THE IMPACT OF CROSS-SELLING AND UPSELLING TECHNIQUES ON SALES REVENUE
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THE IMPACT OF CROSS-SELLING AND UPSELLING TECHNIQUES ON SALES REVENUE
This study examines the impact of cross-selling and upselling techniques on sales revenue. Objectives include: (1) evaluating the effectiveness of cross-selling and upselling in increasing revenue, (2) analyzing customer reactions to these techniques, and (3) identifying best practices for implementation. A survey design is employed to gather data from a broad population. Using Taro Yamane's formula, a sample size of 330 is derived, ensuring representativeness. The case study focuses on the banking industry in Lagos, Nigeria, where these techniques are widely used. The reliability coefficient score is 0.85, indicating high reliability. Findings show that cross-selling and upselling significantly increase sales revenue, with personalized recommendations being particularly effective. Recommendations include training sales staff in these techniques and utilizing data analytics to identify cross-selling and upselling opportunities.
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