Cross-Selling is a sales and marketing strategy where you encourage customers to buy related or complementary products or services in addition to what they’re already purchasing. The goal is to increase the overall value of a transaction while also helping customers get more out of their purchase.
In B2B, cross-selling often happens after the initial sale — especially in SaaS or service-based businesses where there are multiple modules, service tiers, or add-ons.
Why cross-selling matters:
- It’s often easier and cheaper to sell to existing customers than to find new ones.
- It can increase customer satisfaction when the additional product genuinely solves another problem.
- It boosts Customer Lifetime Value (CLV) without needing more traffic or leads.
Example:
Imagine a company buys your core analytics platform. Through onboarding, your team learns they struggle with data visualization. You introduce your dashboard add-on, which fits their needs and integrates seamlessly. That’s cross-selling — adding value while increasing revenue.