🤝 B2B Sales
B2B Sales Expansion Strategy: Cross-selling & Upselling
⏱ Training hours4 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key OutcomeHigher customer retention and net revenue retention (NRR)
The B2B Sales Expansion Strategy course is a focused 4-hour program that teaches cross-selling and upselling strategies to maximize revenue from existing customers. Using the G-B-B upselling model developed by Nanum Consulting CEO John Kim and a customer-synergy-based cross-selling strategy, you build practical skills to grow revenue without the cost of acquiring new customers. A data-driven customer segmentation method and bundling strategy design help you increase customer lifetime value (CLV) and build a sustainable revenue expansion system. The course balances theoretical frameworks with execution plans you can use in the field, so you can apply what you learn at work right after training. The curriculum draws on Nanum Consulting’s training experience at 50+ major corporations and institutions.
💻 Start learning this topic with an online course →Who is this course for?
This course is for practitioners and leaders at companies and institutions that need stronger B2B sales skills. It is especially useful for teams that want a clear, structured grasp of revenue expansion strategy (cross-selling and upselling).
What will you learn?
- Understanding the revenue expansion framework (cross-selling / upselling)
- G-B-B upselling model and bundling strategy design
Curriculum
Module 1: The essence and expanded scope of B2B sales
- Three stages of sales growth: acquire → retain → expand
- Understanding how CAC, ARPA, NRR, and LTV relate to one another
- Defining cross-selling vs. upselling and how to tell them apart
- The B2B buying center and multi-level decision-making
- Connecting account-based marketing (ABM) with expansion sales
- Designing expansion sales levers to increase LTV
Module 2: Cross-selling strategy and customer synergy design
- Understanding the Problem → Solution Family framework
- Product and service synergy mapping (Core + Add-on structure)
- Bundling proposal strategy: Core / Add-on / Success Pack
- Industry success stories (focused on manufacturing, IT, and medical devices)
- Designing bundles and price incentives around customer value
- Exercise: Write a cross-selling scenario based on your own product line
Module 3: Upselling strategy and value proposition in practice
- The core of upselling: adding value, not raising prices
- Designing a Good–Better–Best (G-B-B) upselling model
- Build a proposal storyline around ROI (results, risk, cost)
- Persuasion points by decision-maker role (CEO, CFO, CTO, etc.)
- Core principles from comparing successful and failed upsells
- Hands-on: Design a G-B-B package for your own product and complete an ROI sheet
Module 4: Data-driven customer segmentation and expansion action plan
- CRM- and RFM-based segmentation and expansion priorities
- Analyze customer expansion fit (revenue contribution × expandability)
- Uncovering hidden needs: logs, tickets, feedback, workaround behaviors
- Identify cross-sell and upsell opportunities in your top 10 accounts and organize the supporting data
- Design expansion sales KPIs (NRR, ARPA, success rate, ROI, etc.)
- Hands-on: Build and present a 30-60-90 day expansion action plan
Expected results / After the course
- Improving customer retention and net revenue retention (NRR)
- Making ABM-based expansion a habit across the sales team
On-site training references
LX Korea Land Information CorporationHyosung Information SystemsKorea Special GasDaejeon Chamber of Commerce and IndustryLand Information Training InstituteStartup Leap Support Team, Seowon UniversityKTLG ElectronicsGyeonggi Business & Science AcceleratorKorea Land Information CorporationNongHyupNongHyup FeedDaejeon TechnoparkLotte RentalLotte Data CommunicationPukyong National UniversitySamsung C&TSamsung WelstorySamsung Electro-MechanicsSamsung ElectronicsKorea SMEs Training InstituteChungnam TechnoparkChungbuk TechnoparkPOSCOKorea Tool CooperativeKorea Senior Human Resources Development InstituteKorean RegisterEpson KoreaHitachi KoreaHyundai Construction Equipmentand more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
Ideal for B2B sales teams, sales managers, account managers, and sales professionals focused on growing revenue from existing customers. We especially recommend it for those who want revenue growth built on existing customer relationships, beyond simply developing new customers.
Unlike general sales skills training, this course specializes in specific expansion strategies: cross-selling and upselling. You learn systematically, from data-driven customer segmentation to an actual expansion execution plan, with practical strategies such as customer synergy design and value proposition execution.
Over 4 hours and 4 modules, you learn B2B sales expansion intensively, from core concepts to an execution plan. You leave with a customer segmentation methodology and concrete cross-selling and upselling strategies you can apply to your work right away.
Drawing on extensive hands-on experience in B2B sales, instructor John Kim has delivered sales strategy training at many companies. He is especially recognized for his expertise in building and executing cross-selling and upselling strategies, and has proven his teaching effectiveness in corporate training settings.
B2B Sales Expansion Strategy: Cross-selling & Upselling
The B2B Sales Expansion Strategy course is a focused 4-hour program that teaches cross-selling and upselling strategies to maximize revenue from existing customers. Nanum Consulting CEO John Kim
Training objectives
- Understanding the revenue expansion framework (cross-selling / upselling)
- G-B-B upselling model and bundling strategy design
Expected results
- Improving customer retention and net revenue retention (NRR)
- Making ABM-based expansion a habit across the sales team
Curriculum
Module 1Module 1: The essence and expanded scope of B2B sales
- Three stages of sales growth: acquire → retain → expand
- Understanding how CAC, ARPA, NRR, and LTV relate to one another
- Defining cross-selling vs. upselling and how to tell them apart
- The B2B buying center and multi-level decision-making
- Connecting account-based marketing (ABM) with expansion sales
- Designing expansion sales levers to increase LTV
Module 2Module 2: Cross-selling strategy and customer synergy design
- Understanding the Problem → Solution Family framework
- Product and service synergy mapping (Core + Add-on structure)
- Bundling proposal strategy: Core / Add-on / Success Pack
- Industry success stories (focused on manufacturing, IT, and medical devices)
- Designing bundles and price incentives around customer value
- Exercise: Write a cross-selling scenario based on your own product line
Module 3Module 3: Upselling strategy and value proposition in practice
- The core of upselling: adding value, not raising prices
- Designing a Good–Better–Best (G-B-B) upselling model
- Build a proposal storyline around ROI (results, risk, cost)
- Persuasion points by decision-maker role (CEO, CFO, CTO, etc.)
- Core principles from comparing successful and failed upsells
- Hands-on: Design a G-B-B package for your own product and complete an ROI sheet
Module 4Module 4: Data-driven customer segmentation and expansion action plan
- CRM- and RFM-based segmentation and expansion priorities
- Analyze customer expansion fit (revenue contribution × expandability)
- Uncovering hidden needs: logs, tickets, feedback, workaround behaviors
- Identify cross-sell and upsell opportunities in your top 10 accounts and organize the supporting data
- Design expansion sales KPIs (NRR, ARPA, success rate, ROI, etc.)
- Hands-on: Build and present a 30-60-90 day expansion action plan
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)