We all know the saying, “A bird in the hand is worth two in the bush.” In security sales, that’s certainly the truth. Keeping your existing client base happy can provide a steady revenue stream that requires less elbow grease than bringing in new customers. But keeping them happy doesn’t have to mean maintaining the status quo. Your current customers offer ample opportunity for new sales, or “upsells.”
Don’t overlook this low hanging fruit! From a management perspective, you should be breaking down how much of your organization’s quota should be coming from upsells and rewarding your sales team for specifically reaching those goals. Sales management software can help. Here are several ways to leverage its capabilities to help your sales team identify upsell opportunities, present them most effectively, and close more sales.
1. Identify Opportunities: A well-used CRM is an invaluable tool not just for prospecting, but for keeping in touch with existing customers. In it, you should be recording meeting notes regarding anything your clients have shared regarding future security aspirations, plans, and budgeting opportunities. Maybe they didn’t have the budget for certain systems or services when you last met, but you want to be there to help present “value add” options when they’re ready to move forward. Set reminders to reach out to our current customers at least once a quarter, not just to touch base, instead, make sure their needs are being met, see if anything has changed, share with them new solutions you may have and revisit those items you know are on their “wish list.”
Here’s another way to leverage CRM data to identify upsell opportunities. With so many industry mergers and acquisitions throughout the security industry, many customers are finding themselves in situations where they’re unsure about future support for the systems they’ve installed. When you hear this type of industry buzz, use your database to proactively identify which customers will be affected and reach out to them. You’ll be a hero if you can offer a low barrier-to-entry solution that allows them to migrate to a new platform while preserving, what they can, of their legacy system.
2. Present Options: If you’re trying to upsell a customer, whether that means getting them to commit to a longer service contract, expanding their system or adding something new, it’s important to offer choices relevant to them. Customer don’t like to feel as if they’re being pressured into purchasing beyond their comfort zone. Offering good, better, best options allows customers to see clear differences of what they’ll get at each level and, if priced strategically, they’ll come to the conclusion – on their own – that they’d rather go with better or best.
The beauty of sales management software is that it makes presenting different options so easy. Salespeople can quickly swap in different products or packages and run pricing on the fly. They can also see how these options affect their margins, commissions and quotas, incentivizing them to create options that offer a win/win for all involved. And, sales management software ensures that any options presented have the blessing of management. The software will prevent presentation of upsell packages that don’t make sense, either from a solution or profitability standpoint.
3. Automatic Upsells: If there are standard items that your organization wants included in every sale, sales management software can be configured to include those parts or services in every quote. This can be done either by offering solution “packages”, rather than individual parts, for inclusion in quotes, or by adding certain items that automatically calculate, like warranties or service contracts, into proposal templates. Salespeople can always remove items from a sale if the customer pushes back, but using this method makes the upsell your default approach.
4. Strategizing Future Upsells: Enthusiastic customers sometimes express interest in solutions or projects that, when quoted, turn out to be beyond their budget. Rather than walk away, sales management software empowers salespeople to work with these customers to reach their security objectives in ways they can afford. Projects can be broken into phases, prioritized, and priced separately. Less expensive parts or services can be considered. Different payment models can be presented that involve a lower upfront investment, like rent-to-own options, or finance plans. Ultimately, a solution can often be reached that involves selling the customer more than he or she “thought” they could afford, with an opportunity to upsell additional elements at another time. Of course, returning to the first point in this blog, don’t forgot to document future phases of the opportunity in your CRM and set reminders to follow up. You’ll be a superhero for your customers, someone who is thinking of them and providing solutions that help them meet their needs.
In summary, salespeople who have flexibility in what they can offer, and a way to price and present it professionally and consistently, have an advantage when it comes to upselling. If they have the right sales tools at their disposal, they don’t have to fear that they aren’t pricing or presenting the upsell opportunities correctly. They also have a centralized way of tracking these sales, and the success against individual quotas and as a sales team. Software that brings this all together for them can make their jobs easier and, ultimately, help to close more deals.
Have any great upsell strategies, ideas and stories you’d like to share? We’d love to hear about them.