downsell-sequence

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.

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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.

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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.

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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.

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Phase 3: Write Downsell Copy

Downsell Page Structure

1. Headline — acknowledge their decision, present the alternative
2. Empathy paragraph — "I get it, [primary offer] might not be right for you right now"
3. Introduce the downsell — here is what IS available at a lower investment
4. What's included — clear bullet list
5. Price reveal — with anchor to original offer value
6. CTA — "Get [Downsell Product] for $X"
7. 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."

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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

• Downsell product created and ready for delivery
• Downsell page built with exit intent or decline trigger
• Payment processing configured for the lower price
• Follow-up emails scheduled for non-buyers
• Buyer tags set to exclude from further downsell messaging
• "No thanks" link works and leads to a clean exit

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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.

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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.