It’s 6.30 am at the hotel gym, and the guests who are keen to get a workout in before breakfast are lining up. The receptionist is taking their room numbers before admitting them. As they turn to walk away, gym towel and bottle of water in hand, she asks if they’d like to book in for a $250 massage later that day.

There’s nothing wrong in theory with trying to upsell to existing customers. But the chances of converting someone from a free to a premium service in a single leap are slim. We have to take a more unselfish and disciplined approach.

Awareness is nothing more than an opportunity to earn trust.
Permission is a scalable asset, but only when we nurture and value it.

Image by ILO