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Monday, March 08, 2010

Milk and Cookies - Driving Stronger Relationships and Customer Satisfaction

Written by  Duane Bailey

I went to Wegman's the other day for a gallon of milk. I was with my son and we were on our way home from a basketball game. As is the norm in my house on weekends, we were in a hurry.

When we walked in, we found the milk prominently displayed in a refrigerator case at the front of the store. As I went to grab a gallon, my son pointed out the chocolate chip cookies that were for sale alongside the milk. “Milk and cookies,” he said, “they go together.” He was right, so I grabbed a package of cookies to go with the milk and we were on our way. It was more than what I came for, but the smile on my son’s face was priceless.

This is an example of cross-selling, or offering related items to enhance their customer experience with a brand. Cross-selling offers retailers a number of benefits, including customer exposure to higher margin items and increased satisfaction through the suggestion of complementary items of perceived value.

When your associates are interfacing with their stakeholders, what story are they telling?  Does their message enhance the stakeholder’s experience?  Are they offering X, or are they offering X, Y, and Z?  Cross-selling can be an effective relationship-building technique for customer service representatives in schools, associations, governments, and businesses of all sizes.

Once a customer’s reason for calling is addressed, offering suggestions on other complementary services that might resonate with the caller can lead to deeper customer relationships, increased satisfaction rates, and higher revenues.

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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