01
Use When
Behavior or needs indicate a higher-value tier will materially improve the customer outcome.
02
Default Audience / State
Customer whose usage/value/need signals fit the higher-value option.
03
Desired Customer Behavior
Upgrade while improving fit and outcome.
04
Default Barrier Hypothesis To Validate
Unclear incremental value, price, switching effort or risk.
05
80% Message Architecture
- Qualification moment: EDUCATE — identify why current level may be limiting.
- Next interval: PROOF/COMPARE — explain incremental outcome, not merely features.
- High-value decision: HUMAN CONSULT/RECOMMEND where judgment matters.
- Final: INVITE/UPGRADE — explicit path.
06
Offer Starting Position
Lead with value proof. Upgrade credit, bundle or access requires economics approval.
07
Default Suppressions / Exits
Do not upsell during unresolved service failure, poor fit, or capacity constraint.
08
Primary KPI
Upsell acceptance; incremental revenue/value; retention of upgraded customers.
09
Make It Yours
Qualification signal, value delta, price delta, proof, human role, offer mechanism and cancellation/downgrade handling.