Upsells, cross-sells, down-sells and un-sells


By Alicia Forest, MBA
The Business Shifter™


I first learned that there are only 3 ways to make more money in your business from
Jay Abraham (marketing genius):

1. increase the price

2. increase the number of client/customers

3. increase the frequency of purchases from the existing client/customer base
As business owners, we tend to focus more of our efforts on the first two while neglecting #3 to a great degree. Maybe we do so because we think it’s easier to increase the price or get new clients and customers when in fact, the ‘easiest’ sale often comes from someone who’s invested with us before.

Here are 4 simple ways you can implement #3 to increase your sales today:

1. Upsell

An upsell is simply suggesting a higher priced product or bundle during or immediately after someone has made a purchase from you.

Think about your offer for a moment. Consider what’s the next thing you can invite them to? What’s the next logical step they could take with you?Then make the answer your upsell.

For example, if someone purchases your homestudy system, you could offer a couple of private sessions with you to help them implement that content as an upsell.

Where in your business could you add an upsell?

 2. Cross-sell

A cross-sell is simply suggesting a related additional product or service during or immediately after someone has made a purchase from you.

Think about your offer and consider what else you can offer them that complements what they’re buying.Then make the answer your cross-sell.

For example, if someone buys your book, you could offer a companion workbook as a cross-sell.

Where in your business could you add a cross-sell?

3. Down-Sell

Offering a down-sell is simply giving someone a lower-priced offer instead of letting them go altogether.

For example, let’s say you have a membership program for $97- month. A current member contacts you to cancel. Instead of just canceling the membership, consider offering them a ‘lite’ version of it for $47- a month. A percentage of people you offer this down-sell to will take you up on it, earning you more money than if you had just canceled the membership.

Where in your business could you add a down-sell?

4. Unsell

The Unsell technique is simply when you step back from the buying decision and allow your client or customer to choose No over Yes.

For example, when you’re in an enrollment conversation with a potential client, and they keep coming back to you with ‘yeah, but…?’ and you start to feel like you’re having to convince them to work with you. Simply put ball back in their court by suggesting that perhaps this isn’t the right time for you to work together, or that this isn’t the right program for them. Allow them to convince themselves (and they will, if it’s truly right for them). For your part, you want to always be committed to someone making a decision but don’t be attached to what the decision is.

 

Designing a business that leverages your time and talent is one of the pillars on which I stand and teach. Learn how to do this for YOUR business (and life) at my annual Online Business Breakthrough Workshop here.

 

I’d love to hear your thoughts on this – share them with me below


2 Comments

  1. Hi Alicia,

    Awesome selling tips! You are so right, at every opportunity we have to think about how else we can serve our clients. I especially love the tip about increasing the frequency of purchases.

    I am focused on this, and track a few “numbers” to gauge this:

    1. Average number of purchases per person on my list (# people/# sales transactions)

    2. Average sales per person on my list (total sales / total people on list)

    3. Client retention (number of clients / number of clients served the past 12 months)

    This may seem like a lot of work to track, but it isn’t. These numbers can be obtained from a shopping cart or bookkeeping system.

    Reply
  2. Excellent information as always Alicia! Thank you!

    Reply

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