{"id":1776,"date":"2017-08-15T06:00:42","date_gmt":"2017-08-15T13:00:42","guid":{"rendered":"https:\/\/membermouse.com\/?p=1776"},"modified":"2020-07-29T16:21:30","modified_gmt":"2020-07-29T23:21:30","slug":"wie-man-mitgliedern-ein-upselling-anbietet-ohne-verzweifelt-zu-wirken","status":"publish","type":"post","link":"https:\/\/membermouse.com\/de\/mitgliedschaft\/wie-man-mitgliedern-ein-upselling-anbietet-ohne-verzweifelt-zu-wirken\/","title":{"rendered":"How to Upsell to Members Without Looking Desperate"},"content":{"rendered":"According to Marketing Metrics, it\u2019s 50% easier<\/a> to sell to existing customers than to new prospects.\r\n\r\nUpselling can add a lot of benefit to not only your business, but to your member\u2019s businesses as well.\r\n\r\nBut ultimately, you\u2019re not upselling solely because you want more money or to say you\u2019ve seen your member numbers spike. You upsell because you genuinely believe that the value you\u2019re offering is going to do wonders for users.\r\n\r\nWhile yes, you\u2019re still running a business and you still need to find ways to increase your own revenue, you\u2019re not just a used car salesman looking for a quick buck. So how do you upsell your membership levels or additional services without looking like one?\r\n\r\nThankfully there are a few ways you can go about promoting yourself to members without looking like a snake oil salesman.\r\n\r\nLet\u2019s take a look\u2026\r\n\r\n[content_upgrade cu_id=\"1777\"]Don't miss: 5 Phrases to Use to Upsell With Success[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]\r\n

Your Upsell Should Be Relevant<\/h2>\r\nUpselling is a sales technique where a seller induces a customer to purchase more expensive items, upgrades, or other add-ons in order to make the sale more profitable.\r\n\r\n\"upsell\"\r\n\r\nUpsell. Source: Groove<\/a>\r\n\r\nThere\u2019s also cross-selling, which is similar to upselling except that a seller will promote a similar but different product or service to the one the customer already uses.\r\n\r\n\"cross-sell\"\r\n\r\nCross-sell. Source: Groove<\/a>\r\n\r\nBoth techniques are effective when used in the right situation. But what, exactly, is the right situation?\r\n\r\nWell, the right situation is the one that\u2019s most relevant to your member\u2019s needs. The first thing you need to consider when promoting your product, service or a next-tier membership level is whether it relates to what the member needs.\r\n\r\nIf they\u2019re coming to you for help building a website, don\u2019t immediately try to cross-sell them on using your client-management software. However, if they\u2019ve been coming to you to build their website, and they start complaining about their own client\u2019s unnecessary site demands, then your add-on software instantly becomes relevant.\r\n\r\nThe keys to upselling are relationship and timing. You have to start with a rapport and assess needs as you go, but once you know that they\u2019re curious, take every opportunity you can to tell them about what you can offer.\r\n\r\nThe other benefit of taking a slow-burn approach to upselling is that you\u2019re less likely to come across as a money-hungry company only out for their own bottom line.\r\n

Your Upsell Should Provide Unique Value<\/h2>\r\n\"ThinkstockPhotos-478421495-835x415\"\r\n\r\nIn addition to being relevant, your upsell needs to offer something of genuine value.\r\n\r\nIf you sell websites, but those websites don\u2019t convert, then your members aren\u2019t really getting what they paid for. If you sell client-management software, but it doesn\u2019t actually help people manage their client workflows and relationships, then you\u2019ve definitely become the modern-day equivalent of a snake oil seller.\r\n\r\nThe first step in the upsell process is really to have something of practical value that is both needed and wanted in the market and industry to which you\u2019re selling.\r\n\r\nOnce you have that (which we assume you do), it comes down to helping your members understand just what that value looks like in their lives.\r\n\r\nShawn Graham of Small Business Marketing says of communicating value<\/a>, \u201cThere\u2019s a reason why people are willing to spend $100,000+ on an S-Class Mercedes when they can choose between hundreds of other less expensive cars or pay a premium to buy their groceries at Whole Foods.\u201d\r\n\r\nGraham also notes that it\u2019s about valuing what the customer values.\r\n\r\n\u201cWhat is going to be most important to them? Why should they get really excited about your latest product offering? How will it help them fulfill and make something better in their lives? ...[In] the Mercedes example, customers expect impeccable design, world-class performance, and incredible craftsmanship. That\u2019s what\u2019s important to them. That\u2019s what they value. And that\u2019s what they\u2019re paying for.\u201d\r\n\r\nWhen you\u2019re upselling, you want to communicate to users that their upgrade comes with a lifetime value that matters to them, not just a temporary transactional value.\r\n

