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 sales revenue, (2) analyzing the relationship between these techniques and customer satisfaction, and (3) identifying best practices for implementing cross-selling and upselling. A survey design is employed to gather data from a broad population. Using Taro Yamane's formula, a sample size of 320 is derived, ensuring comprehensive coverage. The case study focuses on the retail sector in Lagos, Nigeria, where cross-selling and upselling are common practices. The reliability coefficient score is 0.85, indicating high reliability. Findings show that cross-selling and upselling significantly increase sales revenue, with a positive impact on customer satisfaction when done ethically. Recommendations include training sales staff in cross-selling and upselling techniques and implementing ethical guidelines to enhance sales revenue and customer satisfaction.
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