Cross-Selling and Upselling Skills: Share of Wallet, Bundled Offers and Ethical Selling – London, 28 Dec 2026 – 1 Jan 2027

Programme overview

Introduction:

Branches, stores and contact centres serve existing customers every day yet capture only a small share of their wallet: add-ons are offered at random, premium tiers are pitched without a clear need, and staff hesitate for fear of sounding pushy or mis-selling. This Core Concept course builds cross-selling and upselling skills for frontline retail, banking, telecom and service teams and their team leaders, from needs-based conversations, bundles and good-better-best offers to next-best-offer prompts, ethical safeguards and attach-rate coaching. Participants produce a Cross-Sell and Upsell Playbook for a case branch or contact centre.

Course Objectives:

• Estimate share of wallet and relationship value for existing customers and identify the service moments where a relevant offer fits
• Design complementary product pairings, bundles and good-better-best tiers that frontline staff can present in under a minute
• Use next-best-offer rules and CRM prompts to choose which offer to raise with which customer, and when to stay silent
• Conduct needs-based conversations at the counter, on calls and in online channels that move from a resolved request to a suitable offer
• Apply suitability and disclosure checks that prevent mis-selling and answer price, need and trust objections honestly
• Track attach rate, offer acceptance and products per customer and coach team members against a service-to-sales scorecard

Target Audience:

• Retail store and showroom staff who serve walk-in customers and handle add-on and upgrade conversations at the point of sale
• Branch banking and financial service staff who open accounts, resolve requests and introduce further products to existing customers
• Telecom store and customer service staff who manage plan changes, device upgrades and value-added services
• Contact-centre agents who handle inbound service calls and chats and are expected to convert them into additional sales
• Frontline team leaders and supervisors who set daily offer priorities, observe interactions and coach service-to-sales behaviour

Course Outline:

Day 1: Cross-Selling and Upselling Foundations and Customer Value

• Cross-Selling Versus Upselling Versus Add-On Sales: Definitions and Customer Examples
• Share of Wallet Estimation Worksheet for Existing Customers
• Customer Lifetime Value Basics: Retention, Margin and Relationship Depth
• Service-to-Sales Moments Map Across Branch, Store, Call and Online Journeys
• Current-State Attach Rate and Products per Customer Baseline

Day 2: Offer Design Models: Bundles, Tiers and Next Best Offer

• Complementary Product Mapping Matrix for Natural Pairings
• Good-Better-Best Tier Ladder Design and Price Anchoring
• Product Bundling Types: Pure, Mixed and Solution Bundles
• Next-Best-Offer Logic: Eligibility Rules, Propensity Signals and Contact Suppression
• CRM Prompt Design and Offer Card Content for Frontline Screens

Day 3: Needs-Based Conversations at the Counter, on Calls and Online

• Needs Discovery Question Funnel for Service Interactions
• Buying Signal Recognition: Verbal, Behavioural and Account Data Cues
• Bridging Statements From a Resolved Service Request to a Relevant Offer
• Counter and Telephone Upsell Role-Play With Feature-to-Need Linking
• Online Upsell Placements: Basket Add-Ons, Upgrade Prompts and Chat Recommendations

Day 4: Ethical Selling, Objections and Service-to-Sales Performance

• Mis-Selling Red Flags: Suitability, Affordability and Pressure Tactics Checklist
• Fair Disclosure Script Elements and Customer Consent Confirmation
• Objection Handling Model for Price, Need and Trust Concerns
• Incentive Design Risks: Volume Targets Versus Quality and Persistency Measures
• Cross-Sell KPI Scorecard: Attach Rate, Offer Acceptance, Products per Customer and Complaint Ratio

Day 5: Coaching Practice and the Cross-Sell and Upsell Playbook

• Team Leader Side-by-Side Observation and Coaching Routine
• Multi-Sector Case: Bank Branch, Telecom Store and Contact Centre Diagnosis
• Offer Scripts and Conversation Guides Build for the Case Unit
• Cross-Sell and Upsell Playbook Drafting With KPI Targets and Coaching Cadence
• Playbook Role-Play Demonstration and Peer Review Panel Feedback

Skills You Will Gain:

• Share of Wallet Analysis
• Offer Bundling and Tiering
• Next-Best-Offer Selection
• Needs-Based Questioning
• Buying Signal Recognition
• Suitability and Mis-Selling Prevention
• Attach Rate Measurement
• Service-to-Sales Coaching

Why Attend This Course:

• Return with a Cross-Sell and Upsell Playbook of offer maps, scripts, KPI targets and a coaching cadence for a case unit
• Raise offers with confidence because each one is tied to a customer need rather than a push
• Rehearse counter, call and online upsell conversations with feedback from peers in banking, retail and telecom
• Protect customer trust and complaint ratios while lifting products per customer

Conclusion:

Cross-selling and upselling add value only when the offer fits the customer and the conversation is honest. The course moves from share of wallet, lifetime value and service-to-sales moments, through bundles, good-better-best tiers and next-best-offer prompts, to needs-based conversations across the counter, calls and online channels, and then to mis-selling safeguards, objections, incentives and KPIs. The final day turns this into coaching routines and a Cross-Sell and Upsell Playbook for a case branch or contact centre.