The ADD-ON

Selling
Strategies
Customer relationship marketing strategies are built
around three core concepts:
Acquisition
Retention
Add-on selling

The concept of add-on selling strategy is derived
from the firms ability to
foster better decisions
generate higher profits, and
increase shareholder wealth
Add-on selling strategy assumes that not every
potential customer is worth the customer acquisition
investment

Add-on selling depends on many factors like:
Number of add-on offers a firm can
economically provide per period
Response rate to the product offers
Sales quantity per offer
The cost the company can afford while
making the offer
Size of the customer universe
Margins on the offered product
Customer affinity is a combination of
the relationship a customer has with a
firm and
the expertise that the customer
believes the firm possesses

Managing and delivering customer
expectations is one of the major tasks of
the firm

Cross-buying analysis
Collaborative filtering
Response modelling
TYPES OF ANALYTICAL METHODS
The impact of marketing mix on customer
value analysis are felt in areas of
acquisition, retention and add-on selling



MARKETING MIX BY STAGE IN THE
CUSTOMER LIFE CYCLE
High customer satisfaction or delight
creates an emotional bond with the brand or
company

Add-on selling strategies help companies to
strengthen their bond with customers