Once you’ve used Lifecycle Marketing to land a sale, make the most you can from this opportunity by convincing customers to add to their purchases.

You’ve attracted customers, helped them find solutions, and your Lifecycle Marketing plan has convinced them to take the plunge. While you have their trust and attention, you have an opportunity to offer them additional products that relate to their purchase, or to show them the advantages of purchasing a higher grade of product.

Online businesses like Amazon have shown other Internet businesses how well this works. Upselling and cross-selling, though, are techniques that have been used as long as businesses have existed.

Whatever the size of your business, don’t miss the opportunity to help customers find reasons to increase order size, upgrade their purchases or add accessories and extras. Here are some ways you can offer increased value and satisfaction:

• Help customers compare products. On your website and shopping cart pages, display multiple grades of products or services together. Use bullet lists or highlighted text in product descriptions to point out advantages of better quality products. Longer warranties, more features, greater luxury and similar differences can influence the customer to opt for Better or Best grade products or services rather than Good. Show them the benefits, and they’ll often upgrade their orders.
• Offer accessories and add-ons. Once a customer selects a product or adds it to the shopping cart, it’s a priceless opportunity to display additional products that relate to or enhance the item. For example, a customer purchasing a cell phone or media player is easily motivated to buy a carrying case, headset or other accessory at the time of purchase.
• Display related products. Every customer making a purchase is in a buying mood. Suggest products related to the one already added to the customer’s shopping cart and take advantage of that readiness to purchase. Be creative with these suggestions and you’ll be rewarded with more items in the order.
• Offer special inducements at time of purchase. Close the deal on additional purchases or upgrades by offering a discount, upgraded or free shipping, or other bonuses when customers combine purchases or upgrade.
• Follow-up and generate additional orders. Don’t forget your customers after the purchase. You already have their contact information and trust, so follow up with marketing messages. Thank them for their business and link to add-ons, accessories and related products soon after a customer has received the initial order. Upselling and cross-selling aren’t limited to the time of purchase.

Taking Advantage of Upselling Opportunities Increases Profits

Active buyers on your website always represent an opportunity. Their willingness to make a purchase gives you a chance to increase the size of the orders by presenting upgrades and additional items to consider. So don’t miss this opening. Even after the sale, a satisfied customer is your best prospect for additional marketing efforts.

Next up: Get Referrals