Cross-selling typically involves a business offering complementary products or services along with a customer’s initial purchase. As a strategy, when done well, it offers a host of benefits for both parties.
Headquartered in the Forest of Dean, fabricator-installer Express Windows Ltd has established a reputation for quality workmanship supplying PVCu windows and doors, conservatories and roofline products to trade and domestic customers.
In an innovative departure from standard practice the company has recently added PVCu decking to its range, after several customers enquired about it during the installation of other products.
General Manager Dean Phelps explains, “The first decking Express sold arose when the team were on site measuring up for a conservatory. Our customer commented that it would be nice to have an adjoining deck seamlessly connecting their conservatory and garden.
“I saw an opportunity, realising it was something my team were more than capable of undertaking. Besides providing additional business, it would also deliver extra value for the customer who would get a more complete enhancement for their home. So, I thought ‘Why not?’
“As a Liniar supplier, we had some samples of their SwitchBoard composite decking and PVCu fencing ranges in our showroom, however it just wasn’t something we’d previously pushed. But after showing them to our customer we secured the additional work and ended up fitting a beautiful, decked area complete with glass balustrades.
“It perfectly complemented the conservatory and really brought the rear of the property to life. Our customer was delighted, and what began as an off-the-cuff comment resulted in them receiving exactly what they wanted conveniently and efficiently without the stress of having to source and deal with a separate installer.”
This example perfectly illustrates successful cross-selling – when businesses listen to customers, understand their needs, and leverage product knowledge to identify complementary offerings. The result? A mutually beneficial outcome enabling growth and diversification for the business, and an improved experience for the customer.
Dean reflects on broadening the Express Windows range, stating, “We’ve sold a few decks now and will continue to offer Liniar decking and fencing to customers in the future. As a route to expanding our product range and generating alternative revenue streams, we’re finding it much easier to target existing customers than to chase new leads.
“Also, buying from an existing supplier offers the advantages of familiarity, trust, and the consistent product quality we’re already accustomed to from Liniar. Ordering is straightforward and we’ve got a great working relationship with the Liniar team. Jack Mayfield (Liniar’s Secondary Operations Manager) is very knowledgeable, providing any advice or assistance we might need, and since the decks are supplied in kit form with clear instructions and everything necessary for installation, we find them very easy to work with.”
Express Windows is continuing to cater to the evolving needs of its customers, by actively listening to feedback and staying attuned to the capabilities of its suppliers. Their team is increasingly seizing every opportunity that arises, delivering an enhanced customer experience, while boosting sales revenue. Who doesn’t want that?
To see Liniar’s full product range visit: https://www.liniar.co.uk/
