You have a long-standing key account. How can you upsell additional services without coming off as pushy?

Upselling additional services to a long-standing key account can be a great way to deepen the relationship and increase value. Here are some strategies to help you upsell: 1. *Understand their evolving needs*: Re-assess their current challenges and goals. 2. *Review their current services*: Identify areas where additional services can enhance their experience. 3. *Develop a tailored proposal*: Showcase the benefits and value of the additional services. 4. *Leverage your relationship*: Highlight the trust and success of your existing partnership. 5. *Focus on the value add*: Emphasize how the additional services will benefit their business. 6. *Offer a trial or demo*: Allow them to experience the new services firsthand.

Just like Value Proposition Canvas can help achieve a great product-market fit, understanding your customer's long term goals can help you achieve mutual growth. Before you are in a situation where you are able to listen carefully, make sure you read up on the client's wider goals as a business, their GTM strategy, their customers' pain points, read their strategic board report to understand the bigger picture. From my personal experience, a mutual planning reduces assumptions and the "one-way", often aspirational and inaccurate forecasting.

Value is adding extra ! It’s difficult to do but you can use the expertise of the people working there to see where value can be added. Have you thought about how you can showcase your expertise in something they are looking at vs just something you want to sell! Have you thought about what they would see as a value-add vs just another offer to buy something you want to sell? Think hard the best way to add value for them rather than yourself!

We often confuse delivering contractual obligations with adding value. Whilst it is not always straightforward to demonstrate or quantify the value add, be sure to at least ask for feedback on the difference the solution/service made to your client's customers or end consumers. I think of the "value add" as a bonus the customer did not expect but it made their business life that one bit better!

An account manager should aim to understand exactly how their client's planning and budgeting operates (especially for a long-standing key account). Are their annual budgets set for fiscal year, calendar year, or another period? When do they undertake their strategy and planning? Is the business affected by seasonal peaks and troughs? How do they create business cases or proposals for budget internally, and what is the decision making process? All of this should help to shed light on the right time for a conversation or proposal, which of course should align with the client's processes and their objectives for the period.

7. *Address any concerns*: Proactively address potential objections or concerns. 8. *Showcase case studies*: Share success stories from similar clients. 9. *Be flexible*: Consider customizing services to meet their specific needs. 10. *Follow up and follow through*: Ensure a smooth implementation and ongoing support. - *Timing is everything*: Consider upselling during contract renewals or when their needs change. - *Involve multiple stakeholders*: Ensure all key decision-makers are aligned and informed. *: Clearly demonstrate the return on investment for the additional services. By following these steps and adapting to the client's needs, you can successfully upsell additional services and strengthen your long-standing relationship.