CROSS-SELLING
1. Th no l cross-selling
Cross-sell is a marketing term for the practice of
suggesting related products or services to a
customer who is considering buying something. If
you're buying a book on Amazon.com, for example,
you may be shown a list of books similar to the one
you've chosen or books purchased by other
customers that bought the same book you did. A
search on a company's Web site for bed linens
might also bring up listings of matching draperies.
The most ubiquitous example of cross-sell is likely
the oft-spoken fast food phrase: "Would you like
fries with that? In the financial services arena, cross
selling can mean selling different types of
investments to investors, or even insurance to
investors, or tax preparation to retirement planning
clients.
Up-sell is a marketing term for the practice of
suggesting higher priced products or services to a
customer who is considering a purchase. The most
ubiquitous example of up-sell is likely the oft-
spoken (if ungrammatical) fast food phrase: "Would
you like to super-size that?"
2. S khc bit gia sross-selling & up-selling
An upsell is to get the customer to spend more
money buy a more expensive model of the same
type of product, or add features / warranties that
relate to the product in question.
A cross-sell is to get the customer to spend more Cross-sell l lm cho khch hng tr tin nhiu hn mua
money buy adding more products from other thm cc sn phm, hay dch v khc loi vi sn phm hay
categories than the product being viewed or dch v va la chn hoc mua.
purchased.
3. Mt v du in hnh v cross-selling
McDonalds is one of the forerunners and best
known off-line examples of cross-selling and they
employ it all the time. By selling complimentary
products, they are substantially increasing their
bottom line, and in certain cases the customers
experience. Whenever a person working on the
drive-through asks a customer if they want to
super-size their order, or if they want an extra hash
brown for thirty cents, they are being cross-sold an
additional product. When someone at the counter is
being asked if they want an additional product,
"Would you like a meal deal to go with your
quarter pounder?" Or, "would like that super-
sized?" Or, "Do you want a drink with that?" Thats
cross-selling in its most basic and unrefined form.
Trang 1 / 6
1. Th no l cross-selling:
Cross-sell l mt thut ng marketing dng ni v cch
thc gii thiu nhng sn phm hoc dch v cng thm c
lin quan n th m{ kh|ch h{ng ang hoc ~ mua. V d
nu bn ang la chn mt cun sch trn Amazon, bn s
c gii thiu mt danh sch nhng ta s|ch tng t
nh cun sch m bn nh mua hoc l nhng ta s|ch ~
c mua bi nhng kh|ch h{ng kh|c ~ mua 1 cun sch
ging bn. Vic tm kim sn phm ga tri ging trn
mng c th a n vic gii thiu mt danh sch nhng
sn phm v rm. Mt v d ph bin ca cross-sale l cu
ni thng gp trong lnh vc thc n nhanh: Bn c
mun n km vi khoai t}y chin khng?. Cn trong lnh
vc dch v ti chnh, cross-sale c ngha l{ gii thiu
nhiu loi hnh u t cho nh{ u t, hoc thm ch l
dch v bo him cho nh{ u t hoc chun b thu cho
nhng kh|ch h{ng ang d tnh v hu.
Up-sale trong marketing l cch thc gii thiu sn phm
hoc dch v cao cp (v gi|) hn cho nhng khch hng
ang hoc ~ mua. V d in hnh nht ca up-sale l cu
ni ph bin trong lnh vc thc n nhanh: Bn c mun
mt phn bnh siu b?
2. Khc bit gia cross-sell v up-sale:
Up-sale l lm cho khch hng tr tin nhiu hn mua
sn phm hay dch v t tin hn ca cng mt loi sn
phm hay dch v , hay l{ nhng chc nng/dch v bo
h{nh c lin quan n sn phm dch, dch v.
3. Mt v d in hnh v cross-selling:
McDonalds l mt trong nhng cng ty tin phong v hiu
bit su sc v cross-sale. H thc hin n lin tc. Bng
cch bn nhng sn phm i km, McDonalds ~ gia tng
|ng k doanh thu, trong mt s trng hp l{ gia tng
tri nghim ca khch hng. Khi mt ngi bn hng khu
vc mua hng trn xe (drive-through) hi khch hng c
mun nng cp phn n, hoc c mun thm khoai ty
nghin ch vi 30 xu, th ng ngha vi vic h ang
c (hay b) cross-sale mt sn phm khc. Khi mt
ngi ti quy phc v c hi nu h mun thm mt
th g , v d nh Anh/ch c mun phn n trn gi
cho phn b|nh Quarter pounder khng?, hoc, Anh/ch
c mun phn b|nh to hn khng?, hoc, Anh/ch c
mun ung nc g khng?. Tt c nhng iu y chnh l
hnh thc c bn v{ th s nht ca cross-sale.
