- A financial services organisation wants to sell restructuring services to existing tax clients
- An engineering firm wants to sell gearbox design to existing engine design clients
- A global client does a lot of business with your UK division but not your US division
- After a merger or acquisition, how do you exploit the "synergistic opportunities" sold to your shareholders?
Put simply, how can you break down the silos in which your teams identify cross-selling opportunities and then collaborate to win and deliver the work?
Key Account Management is a great starting point. Having a key point of contact to remain close to the client and identify opportunities, stakeholders and pain points is vital, but you must
also equip them with the correct tools to be successful. Ultimately, irrespective of how you manage your accounts, your use of technology is critical, and if done correctly, it also helps
to provide oversight and continuity of service in the event of personnel changes.
Below we've laid out five keys to success, and accompanied them with examples of how we can use the Microsoft Power Platform to support.
Keys to success
1. Identify cross-selling opportunities using a CRM system like Dynamics 365 for Sales:
- Tag Accounts with all marketing interactions, services supplied, and all potential service offerings
- Link parent and child accounts, and map client organisation structures to identify cross-division opportunities
- Tag opportunities with relevant secondary product / service opportunities
- Identify key stakeholders and map their relationships
- Identify existing relationships between your employees and the client
- Assign leads, or share them with other sales teams in your organisation
- Use timeline view to provide a history of contact interactions
- Ensure that cross-sell opportunities are always considered as part of the sales process by including a mandatory step in your business process flows
- Use a business intelligence tool like Power BI to share sales pipelines with a wider audience
2. Make it easy to collaborate throughout your organisation using tools like Microsoft Teams and Office 365 Groups:
- Build embedded line-of-business apps within Microsoft Teams to provide individual user teams with the extra functionality they require
- Leverage Microsoft Office 365 Groups to invite collaboration with any internal or external users
- Use cost effective Power App user licenses to provide limited access for light users, to customer and deal information within your CRM system
- Share documents and templates attached to account, contact, opportunity, and lead records in your CRM
3. Get your timing and context right as they are key elements for successful cross-selling:
- Use data analysis tools like Microsoft Sales Insights and Customer Insights to apply machine learning to your customer data and benefit from recommendations like
next best actions or clients at risk of churn
- Share a calendar of all client engagements, with alerts for team members, to enable more coordinated scheduling to ensure you use your clients' time more efficiently
4. Define, measure, report, and action the right marketing and sales KPIs with Power BI:
- Repeat customer rate
- Customer lifetime value
- Leads per account
- Net promoter score
5. Stakeholder communications:
- Implementing new software solutions and business processes needs to be consistent with correct messagingbuild Power Apps processes can drive that consistency and ensure consistent
document templates are shared and used
- Power Apps Portals can drive customer engagement, build trust and make it easier to access relevant services
- CRM-integrated online surveys like Dynamics Customer Voice can be used throughout the customer lifecycle to gauge customer satisfaction and identify new opportunities
If you need help with any of the above, please schedule a free consultation session using our contact form.
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