There are so many ways to buy things these days. On your phone, your tablet, your computer. One-off purchases, bundles, subscriptions. You can pay with PayPal, Stripe, or with the click of a button through a portal like the iTunes Store. You can buy a cup of coffee with your phone, or a tank of gas with a wave of a keychain. Heck, you can even walk into a real live store with cash and buy things! (But who does that anymore?)It\u2019s so easy to buy, and yet it can be tricky to entice your audience to do it. For whatever reason – price, timing, not feeling quite sure your product is for them – they haven\u2019t made the leap to becoming paying customers.Fortunately, there are just as many ways to SELL your product as there are ways to buy. Sometimes it can be difficult to think of yourself as a \u201cseller,\u201d because it can feel icky. You don\u2019t want to see yourself like a stereotypical used car salesman, pressuring someone to buy with cheap tactics.Go ahead and rid yourself of that negative image. Because selling is a good thing, and there\u2019s nothing wrong with doing it! Actively selling is the only way to get your product in front of the people who will benefit from it. You\u2019re providing them the value they need, not pressuring them to buy something they don\u2019t want.Today, we\u2019re going to take a look at five creative ways you can sell your product to more people. Think of these as handy tools to keep in your toolbox that will help you welcome new customers into your world, guide them in the most helpful direction, and build a lifetime of loyalty.One other note! Some folks define the selling terms below differently than we do. (Just like saying \u201cLet\u2019s table this discussion\u201d in the US means \u201clet\u2019s stop talking about this for now,\u201d but in Britain, it means the exact opposite. Confusing!) We hope our definitions clarify any incorrect usage you may have heard.UPSELL: A Classic ManeuverDefinition: Upselling is simply suggesting another product to your customer as they\u2019re purchasing.The upsell is a classic move, one that you see all around you whether you notice it or not.A toy store offering you batteries when you purchase a remote controlled carAn electronics store like Best Buy offering you a warranty on your new printerA hair salon offering you a blow-out after your haircutAn effective upsell must occur at the point of purchase. Why? Because the customer has their wallet open. They\u2019re already in \u201cYes, I\u2019m buying something now\u201d mode. Also, it doesn\u2019t make much sense to offer someone batteries for their child\u2019s toy a day or a week after they\u2019ve bought it. An upsell is something the customer needs now.The upsell product has to be related to the initial purchase. It wouldn\u2019t make sense for the toy store to offer you batteries when you\u2019re buying construction paper, would it? They\u2019re completely unrelated. It would be more logical to offer you a pack of crayons. You have a better chance of buying the upsell product if it\u2019s connected to what you\u2019re already committed to purchasing.How should you upsell to your customers?Well, it depends on the sophistication of your shopping cart\/check out process. If you\u2019re able, offer your students a quick add-on that\u2019s related to their purchase when they\u2019ve already entered their credit card information and are about to confirm.It should be fast and easy: your students should be able to click a button to instantly add the upsell to their cart. No headache, no hassle!CROSS-SELL: Maintain the MomentumDefinition: Cross-selling is offering your customer another product after their initial sale.So many students will purchase your course, take it, and not know what to do after. They need a bit of hand-holding to show them \u201cthe way,\u201d just like a college student needs an advisor to help them select classes. Cross-selling is the perfect solution because it allows you to recommend what product your student should purchase next.Cross-selling works best for courses that have a logical trajectory: Intro, Beginner, Advanced, Expert. Once your student finishes one section, let them know that it\u2019s time for them to sign up for the next.You can also use cross-selling for products that are tangentially related. For example, students who take your \u201cWrite Your First Novel\u201d course might be ready to move on to \u201cEditing Your First Novel.\u201d But if they aren\u2019t, they might find your \u201cHow to Write a Short Story\u201d course interesting, too. The course is still about creative writing, even if it doesn\u2019t follow a clear trajectory.This is also a fantastic opportunity to utilize any data you may have collected from previous buyers. If you know what courses repeat students have signed up for in the past, you can predict what courses new students may enjoy in the future. It\u2019s the same magic that recommends products you might like on Amazon.DOWN-SELL: An Enticing PropositionDefinition: Down-selling is offering a downgraded product to a customer who\u2019s walked away.We\u2019ve all gone shopping online and stopped before we completed the purchase. It can happen for a number of reasons: you don\u2019t find what you\u2019re looking for, the prices aren\u2019t what you want, you can\u2019t make up your mind what to get.When you offer your course to a new buyer, and they walk away without purchasing, it can feel like you\u2019ve lost that sale forever. Down-selling gives you another opportunity to put yourself in front of that customer, by offering them a product that\u2019s easier to say \u201cyes\u201d to buying.Here\u2019s how to do it in three steps:1. Wait a day or a week after a new customer abandons their shopping cart. Don\u2019t attempt a down-sell when they\u2019re still in a \u201cNo, I\u2019m not buying this\u201d mindset.2. Send an email with an offer that\u2019s different from the one they originally rejected. It doesn\u2019t have to be complicated – just use your common sense.a.