Upsell Product Toolkit

Problem

Learning A-Z faced several adoption challenges preventing the sale of the flagship product:

• Producct name branding issues: Customers have difficulty differentiating between product offerings.
  
• Resistance to new product: Customers are reluctant to purchase a new product, even if they aren't currently satisfied.
  
• Lack of ready-to-go messaging: There are no existing tools to convey the value of the upsell to customers.
  
• Limited User Feedback Loops: There was no mechanism to capture real-time user insights to inform improvements.
  

Process

1. User Research and Analysis

• Deployed a customer survey through SurveyMonkey to existing customers that haven't purchased the flagship product.
  
• Compiled feedback from 82 users into a deck with finding that include current product limitations, how it's used in the classroom, & takeaways.
  
• Presented results and next steps to the marketing leadership team, including follow up phone calls and an uspell toolkit.

2. Created Comparison Flyer

• Promoted the literacy suite products while angling the flagship as the most compelling option.
  
• Collaborated with design to communicate visual with copy and visuals.

3. Marketing Mixer: The Value of Upselling

• Developed the presentation deck in collaboration with sales enablement.
  
• Delivered presentation to the sales and customer success team including a role play exercise and intro to new resources.

Solution

Key Solutions Delivered:

• Internal enablement session:
  
  • Shared compelling stats to share the value of upselling.
  • Showcased new upsell toolkit resources.
  • Hosted an interactive workshop style mock pitch for reps to practice upselling, using the new resources.
    
• Comparison flyer: Including all literacy suite products and the value of the upsell to customers.
  
• Research deck: Outlining customer familiarity and pain points with the product.
  

Additional Wins:

• Presented the highest-rated sales enablement event of 2023 with 96% of sales attendees scoring it as “Highly Relevant” to their role.