Identifying antecedents of cross-selling performance : A qualitative approach in the professional services industry

Abstract: Cross-selling is the practice of selling products or services that do not replace already purchased products or services to existing customers. In industries characterized by complex products, long lead times and intricate relations between customer and company, the determinants of a company's cross-selling performance are different than those present in other industries. This study explores salespersons' perceptions of antecedents of their cross-selling performance in a Swedish professional services company. The results are synthesized into a theoretical model that provides partially different perspectives compared to previous research. The most unexpected finding is that cross-divisional transpersonal efficacy - belief in the ability of service providers of cross-sold services to perform well - appeared to affect motivation to cross-sell notably. Transpersonal efficacy is an unexplored concept in the context of cross-selling and should thus be explored further. Managers should attempt to increase salespersons' cross-divisional transpersonal efficacy to increase salespersons' cross-selling performance.