top of page

Lead Generation

Opportunity Qualification


Negotiation & Closing

Account Management

Up-Selling & Cross-Selling

You know the old saying, "it's easier to sell more to an existing customer than to find a new customer". While up-selling and cross-selling do form the path to increasing revenue from your existing accounts, in a B2B context it's just not as simple as asking “do you want fries with that?”   

In this module, we turn up-selling and cross-selling upside down and learn how we can set our customer's expectation to 'grow with us' early on in the sales cycle, and make up-selling and cross-selling a natural part of the customer lifecycle. We'll take a close look at the entire customer journey, identify milestones in that journey for up-selling and cross-selling, and then build a vision for customers in the form of a Customer Road-Map. Participants will also learn best practices for internal and external communication to keep their customers aligned and on-track toward completing their road-map and realizing their vision. 


Live training format

3 lessons


5 Hours completion time

Individual Coaching included

After completing this course, you will be able to:

  • build a customer road-map  

  • identify the key points in the customer journey to up-sell and cross-sell  

  • apply communications principles for up-selling and cross-selling your customers  



The Customer Road-Map

  • Defining 'up-selling' and 'cross-selling'  

  • The customer journey  

  • Identifying up-sell and cross-sell milestones   

  • Exercise: Creating a Customer Road-Map  

1 (24 of 142).jpg

Stephen Gonzalez


Communication Tactics

  • Building and communicating the business case for your Customer Road-Map  

  • Incorporating Account Management communication best practices  

  • Working successfully with supporting teams  

  • Assignment: Set a Customer Road-Map discussion with 5 customers  

1 (28 of 142).jpg

Kevin Legg


Role Play

  • Communicating the business case for your Customer Road-Map  

1 (94 of 142).jpg

Stephen Gonzalez & Kevin Legg

Save this training

bottom of page