Our Analysts' Insights

Imagine this: You’re an account manager at a language service provider, overseeing acritical localization project for a major global tech company. Your team just completed a successful website localization for six languages, and the client is thrilled with the results. They’re already talking about an update to the project, but you know there’s more you can offer to enhance their experience.

That’s where the art of upselling and cross-selling comes in. When you’re close to projects, it’s easy to be so focused on delivering what’s requested that you overlook the bigger picture: Clients often don’t know what they need until you show them. In this case, your client is expanding rapidly into new markets. Why not propose optimizing their website for multilingual SEO or testing for the different browsers more commonly used in the target countries? Or perhaps providing automated translation to support a multilingual chatbot?

Take another example from an interpreting-focused LSP. The client requested conference interpreters for a big pharmaceutical event. The PM could engage in a simple conversation to provide end-to-end event globalization that includes not only interpreting for presentations, but also the translation of the event invitation, registration forms, presenter slides, and post-event surveys. This enhanced experience for the conference attendees would significantly help the event organizer achieve their own goals.

For the LSP, it’s not just about increasing revenue—it’s about becoming a trusted advisor. When you offer solutions that align with your client’s goals, you’re not selling; you’re helping them succeed.

What Upselling and Cross-Selling Means for You

Project managers and account managers are in a unique position to recognize opportunities that could benefit both your client and your company. Their daily involvement with projects gives them an insider’s view of your client’s ongoing needs. This insight makes them an essential part of the sales cycle, even if they’re not in a sales role.

But upselling and cross-selling isn’t always intuitive. It requires confidence, a deep understanding of your client’s business, and the ability to articulate how additional services will bring them value. These skills can be learned and mastered, and they’re even more important in the Post-Localization Era as traditional services have had a weaker performance lately.

Take the Next Step: Upskilling for Success

CSA Research is planning an in-depth online workshop series on Solution Selling for LSPs (November 4, 2024) and Upselling and Cross-Selling 101 (November 5, 2024). Tailored for project managers, account managers, and business developers, these two workshops will equip you with the tools to identify opportunities, confidently propose additional services, and help your clients achieve their goals while driving growth for your company. Reach out to sales@csa-research.com for more details.

Don’t miss out on this chance to become the trusted advisor your clients didn’t know they needed.