What You Know

Database Marketing Foundation.

Up/Cross sales better ROI than chasing and converting Suspects.

The only way to go deep with Present customers to find Up/Cross Ops is to ask what do you know? What do you need to know?


The Shell Cross Sell

Shell service station. Pre-dates dad's real vision of service

Old school Shell service station with the slogan, “Service is Our Business”

The bias ply tires of the Ford LTD Country Squire skidded to a halt and our collective heads shot forward.  Wow!  When I think about it now seatbelts were those things you shoved underneath the seat to prevent one’s butt from being chafed on the white metal buckles.  Circa 1973 and the smell of Erinmore Mixture tobacco is in the air courtesy of my dad, Mr. Donald Keyes, and his Peterson pipe. Between a bellow of smoke, he announces…

Boys, I gotta show you something!

Driving around with my dad was always a weekend treat between my siblings and me.  (And a well-deserved break for my mom)  Dad would take us to mysterious places like junk stores, art galleries, places other kids wouldn’t visit until much later in life.  But now there was a mystery hiding in plain sight about to be exposed.

See there… see that Shell station.  It’s not just about gas anymore, boys!

And so begins one of my earliest lessons in marketing: the cross sell.

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