Heart-Centred Business Podcast upsell from low-ticketIn a recent episode of the podcast, I talked about why I don’t recommend charging for webinars (most of the time). In response to that podcast episode, I’ve received so much feedback and so many follow-up questions. One of the most common questions that people asked was about the upsell – specifically, how they CAN upsell from low-ticket.

In this episode of the Heart-Centred Business Podcast, I’m going to break down how you upsell from a low-ticket product with integrity and using consent-based marketing practices.

This is a very practical episode that’s going to be very helpful – especially if you do choose to sell low-ticket products.

Let’s dive in!

upsell from low-ticket tash corbin podcast

Here for the links referenced in the show notes?

Episode 394: Why I don’t (often) recommend charging for webinars – tashcorbin.com/394

Sign up for a free Airtable account using my referral link: airtable.com/invite/r/3bN0lZh2

Core Message template free training: tashcorbin.com/coremessage

Get the best possible price for Skyrocket Sales using the coupon code PODPRICEtashcorbin.com/skyrocket

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Before we dive into this episode, I want to map out for you what I’m going to cover:

1. Using low-ticket products as a lead magnet in your business – charging people for a product, and then using that as a way to get an opportunity to upsell them into further work with you.

2. How to upsell to bigger offers in a way that isn’t discrediting yourself, or creating some kind of friction or tension with your potential customers.

3. How to upsell with integrity using consent-based marketing practices.

First and foremost, I do want to say that having a low-ticket offer in your business can be super helpful.

There are some great reasons to offer low-ticket products.

For example:

  • There’s less price resistance from buyers when you’re charging lower-ticket because it’s more affordable and therefore more accessible.
  • It allows you to stay in your zone of genius of being creative, because for a lot of people with a model of business that has a lot of low-ticket products, you need to have that breadth of range. You’re constantly creating new low-ticket products in order to sell more and more things to the same audience members. It does keep you in that creative space, which can feel really fun.
  • In some cases, it can create a mostly passive income source for you. Not always. I find that some people’s experience of going into low-ticket is that they’re working harder than ever, longer hours than ever, and making less money. I wouldn’t at all call that passive income. But in most cases, the delivery part of a low-ticket product is going to be pretty passive. And therefore, you’re able to sell it to lots and lots and lots of people without it adding to your workload (it adds to your marketing workload, but not to delivery).

One of the big reasons that people cite low-ticket offers as being so sexy in your business model is that people can pay you to join your mailing list.

It is a big selling point for low-ticket offers.

When you are selling low-ticket offers, you’re not just growing your mailing list with people who are signing up for a free webinar (which will cost you money or time to promote).

One of the big selling points is that you can recoup some of that list growth ad-spend (or time and energy that you’ve put into growing your list) by charging low-ticket for some of those things that potentially would be offered for free otherwise, or by creating something bespoke that’s going to have people join your mailing list.

Especially if you are at that point where you are paying for list growth (ie. you’re spending money on ads and you’ve got a cost-per-lead onto your mailing list), then having a low ticket offer as the thing that you’re promoting can offset some of that cost-per-lead.

You may be able to grow your audience for free.

Then if you’ve got the leads for free, whatever you sell them from there will be more profitable.

But I want us to just take a step back and read that statement again, because we just sold them something. And now we are using that as a reason to sell them something else.

This is where we can have some challenges with how to upsell from a low-ticket offer with integrity.

We just sold them the low-ticket offer! The assumption that a lot of the marketing advice out there is built on is that if someone has bought from you before, they are more likely to buy from you again than someone who’s never purchased from you before.

That can be true in some cases. But in the online business space, we are often told that this is the absolute truth. In my experience, having had low ticket offers in my business model before, I had a much more consistent and faster upsell from free webinars and lead magnets than I did from paid ones.

There are also barriers to upselling people from a low-ticket offer.

Rather than ignore those barriers, we can address them and increase that conversion into the next offer with integrity.

What I want to share with you are five examples of ways that the upsell can be blocked or there’s a barrier to the upsell. I’ve given each of these a name.

Once we’ve gone through those five different examples, I’m going to give you some strategies on how you can overcome those barriers with consent-based practices.

