The Art Of The Cross-Sell

This article appears in the February 13, 2012 issue of FORBES magazine. Every financial services company tries to master “cross-selling,” offering pre-existing customers multiple products. Wells Fargo, which averages 5.9 products per customer in its retail banking business, does it better than anyone. The average household has roughly 16 products—mortgages, checking accounts, credit cards, 401(k)s, IRAs,[…]