According to the CEO of Allied Office Products, "We're a head-count business: I know that if you have a 60-person office, you should buy $290 worth of basic office supplies-paper, pens, staples-from us with each order, but if that's all we get, we stagnate. For us to grow, we have to convince the customer, who already likes our products and service, to buy more than just basic supplies; we have to increase the order by 10, 20, or 29 times." Allied's salespeople are trained to push the company's less traditional, higher-margin lines such as coffee and refreshments, printing and forms management, and office furniture. What are Allied's salespeople engaging in?

Question

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Allied's salespeople are trying to sell additional products or services to their existing customers, which is known as cross-selling. They are pushing the company's higher-margin lines to increase the value of the order and ultimately grow the business.

According to the CEO of Allied Office Products, "We're a Head-Count