Cross-selling encourages existing customers to adopt complementary products or services that extend the value they receive. It helps deepen relationships and increase account revenue beyond the initial purchase.
In B2B, cross-sell initiatives often emerge from customer success insights, product usage patterns, and evolving business needs. When aligned with value, cross-selling strengthens retention and reinforces trust.
Effective cross-selling depends on timing, relevance, and a clear understanding of customer priorities. When executed well, it becomes a natural extension of customer advocacy and long-term partnership.