Template

Upsell conversation template

With a customer who is doing well: review what they have achieved, spot where more would help them, and offer it only if it fits — a conversation, not a pitch.

30 minutesFor The account manager or success manager, and the customer's main contactAgenda room
Change the agenda first

The agenda, with a time for each part

  1. What they have achieved7 min
    • What has changed since you started using it?
  2. What is next for them8 min
    • What are you working on this year?
  3. Where more would help8 min
    • Is there a team or problem we are not helping with yet?
  4. The offer, if it fits5 min
    • Would it be worth looking at this together?
  5. Next step2 min
    • Who else should we talk to?

How the notes read afterwards

A made-up example, so you can see the shape. In a real call each line carries the words that were said and who said them.

Achieved. Payroll down from 2 days to 3 hours; no late payments since March.

Next for them. Opening two more locations in spring.

More would help. The scheduling add-on for the new sites.

Next. A call with their operations manager next week.

Running it well

Ways to change it

At renewalFold it into the renewal call, after confirming the renewal.
GroupA webinar on what similar customers do with the add-on.

When to skip it. With a customer who is unhappy or using little of what they have; fix that first.

Questions

What is an upsell conversation?

A conversation with an existing customer about buying more — a higher plan, more users or an add-on — because it would help them reach their goals.

When is the right time to upsell?

When the customer is getting clear value and has a new need, such as growth, a new team or a new problem.

How do you upsell without being pushy?

Start with their results and plans, offer only what fits, and be willing to say when more would not help.

What happens in the room

Everybody joins from the link, with no account. The agenda sits beside the call and each item fills in with what was said about it, under the name of the person who said it.

More templates

Sales coaching sessionA manager and one salesperson look at a real call or deal together, pick one skill to improve, and practise it — so coaching changes what happens on the next call.Customer success reviewThe success team goes through its customers by health — who is thriving, who is at risk, who is quiet — and agrees what to do about each one before it becomes a cancellation.Support team meetingThe support team's weekly meeting: the numbers, the problems customers kept writing about, what needs passing to product, and anything that would make next week easier.Escalation callA customer's problem has gone beyond the usual support route: get everyone who can fix it on one call, agree what happens and when, and tell the customer clearly.Agency status callThe regular call between an agency and its client: what was delivered, what is next, what the agency needs from the client, and how the work is doing against the goal.Creative brief meetingBefore any creative work starts: agree who it is for, the one thing it must make them think or do, the evidence behind it, and what done looks like.Campaign kickoffLaunch a marketing campaign with everyone on the same page: the goal and the number, who it is for, the channels and dates, who makes what, and how you will know it is working.Campaign retrospectiveAfter a campaign ends: what it achieved against the goal, what worked, what did not, and what to repeat or change next time — with the numbers in front of everyone.

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