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Increasing revenue from existing customers

Because the only thing tougher than getting more from an existing customer is finding a new one. In this playbook, learn the tips and tricks you need to successfully upsell existing customers.

What you’ll learn: 

  • A clear understanding of your customers' needs and goals.
  • A higher-tiered pricing structure, product portfolio, and/or premium features.
  • Effective communication channels with your existing customers.

What you’ll need: 

  • How to effectively upsell and cross-sell.
  • Why building stronger customer relationships increases loyalty and retention.
  • How to encourage increased product adoption and usage among customers.
  • How to elevate customer lifetime value.

Suggested playbooks to check out before starting this one:

5 steps for increasing revenue from existing customers:

Step 1: Understand your customers' needs and goals.

  • Analyze user behavior and usage patterns using product analytics tools for a quantitative perspective.
  • Conduct surveys or interviews to get direct insights into their needs, pain points, and goals, giving a more qualitative understanding. We provided a playbook for “Doing user research to improve your product-led experience.”
  • Consider running a Net Promoter Score (NPS) survey to identify customers who are extremely happy with your product. For context, check out our playbook on “Measuring customer satisfaction using NPS surveys.”

Step 2: Identify upselling and cross-selling opportunities.

  • Regularly review your product or service portfolio to spot opportunities to add additional offerings aligned with the customer's needs or goals.
  • Use your understanding of each customer's usage patterns to identify products or features they might benefit from.
  • Review customer requests and product engagement data to identify potential upselling or cross-selling opportunities.

Step 3: Develop personalized upsell and cross-sell proposals.

  • Take a personalized approach for each customer, outlining how the additional product or service will provide added value.
  • Ensure your proposal is tailored to communicate the value proposition in terms relevant to the customer’s business or personal needs.
  • Use our Upgrade Prompt Worksheet for planning.
Appcues Upgrade Prompt Worksheet

Step 4: Educate your customers about additional benefits.

  • Choose the most effective communication channel for your customer—whether that's email, in-app notifications, phone calls, or face-to-face meetings
  • Structure your message to be clear, concise, and engaging. Personalize the message as much as possible, and avoid generic or automated-sounding language.
  • Consider conducting webinars to demonstrate the value of these upgrades. This could include showcasing advanced features, positive outcomes others have achieved, or common problems using premium tools. For example, Demio (a webinar tool) uses a webinar (how meta, right?) to educate users on advanced features and use cases for its product.
Source: Demio’s head-on product tour.
  • Use case studies and testimonials from other customers who have benefited from upgrading. These real-world examples can add credibility and inspire others to take action.
  • Tailor your communication to suit the individual needs of the customer. If a customer uses a specific feature heavily, highlight the enhanced functionality available in an upgraded plan.

Step 5: Train your sales and customer success teams (optional).

  • Equip your teams with deep product knowledge so they understand the value proposition of each product or service and can articulate it to customers.
  • Provide ongoing training and resources that enable your team to communicate benefits effectively and handle customer objections.
  • Provide them with case studies and customer testimonials that demonstrate how upgrades or additional products have helped other customers. These can be a highly persuasive tool to add to their arsenal for their conversations with customers.

Looking for more Playbooks? Go back to the Product-Led Growth Flywheel →