Increase Sales with Cross-Selling in SD

  • by Anton Karnaukhov, Senior IT Manager, Pacific Coast Companies, Inc.
  • October 15, 2005
Finding cross-selling opportunities is a crucial task that challenges many companies. The R/3 Sales and Distribution (SD) module provides a comprehensive cross-selling functionality that can help any business boost its sales.
Key Concept
Cross-selling is a consumer sales promotion technique through which a company attempts to sell a product to a customer that is related to another product that the customer already bought or uses. Cross-selling can also make it more convenient for the customer to shop for related items.
Cross-selling is no longer an innovative concept. For many companies, especially in the retail industry, cross-selling opportunities provide a considerable source of income. Today's technology allows businesses to bring a degree of visibility to consumer buying patterns that has never been available before. Using technology to pinpoint cross-selling opportunities can become a source of competitive advantage and SAP R/3 provides several solutions to help businesses increase sales.

The cross-selling functionality in R/3 prompts a dialog box upon sales document entry, displaying a list of items that the user can suggest to a customer. You can set it up so that a dialog box is triggered automatically by an addition of a new line or manually via a functional button at the bottom of the sales document entry screen. The list of items that is displayed in the dialog box can be determined via "fixed" allocations, whereby a set of master data condition records is maintained linking relevant products, and through the use of product proposal functionality that uses customer order history and general buying patterns.

Anton Karnaukhov

Anton Karnaukhov is a senior IT manager at Pacific Coast Companies, Inc., in Sacramento, California. He earned an MBA degree at Heriot-Watt University and a BS/BA degree with a specialization in computer information systems at Western Carolina University. Anton has more than eight years of SAP implementation and development experience focusing on business intelligence and logistics modules in the manufacturing and resale industries.

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