Example 1: The Homework Issue

If someone has paid for a resource, they are more likely to need to finish it before buying something else. If they got it for free, they’re more willing to let it go and then just buy the next thing.

This is something that I have seen a lot of online, where people think that if they charge for their webinars rather than giving them away for free, then they’re going to upsell far more effectively.

But all they do is slow down the upsell because everyone wants to make sure that they’ve made the most of the thing that they just purchased.

I call this The Homework Issue.

If I have purchased a  one-hour training module, I’m not going to purchase anything else until I’ve watched that training module and I’ve done my homework and implemented it.

Whereas if I sign up for a free webinar and I don’t get around to watching it but I hear about something else from that same person, I’m far more likely to buy that something else without needing to have done my homework or having actually completed what it was.

That is the homework issue.

Example 2: The Salesy Issue

This issue often involves a tripwire.

A tripwire is something where we present a low ticket offer immediately after someone signs up for a free lead magnet. For example, someone signs up for a free webinar, and then instead of going to a thank you page, you take them straight to another sales page or a thank you page that has a sales pitch on it for something that people could purchase immediately.

Let’s say you’re running a webinar on how to use Canva to grow your business. Someone signs up for it, and then it goes straight to a sales page that talks about the 100 templates you’ve created that are available for $19 if they buy immediately.

In a lot of cases, those tripwires also have a countdown timer – so they have 15 minutes after they’ve purchased the webinar to get it at that price.

They’re pressuring a decision.

I don’t like those fake countdown timers because they’re either manufacturing urgency (ie. other people can sign up to the mailing list in three days and it will be available to them), or it’s teaching people to jump through hoops to try and get the offer at that price.

I’ve even seen them where the countdown timer just resets every time you reopen the page, so it’s not actually a real countdown timer.

You can do it where it’s individualised countdowns.

The countdown is based on your email address, IP address, browser history and cookies. But as far as I’m concerned, you’re just using all of these fancy technologies to manufacture urgency.

I don’t love the tripwire having that manufactured deadline.

But regardless of whether you use that or not, this method can sometimes make it feel like the selling never ends. For example, when you get someone to sign up for your free webinar, and then they purchase the templates that are promoted on the thank you page… and then you try to upsell them ANOTHER thing on the next thank you page.

I’ve experienced this where every thank you page in a sequence is another sales page.

By the time I bought the third thing, I was done. I wasn’t going to consider anything else at all. I was a bit cranky and ended up getting a refund on two of the things that I purchased because they were very undercooked and weren’t good.

That’s what I call The Salesy Issue. 

You got someone to sign up for your free thing, then you got them to buy something from you. But now you want to upsell them ANOTHER thing??!!

That involves another pitch which just makes it feel like you’re always in sales mode.

Example 3: The Overwhelm Issue

If someone purchases a low-ticket offer from you and then receives email after email pushing the next purchase, it can really put people off working with you.

I call this one The Overwhelm Issue because a lot of the time it involves sending twenty emails in the first two weeks of someone signing up for something, because they’re getting the emails for the thing they signed up for, PLUS all the upsell emails for everything you want them to purchase.

It feels like all of the emails are trying to push something.

That is creating overwhelm for them.

Example 4: The Trust Issue

If you sell a low-ticket product that delivers on X outcome, and then immediately offer them another more expensive product that REALLY delivers the outcome, it can feel like you’ve misled them.

This was something I talked about in the previous podcast episode on why I don’t often recommend charging for webinars. If you want to go more in-depth with this, you can find that episode here: tashcorbin.com/394

I think that the trust factor is what made so many people reach out about how they CAN upsell from low-ticket with integrity.

When you purchase a low-ticket offer, it’s because you want to achieve a specific outcome. Often when someone then tries to upsell you something on the same topic, it can feel like the thing you just purchased actually WON’T help you achieve the outcome promised.

I experienced this five years ago. I was running a summit for the first time, and I saw a promo from someone I didn’t know who was selling something called The Ultimate Summit Bundle.

It was everything you could ever need to create a sell-out summit.

I wanted to create a summit so this seemed like the perfect thing for me! It included speaker management stuff, templates, instructions, spreadsheets, and more. It literally said it included everything I’ll ever need… so I purchased.

But as soon as I purchased that, I was taken straight to the next sales page which said that if I wanted to create a sell-out summit, I needed to learn to sell it.

