THE UPSELL! Two words that strike suspicion and horror into the hearts of many consumers. But think about it. How many times have you said yes when the drive-thru cashier asked, “Would you like to supersize your order?”
Customers will often spend more if you just ask. But what if we looked at the upsell as a tool that lets our customer know just exactly what is available to them. Would that make it feel less like an undignified or unprincipled acquisition of a sum of money with little effort on your part?
As the Member Services Manager for a trade association, I am often in a position to upsell or, more simply put, offer extra buying opportunities to my customer/client. For example, if one of my members decides to participate in a training seminar, I can offer to sell them the workbooks that will make the training seminar easier to follow. And if you’re coming to the training, would you like to take the Certification exam that will give you the edge over your competitors should you pass. You would like to take the exam? Let me suggest some study materials available for sale through our bookstore. A supplier member calls and wants to exhibit at our annual Convention and Exhibition. I would be remiss if I didn’t offer them the opportunity to advertise in our quarterly publication which would allow them to showcase their product to attendees, or offer them an opportunity to sponsor an event at the Convention to raise their profile, and demonstrate their support of our organization, to our attendees.
Now, believe it or not, I do all of this, not to squeeze extra funds from our members, but to highlight the many benefits that our organization provides. Benefits that will help them elevate their professional standing, and grow their bottom line. Benefits that they might not even be aware of.
So, instead of viewing the upsell as a money grabbing scheme, see it for what it is – a highlight of the benefits and services that your organization has to offer. You’re proud of your products. Don’t be afraid to promote them! And you have nothing to lose. Remember, the customer makes the final decision on how much they want, or need, of what you are providing. They can always say no!