Benthanh Group 2013. All right reserved
Amazon & Ebay - Cross-Selling online
On the internet, cross-selling is an obvious winner.
It is the practice of promoting complementary items
related to the item that has just been bought. One of
the first to use cross-selling to enhance their
services, retain customers, attract new customers
and stay competitive is Amazon. If you purchase a
certain type of product, whether it is a book or CD,
you will see a notification either at check-out or via
email, to tell you that other customers, who bought
this product, also enjoyed this very similar product.
As soon as you purchase a certain type of business
book, you will be notified of other similar books that
are available. Amazons cross-selling methods are
highly effective and provide additional value to
customers whilst at the same time, increasing the
sites sales volume.
Ebay is another on-line site that promotes cross-
selling. For example, if you are selling bath towels
and also have bathroom accessories in your Ebay
store, it would be a natural fit for a cross-selling
opportunity. It makes sense, because it doubles the
revenue on what would have been a single sale.
4. Cc k thut thc hin cross-selling
Many early stage businesses that offer more than
one product or service can do a much better job of
educating customers on the different solutions they
deliver. This type of cross selling can be a highly
effective tool for a small business.
When you cross-sell, you offer the customer a
product or service related to whatever they are
already buying. It can be as simple as the waiter
asking if you want a salad to go with your main
course. Up-selling positions higher priced products
in a good/better/best progression. Both methods of
encouraging clients to spend a little more can
dramatically boost your sales
But maybe you worry about irritating them with too
many sales pitches to buy more. Dont. Surveys
show that most buyers appreciate being told about
additional products or services that might better
meet their needs or about new items that were not
offered in the past. Its a way of demonstrating that
you are aware of their needs and care about their
satisfaction. Here are some ideas to help you
improve your cross selling success
5. So here are the best 10 ways to do it.
1. Get prepared - then ask!
Make sure you've built a range of products that
complement each other. So if you sell antique
furniture, get some good quality wood-polish in
stock ready for a last-minute cross-sell. (Travel sites
like EasyJet and Expedia are masters of this on a
larger scale - if you search for a flight, they offer you
hotels, travel insurance, car rental.)
Trang 2 / 6
Amazon v Ebay cross-sale trc tuyn
Trn internet, cross-sell chim v th ch o mt cc hin
nhin. l{ hnh thc khuyn mi nhng sn phm i km
c lin quan n nhng sn phm va c mua. Amazon
l mt trong nhng cng ty u tin s dng cross-sale
nng cao cht lng dch v, gi kh|ch h{ng c, thu ht
khch hng mi v duy tr v th cnh tranh. Nu bn mua
mt loi sn phm n{o , bt k l quyn sch hay mt da
CD, bn s thy mt lu lc tnh tin hoc qua email. Lu
y bo rng nhng khch hng khc cng mua sn phm
ging bn u thch nhng sn phm tng t khc. Ngay
khi bn mua mt quyn sch kinh doanh, bn s c lu
nhng cun sch ging nh vy. Phng thc cross-sale
ca Amazon ht sc hiu qu, cung cp thm nhng gi tr
cng thm cho kh|ch h{ng ng thi tng doanh s bn
hng ca h.
Ebay l mt v d khc ca mt trang web trc tuyn s
dng cross-sale. Khi bn b|n khn tm v{ ng thi cng
c nhng vt dng trong nh tm khc trong kho Ebay ca
bn, th ho{n to{n ph hp cho vic s dng cross-sale.
N d dng nhn bit, bi v n c th tng gp i doanh
s trn cng mt ln bn hng.
4. Cc phng php thc hin cross-sale:
Nhiu nh{ kinh doanh ban u thng gii thiu nhiu sn
phm hoc dch v. Nhng th c th thc hin rt tt
vic nng cao hiu bit ca khch hng v nhng gii php
h cung cp. Hnh thc cross-sale ny c th l mt cung
cp rt hiu qu cho nhng nh kinh doanh nh.
