“You know what goes along just perfectly with that lovely dress? These amazing shoes! And they go together for 50% their price!”
Who can resist such offer? I know I won’t.
We’ve all been up-sold sometime, one way or another. You know in the movies, when you end up buying a large popcorn just because it’s ONLY $1 more than the normal size. That’s upselling – a marketing tactic where sellers suggest upgrades, sell additional products or services so their current customers will spend more of their money. At the same time it is a way to offer added value to clients for working with them (instead of others in their industry).
Upselling can bring more money to bloggers also. And despite how it may sound, it isn’t hard at all. It will take a little extra work at the beginning, but as soon as you get the few first steps set, everything else is “as easy as pie”. Here’s how to do it right for the products and services you offer on your blog:
Write Down What You Offer
If you still haven’t listed everything you offer on your blog, this is a great time to do it. Write down all your e-books, workshops, webinars, sponsored posts and videos, competitions, givaways, design, styling and consulting services. You can probably add more to the list, since every blogger is a separate story. Brainstorm on the type of work do you do for your existing and potential customers.
List Your Products And Services On Separate Page
Create a separate page on your blog where you’ll list and describe all your products and services, as well as include statistics, case studies and examples of previous partnerships with their results. The description doesn’t have to be long – just a line for the product/service, and few bullet points of what’s included.
This is not only useful for you, but for your current and future clients also since they can see all your deliverables in one place, and get a feel of the work included so they can more value the products or service they receive.
Get Your Clients On The Phone
When a potential client contacts you, you can either send an email offer and point out to your Products/Service Page, or you can make a call and talk the offer on phone. In time you’ll learn how to differ a serious contact and potential advertiser from just an informative email, and for the serious ones it’s always better to get them on the phone. A lot can be lost in an email, and if you can’t meet in person, a phone conversation is the second best way to “feel” the person you’ll potentially be working with, and get to the heart of their needs and what you can do to satisfy them.
Meet Your Clients Needs
Learn how to listen to your clients’ needs and not the services they need. It often happens for those who are not familiar with our work (which is natural since they are working in their fields) to not be able to identify what’s best for what they want to achieve. They’ll tell you they want a “dedicated newsletter”, but what they actually need may be to promote a contest. If you listen to their needs you’ll be able to identify this and suggest the better option. Always think of what you can do to meet your clients’ needs.
Suggest What Works Best For Your Customers
Once you know what your client actually needs you can suggest an offer that best connects your blog readers with the goal she or he want to achieve. Some with a budget are upfront and will discuss it with you, and others will ask for a proposal with costs included. In that case you can direct them to the Product/Services Page on your blog so they can see what to expect.
Offer Different Price Options
The upselling tactic gets into play when you start discussing your offer with your prospect. To make the decision easier for the client you can suggest two to three (better three) different price scenarios, even if they have a limited budget. Make different product/service packages that best meet their needs, list what’s included, and end with their price. If you want them to select package B for example, make the discount for package A not that attractive so they’ll see the other option as a greater value. Just a tip. 🙂 And make sure to always make packages more attractive than products and services bought individually.
End With A Report
When you finish the project (this applies to bloggers offering services in particularly), create a report for your client, outlining all your services and the corresponding numbers like Click throughs on Twitter via bit.ly:xxx. Reports are not only useful for clients to see the value they’ve got for their investments, but for your case studies also so you can manage expectations for any future business.
Are you upselling your blog’s products and services? What are your tips on this marketing tactic and its use for bloggers?