Upselling is one of the most powerful things you can do for your marketing

Here's what you need to know to make it work for you

Supersize Those Fries
© Charlie Page

Today we examine a concept that is so powerful it can increase your average order by up to 300%. That concept is called upselling. Upselling is vital to your success online and I consider it a core skill for any Internet Marketer.

You've seen upselling in retail stores like WalMart or your local grocery store. In fact, you've probably been upsold many times.

Upselling is simply selling your customer something additional that they want or need AT THE TIME OF PURCHASE. Like a pack of gum at the register in the grocery store. Or a bottle of wine strategically placed in the cheese section.

Simple, yet powerful, upselling can skyrocket your bottom line. The funny thing is that most online marketers miss this technique completely.

Let's look at the HOW, WHEN and WHY of upselling.

=====> HOW TO UPSELL

There are several ways to do upsell. One key is to create a 'premium' version of your product or choose a different product that compliments what they are buying. Then simply offer them the 'premium' version or the 'complete package.' Wording is important here, so make the complete package sound special, because it is.

When you sell the premium package be sure to show the original price of the second item along with the discounted price they are getting on that item for buying the package. You can also show the total price of both items if bought at retail and the special package pricing so they can see the amazing bargain they are receiving.

When you write up the information for the second item remember to keep the copy short. You want to convey all of the benefits of the second item without overshadowing the primary item. Bulleted lists of the benefits they will receive work very well in these cases.

One powerful technique when upselling is to help the customer feel comfortable that others are buying the premium package too. A great way to do this is to use wording like...

"Customers who choose product X also like product Y "

Remember to keep your product choices logical. Customers will upgrade when it makes sense for them to do so and they clearly see the benefits involved.

=====> WHEN TO UPSELL

Should you upsell on every product you offer? Absolutely. But WHEN you offer them the upgrade is the key. And you never offer it to them on your website. You ONLY offer it to them on the order page. Here's why.

There is a strange bit of psychology that takes place when a person buys something online. The customer has not fully made up their mind until they click on the order link. Once they click that link they become a buyer. Now they have their credit card in hand and have emotionally crossed over from prospect to buyer. Now they want it as fast as they can get it. Now is when they can be upsold.

While you can tease them on your website, never reveal the full details or pricing of your premium offer. Only show the details when you can take maximum advantage of their buying emotions. And that's on the order page.

=====> WHY UPSELL

If you said to make more money, you're right! But what I mean here is why SHOULD they buy it.

You must give them a logical reason for offering a premium product. People buy on emotion and justify that purchase with logic. We all do it every day. Now that you have the emotional reasons covered by offering a powerful bulleted list of benefits, a great pricing statement and offering them the premium package at the right time... complete the task by telling them WHY you sell the premium package.

Some reasons to offer a premium package could be that you recognize there will be some people who are serious about your product and will see the value. Or you know some people recognize a great value when they see one. Whatever wording you use, make sure it makes them look good when they say "Yeah... that's me"

When you learn to effectively upsell you will have learned one of the core skills to success on the Internet. If you are not upselling now, gather your sales figures for the last 30 days and put them away somewhere safe. Then take the time to create compelling product combinations and call them your 'Premium Package'. Then compare your sales figures 30 days from now. I'm willing to bet you'll be in for a very pleasant surprise next month!

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Charlie Page is a copywriter who owns the Directory of Ezines and the Directory of Marketing. If you want to sell more online, visit Charlie today at http://www.directoryofmarketing.com