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1、www.hbr.orgHBRCASESTUDYANDCOMMENTARYWhatwillittakeforCrossSellingorCrosscrosssellingtosucceedatTopTek?Purposes?Fourcommentatorsofferexpertadvice.byFordHarding•ReprintR0407BIntheaftermathofamajoracquisition,everyoneatTopTekhasbeenlookingforwardtoafestivalofsynergistic
2、selling.Sowhyisn’tithappening?HBRCASESTUDYCrossSellingorCrossPurposes?byFordHarding“Howwasyourweekend?”Johnasked.we’vebeendrivinghimnuts.Ourpeoplearein“Justfine.Wegotawaytothelake.”theretryingtoselladditionalprojectsleftand“Hey,that’sright—youhaveaplaceupright.Ricfeel
3、swe’rechurningthepot,tryingtothere.Howlonghaveyouhaditnow?”stimulatedemandforapaceofchangethattheThiswasJohn’sstandardwayofgettingtocompanycan’thandle,andtakinguptoomuchwhatwasonhismind.Annadecidedtocutdi-ofmanagement’stimewhilewe’reatit.Icalledrectlytotheheartofthem
4、atter.“AboutthreePeterLeeonSundaytoaskhimaboutit,andheyears.Sowhat’sup,John?”gavemeanearful.Idon’twanttobiasyou—AnnaTuckerwasofficiallythevicepresidentyoushouldhearitfromPeteryourself—butIforhumanresourcesatTopTek,makerofsoft-thinkoursalescompensationstructuremaybewar
5、eformiddle-marketcompanies,butnobroken.”morethanhalfhertimewasdevotedtoHR.“Thatcouldbepartoftheproblem,”AnnaTherest,thefunpart,wasspentasCEOJohnofferedcautiously.Vaunt’stroubleshooter.Hegaveherallofthe“Whateveritis,wouldyoulookintoit?Withproblemsthatdidn’tfitneatlyany
6、whereelsethesaleofproductflatteningout,weneedtosellandthosehedidn’twantmessedup.moreservices;that’swherethegrowthis.Butwe“WehaddinnerwithRicGudalskisandhiscan’tabuseourcustomersintheprocess.”wifeonSaturday,”Johnbegan.“DoyouknowRic?He’sCIOatDigiDealStores,whichhasSinso
7、fCommissionbeenagoodaccount.HesaidhethoughtINinemonthsearlier,TopTekhadacquiredtheshouldknowsomething:Sincetheacquisition,systems-integrationandconsultingfirmRoss-OPYRIGHT©2004HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.CHBR’scases,whicharefictional,pr
8、esentcommonmanagerialdilemmasandofferconcretesolutionsfromexperts.harvardbusinessreview•top-linegrowth•july–august2004page1CrossSel
