Crossselling: Myth or Legend?
Most of us could probably fill a dustbin with the
quantity of junk mail we receive each and every week. Much of it is unsolicited
and of little relevance to our daily lives. An analysis of your dustbin will
reveal that most of this unsolicited mail is an attempt by one supplier or
another to cross-sell a related, or more often than not an unrelated, product or
What is happening is
that electricity companies are trying to sell gas or water, just as water
companies are trying to sell electricity and gas. Equally,
high-street banks are trying to cross-sell credit cards, pensions and life insurance policies.
The assumption is
that you are just dying to buy more products from them. Some of us will, but
most will not, even when offered substantial bribes. What causes consumers to
spurn these incentives and what type of thinking encourages organisations to
believe consumers will respond to cross-sales programmes? Both questions will be