Khi bn cross-sale, bn gii thiu ti khch hng mt sn
phm hay dch v n{o lin quan bt k ti nhng th h
~ mua. N c th n gin nh l{ mt ngi phc v hi
khch hng c mun mt phn rau trn i km vi mn n
chnh. Up-sale nh v nhng sn phm c gi| cao hn tip
theo nhng trng hp tt/tt hn/tt nht. C 2 phng
c|ch u khuyn khch khch hng chi tiu nhiu hn mt
cht nhng c th tng |ng k doanh s ca bn
Nhng c th bn lo lng v vic c th lm khch hng
kh chu khi gii thiu qu nhiu sn phm cho h. Nhng
ng lo lng. Cc cuc nghin cu ch ra rng hu ht
ngi mua u thch vi vic c gii thiu v nhng sn
phm hoc dch v khc tt hn hoc cha bao gi c
thy trc kia. l{ phng thc chng t rng bn quan
tm v tha mn nhng nhu cu ca khch hng.
Di }y l{ mt vi gi c th l{m tng kh nng th{nh
cng ca vic cross-sale.
5. y l 10 cch cross-sale tt nht:
1. Hy chun b trc ri hy hi
Bn phi bo m chc chn rng bn ~ c cc sn
phm b sung cho nhau. Nu bn b|n ni tht c, chun
b sn mt vi sn phm v sinh g thc hin cross-sale.
(Nhng trang web du lch nh EasyJet hay Expedia l{ bc
thy trong vn ny, theo mt quy m ln hn nu bn
kim thng tin mt chuyn bay, h gii thiu cho bn lun
c khch sn, bn him du lch, thu mn xe.)
Benthanh Group 2013. All right reserved
Then it really is as simple as just remembering to
ask customers whether they want the extra item.
Your cross-sell item should be cheaper than the
original product, and something that only takes a
quick buying decision. The more complex the
product and the way you need to explain it, the
more difficult your cross-sell will be.
Bn phi bo m tt c nhn vin phi quen thuc tt c
Make sure staff are familiar with all your products sn phm ca cng ty v th n{o th i km vi th no.
and that they know which go hand-in-hand, and ng thi bn cng phi dy h thun thc vic cross-sale
teach them how to master the cross-sell too. nh th no.
2. Position wisely
Learn from supermarkets and newsagents the
world over: there's a reason they always have gum,
chocolate bars and magazines by the check-out.
Placing a cheap impulse purchase where people
queue is enough in itself to prompt a purchase. Aim
to use the cheapest items most likely to complement
your best-selling products. To mimic this effect on
your website, see the next point.
3. Gear up your website
The great thing about cross-selling online is that
you have so much data to work from. You can even
automate your cross-selling opportunities, using
data on what other buyers have bought (more on
which in the point below). If that's out your budget,
just showcase your products with common sense - if
someone searches for 'tomato seeds', offer a
seedling tray, compost and cellophane cover
alongside. Use the 'site overlay' function on Google
Analytics to see which products work best together
(according to how customers click from one to the
other), and use your sales data wisely - it reveals
which products customers are already buying at the
same time. Make sure it's easy for buyers to find out
the info they need on extra purchases without
navigating away from the original.
Every page should be maximised to encourage
cross-selling opportunities, though check-out is a
particularly fertile one. Good shopping carts to use
on your site include Prostores.com,
osCommerce.com and X-Cart.com - they've all been
designed with cross-selling in mind.
4. 'Other people who bought this also bought'
In 2006, Amazon reported that a whopping 35% of
the year's sales came from cross-sells. Their
introduction of 'Customers who bought this item
also bought' and 'Frequently bought together' is
nothing short of cross-selling genius. It plays on
your trust in the tastes of people with tastes like
yours. This leads neatly into a cross-sell without it
Trang 3 / 6
Sau n gin ch l nh hi khch hng h c mun mua
thm th g khng. Sn phm cross-sale phi r hn sn
phm ban u, v phi l nhng th c th khin khch
hng quyt nh mua mt cch nhanh chng. Sn phm
cng phc tp th cng tn thi gian gii thch v cng lm
kh khn thm cho vic cross-sale.
