| name | downsell-sequence |
| description | Builds downsell offers and sequences for prospects who decline the primary offer. Use when you need to capture revenue from people who say no to your main pitch. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Downsell Sequence
When to Use This Skill
Use this skill when you need to:
- Create a downsell offer for prospects who decline your primary product
- Write downsell page copy and follow-up email sequences
- Design a product ladder that captures revenue at multiple price points
- Build a downsell into an existing sales funnel or checkout flow
DO NOT use this skill for upsells (higher-priced offers), order bumps, or discount promotions to existing customers. This is for structured downsell offers after a prospect says no.
Core Principle
A DOWNSELL IS NOT A DISCOUNT ON THE SAME THING — IT IS A DIFFERENT OFFER AT A LOWER PRICE POINT THAT STILL SOLVES THE PROSPECT'S PROBLEM, JUST IN A SMALLER WAY.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| Primary offer | "What did the prospect decline?" | No default — must be provided |
| Primary price | "What was the price they said no to?" | No default — must be provided |
| Reason for decline | "Why do most people say no? (price, timing, trust, fit)" | Price is the main objection |
| Existing lower-tier product | "Do you have a smaller version of this offer?" | Will design one |
| Downsell trigger | "Where does the no happen? (sales page exit, checkout abandon, after pitch)" | Sales page exit or post-webinar |
GATE: Confirm the brief before designing the downsell.
Phase 2: Downsell Design
Downsell Types
Choose the right downsell structure:
1. Lite Version — same product, fewer features or modules
- Full course ($497) → Core modules only ($197)
- Best for: info products, courses, memberships
2. Payment Plan — same product, spread over time
- $497 one-time → 3 payments of $197
- Best for: price objection with high perceived value
3. Different Format — same knowledge, lower-cost delivery
- Group coaching ($997) → Self-paced course ($297)
- Best for: service-based businesses
4. Starter/Essentials — entry-level version
- Full toolkit ($197) → Starter pack ($47)
- Best for: digital products, templates, tools
Downsell Pricing Rules
## Pricing Guidelines
- Downsell should be 30-60% of the primary offer price
- Must feel like a genuine deal, not a punishment for saying no
- Payment plans: total can be 10-20% more than one-time price (financing premium)
- Never downsell to less than $17 — below that, use a tripwire instead
GATE: Approve the downsell concept before writing copy.
Phase 3: Write Downsell Copy
Downsell Page Structure
- Headline — acknowledge their decision, present the alternative
- Empathy paragraph — "I get it, [primary offer] might not be right for you right now"
- Introduce the downsell — here is what IS available at a lower investment
- What's included — clear bullet list
- Price reveal — with anchor to original offer value
- CTA — "Get [Downsell Product] for $X"
- No thanks link — always provide a way to decline gracefully
Copy Rules
- Never guilt-trip or pressure — the prospect already said no once
- Frame as a genuine alternative, not a lesser version
- Lead with what they GET, not what's removed
- Keep the page to 200-400 words — if they declined a long sales page, a shorter one converts better
- Include a "No thanks, I'll pass" link that is visible and not hidden
Example Downsell Page
## Wait — before you go...
I totally understand that [Primary Product] might not be the right fit right now.
But I don't want you to leave empty-handed, because I know you're serious about [desired outcome].
That's why I put together [Downsell Product Name] — it gives you the essential tools to get started at a fraction of the investment.
Here's what's included:
✓ [Core component 1]
✓ [Core component 2]
✓ [Core component 3]
Instead of $497, you can get started for just $197.
[Get Instant Access for $197]
No thanks, I'll pass for now → [exit link]
Follow-Up Email Sequence
If they also decline the downsell, send a 2-email follow-up:
Email 1 (24 hours later): Share a free resource related to their problem. No pitch. Build goodwill.
Email 2 (5 days later): Soft mention of the downsell with a deadline. "The offer is available for 3 more days."
Phase 4: Polish
1. Funnel Integration Map
Show where the downsell fits in the complete funnel flow:
Sales Page → [No] → Downsell Page → [No] → Exit + Email Follow-Up
→ [Yes] → Checkout → Thank You
2. Conversion Benchmarks
- Downsell page conversion: 10-20% of people who declined the primary offer
- Payment plan acceptance: 30-50% of price-objection declines
- Follow-up email recovery: additional 3-5%
3. Implementation Checklist
Anti-Patterns
- Discounting the same product — slashing the price of the same offer feels desperate and trains buyers to wait for deals.
- Aggressive downsell copy — "You'd be crazy to pass this up!" after they already said no is combative.
- No exit option — trapping people on a downsell page without a "no thanks" link damages trust.
- Multiple downsells in a row — one downsell is strategic. Three downsell pages in sequence feels like a trap.
- Downselling to existing customers — never show a downsell to someone who already bought the primary offer.
Recovery
- No lower-tier product exists: Extract 30-40% of the primary offer into a standalone product. Focus on the "quick win" components.
- Primary offer is already low-priced ($47): A downsell at $17-27 may work, but consider if a payment plan (2x $27) is more effective.
- User says "just discount the main offer": Explain that discounting the same offer devalues it. A different product at a lower price preserves the primary offer's positioning.
- Low downsell conversion (under 5%): The offer may not solve a genuine need. Revisit what problem the downsell addresses and whether the audience actually wants it.
