The Art
of the Upsell
You’ve filled your funnel and you’re starting to see a steady
stream of coaching clients on your calendar. Congrats! That’s a great start to
building a rock-solid business you love.
But the work doesn’t end with that first sale. In fact, it’s just
beginning.
Your next job is to continue to make offers (and sales) to your
loyal customers. Remember, it’s much easier to sell to a current customer than
to earn a new one, so don’t ignore those who have already expressed trust in
you.
Step-by-Step
Offers
For each of your products or services, there must be a “next
logical step” for those who buy. If the point of entry into your customer’s
list was an eBook, then perhaps the next step is a video guide. If she’s
already purchased your video guide, a multi-week workshop might be next on the
agenda. And if that multi-week workshop was a hit, private coaching is going to
be her next need.
By thoughtfully including “next step” recommendations in your
follow-up emails and even in your products themselves, you can easily move your
clients further into your funnel with timely upsells.
Automate
Your Follow-Ups
Of course, it can be tricky to manage all your products and
services, so savvy coaches are careful to create an autoresponder series to
follow every product purchase. You’ll want to include emails that encourage
your buyer to consume the products she’s already purchased, plus tips to help
her progress even further.
As she buys your next offer, make sure you make use of the
automation tools available in your email software to remove her from the
“sales” list and add her to the “buyers” list for that next product. When you
manage this well, your clients will progress easily from one offer to the next.
Segment
Your Lists
One thing to be cautious of is trying to force buyers to make too
big of a leap. The woman who bought your $47 eBook is not likely to sign on for
a $1997 coaching program—at least not yet.
By segmenting your mailing lists you can avoid making overly
aggressive offers, and instead send your buyers exactly what they need, when
they need it.
Upselling your buyers is the key to higher income with less work.
Don’t be afraid to make offers, and remember, a happy buyer is primed to make
another purchase. She’s counting on you to show her what’s next, so don’t make
the mistake of thinking you’re bothering or annoying her by making offers.
Do
it thoughtfully, and she’ll actually thank you for it.
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