2. nh v mt cch thng minh
Hy hc t cc siu th v sp bo: C mt l do n{o khi
h lun lun t ko cao su, s c la hoc tp ch ti quy
tnh tin. t mt sn phm r ti ni kh|ch h{ng ch tnh
tin khuyn khch h mua n. Nn nhm n vic t
nhng sn phm r nht s b sung tt nht cho nhng sn
phm bn chy nht ca bn. thc hin vic tng t
trn trang web, hy xem cch k tip.
3. Nng cp cho trang web ca bn
iu rt thun li cho vic cross-sale trc tuyn l bn c
rt nhiu d liu thc hin. Bn thm ch cn c th t
ng ha vic gii thiu cross-sale, bng cch s dng cc
thng tin m{ c|c kh|ch h{ng kh|c ~ mua (xem k hn v
phn n{y trong c|ch bn di). Nu iu vt qu chi
ph, bn c th ch cn gii thiu nhng sn phm ca bn
theo cch trc quan: nu ai kim ht ging c{ chua, gii
thiu cho h khay gieo ht, phn hu c hay ming ph
xen lu l. S dng chc nng Site overlay trn Google
Analytics xem nhng sn phm n{o hay i chung vi
nhau nht (Da theo chi tit vic khch hng xem t sn
phm n{o n sn phm no), v s dng d liu bn hng
mt cch thng minh, n ch ra rng nhng sn phm no
c khch hng mua cng mt lc. Tuy nhin bn phi
chc rng khch hng c th d dng tm kin thng tin h
cn trn nhng sn phm thm m khng phi i qu| xa
sn phm ban u.
Tt c cc trang phi tn dng ht nhng c hi cross-sale
c th, v{ ch c bit trang tnh tin v n l mt c hi
mu m cross-sale. Bn c th s dng chc nng gi
mua hng trc tuyn trn cc trang
Prostores.com, osCommerce.com v X-Cart.com tt c
u ~ c thit k tn dng cross-sale.
4. Nhng khch hng mua ging bn cng mua
nhng th ny
V{o nm 2006 35% doanh s trong nm ca Amazon n
t cross-sale. Vic gii thiu ca Nhng khch hng mua
ging bn cng ~ mua nhng th n{y v{ Nhng sn
phm thng c mua chung vi nhau ch n gin l
mt iu thin t{i. N |nh v{o nim tin ca khch hng
da trn nhng khch hng khc c chung s thch. iu
Benthanh Group 2013. All right reserved
seeming like Amazon has had anything to do with
the recommendation at all, and thus absolving them
from any whiff of a hard sell. And it is of course
showing you products you're likely to enjoy.
You can replicate this effect on your website by
automating the recommendations as Amazon does
(which will cost you), or you can just manually
upload items to the relevant places on your site
under the 'Also bought' heading (which is
significantly cheaper, though more time-
consuming). Use your sales data on what items get
bought together, or just semi-cheat by using
common sense.
Use this technique it in person by casually referring
to other customers with similar tastes and what
they bought recently.
5. Incentivise
Tempting offers such as 'free postage on orders
more than 40' incentivise customers to just buy
that little bit more. You might also try a discount or
gift voucher for orders over a certain amount, or,
the reward card favourite, double loyalty points (or
similar) for a certain spend.
The techniques above and below should be used in
conjunction to give customers that extra little push
needed.
6. Bundle up
Meal deals - where would we be without them? A lot
slimmer and slightly richer, probably. But they work
because they bundle together products that fit
naturally together at an attractive price point. The
consumer feels like they're making a saving on stuff
they would possibly buy - or at least want - anyway.
Find that golden price tag that feels like a bargain
buy while still earning you a tidy profit. Then make
the offer glaringly obvious to customers and place
all the products included right next to each other.
7. On-product copy
If you've ever absent-mindedly read the back of a
shampoo bottle in the shower (who hasn't?), you
may recall that old cosmetics and beauty marketing
staple: 'For best results, use in conjunction with
[insert same-brand product of choice]'. If you've got
your own-branded product line, this is a no-brainer.