\u00a0If the customer abandoned a top-shelf version of your product, offer the lower-shelf version. b.\u00a0If they selected several products, maybe they couldn\u2019t decide where to start. Offer them your introductory product.b. Wait a few days, then send one or two additional emails to remind the customer of the offer. You may just see some of your lost customers coming back to take advantage of your down-sell!3. One other thing to keep in mind: don\u2019t down-sell every single time a customer walks away from their shopping cart. You don\u2019t want to down-sell the same customer multiple times, or they\u2019ll undervalue your product.IMPULSE BUY: Control YourselfDefinition: Impulse buys are products people buy without thinking because they\u2019re inexpensive and have high value.We all have our impulse buy item. The one thing we see and grab because it\u2019s cheap, it\u2019s good, we like it, and we need it – or might need it later. Things like:Gum or candy at the supermarket checkout lineAccessories like scarves, sunglasses, or socks at clothing storesLip balm, breath mints, or tiny packs of tissues at the drugstoreThese items are small and relatively inexpensive, and they also have instant utility. You can start chewing that gum or applying that Chapstick before you even leave the store. The low price point and immediate value make it easy for you to open your wallet.Once you say \u201cYes\u201d to the purchase, you\u2019re in a buying mindset, more likely to buy other things.You can offer impulse buy products just like a brick and mortar store! Provide a $1 downloadable worksheet, checklist, or script that buyers can put to use right away. Or a $5 multi-page PDF that gives instant results. The key is to offer high value at low cost to make your customer comfortable getting out their credit card. The rest is cake!GATEWAY PRODUCTS: Get \u2018Em HookedDefinition: Gateway products are less expensive than your regular product, and are used to get people in the door.In almost anything you do, the first step is the hardest. Whether you\u2019re making a doctor\u2019s appointment or cleaning the house, you spend a lot of time thinking about doing it before you actually decide to move forward.Businesses know this, so they try to make it easy for you to take that first step by using gateway products. A few examples:Yoga studios offering a free class to first-time studentsApple\u2019s less expensive (and more colorful) iPhone 5cTax preparation software that allows you to start preparing your taxes for free or cheap, then increases in cost as you progressOnce your customer makes that first purchase, it\u2019s easier for them to stay loyal to you. It\u2019s like buying a Sony TV that you really like. Of course you\u2019re going to buy a Sony DVD player to go with it, and a Sony universal remote. You\u2019re already in, you\u2019re already satisfied – why switch brands?What kind of gateway products can you offer potential students? Here are some ideas to get you thinking:Use your basic\/intro course as your gateway product, and heavily promote it to potential buyers.Streamline your basic course information into a less expensive mini-course.Create a super-speed version of your most popular course that requires a shorter time commitment to complete.Build a few new mini-courses that are related, but include different information than your regular courses.Offer a limited time price reduction on your regular course.Allow your students to start your regular course for free, then prompt them to pay after the first few sessions.Host a paid webinar or other event that allows potential buyers a taste of what you have to offer.The Goal? Lifetime Value.Upsells, down-sells, and cross-sells will help you sell, but don\u2019t think of them as quick fixes to ramp up your income or hit your weekly goal. Our objective isn\u2019t increasing short-term sales. We\u2019re committed – and you should be, too – to providing long-term value to our customers.Why focus on long-term value instead of short-term sales? Because establishing a real relationship with your customers makes them happy and increases your growth potential.It\u2019s easier to entice an existing student to purchase again than it is to convert a new student – and it\u2019s more cost effective, too. It increases the likelihood of positive word of mouth, reduces your refund rate, and keeps your customers from defecting to your competitors. When you value your customers, you\u2019re looking out for tomorrow\u2019s revenue, not just today\u2019s.So get selling! Welcome new students into your world with gateway products. Entice them to take another look with down-sells. Guide them in a helpful direction with cross-sells. Give them what they need right this minute with impulse buys, and give them added value with upsells.Above all, show your customers you care. That\u2019s the foundation for enduring success.