Delicate cross-sell: five moments to discover what the client already wanted

## Delicate cross-sell: five moments to discover what the client already wanted

Cross-sell became a dirty word in Brazilian retail. Most clients associate it with the salesperson who, after closing the ring sale, tries to push three other things she did not ask for. I hate that feeling myself — and in the first weeks of Herreira, in August 2008, I swore we would not do it. The result was the opposite extreme: one piece per client, ridiculous average ticket, tight margin. It took almost two years to find a middle path, and another five to systematize it into the five moments of this lesson.