8. Expert recommendations
If you don't have any control over the copy on the
products you sell, leverage expert opinion on which
two or three products are most effective when used
together. The expert can be you if needed: you know
your niche better than your customer (hopefully!),
Trang 4 / 6
chnh l{ cross-sale nhng li lm khng lm cho khch
hng cm thy Amazon ang a ra ngh mua hng, v
do l{m cho Amazon tho|t khi vic to ra kh khn
trong vic bn hng. H d nhin ch gii thiu nhng th
m khch hng thch.
Bn c th lm ging nh Amazon bng cch t ng a
ra nhng li ngh ging Amazon ~ l{m (c|ch n{y s
tng i tn km), hoc bn c th ch cn a ln mng
nhng sn phm mt cch th cng nhng ni ph hp
di tiu Cng mua (c|ch n{y s tit kim chi ph
|ng k nhng s tn thi gian hn). S dng d liu bn
hng trong nhng sn phm c mua cng nhau, hoc ch
cn gii thiu sn phm theo cch trc quan.
S dng cch ny trn nhng khch hng bng cch thnh
thong cp ti nhng khch hng c s thch ging
nhau v nhng th h ~ mua gn }y.
5. To ra nhiu u i
Nhng khuyn mi hp dn nh Giao h{ng min ph cho
nhng n h{ng trn 40 la s khuyn khch khch
h{ng mua thm cho s tin. Hoc bn cng c th th s
dng phiu gim gi hoc phiu qu tng cho nhng n
h{ng vt qu mt gi tr n{o , hoc cng c th thng
im tch ly gp i cho kh|ch h{ng th}n thit khi mua
cng mt s tin.
Nhng phng ph|p bn trn v{ bn di cng c th s
dng kt hp vi phng ph|p n{y to ra thm nhiu
hiu qu.
6. ng thnh mt gi
Ba n trn gi Chng ta s nh th no nu khng c
chng? S thon th hn nhiu v c th l{ gi{u hn mt
cht. Nhng chng rt hiu qu v chng hp vi nhau mt
cch t nhin v{ c gp chung to thnh mt gi sn
phm vi mt gi hp dn. Khch hng cm thy h ~ tit
kim mt khon tin trn nhng th h c th mua hoc
mun mua. Bn hy tm mt mc gi va c th sinh li
va lm cho khch hng cm thy c li, sau gii
thiu gi sn phm ti khch hng mt cch trc quan
nht v sp xp tt c sn phm trong cng vi nhau.
7. Gii thiu mt dng sn phm
Nu bn tng th c phn di ca chai du gi u khi
tm (ai cha tng l{m iu nh?), bn c th nh n
mt ming dn tip th rt kho kiu c: c kt qu tt
nht, hy s dng chung vi [tn mt sn phm cng nhn
hiu]. Nu bn c nhng sn phm ca cng mt dng, s
dng phng ph|p n{y l{ iu khng cn phi suy ngh
8. ngh ca chuyn gia
Nu bn khng c quyn quyt nh trn nhng mu m
sn phm bn bn, th hy tn dng kin chuyn gia trn
hai hoc ba sn phm t c hiu qu cao nht khi s
dng cng nhau. Chuyn gia cng c th l bn nu cn:
bn hiu cc sn phm nhiu hn l{ khch hng ca bn
Benthanh Group 2013. All right reserved
so cite that knowledge. Or use quotes from other (hy vng l th!), bn nn ch ra nhng hiu bit . Hoc
experts and articles you've read. s dng trch dn t chuyn gia hoc cc bi vit bn ~
c.
Steal the idea so well implemented by small wine
shops and bookshops, of hand-written cards Bn c th s dng tng rt tt ca cc ca hng bn
explaining employees' favourites, but just apply the ru hoc ca hng sch. H s dng cc thip vit tay
descriptions to two products rather than one. As in: cp n cc nim yu thch ca nh}n vin, nhng phi p
'Julie's favourite: I've got this violet candle in my dng cho hai sn phm ch khng phi mt. V d nh:S
home - it smells heavenly and fresh. I like propping thch ca Julie: Ti c cy nn mu tm nh, n c mi
it on the darkwood candle-stand when I have rt tuyt. Ti thng thch cm n trn n cy mu g
friends over for dinner - so much quirkier looking ti khi ti cng n ti vi nhng ngi bn nhn tuyt
than flowers'. Personal touches like that never do vi hn l{ t nhng gi hoa. Nhng cm xc c| nh}n nh
your business any harm. th cng khng hi g n vic kinh doanh ca bn.