Turns out that in that summit bundle that I purchased, there was no sales page, there was no promotional copy, and there was no advice on how to market the summit.

It was everything you need to create a sell-out summit… and then the next one was everything you need to market a sell-out summit.

But all it achieved for me was making me angry and putting me off.

They made it seem like I had everything I needed on the first sales page. But they were very careful with their choice of words because they were going to sell me something else on the next sales page and the next sales page. It just felt a little incongruent.

I think if I had seen that all together as a $199 product and everything was included, I would have still purchased it, and I wouldn’t have been angry at them afterwards.

That trust issue is a big one.

Example 5: The Integrity Issue

If you have a one-time offer upsell (which you might see as OTO) or a self-liquidating offer (SLO) but then I can see it’s available elsewhere, your integrity comes into question.

That’s the honesty/integrity issue.

I see this quite regularly in the Heart-Centred group where someone says it’s the one time they’re going to do this special offer, but then I look on their Facebook page and they’ve promoted it for the last six months.

I have every reason to believe they’re going to continue promoting it.

That’s when you have an integrity issue.

Often I see this where someone says their offer is normally $395, but for one time only, you can have it for 90% off.  And then that 90% off offer is everywhere over their socials, and it pops up every few weeks.

You said it was a one-time offer! But it wasn’t a one-time offer.

The self-liquidating offer is the one that I was talking about before – often used as a tripwire where it expires.

The sales page is based on a lot of urgency (“This is your only chance to get it at this price. This is the only time I’m going to offer it to you this cheap”). But I often see those types of offers then included in free bundles or as a limited-time offer that goes out to their mailing list.

I get sixteen opportunities to buy that offer that I was told I had one chance for.

To be honest, I don’t believe a lot of that messaging.

Even if it is true in your business, I don’t really buy it much anymore, because it’s just been overused so much. That language and that messaging has never really come through as authentic to me.

That honesty issue can be a big one.

With all that being said, if you want to upsell from a low-ticket offer whilst avoiding all of those issues, there are five ways that you can ensure that it’s done in a consent-based way.

1. Completion

This addresses the homework issue.

Completion is focusing on ensuring that people actually complete your low-ticket offer and do the homework.

To ensure that you get that upsell with integrity, make it easy for people to complete your low-ticket offer and implement it.

If you have a low-ticket offer that you’re tempted to throw more bonuses and resources into, strip them out. Those bonuses are just more work. That’s another barrier between them completing your low-ticket offer.

In a lot of cases, the bonuses are the things that people haven’t done, but they are the very reason why people aren’t buying the next thing from you.

Make it easy for people to complete your low-ticket offer.

Make completion the focus of your follow-up emails, instead of upsell being the focus of your follow-up emails.

In the first two to three weeks after someone has purchased a low-ticket offer from you, stop trying to upsell them immediately and instead focus them in on actually completing it.

The more that you do that, the more you will build that trust and sense of confidence in them that they can actually get it finished.

That is going to significantly increase your conversion rate when you do start presenting your next offer to them. But don’t be in such a rush to do it.

Completion is one of the first ways that you can improve that upsell, but do it with integrity.

2. Honesty

Be honest in your messaging.

Do you really want pressure and urgency to be the motivator of why someone purchased a low-ticket offer from you? Do you really want pressure and urgency to be the basis of which that purchase relationship is commenced? I don’t.

If it’s available elsewhere, just tell us it’s available elsewhere.

I have seen this have a positive impact on me immediately when I was working with someone who had been recommended to me.

I was purchasing some Airtable templates and toolkits (I’m a BIG fan of Airtable! If you want to create a free account, you can use my referral link: airtable.com/invite/r/3bN0lZh2) because I’m planning on creating templates for my students for certain things I do in my business, so I wanted to see what it looks like as a buyer when you purchase Airtable templates from someone.

When I purchased the first template, I got an offer for a toolkit and video instruction and training. It was a $49 upsell, but it said twice on the sales page that if I wasn’t sure, I shouldn’t panic – they were going to let me know about the offer again later down the track so I was welcome to just focus on what I had purchased so far.

I was so impressed with that messaging!

