Although we sometimes forget it, it is much more cost-effective to sell products and services to
existing clients than it is to spend money on acquiring new ones. Part 1 of ‘Increase Sales with EIPP’
looked at how Electronic Invoicing Presentment and Payment (EIPP) provides an ideal platform for
you to start getting more out of your existing customer base by improving communication and
building longer, more rewarding relationships. Part 1 showed that by using relationship marketing
techniques during the EIPP process you can open up a new, frequent communication channel:

 Maintain communication with customers throughout the purchase-to-pay process
 Make the most of your invoices, purchase orders and other accounting documents
 Cross-sell with personalized and relevant marketing messages
 Use marketing messages to drive traffic to your Website
 Use personalization to make customers feel individual and understood

In this article we again look at relationship marketing and EIPP, but this time with a more practical
approach. We know in theory why the EIPP process is important to building better business
relationships, but now we see how it can be best implemented. This article includes some useful hints
and tips on how you can cross sell to existing customers and drive traffic to your corporate Website
by adopting an EIPP process.