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Enhancing Upselling and Cross-Selling in Business-to-Business Markets: The Critical Need to Integrate Customer Service and Sales Functions

In: Customer Centric Support Services in the Digital Age

Author

Listed:
  • Sanket Vatavwala

    (Indian Institute of Management Amritsar)

  • Bipul Kumar

    (Indian Institute of Management Indore)

  • Arun Sharma

    (Miami Herbert Business School, University of Miami)

Abstract

Business-to-business firms have recognised the importance and have focused on upselling and cross-selling to customers. However, firms struggle to upsell and cross-sell to customers despite extensive efforts. The customer service function is typically a stand-alone function, responsible for customer service and primarily for upselling and cross-selling to customers in many firms. The authors suggest that deeper integration of the customer service function with the sales function is required for effective upselling and cross-selling. The integration will require reduced boundaries between the customer service and the sales function and increased digitalisation, which enhances data sharing. In addition, supplier firms will need to train their personnel and enhance the customer selection process. This chapter details the issues in upselling and cross-selling in business-to-business markets, develops a framework, and derives implications for theory and practice.

Suggested Citation

  • Sanket Vatavwala & Bipul Kumar & Arun Sharma, 2024. "Enhancing Upselling and Cross-Selling in Business-to-Business Markets: The Critical Need to Integrate Customer Service and Sales Functions," Springer Books, in: Jagdish N. Sheth & Varsha Jain & Emmanuel Mogaji & Anupama Ambika (ed.), Customer Centric Support Services in the Digital Age, chapter 9, pages 199-216, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-37097-7_9
    DOI: 10.1007/978-3-031-37097-7_9
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