Abstract
Cross-selling has been identified as an effective strategy for relationship marketing, with its ultimate objective of customer retention. Through a survey of 225 insurance agents, we seek to create a limited profile of the high-frequency cross-selling salesperson. The results show that those who are high-frequency cross-sellers perceive significantly more cross-selling incentives from their organizations, a higher level of commitment to cross-selling among their workgroup, as well as higher levels of cross-selling role clarity and self-efficacy. The results have managerial implications for sales managers engaged in cross-selling initiatives.