Historically, cross-selling has been practices by a variety of business concerns as it has generally benefitted both the seller and buyer. The first major benefit the buyer receives is the convenience as a single platform provides multiple benefits which could be tangible or intangible. Secondly, the customer eventually even receives some form of financial advantages as a result of combined packages. However, off late cross-selling has been perceived as something negative due to its misuse. Instead, marketers now want customer to cross-buy through their own initiative rather than the sales team pushing any supplementary product. This should be as a result of the excellent execution of corporate strategy and not as a replacement for a broken one. In that case, the final results have triple benefits- loyal customers, lower selling costs and greater number of products per customer.

Source:https://www.strategy-business.com/blog/Strategy-Talk-Whats-Wrong-with-Cross-Selling-Anyway?