New Corporate Visions Research Reveals Most Effective Message for Upselling Existing Customers

The winning message, as validated by the study, was a combination of emotional "Why Change?" messaging with "Why Stay?" relationship reinforcement content. This mixed approach outperformed both stand-alone frameworks that had proven most effective in previous tests for new customer acquisition ("Why Change?") and existing customer renewal messaging ("Why Stay?").

The winning message, as validated by the study, was a combination of emotional "Why Change?" messaging with "Why Stay?" relationship reinforcement content. This mixed approach outperformed both stand-alone frameworks that had proven most effective in previous tests for new customer acquisition ("Why Change?") and existing customer renewal messaging ("Why Stay?").

"The best upsell message is something of a hybrid, in that it borrows some of the provocative elements needed to disrupt status quo bias, as well as some of the techniques that are best for reinforcing the status quo," said Tim Riesterer, Chief Strategy and Research Officer at Corporate Visions. "It's not strictly provocative, nor is it straight up protectionist. You've got to find the middle ground between these approaches to get customers to 'evolve' their solution."

The hybrid "relationship reinforcement and emotion" condition outperformed the other test conditions in overall message performance; how unusual or unexpected the message was; how important the new solution seemed to success; how convincing the pitch was; how willing the story made customers to move to the upgraded solution; and how likely they were to make the purchase.

The winning message framework was structured around the following pillars:

"It makes sense that a hybrid message emerged as the most effective approach," Riesterer said. "This message is about getting them to evolve—to convince them of the value of progressing their vision and their buying habits."

To view the research in full and get in-depth analysis of the findings from the authors, check out Corporate Visions' latest State of the Conversation Report.

About Corporate Visions, Inc.
Corporate Visions is a leading marketing and sales messaging, content, and skills training company. Global B2B companies come to us when they want to:

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