Before contacting Starkmedia, each business had it's own domain name limiting their cross-selling potential. After reviewing their current sites, Starkmedia developed one main site housing all the individual businesses under one domain.

Along with a professional, updated look, Starkmedia also incorporated a cross-selling platform that highlights the uniqueness of each company. Current and potential customers can now view www.fbfinancial.com and visit each individual business and learn about its corresponding service.

Some benefits First Business Financial Services has noticed include:

• Natural Search Performance
  First Business Financial Services and each of the five individual business are performing exceptionally well, ranking in top three organic search results for business names and key business terms related to each entities line of business.
• Boost in Sales Performance
  Displaying relative items or services on the current page that your customer is viewing can peak your customer's interest and ultimately increase the final sale.
• Increased Logical Navigation
  By taking the initial step to develop a cross-selling strategy, you are putting your customers best interest in front of you. Providing them a user-friendly experience with easy navigation is important to attracting and retaining customers. First Business Financial Services included each individual business and services within their top tier navigation making it easy for their customers to obtain information.

When you cross-sell to existing customers, you don't have to compete for their attention. In addition to generating new sales, cross-selling promotes customer loyalty and as a result, keeps competitors at arms length and your business on the books. To find out more, call us at 414.226.2710 or contact us.