Baby Steps: Upselling From Low-Value Services

Published: 4 months ago

In this article, we are going to discuss a method discuss a method of that you can use to turn cold emails into low value, single time service sales, and then utilize that relationship to upsell high ticket items and services.

This article is a part of the BizOfAgency Series, a collection of articles and resources by the Isotropic Agency discussing the business aspect of web design.

Previously published on Entre.Agency, which has been merged with the Isotropic Blog to make BizOfAgency.

The way this works is quite simple, and can be explained in only a few sentences. First, you identify an issue that your prospect is facing. We’re going to use a single example for the duration of this article: website security. let’s assume that your prospects website is not secure. Send them an email telling them this, and offering proof (such as a PDF report).

Then, let them know that you can fix it for a flat fee... let's say $200. It is important that your low value service is highly systemized, easy for you to do, and easy for your client to say yes to. This means that you need prior customers, credibility and good reviews.

At this point, you can complete the low value service and focus on building a good relationship with your customer. This means that you offer prompt service, doing exactly what you said he will do, and great customer service.

Now, your low value service offering is important, but not mandatory. What that means is that you can skip directly from your warm lead, jumping over the low value service, into the high value service, if the sale permits.

For example, you can let the prospect know that instead of completing this $200 security service, their website could benefit from a complete redesign and development, which not only would fix the security issues, but fix this entire other list of issues (included in that sales email or call).

If they’re already on board for the security service, the worst case scenario is that you complete a simple project for $200, paid upfront. The best case scenario is that you close to $8000 website redesign project.

This approach cuts through the noise and courting process of a standard cold email. You start out by offering them something of value, and proving that they have an issue. From that, all they have to do is say yes or no. If they open the email and read the content, chances are they’ll say yes, especially if you prove to them that they will profit or benefit from this low value purchase.

You can then instantly profit and focus on building a long-term relationship with this client, or upsell directly to your high ticket service now that you have the ear of the decision-maker.

You can see this technique in use throughout many different industries. Because this blog is oriented towards digital agencies, this blog post is specific to a digital offering, but many companies offer free samples of their product to architects, doctors, and other professionals who they know would be high-paying customers in the future. It's worth the small expense of creating and shipping a free sample of their product to the individual, as it may pay off big time in the future.

To some things up, here's what you should be taking away from this article:

  • The end goal is to make a relationship with the decision maker
  • By identifying an actionable issue, and offering a low value low-cost solution, if your prospect says yes you are left with two good options.
    – Sell them the low cost service and build a relationship– Attempt to skip directly to the higher value, end service
  • I have also found that you are more likely to get a response when offering a paid service upfront (as long as they’re actually facing the issue that your service fixes
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