Up selling and Master Data Management: inseparable

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Find out what Master Data Management doubts you need to clear up to optimize upselling and improve results.

ight think that one of the biggest, or best, justifications for a Master Data Management strategy , or for investing in master data management tools , is upselling . And yes, it is true that it justifies it; but not because in the absence of complete knowledge of the customer, the sale is impossible, since the sales work of previous decades has shown the opposite; but because, when the opportunities are not so obvious, when the way to close that more sophisticated, more complete and higher-cost sale is not obvious to the seller, master data is the only one that can come to their aid.

Sometimes a deeper customer story and additional insights are needed, and without Master Data Management, this information may not be available at the point of sale at the right time.



Master Data Management: Creating a Master Data dentist database to Drive Business Outcomes


Clearing up doubts about Master Data Management to optimize upselling
But, in addition to Master Data Management and those master data management tools that make work more efficient and improve results , upselling also requires good data governance . Accuracy is not something that is automatically achieved after implementation; rather, acquiring a single customer view, shared by the entire organization based on a centralized repository of data from all business areas, requires an appropriate business model and, of course, management support, which has the role of fostering a data-driven culture.

To move towards this scenario, where upselling works in an optimized way (as does crossselling and other sales strategies), it is necessary to be clear whether the business:

- There are upselling opportunities that require more complete information than what is available at the point of sale . This usually happens when different lines of business have a complementary offer that allows this increase in performance, quality or volume that is promoted with upselling . If this is the case, it is necessary to ensure that each seller knows how to recognize these types of opportunities and that, in addition, they have the tools at hand that will allow them to access the necessary knowledge.