Cross-selling need not be difficult either. The initial sale of health insurance not only transforms prospects into clients, the sale transmutes producers, too, from simply being another generic salesperson into trusted advisors and partners in problem solving. Brokers sit across the table from prospects, but on the same side as clients. Having successfully tackled one of the clients' needs (health insurance) the team can now address additional challenges.

The power of this transformation from salesperson to trusted adviser is powerful and well-documented. Studies show making an initial commitment, even a small one, changes people's self-image and motivates them to act consistently with their new perceptions. In other words, once they've dealt with one benefit issue decision makers see themselves as capable and willing to address additional problems along with their partners, the trusted adviser (that would be you).

Maximizing income and improving persistency, however, is not the most important reason to cross-sell. Because the simple fact is, cross-selling is often the right thing to do.

As described in a previous column, one of the traits high-growth producers share, as identified by the Trailblazed Sales Project Study, is sales professionalism: being worthy of the trust clients place in them. (The study identified the practices, processes and procedures common among top sales people, but seen less frequently among their less successful colleagues). Sales professionalism includes demonstrating honesty and integrity, but that's just the start. Sales professionalism also encompasses listening to prospects, gaining an understanding of their situation and their needs, and then bringing them the products and services they need to meet those needs—all of the products and services they need.

Successful sales people share a strong sense of responsibility to do the right thing for their clients. This means giving them an opportunity to obtain the most complete solution appropriate to their situation. Cross-selling, after all, is not about forcing people to buy additional policies or services they do not need. Cross-selling is about presenting prospects with the chance to obtain what they do need.