Being a logo designer is incredible. On the other hand, it is also intensely demanding.
Every month, new projects are needed to be secured, then work on those projects – build custom logo design, deliver the final product to the client, and even deal with revisions or criticism.
In the process to achieve success and satisfaction, upselling the design projects can be a very helpful and economical way to upgrade the design business.
Designers who figure out how to upsell successfully and regularly are benefited in the long run.
But this is something that many logo designers tend to overlook.
The power of the upsell
An upsell is any additional value provided to the design client. It can be charged to increase profit margins on every project that is completed rather than creating projects for free like creating a free logo design or advising ideas for the project post-completion etc.
Upselling and raising your rates
Raising your rates with the clients can be a very simple way to increase margins and profits.
But many logo designers often struggle with the thought of raising their rates. So, offering some sort of extra value from an upsell can ease the awkwardness in the process to raise rates.
Good upsell vs Bad upsell
The best ways to offer upsell:
1. The upsell process should be focused on adding real value
2. The upsell process should require minimal effort on your part
3. The upsell process should be easy to explain and easy to say “yes” to
When to upsell to your clients
There are a few optimum moments when the upsell is pitched:
- In the initial pitch meeting or proposal
- In the middle of the project
- Right after you deliver
Upsells Logo Designers Should Offer
1. Logo variations
The simplest upsells that can be offered are logo variations. Once the client has agreed to a custom logo design, they may need a few minor alterations to work in all settings.
While a good logo works in all possible scenarios, even the best logos sometimes need help. Variations are a great way to extract extra revenue from each project.
Delivering a few basic files ( .jpg, .eps, and .png) and up-selling for more obscure file types are acceptable.
If the clients need the logo in some random file type that is never heard of before, that is an extra value to be charged more for.
2. Style Guide
Another upsell to tie into the logo project is a style guide or usage guide. This process is effective only if the client is:
A large company with lots of employees using the logo.
A less-than-savvy client who has no understanding of the nuances of branding.
Selling this upgrade is comparatively easier in the former situation where there is a real need for consistency of brand, logo, and style across various teams, departments, and uses.
Just as with a logo, the value of the style guide is not in its depth, length, or no. of pages. The value is found in the ability to help the client implement a new logo across their company.
Similar to logo variations, creating sub-logos is a great way to extract extra value out of each project.
Sub-logos include those logos that need slight additions or changes based on the use the client has for them.
The simplest example of this would be a university where there are dozens of departments and each department would enjoy its logo variation.
4. Print Design Materials
The most obvious upsell for logo designers is to print design materials like business cards, letterhead, signage, etc.
5. Social Images
Social media has completely transformed the design and the way we all think about logos. And there are still a few businesses in this era that don’t have a Facebook page, Twitter account, Instagram account, and Linkedin page and need to be updated with their new logo.
6. Recurring Work
For many creative people, the holy grail of working as a creative is the offer of recurring work.
Knowing the exact nature of the work every month based on the number of clients that can be retained can be incredibly satisfying.
But the nature of Logo design is not conducive to recurring work.
To build recurring revenue into the business model, one has to be creative. Think through what services clients use on a weekly, monthly, or yearly basis—and are also willing to pay for.
7. Additional Rights
The topic of intellectual property like copyright issues is an endless wormhole.
Even if the work is getting paid, creative rights have to be gained.
Depending on how the contract has been drafted between the logo designer and the clients, upselling them on additional or full copyright is a great option.
8. Submitting to sites for updates
In addition to social media sites that will need updates and upgrades, there are other important sites or apps too that the client would like their new logo design to be featured in.
One should consider the necessity of updating that comes with the following sites:
- Chamber of Commerce
- Community Business sites
- Consumer review sites
- Google Local listings
- Review sites
Tracking down and requesting updates from different site owners can be a tedious, drawn-out process and is a nightmare for most clients. But with a little extra effort or by hiring out a virtual assistant to get help, it is a pretty straightforward step and many clients are willing to pay quite a lot for it.
9. Full branding packages
Creating and forming a full branding package can take many variations. It is a great way to start and one needs to follow these 7 steps to rebrand the company.
Step 1 – Introspection
Step 2 – Market Research
Step 3 – What Makes You Unique: Decide
Step 4 – Your Brand Touchpoints: List & Redesign Them
Step 5 – Ensuring Everyone Is On Board
Step 6 – Popularise Your New Brand Public
Step 7 – Receive Feedback
If the process of upselling your clients fails, then they might never know that a logo designer also offers additional services and might search elsewhere for that task that could have been easily brought in.
Upselling is not something that has to be hard or awkward. It is extremely simple and includes sending a note or suggestion with the invoice or it can be a little direct like asking for a formal sit-down meeting with the client to explore additional services and talk about its rates.
The key is to understand and select how upselling works best for each.