Let’s understand that when your customer just pulled out their credit card and purchased your main product… that they are interested. So why is it that they say no to another of your products? Let’s have a look.

When someone says no to an offer, many marketers believe the sale is lost and give up. They presume the lead didn’t want the product. That’s not only an incorrect theory, but a costly one. If someone has said ‘no’, you need to ask yourself why. From experience, 95% of the time it’s an issue of money.

So when someone says no, you have to react correctly; meaning fixing your offer to get them to start saying yes again. ‘Yes’ is a very significant mental trigger as it implies a handshake. So it’s vital not to make it easy for them to keep saying ‘yes’.

Here’s a simple technique called a downsell to get people saying yes again.

A downsell is the offer you make after someone says no to a previous offer. It’s characteristically a lower price (or something creative like a payment plan). It’s intended to ’save the sale’ and to get your customer purchasing again and can be done in many different ways. You have to find the one that works the best for your business.

It’s a fact that up to 60% of people will purchase an additional product when they’re offered several opportunities and a few different options in succession. As well, it’s been shown that that 40% of people actually start out saying no but went on to buy an additional product. This means that 40% bought the downsell.

Here’s an example of what could be lost without using a downsell:
Let’s say that if 8% of people say yes to the main offer then usually about 5% will say yes to the downsell. So if your downsell was $10, and we sold 14,000 units of the main offer… that means 700 would buy the downsell at $10 (14,000 x 5% = 700 downsell customers).

So if you do the math…
700 x $10 = $7,000
That’s $7,000 of revenue that you would have not gotten if you didn’t use a simple downsell. Remember that usually when someone says ‘no’ it’s usually because of price… so be sure to offer them a downsell.

Another important factor is the influence of guarantees and reassurances. A customer needs to feel secure about buying from you. Using a guarantee statement at strategic places will boost your conversions and improve your relationship with your customers. Also be sure to explain to customers how much their credit card will be billed and about refund and cancellation procedures. And finally, if all of this sounds like Greek to you…understand that you may need more knowledge on who to run your business correctly.

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