[Marketing & Sales] Do you have an upgrade?

This week was Planning Week for All Star Marketing Club, and for me, it's essential that we get our heads out of the day-to-day and allow enhanced focus and creativity, away from the All Star HQ.

Like last year, we headed to Majorca - and after a few days of hard work, we took a couple of hours out in the late afternoon and headed to the beach.

While enjoying the sun, sea and sand, a lovely massage lady approached and as a sucker for a back massage, I asked her what the options were:

There were two offered to me:

• The €10 - back and neck
• The €20 - back, neck and legs.

I asked for a €30 massage, an offering that wasn't even on her list.

What's the key learning here from a business sense?

In my many years of experience in all things product/service development, strategy, marketing and sales, you have to account for "The Upgrader".

Who else is with me? I'll upgrade everything if I can... cinema, hotels, gym membership, theme parks, theatre tickets, holidays, tech stuff (iPhone 16 anyone?!), planes, trains and automobiles!

It's rare to find someone that will naturally seek out the premium option when it's not on the table...

SO MAKE SURE YOU OFFER IT!

Around 20% of people will take the upgrade.

Key to this is also helping them to understand that the ultimate value is of that upgrade, i.e. what's the outcome it will bring to them? (Please do remember, people buy OUTCOMES, not the physical product or service).

Here's a few questions to consider if you want to cater for the Upgrader - keeping both them happy, and more money in that business bank account of yours:

1. What upgrade options do you have, or could you add?

2. What is the ultimate value of that offering?

3. When and how can you position that in your marketing and sales activity?

Here's a link to a more in-depth article with more food for thought to build your upgrade options.

Enjoy the read!

Victoria :)