Your Upsell Should Be Actionable and Easy<\/h2>\r\n\"illustration\"\r\n\r\nThink of your membership upsell in terms of other forms of upselling.\r\n\r\nFor example, there\u2019s a reason that some of the more popular mobile apps are free but also include \u201cin-app purchases.\u201d App developers understand that once someone loves using your app (they find it relevant) and understands the benefit it provides them (they know its value), they\u2019re already primed to add another $0.99 feature that will help them even more.\r\n\r\nThe key to the success of in-app upselling is that it\u2019s super easy for the user to do. In fact, many apps have frequent pop-ups that tell users about what they can get for a few dollars and a big shiny button they can click. Smartphone technology lets you purchase these add-ons without having to enter in your credit card information, so you can buy anything you need with a few clicks.\r\n\r\nIt\u2019s a genius technique. But what does it have to do with your membership business? Well, the takeaway here is that once you\u2019ve provided enough value or social proof to your members, they\u2019re already hooked. Therefore, the easier you can make the upsell for them, the more likely they are to agree to it.\r\n\r\nInstead of saying, \u201cWe\u2019ll show you how to get started using our XYZ product,\u201d say, \u201cWe\u2019ll automatically set that up for you and you won\u2019t have to worry about a thing.\u201d At this point, they\u2019re getting a great deal with little effort.\r\n\r\nIt practically sells itself.\r\n

Your Upsell Could Be a Downsell<\/h2>\r\nOf course, not every upsell is actually worth the effort, which is another thing to keep in mind.\r\n\r\nThe ultimate goal of any business \u2013 especially a membership business \u2013 is to keep your customers around long enough to have a genuine relationship with them.\r\n\r\nWhile sometimes that means looking at valuable offerings you can add to their toolbelt, other times it might mean stripping back to the basics to give them what they really need \u2013 in other words, downsell.\r\n\r\nOffering them a cheaper solution or alternative that doesn\u2019t include all the bells and whistles of the original can actually help you increase conversions in some cases, especially for those picky or hard-to-please people.\r\n\r\nAnd if the ultimate goal is to build a good long-term relationship, you will find a lot of favor with members by helping them save a penny, too.\r\n\r\nJust be sure that your downsell offers them what they need. The last thing you want is to offer them something of little actual value.\r\n\r\n[content_upgrade cu_id=\"1777\"]Be sure to check out our list of 5 Phrases to Use to Upsell With Success[content_upgrade_button]Click Here[\/content_upgrade_button][\/content_upgrade]\r\n

Final Thoughts<\/h2>\r\nUpselling is a great way to add additional revenue to your business while providing something of value to your member base. But that doesn\u2019t mean you have to sell to everyone all the time, and it certainly doesn\u2019t mean that you have to be desperate about it.\r\n\r\nUpselling is about forming relationships with your members, understanding what they truly value and what they really need, and offering them something that will provide benefit over the long term of their relationship with you.\r\n\r\nAnd don\u2019t be afraid to offer them something different if you think that less is more.","protected":false},"excerpt":{"rendered":"

So sprechen Sie Mitglieder auf ein Upgrade auf die n\u00e4chste Stufe an, ohne wie ein Schlangen\u00f6lverk\u00e4ufer zu wirken<\/p>","protected":false},"author":10821,"featured_media":3174,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[64],"tags":[65,53,86,87],"class_list":["post-1776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-membership","tag-membership","tag-membership-business","tag-selling","tag-upselling"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts\/1776","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/users\/10821"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/comments?post=1776"}],"version-history":[{"count":0,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/posts\/1776\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/media\/3174"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/media?parent=1776"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/categories?post=1776"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/de\/wp-json\/wp\/v2\/tags?post=1776"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}