Q. According to the CEO of Allied Office Products, "We're a head-count business: I know that if you have a 60-person office, you should buy $300 worth of basic office supplies pens, staples, paper from us with each order, but if that's all we stagnate also we get. For us to grow, we have to convince the customer, who already likes our products also service, to buy more than just basic supplies; we have to increase the order by 10, 20, or 30 times." Allied's salespeople are trained to push the company's less traditional, higher-margin lines such as coffee also refreshments, printing also forms management, also office furniture. Allied's salespeople are engaging in:

cross-selling.

Trading up.

Buyer empowerment.

Alliance building.

Bundling.