In the "good old days," cross selling meant having the courage and persistence to ask your clients for the additional business. The legendary State Farm agent and author Cosmo Conte proved that as an effective means of building an agency's book of business.
Although the old ways can still work and be profitable for your agency, today's consumer needs to be treated differently. Instead of asking them, they need to be positioned to ask you. And that's not all bad, because customer service representatives and account executives sometimes have a hard time asking someone for more business.
Even on the producer side, there's often an unspoken fear that the client might think them too pushy or too greedy if they ask for additional business. Sometimes that fear can result in inaction — they settle for what they have, rather than going for more, even though cross selling is truly in the best interests of your client.
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