We consider families of k-subsets of the standard n-set. Two families F, G are said to be cross-intersecting if every member of F has non-empty intersection with every member of G. A family is called non-trivial if the intersection of all its members is empty. Supposing that F and G are non-trivial and cross-intersecting, we determine the maximum of |F|+|G|. For the proof a strengthened version of the so-called shifting technique is introduced. The corresponding problem for families of different uniformities is solved as well.