The Ultimate Guide To Upsells & Downsells

As business owners, we pour our heart and soul into serving your clients - it’s our biggest reason ‘why’! But have you ever felt like you're leaving money on the table or not fully meeting your clients' needs with your current offerings? 

Enter the world of upsells and downsells – powerful sales strategies that can boost business revenue and build relationships with your client. 

This is your ultimate guide to upsells, downsells and how to make them work for your business! 

What are Upsells and Downsells?

Upsells and downsells are pretty simple, yet effective pieces of your sales strategy. They are additional offers that compliment the main product or service you are selling. At strategic points on your customer journey, you present your upsell or downsell to   prospective clients as a way to further meet their needs and generate additional revenue. 

An upsell is a higher-priced option that provides additional value, while a downsell is a lower-priced alternative when a client may not be ready for your main offer. 

Why they matter for service-based entrepreneurs

As a service-based entrepreneur, your business thrives on building strong, lasting relationships with your clients. Upsells and downsells aren't just about making more money – they're about providing tailored solutions that truly meet your clients' needs. 

When done correctly, these strategies can:

1. Increase your average client value

2. Improve client satisfaction and results

3. Create a more sustainable and profitable business

It’s important to remember that upsells and downsells are not standalone tactics; they're work as part of a holistic marketing and sales strategy. 

When you combine upsells and downsells with your core offerings, nurture sequences, and follow-up strategies, you create a seamless experience where our customers and clients feel seen, heard and understood.

By utilizing these techniques, you're not just selling – you're guiding your clients on a journey of transformation with their wants, needs and desires top-of-mind.

Understanding Upsells

An upsell is an offer to purchase a higher-end product or service after the client has already committed to buying. It's about enhancing the original purchase by providing even more value.

For coaches and healers, upsells might include:

• Extending a 3-month coaching package to 6 months

• Adding one-on-one sessions to a group program

• Offering a VIP day in addition to a standard coaching package

• Including access to a private community or resource library

Again, upselling isn't just about increasing your sales – it's about creating win-win situations for you and your clients. 

Here are a few reasons why upsells are so powerful:

Increased client results
By offering more comprehensive and customized solutions, you help clients achieve better outcomes.

Higher client lifetime value
Satisfied clients who see great results are more likely to continue working with you - and recommend you to others!

Improved profit margins
Upsells often have higher profit margins than your initial offers.

Enhanced client experience
Well-crafted upsells show clients that you understand their needs and have solutions ready.

When to use upsells in your customer journey

When you are planning your upsells, it’s important to understand that timing matters! Upselling should happen strategically and at points in the customer journey where it makes sense and most benefits the client. 

Here are key moments to consider:

Right after the initial purchase
After your client makes a purchase and they are excited and motivated about working with you, make an upsell that adds to the energy and desired outcome. 

During the onboarding process
As clients start to work with you and your team, and start to truly see the value of working with you, they may be open to a strategic upsell.

At milestone moments
When clients have achieved a significant result, they might be ready to invest in the next level.

Near the end of a program
As clients are nearing the end of a program, offer an upsell as a way to continue the journey and maintain momentum.

Remember, the key is to make your upsell feel like a natural next step is to not be pushy with sales tactics and present them as the supportive offers they are.

Mastering Downsells

A downsell is a lower-priced alternative offer made when a client declines your main offer or upsell. 

Downsells aren’t about “saving the sale” but more about providing options that still deliver value while meeting the client where they are. 

Example of downsells for service based businesses could be:

• Offering a self-study course instead of a live group program

• Providing a shorter coaching package (e.g., 1 month instead of 3)

• Giving access to a specific module of your signature program

• Offering a single strategy session instead of a full coaching package

Downsells are powerful tools in your business arsenal for so many reasons!

Downsells can…

1. Capture clients who might otherwise walk away. Not everyone is ready for your premium offers, but they might still want to work with you in some way.

2. Build trust and goodwill by offering alternatives. Downsells show that you are genuinely interested in helping them, not just making a sale.

3. Create a pathway for future upsells as clients who start with a lower-priced offer often upgrade later as they see results.

4. Increase overall conversion rates: You'll convert more leads into paying clients by offering options at different price points.

When to use downsells in your customer journey

Just as you are thoughtful and strategic about upsells, downsells should be used at specific points in the customer journey. When used well, downsells can have a significant impact on your business. 

When planning your downsells, consider these points in your customer journey:

Immediately after a declined main offer
Have a downsell ready when someone says no to your primary product or service.

