Cross-Through: A sales strategy based on how sales actually occur
Stop Selling!
Create Demand!
Cross-Through builds buyer interest to
create demand for your product or service.
Learn how in 3 steps!
Improve your sales!
1. Recognize what ALL sales require
The real problem with traditional sales is that it fails to account for how sales actually occur. Traditional sales methods are outdated. The old model—value propositions, sales tactics, and a "number game" mentality—doesn’t work. Cross-Through is modern-day method grounded in the science of how sales actually occur. The Cross-Through methodology focuses on key drivers and barriers—known as Cross-Through Points—that directly influence the outcome of sales activity.
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Sales depend on 3 key steps:
Presence
Visibility is the first thing that every sale requires. Without a presence in the market, no one knows you exist. Sales can’t happen without buyers.
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Presentation
You need to present your offering in a way that captures attention, sparks curiosity, and creates a desire to know more.
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Confirmation
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Sales are made when buyers confirm their interest by moving forward. Without confirmation, no transaction occurs.
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You’re clear on the three essentials of effective sales work. Now, let’s look at their purpose: building buyer interest
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Improve your sales!
2. Build Buyer Interest
You don't buy from those you dislike or don't trust, and neither do your clients or customers. So, build buyer interest! This step breaks down the four phases of turning passive prospects into active buyers, by addressing both rational (logical) and emotional (personal) reasons to buy.
Creating demand involves 4 phases of buyer interest:
Engagement
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First, you need to get the buyer’s attention. Without engaging them, you’re invisible. Engage them in a way that sparks their interest to learn more.
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Favor
​You wouldn't buy from someone you didn't like. Neither will your prospects. Gain favor (like and trust). Without it, you lose sales.
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Value
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​This is where you present the logical reasons to buy—merit over the competition. Buyers need to understand why your offering is a better solution for their needs. If you can't explain your value, you lose sales.
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Benefit
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Benefit is the primary motivator for sales, more so than value. It is defined by the buyer, not the seller. This is where an emotional connection is made.
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Step 3 focuses on ‘crossing through’ the drivers and barriers between your core sales activities (presence, presentation, confirmation) and building buyer interest. See the four essential Cross-Through Points.
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Improve your sales!
3. Cross-Through
This final step emphasizes the importance of identifying and utilizing drivers (what supports sales activities) and barriers (what impedes sales activities). Here’s where Cross-Through really demonstrates its power. There are four cross-through points.
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Sales are won or lost at these points:
Get Answers
Cross-Through is how you'll grow your sales. So, if you're confused, it's worth your effort to get answers.
What is CT?
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Cross-Through is an innovative strategy for achieving goals, such as improving sales, grounded in evidence from cognitive science, behavioral psychology, and systems theory. These fields consistently support the idea that outcomes are influenced by intermediary factors between action and result. Studies show that elements like intention, alignment, and external conditions (drivers) directly impact the success of an action. Cross-Through leverages this data to ensure that actions are strategically aligned with the drivers necessary for success.
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Why is CT Trending?
Cross-Through introduces a groundbreaking way to understand success by addressing a fundamental flaw in the traditional action-result model, which overlooks the critical middle component—"drivers"—that determine whether actions succeed or fail. Cross-Through identifies and optimizes these drivers to ensure actions achieve the desired results. Originally developed as a sales growth solution, CT actually has far-reaching applications across many fields, wherever action must yield a targeted result.
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Who is CT for?
Cross-Through is for anyone focused on achieving better results in sales. Whether you're a salesperson, sales manager, or business leader, this strategy equips you with the tools to optimize the drivers of your actions. If you're interested in improving sales outcomes, Cross-Through will give you a superior framework for consistently converting effort into success.
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Does Cross-Through make sense to you? If not, click the "Let's Chat" button (lower right) and submit your question.
Ready to grow sales with your Cross-Through strategy for your business?
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Improve your sales!