Cross-Through: A sales strategy based on how sales actually occur
Are you in the dark about how to improve sales?
Shift from selling to creating demand
Sales efforts often push buyers away. Instead, make your product or service something they actively seek.
Build buyer interest
Create demand the way sales actually develop.
ENGAGEMENT
Cross-through engagement to achieve interest; without it, you have no prospective customers.
FAVOR
​Gain favor (‘like and trust’). Without it, you lose sales.
VALUE
Stand out against competition to be perceived as offering value.
BENEFIT
Be perceived as offering benefit. Benefit is the #1 motivator for sales.
Want to know more? When you engage, you've effectively cut through the noise and distractions to grab the prospect's attention. Without engagement, you've lost before you've even begun
What to know more? Favor establishes an emotional connection, moving prospects from interest to preference. People buy from those they like and trust, and this connection is required for turning attention into demand.
What to know more? Without a clear perception of value, the conversation ends. Buyers need rational justification to proceed. Your offer must be seen as worth their investment, or the sale is lost.
What to know more? Perception of benefit is the strongest motivator for sales. It’s the buyer’s belief that purchasing offers more than just value—it fulfills their personal expectations and hopes. This compels prospective buyers to become customers or clients.
Cross-Through 4 points to build buyer interest and create demand
This is where sales are won or lost, so turn interest into action.
AWARENESS
This is the starting point for building buyer interest and creating demand. No matter how you attempt to create presence in the market, your efforts must cross-through awareness to achieve engagement. Only when potential buyers are aware of your offer can they consider engaging with it.
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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?
Cross-Through is an innovative strategy 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 such as 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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