In follow-up sequences
If a lead doesn't convert after your initial marketing efforts, a downsell can re-engage them.

For past clients who haven't purchased recently
Offer a lower-commitment option to bring them back into your world.

As part of an ascension model
Use downsells as entry-point offers to start clients on a journey toward your higher-tier services.

The art of downselling is all about maintaining positive relationships and providing value, even when clients aren't ready for your main offers. It's a way to say, "I understand where you are at now, and I'm here to help you at whatever level works for you."

Crafting Your Upsell and Downsell Offers

Now that we have a solid understanding of this powerful tactic, let’s start putting together your offers. 

Remember, the best upsells and downsells feel like a natural extension of your main offer so as you’re creating them consider the following: 

1. What do your clients typically need next after working with you?

2. What additional support could help them implement what they've learned?

3. What related areas of their life or business might they want to improve?

For example, if you're a life coach offering a program on finding a deeper life's purpose, an upsell might be a series of one-on-one sessions with you to help them create an actionable plan. While a downsell could be a self-paced course on daily habits for purposeful living.

Create Bundles

Another way to offer you upsells and downsells are as a bundle. Bundling your offers can provide so much value to your clients while increasing your average sale. 

There are many ways you can build out your bundles but here are few ideas:

• Combine digital products with live components

• Offer a "fast track" option that includes extra support

• Create an all-inclusive package that addresses multiple client needs

For instance, a business coach might bundle their group program with a private VIP day and access to a resource library as a high-value upsell.

Offer exclusive upgrades or add-ons

Exclusivity can be a powerful motivator for some potential clients. Utilise this by creating upgrades or add-ons that are exclusive, limited or only available for a short time.

Examples could be:

• Access to you through a private messaging channel

• Invitation to exclusive in-person retreats

• Done-for-you services that complement your teaching

A healer, for example, might offer priority booking and a personalized healing plan as an exclusive upgrade to their regular sessions.

Above everything, when planning and creating your upsell and downsell offers, remember that your client’s best interest, needs and success is your main goal. 

As you create you offers, ask yourself a few questions:

1. How does this offer help my client achieve their goals faster or more effectively?

2. What transformation can I promise with total confidence?

3. How can I communicate the value in a way that resonates with my client's desires and needs?

Remember, the most effective upsells and downsells aren't about pushing for more sales – they're about providing more value and support to your clients on their journey. 

Implementing Upsells and Downsells in Your Business

You’ve got your upsell and downsell offers created, now it’s time to put them into action!

Use the next steps as your template for seamlessly and strategically adding these new offers into your customer journey. 

Step 1: Map out your customer journey

Your customer journey is the path your prospective clients take from first finding you, to becoming a raving fan and client. There will be key places, or touchpoints, along this path where prospects will have specific interactions with your brands. 

As you layout your journey pay attention to the following: 

• Key touchpoints where clients interact with your brand

• Moments of high engagement or enthusiasm

• Potential pain points or decision-making moments

You will use this customer journey map to help you find spots that are natural opportunities for upsells and downsells.

Step 2: Identify the key touchpoints for offers

Using your customer journey map, determine the best moments to present your offers. 

1. Post-purchase: Right after they've said "yes" to your initial offer

2. Mid-program: When they're seeing results and might be ready for more

3. Pre-renewal: Before a program or subscription ends

4. After a significant milestone or breakthrough

Remember that your timing is important in the success of these offers. It should feel like a natural and logical next step, not an interruption in the flow.  

Step 3: Using automation to streamline the process

Like so many parts of business, automation can make a significant impact on your customer journey and the success of all your offers, including upsells and downsells. 

This is where the magic of a robust CRM, like Automation on a Mission comes in! With automation, you can “set & forget” crucial parts of our customer journey and know that prospective clients are receiving a seamless experience. 

Use automation to:

• Trigger upsell or downsell emails based on specific client actions

• Create seamless checkout processes for add-ons

• Send personalized follow-ups based on client responses

• Track which offers resonate most with your audience

Automation takes the manual work out of the customer journey and guarantees that your offers are presented consistently and effectively.  

Best Practices for Upselling and Downselling

To make your upsells and downsells are both effective and aligned with your values as a business owner, keep these best practices in mind:

Focus on enhancing customer experience

• Clearly communicate the benefits of the upsell or downsell

• Explain how it complements or enhances what they've already purchased

• Provide social proof or case studies to illustrate the potential impact

Your clients should feel excited about the opportunity, not pressured! 