9. During the pitch 9. Trong lc thng tho

If you're pitching to a customer face-to-face,
whether in the meeting room or from the cosmetics
counter of a department store, you get the chance to
plant your cross-sell seeds early. In the early stages
of the pitch, as you draw out your prospect's pain
points (read more on this here), keep mental notes
on everything even as you focus your pitch around
one big issue. When you get to the close, throw
those early pain points back in with products you
have to fix them - with a bit of a discount thrown in
for good measure, if you like.
Nu bn ang thng tho vi khch hng trc tip, c th
l trong phng hi tho hoc l quy m phm ti trung
t}m thng mi, ngha l{ bn ang c c hi gieo mm
cross-sale ngay t ban u. Trong giai on u tip xc,
khi bn ang rt ra nhng im trng yu ca khch hng
tim nng, ghi nh trong u tt c mi th ngay c khi
bn ang tp trung vo mt vn ln. V khi bui gp
mt gn sp kt thc, hy thuyt phc h rng nhng im
trng yu s c gii quyt trong nhng sn phm ca
bn cng vi mt cht chit khu cho khch hng, nu
bn mun.

10. Discounted second buy 10. Gim gi cho ln mua th hai

The 'bolt-ons' and 'add-ons' that have become so de
rigueur among mobile phone companies in the last
few years work because they offer desirable (non-
essential) additional products, made yet more
attractive by a bit of a discount. It feels like you're
getting a deal - even though the company makes a
better profit by selling you two services rather than
one, and you probably would have never bought the
second item if it wasn't for that deceptive 1 - 10
off. The Boots favourite 'Buy two get third free' has
the same idea behind it, though the financials are
more daring.
Nhng th gn thm hay ph thm ~ tr nn bt buc
gia c|c cng ty in thoi trong v{i nm tr li }y. N
hiu qu v n gii thiu cho khch hng nhng sn phm
ph thm m h mong mun (nhng khng cn thit),
ng thi i km vi nhng khuyn mi hp dn. Khch
hng th c cm gi|c c li, v cng ty th c hng
li cao hn v b|n c 2 dch v thay v l{ 1. Thng th
khch hng s chng bao gi mua sn phm th hai nu n
khng gim gi t 1-10 la. Khuyn m~i c a thch
Mua 2 th c 1 min ph ca The Boots c cng mi
tng ng sau n mc d v kha cnh ti chnh th h
phiu lu hn.

But as long as the add-on you offer is something
your customer is likely to lust after a little, and the
discount you offer doesn't negate your profit margin
on it, it can be worth taking the hit of that slightly
slimmer profit on item two just to double your sales
per transaction - particularly during slower sales
periods. It gives your customers that grabbed-a-
bargain feel-good factor, too. (If they're not
interested in your offer first time round, use direct
mail to follow up on sales offering similar incentives
to repeat buy.)
Tuy nhin, khi no m bn cn a ra cho khch hng
nhng sn phm c sc thu ht tc thi, v s tin gim
gi bn a ra khng l{m nh hng nhiu ti li nhun,
th bn nn p dng phng ph|p n{y. N c th gim li
nhun ca bn mt t nhng l{m tng gp i lng hng
bn ra mi giao dch c bit l trong nhng thi im
bn chm. N cng l{m cho kh|ch h{ng c cm gi|c c
li khi mua nhng mn hng gim gi. (Nu h khng c
hng th vi nhng ngh ca bn ln u tin, s dng
th trc tip tip tc a ra nhng khuyn m~i tng
t khuyn khch khch hng mua hng tip tc.)

This is not dissimilar to the bundling idea, you just Phng ph|p n{y khng kh|c vi tng bn hng trn
position it slightly differently, as you offer it to the gi, bn ch l{ nh v n kh|c i mt cht. Mt l bn a
customer as an added bonus at the end of the sell ra khuyn mi lc cui ca qu trnh mua hng, cn mt l
rather them choosing the deal from the get-go. chn khuyn mi trong qu trnh mua hng.

Trang 5 / 6 Benthanh Group 2013. All right reserved

Trang 6 / 6 Benthanh Group 2013. All right reserved