Sales Funnel Lesson #4 - Maximize Your Profits with Upsells and Downsells

Once the prospect has turned into a customer and purchased your
main product offer, he/she has entered your sales funnel. 

This means that you should be offering the customer an
opportunity to upgrade his/her order. This is done through a
value-enhancing upsell that is related to the main product offer
he/she just ordered.

The upsell can be an enhanced version that offers more
information if the main product offer was an ebook/audio
course/video course or more features if the main product offer
was a software program, etc. 

The upsell can also be a related offer that provides additional
value to the main product offer. For instance, perhaps your main
product offer was a traffic generation course; your upsell could
be an email marketing course designed to improve the conversion
rates of the traffic you get to your site via the main product
offer.

The key with any upsell is to provide additional value to the
main product offer the customer just purchased. 

The upsell should NOT be a mandatory purchase in order for the
main product offer to provide the value it was promised to
deliver; that would not only be unethical, but it will damage
your reputation because many consumers will look upon that as a
dirty marketing tactic because you werent forthcoming in what
your main product offer needed in order to provide what you said
it would.

Thus, never make the OTOs or upsells mandatory to purchase; the
main product offer must provide the value it was intended to
provide by itself. 

All upsells and downsells must be optional, never mandatory.

If the relevant upsell is valuable and enticing enough to the
customer (taking into account value and price), he/she will
likely purchase it, thus increasing the amount of profit you
gain from this customer. 

Once he/she has purchased the upsell, he/she can be taken to the
download page to access both the main product offer and the
upsell or he/she can be taken to another valuable upsell offer
related to the main product offer.

If the customer decides to decline the upsell offer, you can
have the funnel take him/her to the download page for the main
product offer, you can have the customer go to another upsell
offer for him/her to consider, or you can have the customer go
to a modified version of the upsell he/she just rejected,
usually for a lower price.

This modified version of the upsell is normally referred to as a
downsell, partly because the price is lower, and oftentimes,
the downsell has one or more elements missing from it that were
in the corresponding upsell. 

Note that a downsell can be the exact same upsell for a lower
price, although this is rarely the case.

The reason why the downsell is presented immediately after the
upsell that was rejected is because, research shows that many
consumers dont want to miss out on an offer entirely, so if
they get a second chance to pick up the same or similar offer
for a lower price, they will often jump at the chance to do so. 

This is why Internet marketers will often include corresponding
downsells with their upsells, so they have a greater chance of
earning conversions and more money from their sales funnels.

Most Internet marketers will present a series of upsells and
downsells throughout their sales funnels, all related to the
main product offer and enhancing its value in some way. Some
buyers of the main product offer will not purchase any upsells
or downsells, others will purchase one or more upsells, and
others will purchase one or more downsells. 

Having a combination of upsells and downsells in your sales
funnels will increase the chances for conversions and additional
profits, and as it has been said before, most Internet marketers
make the bulk of their profits on the back-end of the funnel
(i.e. upsells and downsells), not from the front-end of the
funnel (i.e. main product offer).


To Your Success,
YOUR NAME

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