Maintain authenticity and alignment with your brand values

• Use language that feels true to your voice and brand

• Only offer products or services you truly believe will benefit your clients

• Be transparent about what's included and what results clients can expect

Authenticity builds trust, and trust is the foundation of long-term client relationships.

Test and refine your offers

• Start with a few carefully chosen upsells and downsells

• Monitor how your clients respond to different offers

• Ask for feedback from both those who accept and those who decline

• Regularly review and adjust your offers based on this data

Remember, what works for one business might not work for another. Your unique blend of personality, expertise, and client base will determine your most effective strategies.

Implementing upsells and downsells doesn't mean being "salesy" or compromising your values. When done right, these strategies allow you to serve your clients more directly while also growing your business!

Upsells & Downselld: What NOT To Do

Even with the best intentions, it's easy to stumble when creating and implementing your upsells and downsells. 

Here some common mistakes and how to avoid them:

Being too pushy or salesy

The last thing we want is to make our clients feel pressured. Avoid this by:

• Using natural and inviting language rather than forceful tactics

• Giving clients time and space to consider your offers

• Respecting "no" as an answer and maintaining a positive relationship

Offering irrelevant or low-value upsells/downsells

Every offer should make sense and feel like a natural addition to the journey your customer is already on.

To avoid irrelevant offers, steer clear of: 

• Generic or random add-ons that don't align with your client's goals

• Overwhelmingly large upsells that may scare clients away

• Downsells that feel like a compromise rather than a tailored solution

Neglecting to follow up

The customer journey is all about relationship building and failing to follow up is like leaving your clients “on read”. They may feel ignored, forgotten or undervalued - all while you’re leaving revenue on the table. 

Avoid client and revenue neglect by: 

• Creating a follow-up sequence for clients who don't initially take your offer

• Checking in with clients who do upgrade to ensure they're getting value

• Re-offering at a later date if the timing wasn't right initially

Remember, a "not now" doesn't mean "not ever." Stay connected and attuned to your clients' evolving needs.

Measuring The Success of Upsells & Downsells 

Business strategy is only as good as the results it produces. As you develop your offers and your upselling and downselling strategy, it’s crucial that you need to track effectiveness. 

Key metrics to track

• Upsell/downsell conversion rate: The percentage of clients who accept these offers

• Average order value: How much your upsells increase your average sale

• Client satisfaction scores: Ensure your offers enhance, not detract from, the client experience

• Lifetime client value: How these strategies impact long-term client relationships

Analyzing and interpreting your results

• Which offers resonate most with your audience?

• Are there patterns in who accepts upsells or downsells?

• How do these strategies impact client results and testimonials?

• What feedback are you receiving from clients about these offers?

Continuously improving your strategy

• Regularly review your data and adjust your offers

• Test different timings, price points, or offer structures

• Seek feedback from your clients on what they'd find most valuable

• Stay open to new ideas and industry trends

Remember, the overall goal of upselling and downselling isn't just to increase revenue, but to better serve your clients. Let their success guide your strategy!

How Automation on a Mission Supports Upselling and Downselling

Creating and implementing effective upsell and downsell strategies doesn't have to be overwhelming! With Automation on a Mission, you can streamline these processes and focus on what you do best – serving your clients.

Automation on a Mission provides powerful tools to support your upsell and downsell efforts.

• Customizable offer pages that align with your brand

• Easy-to-use templates for creating compelling upsell and downsell sequences

• Flexible pricing options, including one-time payments and recurring subscriptions

• Seamless integration with your existing products and services

• Trigger upsell offers based on specific client actions or milestones

• Automatically present downsell options when a client declines your main offer

• Send personalized follow-up emails to nurture leads and clients

• Deliver digital products or program access instantly upon purchase

AOAM also includes comprehensive tracking and analysis so you know exactly what is working, what isn’t and how you can better serve your clients. It’s your all-in-one sales and marketing superstar - the best team member you’ll add this year!  

Upsells and downsells can be seen and the small but mighty parts of your sales and marketing strategy. They may seem like simple add ons but in the big picture, they act as powerful little touchpoints that build client relationships and grow business-building revenue. 

The next great offer you create, plan thoughtful and strategic upsells and downsells as part of the customer journey and watch it transform your business!

If you’re ready to skyrocket your sales and marketing, reach out to us at Automation On A Mission and let’s see just what incredible things we can do together. 

Click here to schedule your free demo!