Cross-selling is the sales strategy in which customers are offered additional products or services that complement a product that has already been purchased or selected. This method aims to increase a customer's value to the company by selling more, related products.


The practice of cross-selling is common in many industries and is regarded as an effective technique for increasing sales. It is assuming that customers who have already purchased a product are more likely to buy more products that improve the experience or use of the original product.

Areas of application

Cross-selling is widely used in areas such as finance, retail, and telecommunications. In industry, it is often used to sell complementary products such as maintenance contracts, additional equipment or software updates. This is particularly relevant in a B2B retailer portal, where companies regularly analyze their existing customer relationships to identify additional sales opportunities.


The benefits of cross-selling include increased sales, improved customer loyalty, and more efficient use of marketing and sales resources. By offering additional products that meet customer needs, companies can increase their customer satisfaction and loyalty.


The challenges of cross-selling lie in correctly identifying customer needs and choosing the right products that actually offer added value. Excessive cross-selling can lead to customer fatigue and damage trust in the company, especially when the suggested products aren't relevant.


An industrial company could in its Self-service portal use cross-selling by automatically suggesting maintenance services as complementary products to customers who buy spare parts. Such targeted recommendations can improve customer experience and increase sales at the same time.


Cross-selling is an effective strategy for increasing sales by offering customers complementary products or services. Using this method correctly can result in a significant increase in customer satisfaction and loyalty.