“It Got Weird.”: Avoid Awkward Upsell Moments with These 3 Qualifiers
Sir Francis Bacon is credited with being the first to use the phrase “Knowledge is Power.” Of course, he wrote it in Latin. He was also a sixteenth-century scientific philosopher and statesman who existed in a very different time. Regardless, his statement is evergreen truth and can be applied to many professions, including sales.
Approaching a sales prospect without the right knowledge and preparation is a recipe for disaster. If you are asking your team to go into sales situations with nothing but a winning personality, you aren’t properly empowering them. It is important to arm your team with relevant customer information, including usage and engagement metrics. This will enable them to target the right audiences, including some of your existing customers who might be ready and waiting for an upsell.
Your Team is Only as Strong as its Weakest Lead
Upsells are an appealing sales option. They are cost effective, said to be 5-to-10 times cheaper than a new sale. In addition to driving revenue, upsells carry some powerful fringe benefits such as improving customer experience and fostering customer loyalty.
Just like other sales efforts, timing is everything when it comes to the upsell. You must employ a strong upsell strategy using insightful customer metrics or risk setting up your team for awkward, and likely unproductive, conversations.
Here are 3 questions to ask when qualifying an upsell lead:
• How much is the customer using your product?
• Is the customer happy?
• Is the customer engaged?
#1 How Much Is the Customer Using Your Product?
Utilization metrics can help to identify the customers that derive the most value from your product. It’s a good idea to create some milestones around usage to serve as indicators of a possible upsell candidate. Examples of usage milestones include:
• A set number of purchased capabilities or add-ons
• Determine if your product is embedded in their processes
• A set level of user capacity (are they close to maxing out?)
All of these milestones can be used as inroads into a fruitful upsell conversation.
#2 Is the Customer Happy?
Customers who would recommend your product are invaluable. They believe in your product and aren’t afraid to let others know. More importantly, they have discovered how to add value to their business with your offerings and likely want more.
Look for positive feedback as an upsell prospect indicator. This can be found in the form of:
• Positive online reviews
• Direct feedback
• Social shares
• Peer or partner referrals
Be sure you also check with support to see if the customer has any open tickets. A client who has been waiting on a resolution to a current problem is probably one of the worst upsell candidates. There are few things more awkward than going into a conversation expecting an upsell, only to end up in customer recovery. Don’t set your sales team up for this type of blunder. Ensure your team members have a complete, informative picture before they approach a customer.
#3 Is the Customer Engaged?
Tracking customer engagement enables you to identify expansion interest within your existing customer base. Highly engaged customers are voluntarily looking for ways to increase their use of your product. By consuming your content and expertise, they signal that they are ready to move past their current capabilities.
Track engagement indicators such as:
• Training enrollments
• Downloaded content
• Clicked on emails
Promoting and tracking informational assets gives you some of the insight needed to provide customers with an offering that is relevant and familiar to them.
Recommendation: Centralize Your Customer Insight
A knowledgeable, plugged-in sales staff is a force to be reckoned with. Be sure you’ve got the data integration systems in place to centralize your customer data and make it accessible to those on the front lines. It is also wise to use automation for alerts and other workflows that don’t need to be manually completed.
If you have crucial data living within disparate systems, there is a powerful integration platform as a service (iPaaS) that can help. Globalscape Kenetix is an innovative data integration platform focused on getting the right data in the right places in the right format. Kenetix quickly and easily connects data across all of your cloud applications like Salesforce and SAP.
Save time and effort by automating as many routine integration tasks as possible using easy drag-and-drop tools. Kenetix gives you and your team the power, simplicity and flexibility you need to get the job done and drive the business forward—without having to rely on IT.