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One of the easiest ways to grow sales is to grow your sales to existing customers. You've already won their business, now how do you get more?
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The problem, according to Jim Tenzillo, former vice president of marketing Grainger, is that customers segment the distributors from which they buy in much the same way that distributors segment customers. They don't think of your company as an option from which to buy additional product lines. They may not even know that that's an option.
On the flip side, your salespeople might not be aware of which products they should be trying to cross-sell to your customers. In Uncover Unexpected Cross-Selling Opportunities, Jonathan Bein and Rob Kelley of Real Results Marketing examine ways to identify opportunities that may not be as intuitive as say hammers and nails.
Identifying more cross-selling opportunities and making sure your salespeople are aware of them can go a long way toward resolving the former issue, as well. After all, if your customers don't know you sell something or don't think of you as the seller of something, you're never going to get that sale.