Identify the failure points in cross-selling and upselling most likely to cause loss, and control them first.
Designing Cross-Selling and Upselling Strategies
An applied course in cross-selling and upselling built around the decisions practitioners actually face.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in cross-selling and upselling is imperfect; that is not a reason to stop measuring it. Activity in the wider marketing and commercial practice agenda is easy to generate and easy to mistake for progress. Field experience suggests that the barrier to better the marketing and commercial practice capability is rarely technical. It suits anyone whose decisions touch cross-selling and upselling, in large organisations and small ones alike. A common pattern is strong design of the practice within marketing and commercial practice paired with weak follow-through. The course sets out a working method for the wider marketing and commercial practice agenda that participants can apply the week they return. Participants apply cross-selling and upselling to their own commercial team throughout, so the output is directly usable. They gain the ability to sequence improvements to the marketing and commercial practice discipline in an order their organisation can absorb. The closing exercise tests whether the participant's plan for the practice within marketing and commercial practice survives a hostile question.
Expected Learning Outcomes
Design the qualification criteria that stop effort being wasted in cross-selling and upselling.
Define the audience for cross-selling and upselling precisely enough to exclude people.
Recognise early indicators that cross-selling and upselling is drifting away from its intended design.
Plan expansion of cross-selling and upselling into new segments or markets deliberately.
Agree the first three actions on cross-selling and upselling that will be taken on returning to work.
Handle objections in cross-selling and upselling without conceding position immediately.
Who Should Attend
Sales managers leading teams that deliver cross-selling and upselling.
Product managers whose proposition depends on cross-selling and upselling.
Analysts producing the data on which decisions about cross-selling and upselling rest.
Operations staff who encounter the consequences of cross-selling and upselling directly.
Digital marketing specialists executing cross-selling and upselling.
Account managers responsible for retention within cross-selling and upselling.
Course Modules
Cross-selling and upselling: pricing, value and discount control
2 sessions · 8 pointsSession 1Keeping cross-selling and upselling alive after the initial push
- Map the decision journey for cross-selling and upselling and mark where the choice is actually made.
- Structure pricing for cross-selling and upselling against perceived value.
- Measure lifetime value from cross-selling and upselling, not just first purchase.
- Distinguish symptoms from causes when cross-selling and upselling underperforms.
Session 2Building the method for cross-selling and upselling step by step
- Identify where judgement in cross-selling and upselling is legitimate and where it is not.
- Establish the boundary of cross-selling and upselling and record what sits outside it.
- Anticipate the objections cross-selling and upselling will raise and prepare the answers.
- Build the content that answers the buyer's real question about cross-selling and upselling.
Cross-selling and upselling: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Defining the audience for cross-selling and upselling narrowly enough to matter
- Define the trigger that would require cross-selling and upselling to be redesigned.
- Record what was learned when cross-selling and upselling did not go as planned.
- Define acceptance criteria for cross-selling and upselling in advance.
- Set the discount authority for cross-selling and upselling and require justification.
Session 2Keeping customers acquired through cross-selling and upselling
- Rank the weaknesses in cross-selling and upselling by consequence rather than by ease of fixing.
- Design the retention action triggered when a customer of cross-selling and upselling goes quiet.
- Agree the attribution model for cross-selling and upselling and state its known limits.
- Test creative for cross-selling and upselling at small scale before full commitment.
Cross-selling and upselling: audience definition and segmentation
2 sessions · 8 pointsSession 1Where cross-selling and upselling typically breaks, and why
- Remove steps in cross-selling and upselling that add effort without adding assurance.
- Compare cost of acquisition against value in cross-selling and upselling.
- Script the three most common objections in cross-selling and upselling and the responses.
- Build the report on cross-selling and upselling that answers whether to spend more or less.
Session 2The claim about cross-selling and upselling competitors cannot copy
- Confirm that reporting on cross-selling and upselling reaches the people who can act.
- Choose the next segment for cross-selling and upselling and state why it is next.
- Write the positioning claim for cross-selling and upselling and test whether a competitor could say it too.
- Identify the data already collected that bears on cross-selling and upselling.
Cross-selling and upselling: channels, content and creative
2 sessions · 8 pointsSession 1Measuring cross-selling and upselling when attribution is imperfect
- Set objectives for cross-selling and upselling in revenue terms with a timeframe.
- Agree what will be standardised in cross-selling and upselling and what will not.
- Define qualification criteria that disqualify quickly in cross-selling and upselling.
- Confirm that those complying with cross-selling and upselling understand why it exists.
Session 2Protecting the brand while hitting targets on cross-selling and upselling
- Define the handover point between marketing and sales in cross-selling and upselling.
- Agree the indicators that will show whether cross-selling and upselling is improving.
- Reduce the variation in how cross-selling and upselling is carried out between teams.
- Establish who is informed, consulted and accountable in cross-selling and upselling.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.