As someone who’s just started pitching upsells and cross-sells, how do you approach the “soft sell” without feeling pushy or losing trust with your existing clients? Part two to the question is - if you've read any books that have really helped you grow in the field, please share it in the comments.

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Go in with curiosity. Sounds basic, but it’s the best advice. Rather than selling, crossells and upsells are about partnering- and this is what makes relationships stronger, in turn ingesting trust and spend. Our solutions have to meet the customer’s business goals and their way of doing things- inclusive of their constraints.

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I have always found you need to make it relatable to them with examples outside of work and make it simple or l, if you can, zero in on something they specifically like. Also, use successful campaigns as examples whether it be something that McDonald’s did out of home and then transferred to social media to gain attention or a pharma company using a different tactic for the first time but they both have great results.

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Coming back to this thread - one approach that’s worked for me is ripping a tactic from Sales of “leaning into the bruise”. This means you identify a client pain point, poke at it a bit to get them to think about how lousy that is, then position your offering as a means of alleviating that. It’s a win-win that you’re coincidentally paid for.

Example: My client had never codified how to use a certain brand asset. As a result, it was thrown around haphazardly which never felt great and always caused swirl. I pointed it out two separate times, lamenting that it would be great to tighten up to avoid all the headache. The third time, I asked if we could spend some time codifying a playbook for them, so that we could all work with more clarity and their internal approvals would be smoother. Easiest scope increase I’ve ever landed.

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