Liam owns a small online pet supply business, specialising in natural, high-quality products for pets. He’s built a loyal customer base, but he’s keen to find ways to grow his business without spending too much on new customer acquisition. One day, while packing an order, he wonders, “What else might my customers need to care for their pets that I already offer?” This question sparks an idea: maybe upselling and cross-selling could help him offer more value to his customers while also boosting his sales.
Recognising Opportunities to Upsell Naturally
Liam starts by focusing on upselling, which he sees as an opportunity to offer customers better or more complete options that enhance their original purchase. For example, he notices that customers who buy his high-quality pet food often want the best for their pets. So, he creates an option for customers to upgrade their purchase by adding a nutritional supplement pack that supports joint health, digestion, or coat shine, depending on the type of pet.
Rather than pushing this as a “hard sell,” Liam includes a small note on the product page: “Consider adding our Joint Health Boost to give your pet even more benefits from their food.” This simple message is enough to catch the interest of pet owners who care about their pet’s well-being. It’s an upgrade that feels like a natural fit, offering genuine value and complementing what they already intended to buy.
Exploring Cross-Selling to Meet Customer Needs
With upselling in place, Liam also begins thinking about cross-selling. He wonders if he can help customers discover other products that go well with what they’re buying. For instance, customers purchasing a new pet bed might also be interested in a durable, easy-to-clean pet blanket to go with it. Similarly, those buying pet grooming tools might appreciate high-quality shampoos and conditioners to complete their grooming routine.
To make these cross-sells feel personal and helpful rather than promotional, Liam adds a “Complete the Set” section beneath each relevant product. Here, he includes carefully chosen items that enhance the main product. So, if someone is buying a dog grooming brush, they might see a recommendation for shampoo designed specifically for sensitive skin, which many of his customers’ pets seem to have. By suggesting items that make sense with the main purchase, Liam’s customers feel that he understands their needs, and they’re often happy to add these suggestions to their cart.
Building a Relationship of Trust
Liam knows that upselling and cross-selling can sometimes feel too salesy, and he wants to avoid that at all costs. So, he makes a point to focus on the customer experience. Each upsell and cross-sell is chosen not just to boost sales but to genuinely help his customers care for their pets. He even starts sending follow-up emails that offer care tips tailored to the products his customers bought, including links to complementary items that could support their pet’s health or comfort.
For instance, a customer who buys a new cat scratching post might receive a friendly email a week later with tips on encouraging their cat to use it, along with a suggestion for a catnip spray to make the scratching post even more enticing. Customers respond positively to these emails, appreciating the thoughtful advice, and some even mention that they feel like Liam’s business really understands them and their pets.
Upselling and Cross-Selling as Part of Customer Care
What surprises Liam most is how his approach to upselling and cross-selling builds stronger relationships with his customers. They see him as a trusted source of advice and products, not just a store. When they purchase items he suggests, they feel more confident that they’re making the right choice. This confidence creates a ripple effect, with customers returning to his store, knowing they’ll receive products and recommendations they can trust.
Over time, Liam’s customer base grows not just because he’s making more sales but because his customers feel cared for. His thoughtful upselling and cross-selling approach has created a customer experience where each interaction feels personal, and every suggestion adds value to their purchase.
Why Upselling and Cross-Selling Matter for Small Businesses
Liam’s story shows that for small businesses, upselling and cross-selling aren’t just about boosting the bottom line. When done thoughtfully, they’re about enhancing the customer experience, helping customers find the right products, and building a sense of trust. By understanding his customers’ needs and suggesting products that genuinely support those needs, Liam has created a service that goes beyond simply selling pet supplies.
For small business owners, upselling and cross-selling can be a way to build lasting relationships with customers. When each recommendation is made with care and an understanding of the customer’s needs, it’s no longer just an add-on—it becomes part of a supportive, valuable shopping experience that customers will remember.
Want to learn how to implement effective upselling and cross-selling techniques? Mark A Preston, a Customer Growth Coach & Speaker, can guide you in creating a strategy that feels natural, builds trust, and enhances the customer experience. Reach out to Mark today to make upselling and cross-selling an authentic part of your growth strategy.
