How can you effectively cross-sell and upsell to unhappy customers?

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Cross-selling and upselling are powerful ways to increase your revenue and customer loyalty. However, they can also backfire if you try to push them on unhappy customers who are already dissatisfied with your service or product. How can you avoid this pitfall and turn unhappy customers into loyal fans who are willing to buy more from you? Here are some tips to help you master the art of cross-selling and upselling to unhappy customers.

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Parker Chase-Corwin
Sindhu Rani

Contributing to Siemens' Customer Success Team Growth in IOT | OKR-Focused Team Development, Engagement Model Design |…
Johnathan Lander, MBA

Senior CSM @ Uptempo ?? | Quantic MBA | MarOps & Analytics | SJFM Board of Directors

1 Understand the problem

Before you attempt to cross-sell or upsell anything, you need to understand why your customer is unhappy and what they need to solve their problem. Listen to their complaints , empathize with their frustration, and ask open-ended questions to get to the root of the issue. Don't assume that you know what they want or need, or that they are interested in your other offers. Show them that you care about their satisfaction and that you are there to help them, not to sell them.

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Sindhu Rani

Contributing to Siemens' Customer Success Team Growth in IOT | OKR-Focused Team Development, Engagement Model Design | Freelance Lead Gen and Customer Success Strategist for Startups
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Communication is the key here , rule is simple “ keep your ego aside and go to them as if you go to someone in your personal life whom you just had a misunderstanding or a fight “, the point I’m trying to say is that the conclusion is the same at the end of the day we need to save the relationship and that works only When we ride through the storm.Yes it gets uncomfortable or perhaps our own personality hates it if the things are quite out of hand. Agenda is simple we understand what’s their side of the story and try solving that first or atleast acknowledge and then add value why a particular upsell / cross sell will align their expectations.

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Johnathan Lander, MBA

Senior CSM @ Uptempo ?? | Quantic MBA | MarOps & Analytics | SJFM Board of Directors
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Validate. Validate. Validate. Solutioning for a customer without fully understanding the problem is a sure-fire way to further frustrate the customer. It is also a costly endeavor as it could result in unneeded work and an increased risk of churn. Clarifying the problem and over-communicating the plan for resolution is critical to successfully upselling.

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2 Offer a solution

Once you have identified the problem and the customer's needs, you can offer a solution that matches their situation and goals. This could be a refund, a replacement, a discount, a free trial, a complimentary service, or a different product. Make sure that your solution is relevant, valuable, and feasible for the customer. Explain how it will benefit them, how it will solve their problem, and how it will enhance their experience with your brand. Don't pressure them to accept your offer, but present it as an option that they can choose.

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Parker Chase-Corwin
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Keep your policies open here. If company rules prevent a client from pivoting and keep a customer locked in on their original agreement, they will view you as an obstacle, not a partner. When a customer wants to downgrade, they actually have a tendency to stay with you longer than if you prevent them from modifying the agreement.

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3 Add value

If the customer accepts your solution, you can then try to add value by cross-selling or upselling something that complements or enhances your solution. For example, if you offered them a free trial of a premium service, you can cross-sell them a feature that will make their trial more enjoyable or productive. If you offered them a different product, you can upsell them a warranty, an upgrade, or an accessory that will improve their product performance or satisfaction. The key is to add value, not to add cost or complexity. Focus on how your cross-sell or upsell will help the customer achieve their desired outcome, not on how it will increase your revenue.

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Johnathan Lander, MBA

Senior CSM @ Uptempo ?? | Quantic MBA | MarOps & Analytics | SJFM Board of Directors
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If your upsell does not add value to the customer, you are making a larger problem for yourself at the end of the contract term. If an upsell occurs and it is not the proper solution for your customer, you are adding to the risk of future down-sell or churn. Sustainable growth that accounts for customers' use cases will result in happier, longer-term business relationships.

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4 Follow up

After you have successfully cross-sold or upsold something to an unhappy customer, you need to follow up with them to ensure that they are happy with their purchase and that they have no issues or questions. Send them a thank-you email, a feedback survey, a review request, or a personalized message to show them that you appreciate their business and that you care about their satisfaction. This will help you build trust, loyalty, and repeat purchases. It will also give you an opportunity to cross-sell or upsell more items in the future, if appropriate.

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Sindhu Rani

Contributing to Siemens' Customer Success Team Growth in IOT | OKR-Focused Team Development, Engagement Model Design | Freelance Lead Gen and Customer Success Strategist for Startups
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This is something I see most csm out there missing out. Acknowledgement doesn’t stop in just getting a sign off but to understand and monitor if it’s in par with their expectations.We don’t want to be in that seat during the next renewal “ this was never really implemented properly or was of no value to us “ - damage will be stronger as now it’s on lose edge on churn too.

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5 Learn and improve

Finally, you need to learn from your experience and improve your cross-selling and upselling skills. Analyze what worked and what didn't, what made the customer happy and what made them unhappy, what motivated them to buy more and what deterred them from buying more. Use this information to refine your offers, your communication, your timing, and your delivery. Keep testing and experimenting with different cross-selling and upselling techniques and see what works best for your customers and your business.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you effectively cross-sell and upsell to unhappy customers?

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1 Understand the problem

2 Offer a solution

3 Add value

4 Follow up

5 Learn and improve

6 Here’s what else to consider

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