I’ve said things like that on my own upsell pages before. When I ran the Kickstart program at the start of 2024, I did have a few people say that they weren’t sure whether to purchase Kickstart week or Kickstart year. I simply told them that when I offered them Kickstart year later after they’d done the week, it would be exactly the same offer. So I actually recommended that they only buy the week and get everything nailed, and then they could make a decision as to whether they wanted to do the full year together or not.

I found that really powerful in my own messaging. And I was so excited to see that on someone else’s sales page.

That honesty really builds trust with people.

If it’s available elsewhere, just tell us that.

What if you did give people a second opportunity to buy the upsell?

I’ve done this with a client before as well.

She had one of those low-ticket offers with a self-liquidating upsell into a course. It was a big 50% discount of her course, but it was only available for a couple of hours.

I asked her if we could do a little experiment of telling people on that upsell page that they will be invited to join again in a couple of months.

She agreed to do this little experiment.

At that point in time, she was converting people from the low ticket offer into the upsell at under 0.5%.

What we ended up doing was taking off that huge 50% discount and just letting people know that if they were looking for that extra hand-holding and support, then they could join her course. But if they weren’t sure then they didn’t need to panic because she’d be in touch about it again in a few months.

With the help of that follow-up email later on after they’d had a chance to go through the low-ticket offer, we ended up getting her conversion to 4.5% at full price 60 days later.

If she was happy to wait (which she totally was) we could 9x her conversion rate!

Not only that, she actually contacted me a few months later and said that she was selling more of the course at full price immediately than she was selling at that big discount immediately.

I think it has a lot to do with that honesty.

There’s power in just letting people know that there’s going to be a second opportunity and there’s no rush for them to make a decision.

People make a decision from a space of abundance then.

I also think that she had a lot more referrals coming through because people really valued that honesty.

3. Relationship

When it comes to making low-ticket offer sales, I want you to think about building a relationship for the longer term.

If you’re not as urgent to upsell someone into the next product, it’s less pushy, it’s less desperate, it’s less aggressive, and so it actually creates far more sense of trust with people and it develops that relationship as well.

Don’t believe the scarcity messaging that tells you you must upsell people within the first thirty days or they’ll never buy from you. It’s just not true!

Instead, pay attention to what happens when you build that relationship.

Just like that honesty example where someone ended up making more sales later, I see that happen a lot in my own business and my clients’ businesses.

A lot of people who work with me in Accelerator or Leverage and Launch who are very experienced in business and have been around for a long time will have a lot of upsell stuff.

They’ll have a lot of people purchase something they’re upsold straightaway. People come to a free webinar, they’re upsold straightaway. People sign up for any lead magnet, there’s an upsell straightaway. It’s in the lead magnets, in the follow-up emails, everywhere.

A lot of the work that we do together is actually looking at the data.

Looking at the numbers and what the numbers tell us. Looking at ways that we can be more focused on building a relationship, and less focused on pushing that urgency and scarcity so that we can develop a far higher conversion rate long term, and a far less burn and churn email list as well.

What a lot of people who have upsells and sales pitches everywhere see is that they lose a lot of people off their mailing list pretty quickly.

I’ve heard churn rates of 25%, which is 25% of the people who sign up for your mailing list have unsubscribed within the first 60 days. I’ve also heard rates of 15% being fairly consistent.

The unsubscribe rate from my mailing list is under 1% in the first 60 days. Under 1%!

That means that for 99% of people who sign up to my mailing list, we are developing a relationship in those first 60 days.

A lot of my lead magnets (ie. free resources that people sign up to to join my mailing list), don’t have an upsell email sequence attached to them. I deliver the free thing and I focus on completion as being the priority.

I know that when I do that, they are far more likely to still be on my mailing list in 60 days. Those people are the very people who are most likely to buy from me in my next launch or when I do have a promotion that goes out.

I focus on what the numbers tell me and I test and measure very consistently. But my number one principle when it comes to building my audience is that my audience are humans, they are not numbers. I’m going to treat them human to human in the way that I want to be treated.

By doing that, I’m developing a longer-term relationship.

That relationship then means that I have far higher conversion rates than most industry leaders.

I’m outperforming them two and three times the conversion rates they’re mentioning, but I also just feel like I’m a nicer person to people who are joining my mailing list and are in my audience.

