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Ascension is the process of moving existing customers to your higher value products and services. Ascension campaigns should be a major part of your sales process. Customers often stay on existing products or services even though they can benefit from, and can afford to, move up. This is inertia working against you.
Other than just making you more profit, ascension campaigns help you combat inertia and could be the thing that prevents your customers from switching to a competitor.
At some point, a customer might outgrow you. It may well be their fault for choosing that cheap option three years ago, but it’s your fault and your problem if you lose them because you weren’t proactive enough to keep up with their needs.
Equally alarming is having only one pricing option or only one option for each category. Having only one option means you’re leaving vast sums of money on the table.
At a minimum, you need to have “Basic”, “Core”, and “Premium” options in each category. And potentially an ultra-premium offer, as those can make up a substantial percentage of your net profit, even if you only sell a small number per year. They also attract more high-end customers who may base their buying decision on premium service and convenience instead of low-value customers who tend to only buy on price.
Having products and services at different price points offers a progression path for customers to aspire to. People always want what they can’t have, and having ultra-premium-priced items can keep alive their desire to buy from you in the future when they’re in a better position to do so.
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