Technology As Innovator

We thought Web Service was good. It certainly is!

Web Service has brought the economy to the web. There is no need to repeat what Amazon, eBay, Yahoo! and Google all have done.

Web 2.0 and a different approach

But another approach is rising fast. Web service providers now make their product a Web Platform.

They build up a very good core based on solid philosophy. Then they provide API for developers to build applications on.

Browser

With their defeat by Microsoft Internet Explorer 5.5, Mozilla temporarily withdrew and launch their next hit: Firefox.

As in September 2007, market share of Firefox reaches 35.4%, according to W3C.

One important reason why Firefox has become this popular is due to its extensions gallery. A huge collection of well-done small web services are offered for free by developers worldwide.

Many of Firefox extensions are done to support other web services such as Google Search, Blogging, del.icio.us, StumbleUpon, digg, Amazon, eBay.

Gradually, the browser becomes one of the largest centralized points of the web.

Social Networking

Talking about Social Networking today, we have to praise Facebook immediately.

Facebook is also doing very well to provide their API so that applications can be developed on a very good and mature skeleton.

Most successful Facebook applications support networking purpose such as free gifts, messages, testimonials, collaborative games.

The goal of a social networking site is to become the home of as many activities of users as possible.

Content Management Systems

WordPress, Joomla, phpBB have been building communities around them.

Themes allow personalization.

Plugins allow customization.

Most of all, the platform allow monetization.

Conclusion: Web Platforms

Looking at these obvious examples, we see that Firefox, Facebook, WordPress et al offer a very solid and useful core and highly flexible and open API on which applications, extensions, addons, plugins, themes can grow and develop.

They have become Web Platforms to Web Services.

These Web Services in turn make the Platforms new and ever-changing.

Future: Information Depot

In near future, or maybe now already, we’ll see these central points become Information Depot in Semantic Web.

When a web seller wants to approach specific market segment, it should know what and how the potential customers are like. How? From Information Nodes such as e-Commerce sites and Social Networking sites. It would go to Amazon to get information on the customers’ buying preferences, and go to Facebook to get information on the customers’ networks and personal interests.

Can you imagine what happens next? These Information Depots will be able to manipulate the information in whichever way they prefer, not limited to making the information available, for prices.

Conclusion

We’re moving from separated glamorous isles to metropolitans on the web.

You will be able to do many things on a single website. Enjoy the sweetness it brings, while not lowing your guard on diabetes.

In a fast-food restaurant

Would you like your Burger with Fries and Pepsi? That’ll make a combo and save you 75 cents!

If you have eaten in a fast-food restaurant, you might have experienced this kind of offer. Similar selling can be found in any industry, from recreation to health care, from construction to education.

Did you find the offered made to you useful? Confusing? Annoying? Let’s examine this sale technique, namely Cross-Sell.

Cross-Sell defined

Cross-Sell is a practice of suggesting related products or services to a customer who is considering buying one product.

Why Cross-Sell

• Relatively lower expense and efforts than other marketing methods
• Keep competitors away
• Enhance customer loyalty

A Highly Personalized Customer-Centric Approach

Trust is an Ingredient

Cross-Sell works when the customers already have had a degree of trust in the products or services, either by branding or previous experience.

Convenience is the Essence

Not only sets of relating products, what Cross-Sell truly offers to customer is Convenience. Sales team must always bear in mind that Cross-Sell only works if it can save the time and efforts of customers from selecting what they want and need.

Problem Solving and Satisfaction

First and foremost, the product or service that the customer is considering must solve their problems. Salesman should focus on identifying customer’s problems and show them how the product or service can solve the problems. Only after solving the core problem, talking about additional products and services is beneficial.

The rule of thumb is always talk about how the products/services would benefit the customer, rather than how good such offers are.

Highly Personalized

Although Cross-Sell is systematic, practitioners do not want to apply for all customers. Because Cross-Sell bets at buyer behavior psychologically, it must be highly customized to meet each and every customer it serves.

Effective cross-selling is all about guiding customer through self-discovery of what they need. In some cases, salesman also ‘educates’ customer on what they would want.

Avoid what drive “No thanks”

When the customer haven’t shown explicit trust in the company brand, and is still reluctantly exploring the products, s/he might find Cross-Selling too aggressive.

When it is the customer’s first time using the service, it can be harder.

When the customer is the independent type, s/he might find Cross-Selling annoying.

Salesman must fight against the temptation of pushing to product to focus on the customer’s need.

Don’t strictly follow scripts. In this case, best practice is customization, not the scripts.

Cross-Work

To the customer, the person or team doing Cross-Sell is mostly from Sale department. Inside the company providing the project or service, it’s Cross-Work.

It involves all departments in the company to work together so that each team members would know well all products and services the company has to offer and how the link between them. In this type of inter-teamwork, competition won’t work as effectively as collaboration.

In certain cases, the job of Sale team is easier thanks to Marketing team’s efforts.

IT gets involved: Analysis and Data Mining

Data Analysis

Software can assist in generating enterprise simulations. What-If scenarios can be done on screen. Relationship between products and services is easier to track. Scalability is supported.

Such tracking software can also link to Accounting systems for better information management and forecasting.

Data Mining

Collecting customer information and product information, Data Mining uses sophisticated algorithms, standards and scales to produce

• Personalized profile for each customer based on their preference
• Analysis of buyer behaviors and market
• Prediction of sale and procurement trends

By applying such practice, companies can achieve higher level of Business Intelligence to boost their strategies to which Cross-Sell is merely a part of.

Case Study: Amazon

Imagine the process you go through in using Amazon service.

Firstly when you visit the site, it will show you a list of personalized products that you might be interested in by analyzing your cookies. If you login using your account, it aggressively records your preferences including searches, orders and wish-lists to create a even more personalized list of recommendations.

Next, as you traverse through list of items, it never ceases to give your recommendations, reviews and comparisons.

Then, when you have selected a product, it recommends you to . The related product is shown on the basis of pre-defined analysis.

Besides, apart from presenting products, Amazon gives you additional services like Wish-lists, Checklists, Anniversaries recommendations.

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As a customer, have you given a “wow!”?

As an entrepreneur, do you think you can do it better than they can?

As a business analyst, how would you create a system to match theirs?

A glance at another sibling: Up-Sell

Up-Sell is a sales technique whereby a salesman attempts to offer the customer with more expensive items, upgrades, or other add-ons.

Up-Sell shares many characteristics with Cross-Sell, but requires more advanced techniques.

It would be covered in another article.

Reference

John Boe, Cross-Selling Takes Teamwork

Tom Atkinson, Cross-Selling: Serve Well, Then Sell