I want to have that impact on them. That’s how I want to show up, so that’s what I do.

That’s my third tip on how to upsell from low-ticket with integrity – relationships.

So far to ensure that we upsell with integrity, we want to focus on completion, be very honest in our messaging and what we share, and focus on building the relationship.

4. Consistency

If the upsell is not the first time I’ve heard about the upsell product, I’m far more likely to buy.

If the only time I hear about your product is straight away after buying something else, then chances are I’m not going to buy it. But if you consistently talk about your product and you’re not hiding it behind some random upsell paywall, then I’m far more likely to buy it when I do come across it as an upsell.

Don’t keep the upsell hidden behind the low-ticket offer only. The longer I’ve known about it, the more I trust it and I believe that it works because it’s been around for a while and I’ve seen it more consistently.

Advertise your upsell publicly and consistently.

Don’t just rely on it being an upsell and that’s the only time people hear about it.

With consistency and honesty, what we’re doing is ensuring that we are creating a feeling for your audience that you are here for the long term – that you’re not one of those flash-and-crash marketers who just take the money and run.

You have a business that’s here to stay.

Part of that is being confident to talk about your offers on the internet without having to create some form of manufactured urgency or manufactured scarcity. Instead, you just focus on showing up consistently.

5. Value proposition

The value proposition is the value of the gap between before buying your product or service and after completing your product or service – through the eyes of the purchaser.

It’s between those two times. Before I purchased it, this is my experience. After I’ve purchased this and done it, this is my experience.

It is answering the question through the eyes of the purchaser: How valuable is this offer feeling for me?

What if the reason that people bought that upsell was because they actually saw it was really valuable? Rather than it’s got a 75% discount for the next 45 minutes?

What if instead of someone saying that they bought your upsell because it was their only chance, they say that they bought it because it felt like it was going to really help them?

That means you’ll have:

  • Less buyer’s remorse
  • Less refund requests
  • More raving fans
  • More referrals
  • Way more upsells from there

All because you chose to upsell with integrity… which feels better anyway!

You were able to map out your value proposition and speak to the value proposition of people working with you and buying the next offer instead of focusing on trying to create circumstances in which they’re pressured to buy that upsell.

That brings me to the freebie for this episode!

If you need help with mapping out your value proposition, make sure to grab my Core Messaging Template – it includes mapping out your value proposition.

You can grab it for FREE here: tashcorbin.com/coremessage

I also want to invite you to check out my Skyrocket Sales program.

Skyrocket Sales is a self-study low-ticket offer.

(Oh my goodness, a podcast about low-ticket offers and I’m talking about a low-ticket offer?!!)

Skyrocket Sales looks at the bigger picture and then gets into the strategy of growing your business. Because for a lot of people, you’re doing yourself a bit of a disservice and you’re keeping yourself trapped in low income by focusing on low-ticket offers.

Instead, what I would love for you is to learn how to make sales using consent-based strategies in a way that’s going to significantly grow your income, not just the number of people who are buying from you.

In a lot of cases, especially in the early stages of business or when you’re in a cash flow crunch, you would be far better off selling a high-ticket product to three or four people than you would be trying to sell a low-ticket product to hundreds of people.

If you are someone who isn’t necessarily clear on your sales strategy or your product suite, then Skyrocket Sales may be a far better fit for you than just focusing on getting the messaging of your upsell sorted.

As a treat with this episode, you can grab Skyrocket Sales at a discount!

I won’t say exactly what the amount of the discount is, because this episode will always have the best discount available, which may differ over time.

If I ever put out a juicy extra-discounted offer (which I have no plans to do but we’ll see) the coupon code price will be updated to ensure that you get the special discount.

In most cases in my business, the sooner you buy, the cheaper it is.

But I want to role model what we’ve talked about in today’s episode by letting you know that there may be a future discount on Skyrocket Sales. I cannot guarantee that it won’t be discounted in the future. But the most cost-effective way for you to come and grab that course at any time is to use the coupon code below.

Check out Skyrocket Sales at tashcorbin.com/skyrocket and use the coupon code PODPRICE to get the best available price!!

Thank you so much for joining me for this episode of the Heart-Centred Business Podcast.

Until next time, I cannot WAIT to see you SHINE.

Tash Corbin Business Mentor and Strategist