You might be thinking that ‘upselling’ means to nickel-and-dime a customer to squeeze every last cent of revenue from them. It doesn’t. In fact, it’s all about providing your customers the right value at the right time and is a valuable aspect of lifecycle marketing.
Every week, we’ll share useful tips on how you can implement the Lifecycle Marketing strategy in your business with an emphasis on Infusionsoft.
Upsell Customers: Why & What
Have you ever been asked a dozen questions immediately after you purchased something? Was it helpful? Probably not if their timing wasn’t right. The Upsell Customers stage of Lifecycle Marketing means to build out a follow-up strategy to encourage repeat customers that greatly emphasizes the need to have the right product (or service) available at the right time for the right customers.
It’s the difference between someone purchasing a $30 pair of modified headlights for their BMW and someone purchasing a $1300 performance exhaust system. But that can only happen when you educate your customers on the benefits and gently guide them into purchasing additional services.
The intent of upselling customers here is that it allows you to better serve them. Think about how you want your customers to ascend throughout your business. Whether that means someone can graduate from an online product to a physical product, or a DVD to a coaching program, or a consultation to a contracted retainer … you get the idea.
How to Upsell Customers in Infusionsoft
Within Infusionsoft, it’s easy to complete the Upsell Customers stage. It’s a matter of applying what you already know from the previous steps of Lifecycle Marketing and apply them specifically to the product or service a person has purchased. With Infusionsoft’s easy-to-use tools to build powerful marketing campaigns, you will get up and running to upsell customers in no time.
Here’s a shortcut to help you – use the free Purchase Follow-Up Campaign as a starting point. This will enable you to easily build out the path for new customers, add them into new sequences, turn off campaigns from others and to add more sales and marketing information to their Contact Record.
To build out the Upsell Customers stage, make use of Goal Snippets in the Campaign Builder, specifically the Purchase Online snippet. This will allow you build campaigns in response to purchasing any product, one product or a product from a select category. Another nifty idea is to survey customers 30, 60 or 90 days after the sale and place them into specific categories for marketing campaigns.
At this point, you’re nearly finished developing your customer lifecycle for your small business. Think about it – you’ve attracted their interest, captured their information, nurtured them, sold them and then you’d market to them again. Throughout this whole process, you’ve done it while being thoughtful and considerate of their needs and interests. As a result, if you do this right, you’ll have ‘customers for life’ … and that’s something we all can benefit from.
Get Referrals is last stage one and of the best parts of Lifecycle Marketing because you are able to grow a passionate customer base and energize them into customers. More on this next week.
Read more about this post, Lifecycle Marketing: Upsell Customers to Serve Customers Better on The Infusionsoft Blog.