Upselling is probably the most logical, easy way to grow agency profits. Account people know it is quicker and simpler to develop more business within existing accounts than to win new ones. The question is how many of those same account people actually use upselling techniques every time they have the opportunity.
Some people are naturals at it. They add new ideas into the flow of conversation almost as an afterthought, quick on their feet, always ready with the next right question. For everyone else, the ones still rehearsing scenarios in the car before a meeting or who just do not respond as quickly in the room, there is good news: upselling is a learnable skill. Having a clear mental picture of how and what to upsell before walking in is the key. That plan should account for a range of scenarios, the nature of the account, the people involved, and a solid understanding of their market and their budget.
"My First Upsell!"
Everyone has experienced the modern upsell. The kiosk prompt asking if you want to add a side or upgrade your combo. The app notification offering a free item if you spend a little more. The checkout screen adding a suggested item to your cart before you hit confirm. These are polished, data-driven versions of the same basic technique. Most people do not mind them when they are relevant and unobtrusive. They object when they feel manipulated or rushed. The lesson for agency upselling is the same: relevance and timing are everything.
Not Just a Tacky Tactic
To become an effective upseller, shed the prejudices around the tactic first. Yes, some clients do not want to hear what else is on offer. Body language will make that clear the moment the conversation shifts toward additional services. Those clients exist. So do plenty of others who genuinely benefit from a helpful reminder or a nudge in the right direction.
The secret of the naturals is this: to them, the upsell flows directly from the initial sale the client has already agreed to. The sale is not a stand-alone item. It is a process in which the agency provides everything the client might need at a given time. As one customer service expert put it, upselling is simply presenting information in a by-the-way, assumptive manner. The assumption is that the client will naturally want this.
If a client has just agreed to a paid social campaign, the natural next step is suggesting supporting elements that make the campaign work harder: email sequences that nurture the leads it generates, content that extends the message across organic channels, or a landing page strategy that improves conversion once the traffic arrives. Go further and propose an audit of their lead tracking and handling process to make sure every prospect the campaign generates actually gets converted. Correctly used, upselling positions the agency as a consultant, not an order-taker.
Casual, Not Hard Sell
The most effective upselling is casual. The client has already bought in to the initial pitch, so there is no need to pressure them. Pressure is a turnoff and can cost not just the upsell but the account itself down the road. The goal is not pushing something the client does not want or need. It is helping them succeed through program or project extensions that improve their marketing, their customer relationships, or their bottom line. If they seem reluctant, ask whether you might continue and proceed carefully.
Add Sugar and Stir
To improve upselling results, have a plan for sweetening the offer when it makes sense. Financial incentives can work, but the trick is using just the right amount without damaging the bottom line. An introductory discount on one project, contingent on commitment to two more, can recoup costs quickly and establish a longer relationship. Be careful with discounts. They only make sense when there is a strong likelihood the agency makes it back through continued work and performance. Agencies are not selling streaming subscriptions. They are selling their people's expertise, effort, and creative energy. Make sure those things get paid for.
The upside of upselling done well is significant. Studies consistently show it can add substantially to agency revenue each year without the time and cost of winning new clients. The sale is already made. Upselling just makes it better.
The Three Biggest Mistakes in Upselling
- Making no attempt to upsell at all.
- Coming across as pushy.
- Upselling so unconvincingly that the client declines out of discomfort rather than disinterest.
The first mistake is the most expensive. The other two are fixable with practice.
