The role of Ascend in marketing funnel?

As mentioned in my previous article, the eight stage model of marketing funnel, i.e., Awareness – Engagement – Subscribe – Convert – Excite – Ascend – Advocacy – Promoter. In the previous post, I discussed the subscribe stage but today, I want to discuss the “Ascend” stage. This is a stage after the customer has purchased the product and now it is the job of a marketer to increase the ticket size of the customer. For example, when you purchase Netflix, you may start with a basic plan and then you get communications from Netflix stating that standard or premium is a good plan and value for money plan. Similarly, you go to buy a car and you are keen about a particular model but the car salesman pushes you to buy a premium model. Or you buy mobile phone on Amazon, it will show you a comparative advertisement to encourage you to buy a premium product and the product attributes that you get in return are far more appealing, its basically value for money. This is nothing but the concept of up-sell. Sometimes, this Ascend can happen after you have purchased the product or it can happen when you have just shown interest in the product category or your presence at the store can be an indication of your interest in the product. But neither the salesmen or the recommendation by Flipkart or the comparative advertisements by Amazon can woo the customer always to upgrade. There are times when the pitch just falls flat. And, there can be multiple reasons for this, either the sales pitch was not convincing enough, or the recommendations provided were not as appealing or comparative advertisements were not comparing the right product attributes. But one thing that I am assuming here is that every customer will upgrade.