Maybe you’ve already discovered this, but one of the more indirect ways that up sells (and in particular post initial transaction one click up sells) can be used is to identify your most valuable clients.
I heard about this concept from a top marketer, but to really get some solid numbers on it I decided to run my own test.
My core business includes a Membership base. In order to strengthen our relationship and roll out the opportunity for our members to receive additional support via coaching, we held a live event in March of this year. We had our members register online and then offered a couple up sells. I tweaked the default script to allow for quantity to be selected on the one click up sell pages, and offered first the opportunity to bring 1-4 guests and finally the opportunity to upgrade their registration to the event to VIP.
VIP status gave them priority seating during the 2 day event, as well as access to a VIP dinner. They also received an additional ribbon on their name tag that clearly identified them as VIP. During the 2 days there were invitations to upgrade their membership to include coaching. Our cost of VIP benefits was slightly higher than what we charged for VIP, but that was OK since we had very positive ROI on the event over all.
But here is what is important about up sells and live events (particularly the use of one click up sells to have clients self identify as VIP)… VIP’s were 400% more likely to invest in coaching that non-VIP attendees.
Noticeably, we didn’t MAXIMIZE the opportunity to identify our MVCs.
July we have another member appreciation event. We quadrupled the cost to attend, doubled the cost of VIP upgrade and boosted the benefits to include breakfast in a special VIP lounge on day one, some special drawing gifts at the VIP dinner, in addition to the name tag ribbons, etc. We’ll also be including some other special, unannounced bonuses for our VIPs. I’ll report back on those, once we have results.
What’s all this mean to you?
There are ways to offer up sells that can help you focus your marketing dollars, time & effort in the right areas to maximize ROI. Don’t think online up sells are just for information products.