Posted by admin May 17th, 2012
SalesPortal’s CEO Saurabh Khetrapal was recently a featured author in the Electronic Retailer Magazine, the official publication of the Electronic Retailing Association. Here is an excerpt from his article, Marketers: Strike When the Iron is Hottest!
While direct marketers are typically well attuned to the potential of upselling and cross selling, the unique moment in time characterized above also lays the foundation for another kind of opportunity: cross-pitching. With cross-pitching, marketers are no longer limited to the ancillary products they have in their arsenal, but instead, they can leverage complementary products and services from other, symbiotic brands. So, for example, a marketer of diet products who is not in the fitness equipment business can give the consumer a chance to double down on her commitment to getting healthy by offering a discount gym membership or the chance to acquire a new-fangled piece of workout gear. This sort of proposition works after the original reason for buying has been committed to; in other words, once the consumer is fully on board. If a consumer is agreeable to the second offer, a warm transfer occurs to the second marketer’s telemarketing environment. All parties then benefit: The originator of the inbound lead is financially rewarded by the lead buyer; the lead buyer is able to leverage the consumer’s new commitment and zeal; and the buyer is afforded a new opportunity to embellish her original commitment. Read the rest of this entry »