In this chapter, I am going to teach you how to create a down-sell, which is the third element in the sales funnel. Do not underestimate the power of a down-sell because you do it the right way, it makes a huge difference to your revenue.
In the previous chapter, I’ve mentioned about how important it is to understand your ideal customers and their mindset. When you start to get what they are thinking, you can offer exactly what they want and value, hence, bringing you more profit.
This is another technique where it may save you another 10% more sales that increases your revenue by understanding with the buyers’ mindset. A down-sell increases your revenue by giving a special promotion offer to the customers, which I am going to explain more in the chapter later.
So, first thing to know is what a down-sell is. As you already know, Upsell offers happen right after the front-end offer. Let us revise a bit on Upsell, because Upsell goes hand-in-hand with down-sell.
If you still remember the last chapter, I’ve taught you that in your Upsell offer to always offer another in-depth course that enhances the front-end product. Most importantly, do not forget to offer it with a bunch of bonuses. When you lead your subscribers to the down-sell page, your subscribers will see a sales page that is almost the same as your Upsell sales page.
Do you remember what to do with the sales copy of your Upsell? First, start with a 4-5 minute sales video. To create the sales video, you’ll write your own sales script. Following with a short recap of the sales video, and lastly with a bunch of value-enhancing bonuses (VEB).
This is what your Upsell sales copy should be like as well as your down-sell sales letter. The angle of the story you are going to use is the same, which is to change the headline and remove the bonuses, and this is how your down-sell sales copy should be like. I’ll tell you the reason to remove the bonuses later.
You’ll ask them to wait and before they are going to the next page, you want to offer them the Upsell offer without bonuses with a lower price. And this is why you need to remove the bonuses. Take note of one thing here, even though this element is called a down-sell, but the price should be still slightly higher than the front-end. But, of course, lower than the Upsell 1.
I’ve mentioned about the buyers’ mindset just now in the beginning of this chapter. Here’s a list of buyers’ mindset on Upsell that eventually leads them to click the buy button of a down-sell instead.
- “The Upsell is not worth my money.”
- “I do not need these bonuses offered.”
When you understand the buyers’ mindset, you’ll understand the concept of the whole sales funnel. This is in fact a time consuming task and it requires some research on your buyers’ behavior, but it is worth your time to be invested in the research. This would be a huge advantage especially for Internet marketers to know how to sell to the subscribers.
Mindset #1: “The Upsell is not worth my money.”
When they are in your Upsell page, or the One-Time-Offer page, they might think that the Upsell is not worth the price. This scenario does happen, even though your Upsell offer is a really great offer, some of them wouldn’t take it because of the price.
This is why usually in a product launch, most of the Internet marketers would stay up to track on the conversion of the buying rate. If the conversions are low, they’ll tweak the price and the headline and keep track on what is the problem in the launch.
Tweaking the price is the most common change in a launch, regardless of how great your product is, and it is usually some price issue that causes the low conversion rate. Most of the Internet marketers had caught on to the buyers’ mindset. They’ll first try to adjust the price and then the other elements in the sales copy.
Mindset #2: “I do not need these bonuses offered.”
Second scenario is that they don’t think that they need the bonuses offered in the Upsell; hence, they don’t buy the Upsell. One of the reasons why you can put your Upsell slightly higher price is because of the bonuses you’ve offered to them. However, some of the buyers just don’t seem to like bonuses.
They may consider buying the Upsell only, but instead of getting bunch of bonuses that is not going to be useful to them, they might as well choose not to buy the Upsell. They would rather go somewhere else for the same product.
Why Down-Sell Works
Now that you know the buyers’ mindset, the solution to solve the problem is by adding the Downsell offer in your sales funnel. Why down-sell works is because it understands and complieswith the buyers’ demand.
When you are doing a down-sell, this is basically what you’re saying to the customer:
If you think the Upsell is priced too high, then I’ll make a special promotion just for you! But, for me to lower the price for only you, it wouldn’t be fair to those who have purchased the product paying full price. So, you will not get the bonuses in this case. And the price is lower than the Upsell!
This is the whole concept of the down-sell. This is the main reason for having a down-sell. If the conversion rate of the down-sell is high, it can save you 10% or more sales.
Apart from this, you are creating a sense that they are getting the same thing with a lower price in your down-sell offer. You are giving out a special promotion for them to grab the Upsell with a lower price, always remember that people love special promotion. This is why down-sell actually works – it’s a system that understands the buyers and ready to serve to their needs.
This is only possible if you understand the buyers’ mindset. Some of the Internet marketers overlook this important point, leaving at least 10% of their money on the table.
Criteria of Downsell
There are certain criteria for the Downsell offer as well, take note of the following points to avoid making mistakes in your Downsell offer.
First, when you are offering your Downsell, remove the bonuses from the offer. As mentioned just now, to be fair to the other buyers who had bought the Upsell offer with the bonuses and higher price, you must remove the bonuses in your Downsell offer in order to drop the price as well.
For instance, if you are offering how to generate traffic by using Search Engine Optimization as an Upsell to a lead generation course, you can offer some bonuses like done-for-you follow-up emails, membership site, and so on. This would be the offer from front-endto the Upsell, or the One-Time Offer.
For your down-sell, you need to remove the bonuses that you offered in the Upsell sales copy, and then drop the price. Offer only the video training course on how to use Search Engine Optimization.
This is how the down-sell should be like. You can apply this down-sell model in any one of your product sales funnel. After some time of doing this, it’ll eventually become your second nature. The sales funnel for every single one of the product chain will look the same.
You do not need to think so much about how to modify the sales funnel.
Now,you may be wondering, how much should I drop the price and still can earn revenue from the down-sell offer? Of course, to things easier, there is a certain formula for this as well, if your product is:
- $67 =>$47
- $97 =>$67
You can afford to drop $20 if the Upsell is $67, which then makes it $47 for your down-sell offer. For the Upsell with $97, you can drop $30 and make it $67 for your down-sell.
