Cross-sell

Selling an additional product or service to an existing customer. Upselling instead moves a customer to a higher tier or version of an offering.

Cross-sell in practice

Hypothetical: a services company that maintains a client’s equipment also wins its parts contract. The existing relationship may reduce acquisition effort, but selling, product, delivery and service costs still matter. Incremental contribution is additional revenue less the relevant incremental costs.

LTV/CAC · Revenue hierarchy · Take rate · Customer concentration · Pricing power · Recurring revenue · All of the glossary