By Charles H. Green, Contributing Editor
Cross-selling: selling new or existing services to an existing or new buyer within a client's organization. Example: YourCo offers X and Y services. You are in charge of client BigCo, where you sell service X to Miguel. Selling Service Y to Miguel is cross-selling. Selling service X to Anita in another division of BigCo is also cross-selling.
The Opportunity Cost of Cross-Selling Foregone
Let me make an educated guess—the amount of business you do with a given client is much less than the amount of business you could do with that client. You are doing one-third, maybe even less, of the business you could do if you only had the chance. (When I say, "could do," I mean you are qualified, can find the resources, and can deliver the quality required.)
Another assumption: in your business, it costs you at least four times as much to sell a dollar of new client business as it does to sell a dollar of existing client business.
If those two assumptions are correct, then you have direct access to enough leads to triple your business at a fraction of the sales cost you currently expend on new client leads.
Members-Only Premium Content 
Want to read more? Try our Risk-Free 7 Day RainToday Membership Trial with access to:
- Free Webinars: Access all recorded webinars (full members attend all live webinars free).
- Free Tools and Guides: Receive all how-to guides and tools sold in the RainToday Store free.
- Research and Reports: Receive 20% off all research and benchmark reports.
- 1,000+ Articles: Access over 1,000 professional services marketing, sales, and leadership articles.
- Exclusive Premium Content: Access members-only interviews, templates, and case studies.