Up-Selling & Cross-Selling

Grow Existing Accounts. Increase Share of Wallet.

Programme Overview

For sales teams of 6–500+ people | Tailored and delivered in-house

Winning a new customer is expensive. Growing an existing customer is often where the biggest commercial opportunity lies.

Yet many sales and account management teams only sell a fraction of their products or services to the customers they already have. They become reliant on a single contact, miss opportunities across other departments, and struggle to introduce new ideas without feeling pushy.

Natural Training’s Up-Selling and Cross-Selling programme helps salespeople and account managers increase Share of Wallet, Average Order Value and customer lifetime value by growing existing accounts more effectively.

The programme is designed around a simple principle: customers buy more when we understand their business, broaden our relationships and consistently create value.

Rather than teaching aggressive selling techniques, we help your team uncover opportunities, widen stakeholder networks and have commercial conversations that customers genuinely appreciate.

The result is stronger customer relationships, increased revenue from existing accounts, and reduced reliance on a continual stream of new customer acquisition.

Every programme is tailored to your business.

We don’t deliver off-the-shelf public courses, or training to individuals. Each programme is designed and customised for your organisation, your market and your sales challenges, then delivered in-house or virtually to your teams.

Get in touch

Complete this short form and we will arrange a free consultation to understand how we can help you and the team convert more sales.

Is This Programme Right For Your Team?

Have you sold only one or two products or services to most customers in your portfolio?
Are your people heavily reliant on a single contact within key accounts?
Do account managers struggle to identify additional opportunities?
Are your teams missing opportunities across departments, business units or locations?
Would you like to increase Share of Wallet without increasing customer acquisition costs?

If so, this programme can help.

The Natural Up-Selling & Cross-Selling Framework

Our programme is built around three essential elements that drive sustainable account growth.

1. Mindset

Successful account growth starts with the right commercial mindset.

Many account managers focus on servicing customers rather than helping them grow. We help your team see themselves as enablers of customer success and business growth, creating greater ownership, accountability and commercial confidence.

By the end of this stage, your people will have a clear commitment to driving growth within existing accounts.

2. Strategy

Growth rarely happens by accident.

Using practical account planning and stakeholder mapping tools, your team will learn how to identify opportunities, broaden relationships and create a clear growth strategy for their accounts.

A key part of this is Natural’s B.I.T.E. model:

Buyer
Influencer
Technical Assessor
End User

The framework helps your team identify who really influences decisions and where additional opportunities may exist across the customer organisation.

3. Skills

With the right mindset and strategy in place, your people need the skills to execute.

We develop the questioning, listening, value-selling and influencing skills required to uncover opportunities and position additional products or services naturally.

The focus is not on pushing products. It is on understanding customer challenges and matching the right solutions to their needs.

The two-day training was highly valuable, effectively integrating both theoretical concepts and practical application. The use of real-life experiences and examples enhanced clarity and provided easy points of reference.

Key Account Manager
SkyCell

Excellent training. Amazing insight into how to stimulate the buyers in our customer base to buy more of what we offer. I have some simple strategies and the ability to cross-sell and up-sell in a much more impactful way.

Sultan Khan
Exponential-e Ltd

What Your Team Will Learn

Growing Share of Wallet

Identify new opportunities within existing customers and increase the proportion of business they place with your organisation.

Stakeholder Mapping

Reduce reliance on a single contact and build relationships with buyers, influencers, technical stakeholders and end users.

Finding Cross-Selling Opportunities

Discover how to uncover opportunities across departments, business units, teams and sister companies.

Strategic Questioning

Use effective questioning and listening techniques to reveal unmet needs, future projects and commercial priorities.

Value-Based Selling

Position additional products and services around customer outcomes rather than features or price.

Account Growth Planning

Create practical plans that generate repeat business, referrals, cross-sells and upsells.

Commercial Confidence

Develop the confidence to introduce new ideas, broaden conversations and create value for customers.

Programme Benefits

Increase Revenue from Existing Customers

Generate more business from customers who already know and trust your organisation.

Improve Share of Wallet

Win a greater proportion of your customers’ total spend.

Increase Average Order Value

Help your team identify and position additional solutions that add genuine value.

Strengthen Customer Relationships

Build broader stakeholder networks and reduce reliance on a single contact.

Improve Customer Retention

Create deeper relationships that make customers less likely to move to competitors.

Sell Higher-Value Solutions

Move away from low-margin transactional selling and towards more valuable, strategic conversations.

Why Up-Selling and Cross-Selling Matter

The cost of winning new customers continues to rise.

Organisations that consistently grow existing accounts often achieve better profitability, stronger customer loyalty and more predictable revenue growth.

When account managers understand how to broaden relationships, uncover opportunities and position value effectively, customers buy more because the additional solutions genuinely help them achieve their goals.

This programme gives your team the mindset, strategy and skills to make that happen consistently.

Typical Outcomes

Following the programme, organisations often report:

Increased Share of Wallet
Higher Average Order Values
More repeat business
More referrals
Stronger stakeholder networks
Improved account profitability
Greater confidence within sales and account management teams

How we deliver this programme

Every organisation is different, so every Natural Training programme is tailored to suit your team, your market and your objectives. Before delivery we work with you to understand your commercial challenges and customise the training accordingly.

Typical tailoring includes:

Your products, services and value proposition
Your customers and sales environment
Real sales opportunities and live accounts
Bespoke role-plays, simulations and case studies
Your sales methodology, CRM and commercial processes
Manager involvement and post-programme reinforcement

Delivery options:

In-person workshops
Virtual live training
Blended learning programmes
Multi-country rollouts
Global delivery

Cross-selling in professional services

For professional services firms, cross-selling has a slightly different feel. Partners, directors and subject-matter experts often need to grow client relationships without sounding forced, salesy or opportunistic. The challenge is not simply selling more services. It is spotting the right client signals, asking broader questions, making useful internal introductions and helping clients access more of the firm’s expertise.

If you are looking for this more specialist version, see our dedicated page: Cross-Selling Sales Training for Professional Services.

Ready to get started?

Let’s make it yours – naturally..
Please give us a call to arrange an in-depth consultation to work out how we can make the programme feel and look just right for you, with your stories, your products and your people featuring prominently.

Make an enquiry

Up-Selling & Cross-Selling