Ep. 160 - Spiffs, Offers & Triggers: A Scrappy Guide to Cross-Selling Lodging Solutions

This is a podcast episode titled, Ep. 160 - Spiffs, Offers & Triggers: A Scrappy Guide to Cross-Selling Lodging Solutions. The summary for this episode is: <p>In this episode of Scrappy ABM, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> provides listeners with actionable insights on building effective Account-Based Marketing (ABM) strategies, specifically through cross-selling initiatives. Highlighting a real-life scenario involving a VP of Finance in the construction industry and their need for lodging solutions, Mason breaks down the critical components necessary to create an efficient cross-selling program without breaking the bank.</p><p><br></p><p><strong>Best Moments:</strong></p><p>(00:32) Introduction to Melissa's specific account-based marketing challenge</p><p>(01:28) Addressing potential data silo issues in large organizations</p><p>(01:48) Overcoming sales compensation challenges for cross-selling</p><p>(02:16) Implementing spiff programs to incentivize sales teams to facilitate meetings</p><p>(03:29) Leveraging existing customer relationships to lower customer acquisition costs</p><p>(03:47) Creating compelling offers like "covering the first trip" for construction crews</p><p>(04:18) Using a product-led growth approach for service offerings</p><p>(05:33) Integrating cross-sell opportunities during the card onboarding process</p><p>(06:41) Utilizing news triggers to identify construction projects and expansion opportunities</p><p>(08:09) Summary of four key strategies to implement the cross-sell program</p>