Here’s a great example of a sales technique I experienced… from my dentist! Ugh. Here’s the story:
I recently went to a new dentist for a regular cleaning. The hygienist took X-rays and then cleaned my teeth. Everything was going great.
While sitting there, she casually told me they have a special mouthwash to help protect my teeth in addition to cleaning and using mouthwash at home.
It cost $45, and she said she could give it to me after the cleaning if I were interested.
I pondered it while sitting in the dentist’s chair for another 15–20 minutes.
I thought, ‘Sure, why not? I don’t want to get cavities or develop other issues with my teeth that will end up costing me hundreds or thousands more.’
So, at the end of the cleaning, I told her I wanted the solution.
She gave me a small paper cup with an ounce or two of liquid and told me to swish it in my mouth for a few minutes. That was it! Hopefully, it was actually special!
Then, the dentist came in to check my teeth. She mentioned that I had an old filling that was falling apart. She explained that if I did not change it soon, it could expose my tooth to bacteria and cause more deterioration, pain, and problems.
So what did I do? Well, if the filling is falling apart, then it has to be fixed! So, after my cleaning, I scheduled another appointment for the new filling. This cost me $350!
What exactly happened here? I went to see a dentist for a routine cleaning and spent an extra $395 ($45 for the special mouthwash stuff and $350 for a new filling).
This is an excellent example of the power of an ‘upsell’ in marketing.
During my cleaning, they offered two ‘upsells’: the special mouthwash and replacing my filling. I happened to buy both of them.
A lot of businesses do this, too. You purchase a ‘low-ticket’ or routine item, and they offer you a more expensive upgraded product.
When you go to McDonalds to order a hamburger, you might be asked, ‘Do you want fries and a drink with that?’. Why? If they offer you extra items, you might buy them, and they will make an additional sale.
Using upsells can help increase each customer’s average ‘cart value.’ If 25% of customers buy an additional product simply by offering it, then each customer’s average value will increase slightly.
This can be a powerful tool in advertising and marketing to help offset the costs of advertisements or to increase revenue for the business.
I would enjoy hearing your story if anyone has their own experiences with upsells!