Beware The Pitfalls Of Cross-Selling We all know how valuable cross-selling is to independent agencies. Numbers I have read suggest profit margins on the second sale are two-to-three times higher than the first sale and retention is 60 percent higher. Yet the average number of policies per customer has not changed in independent agencies in 20 years.

How can something so important, something preached constantly for year upon year, be so elusive? The truth is that cross-selling is a complicated process and it fails for many logical reasons.

Want to continue reading?
Become a Free
PropertyCasualty360 Digital Reader.


  • All news coverage, best practices, and in-depth analysis.
  • Educational webcasts, resources from industry leaders, and informative newsletters.
  • Other award-winning websites including and

Already have an account?


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.



Join PropertyCasualty360

Don’t miss crucial news and insights you need to make informed decisions for your P&C insurance business. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including, and
  • Exclusive discounts on PropertyCasualty360, National Underwriter, Claims and ALM events

Already have an account? Sign In Now
Join PropertyCasualty360

Copyright © 2024 ALM Global, LLC. All Rights Reserved.