Contributed by SBOC Member:
Founder of the Small Business Owners Community
Now, I didn’t go to the gas station for a car wash. I went there for gas. And if I’m being honest, I wait until the absolute last moment to refuel—like, I’m not just on E, I’m almost on F. But before I can even start pumping, they’re already asking me to buy more.
Think about what you sell. When you do a good job for a customer, what does that give you the right to offer them next?
A lot of us assume that if we do a really good job, maybe the customer will renew. Maybe, just maybe, we could even raise our prices. But what if we flipped that thinking? What if delivering great service gave us an opportunity to sell them something else—without waiting for them to come back?
If you’re in SBOC, you’re already smart, brilliant, and good-looking (obviously). But let’s say that at checkout, I also ask, Would you like a five-week course on stopping overwhelm and getting back on track? It’s only $29.
That’s a Car Wash Today upsell.
Or maybe you’re a newsletter subscriber, and I say, Hey, why not come to our Virtual Summit on April 29th? That’s another Car Wash Today upsell.
I have plenty of these upsell opportunities—I just don’t use them as often as I should. And that’s probably true for you, too.
If you’re thinking, Pat, I’m just happy to get one sale—why are we talking about upsells?, here’s why:
Every time a customer has their credit card out, and you’re at the point of sale, you have a chance to add incremental revenue.
And that incremental revenue? It can save your business.
Maybe you’re not selling a bunch of $1,000/month programs, but if you start selling a bunch of $50/month offers, those add-ons can mean the difference between covering your expenses or struggling to pay the bills. Or, you know… getting a nice new set of golf clubs. (Just saying.)
So, where should you start looking for your Car Wash Today upsell?
Here are a few ideas:
Look at your past blog posts, videos, or podcasts that got a ton of engagement. Could that content be repackaged into a guide, cheat sheet, mini-course, or a masterclass?
If you help businesses systematize their operations, your clients likely need help creating effective to-do lists. That could be an add-on challenge, course, or live workshop.
People are craving real connections. If you take the time to organize a lunch, mastermind, or networking event, you can charge $50 per person and limit it to 10 people. Simple, valuable, and profitable.
Here’s a secret: I’m kind of writing a book. But the chapters of my book could be turned into micro-products and sold as individual training resources. So essentially, I’d be getting paid to write my book.
What are you already working on that could be turned into an upsell?
Most of these upsell opportunities aren’t extra work—they’re just things you’re already doing, repackaged into a product. The key is recognizing when your customer is at a buying decision and presenting them with an easy way to go deeper with you.
Take a look at your business and ask: What’s my Car Wash Today upsell?
If you figure it out, I’d love to hear about it. Shoot me a reply or share it in the Small Business Owners Community.
And if you found this valuable, share it with your friends, colleagues, barista, mail carrier—whoever needs to hear it.
Pat spent two decades in broadcasting management and hosting. After leaving the radio industry, he spent time consulting small businesses and realized the support system for entrepreneurs was broken. Where could you find help for improving small businesses and building real connections with other like-minded people. In June of 2020, the Idea Collective Small Business Community was born.
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