BoxAid - The Sheer Brilliance Of Not Upselling, Cross-Selling

Jane Genova: Speechwriter - Ghostwriter

BoxAid , the remote computer fix-it service, has a brilliant marketing strategy: no upselling or cross-selling. But the forever bond with BoxAid was established not by the rapid service or affordable pricing. My hunch is that they will wind up selling more - effortlessly.

Upselling, Cross-Selling - That's The Way Direct-TV Lost My Sale

Jane Genova: Speechwriter - Ghostwriter

Standard in sales, even at call centers, is to train in upselling and cross-selling. What is the monthly price, come month 13? No,      Branding Current Affairs Games Personal Musings Selling Television Web/Tech

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Branding - Disruptor Role in Legal Services

Jane Genova: Speechwriter - Ghostwriter

PwC has been innovative in how it delivers and prices legal services. The edge PwC has in gaining market share is that it can cross sell to its accounting clients. Some, such as Scott Galloway, contend search engines and Alexa are killing branding.

2018 52

BigAccounting - Will It Eat BigLaw's Lunch

Jane Genova: Speechwriter - Ghostwriter

Their edge includes strong branding, ability to cross-sell to their current client base, and a menu of services broader than simply legal. As many know, pricing pressure is severe in professional services. Being a major client in several categories for a professional services firm brings tremendous clout in setting pricing. Accounting firms can compete via pricing.    Branding careers Current Affairs Games legal Personal Musings Rebranding Selling

2017 40

Consumer Brands - End of That Era (beginning in 1930s at P&G)

Jane Genova: Speechwriter - Ghostwriter

One, it made operations easier for the company because everything associated with the soap, from identity to pricing, was determined through brand management. If it looks, functions, and is priced as a generic, maybe it is. So, cross-selling doesn't require any heavy lifting.

2018 52

Staples - Yet Another Retail Brand Which Lost Its Way

Jane Genova: Speechwriter - Ghostwriter

Why was the merchandise in Staples not priced competitively with that in other Big Boxes such as Wal-Mart. There was the experiment with the selling phones in its store within a store. And without trying to cross-sell other services. Branding is about emotional attachment.

2017 52