If you don’t have any products or services to sell, you can safely ignore this post. But if you do, you just might want to learn how you can sell more of them with almost no extra work, using Upsell 101 by Dave Navarro and Naomi Dunford.

Everyone says it’s easier to sell to an existing customer than to find a brand new one. Duh. But how exactly do you do that? This is the art of the upsell.

An upsell is when a customer has bought something from you (maybe just this second, or maybe a while ago), and then you sell them more stuff they want. It’s hard to think about upsells without thinking of the most famous upsell of all: “Do you want fries with that?”

Come to think of it, although that question is a huge cliche, I’m not sure if anyone has ever asked me it. Do you know why? Because fast food places found that customers wanted to be upsold so often, that they created combo meals to make it easier.

It’s just common sense that the kind of person who wants to buy a hamburger is very likely to want fries and a drink as well. However, that doesn’t mean they’ll just buy them on their own. They might forget to order a drink. They might not realize up front that they’ll be hungry later without the fries. They might be ordering for five hungry kids and lose track of who wants what. They might not even know fries are available.

So one day cashiers started asking “Do you want fries with that?” And customers appreciated that the cashier was nice enough to remind them of something else they’re likely to want. It worked so well that they added combo meals to the menu.

Not only was it easy for the customer to get everything they wanted, but they even got a discount over buying everything separately. The fast food companies made more money, and the customers were happier. (The customers also became obese, but that’s a completely different story.)

Of course, you probably don’t own a fast food franchise. But maybe you sell coaching, or copywriting, or ebooks, or art, or shoes, or something else. It doesn’t really matter what it is – upselling can work for you. They even show you how you can upsell if you only have one product.

The whole point of upselling is to make it easier for customers to upgrade if they want to. It’s not about being sleazy, hurting your credibility, or going down the path of what Dave calls “upsell hell.” Upsell 101 is about how to upsell your customers in a way that makes them want to buy more from you, instead of making them run for the hills.

The information comes in the form of a 78 minute coaching audio with Dave and Naomi. As with several of Dave’s products, you’ll definitely get the most out of this if you fill out the worksheets at the end. That’s what will let you apply your newfound knowledge to your own specific situation. I would have preferred if the 11 worksheets all came in one document instead of separately, but maybe separate worksheets make it easier to find the ones you want.

To master the art of the upsell and make more money from happier customers, you could hire Dave at $250 an hour and Naomi at $500 an hour. Or, if you’re willing to do a little work to save a ton of money, you could get Upsell 101. It’s up to you.