Course overview
Upselling and cross-selling are often treated as product-promotion activities, resulting in poorly timed offers, low conversion rates and damaged customer trust. Strong account growth depends on identifying genuine customer needs, matching relevant solutions to those needs, and making a commercially sound recommendation at the right point in the relationship. Sales teams also need disciplined account data, clear offer rules and practical follow-up methods to turn occasional expansion wins into repeatable revenue.
This course teaches participants how to find, qualify and progress upsell and cross-sell opportunities across existing accounts. Participants use customer segmentation, account mapping, Jobs to Be Done, value-based selling, SPIN questioning and opportunity prioritisation to identify where additional products, services, support packages or contract extensions create measurable value. They learn to build account growth plans, prepare credible business cases, manage objections, coordinate with customer success and service teams, and track expansion performance through CRM data and sales metrics.
Teaching combines short instructor briefings with sector-based cases, account analysis, role-played customer conversations, peer reviews and sales simulations. Participants apply each method to a real account portfolio or realistic case from banking, B2B services, technology, retail, public sector procurement or industrial sales. They leave with a completed account expansion plan containing opportunity priorities, customer hypotheses, stakeholder maps, value messages, conversation plans, offer recommendations and performance measures.
The course suits sales professionals and account-facing managers who already sell established products or services and need a more systematic method for growing existing customer relationships without relying on discounting or unfocused product promotion.
