Search close
Agency partner resources

How To Cross-Sell Service Packs To Generate Twice The Revenue

How To Cross-Sell Service Packs To Generate Twice The Revenue

All businesses aim to make more profit whenever is possible. However, acquiring new customers, particularly in the SaaS industry, is a lot more expensive than upselling or cross-selling to your existing client base. Think about acquiring a new client as the first step of a long-term relationship. And the end goal is upselling them more services. But first things first: let’s define the difference between cross-selling and upselling.

Cross-selling is when the client needs lateral complementary or related services, which generates new sales. For example, cross-selling happens in your checkout cart, when you're asked if you need anything else, like travel insurance or a rental car after booking a flight.

Upselling is when you're encouraged to increase your spend, to drive additional revenue. For example, you bought your economy flight and get an offer to move to a first class seat.

In the SaaS agency universe, upselling means you purchased a basic content management plan and you're upsold to a more expensive content management plan. While cross-selling means you'll buy another product, such as a marketing consultancy and graphic design suite. There are a few key things to consider for these additional sales to happen in an efficient manner and maximize all your internal opportunities,

Collect the right DATA

There is absolutely no way you can efficiently up or cross-sell if you don’t have good data on your customers. At the very basic level, your company should keep track of which plans their clients are on and for how long. You can extrapolate some basic assumptions from that basic data set. Remember, a client who's just signed up for a plan is probably not ready for another. Data helps you prioritize your work. Some sales people focus on customers who spend the most (or have large budgets) and some prefer to focus on small/medium customers and help them grow. No matter how you organize your opportunity matrix, build a solid list and consistently work on them.

Having data also means you are better prepared for the job. You need to know what is the frequency a specific customer is interacting with your services. What part of your services and products do they interact with the most? Skip the unnecessary questions and come prepared to the conversation with data.

Take the time to LISTEN

If you take a look at the list of most inspirational SaaS companies, you will noticed one theme: communication is changing very rapidly. The way customers are giving feedback has changed and they are giving companies a lot of feedback. While most companies don’t care much about the feedback beyond a direct question or complaint, there is real value in digging through some of that information.

First things first, your agency needs to have a good tool in place, like Intercom or Zendesk, that integrates with your CRM. All the communication with clients need to be in the same place, for quick access. A lot can be learned by the interactions the team has on a day-to-day basis. What has been your client’s past complaints? What suggestions have they been making? How often do they communicate with your team members? Do they even read their reports or send through questions about them?

All of these exchanges can indicate engagement levels, understanding of the proposed work, and most importantly, client satisfaction. Low satisfaction can be an interesting opportunity in some cases, because it can indicate that the initial sale was wrong. Perhaps the client picked the wrong service pack for their needs and it's affecting the perceived value of your services.

“The probability of selling something to a prospect is only about 5-20%, while the probability of selling something to an existing customer is 60-70%”,

Marketing Metrics.


When you try to push something your client doesn't need, you sound salesy and untrustworthy. So the first step in a great sales experience is to identify your clients pains and desires. What cues is he giving away through the conversation and more importantly, do you understand your client’s personal goals within their role?

When you have the data to back you up and you have an understanding of their goals, it is easier to identify how you can help them. Let’s say a customer needs to increase sales in a particular department. You can come up with campaign ideas, optimization strategies, and define a plan to get there together. This plan might contain a service upsell and a cross-sell of products to support the initiative. That conversation is going to flow much better than one that starts with “Let me tell you about this new product you might like…”

But even better, your agency should make the time to look at each customer’s data to identify their needs ahead of time. Your team needs to pro-actively call out areas of improvement and approach the client knowing that sales in a specific department could be improved. This is what makes up selling feel like a partnership. Bringing this type of value to your customer means up and cross-selling becomes an act of solidarity, and your customers’ lifetime value (LTV) will benefit from it.


Happiness in an agency/client setting means a few cross-sell-more-saas-packages things: achieving success and getting maximum value out of everything. Any kind of sales process should aim to finish with both sides feeling good. When your client closes a deal, they feel good knowing they got a good deal and made the right choice. It helps to also avoids buyer’s remorse and reduces churn.

As a sales tactic, if you offer any kind of new services, ask yourself: what would make my client happy? Is it a more efficient work process or a better technology? Often times we focus too much on showing financial results, which is important, but we forget to think about the emotional side of the sales process. Your client might be struggling with something that's not money related and you might be able to help with that. Next time you chat to them, try asking about their team and how they have been measuring results. This is a great way to find if you can offload some work from them, introduce a new tool that can save time, or improve their processes.

Cross-selling might seem like a time consuming task at first, but the more you do it, the easier it gets to recognize the opportunities for your clients. Once the process is established and your client base grows, you can even automate triggers and alerts. Use those triggers smartly and happy sales!

Articles you may be interested in
Account modal exit cross