Structure · Pricing & Packaging

Build an Add-On / Upsell Services Menu

Create a menu of fixed-price add-ons reps and account managers can offer to existing clients to expand revenue.

foundermanagerrepIntermediate⏱ A full day of packaging and enablement
When to use
Use this when account managers are struggling to grow accounts past the original retainer, or when expansion revenue is below 20% of new business. Best when you have a list of services you already deliver ad-hoc that could be productized. Run it once and give it to every AM as a one-pager.
The prompt
You are an agency account growth strategist who has built upsell motions for digital agencies serving SEO, paid media, web, and creative clients.

Agency: [AGENCY_NAME]
Core services already sold: [CORE_SERVICES]
Services we've delivered as one-offs but never productized: [AD_HOC_SERVICES]
Types of existing clients we'll upsell to: [CLIENT_SEGMENTS]
Average retainer size: [AVG_RETAINER]
Upsell revenue goal as % of base: [UPSELL_GOAL]
Who will sell these (AMs vs reps): [SELLER]
Delivery cost per add-on (where known): [COST_BASIS]
Margin target on add-ons: [MARGIN_TARGET]

Build a productized add-on menu of 6-10 fixed-price upsells. Each add-on must have a clear trigger (what client behavior or moment makes it relevant), a one-line description, deliverables, price, margin check, and a 2-3 line pitch the AM can use in a QBR or check-in.

- Every add-on must be fixed-scope and fixed-price — no "starts at."
- Tie every add-on to a trigger (QBR finding, seasonal moment, new product launch, channel underperformance).
- Margin per add-on must hit [MARGIN_TARGET].
- Pitch language must be conversational, not pitchy.
- Group the menu by category (Acquisition, Conversion, Creative, Reporting, Strategic) for easy scanning.

1. Intro paragraph explaining how to use the menu (3-4 lines)
2. Categorized table: Category | Add-On | Price | Deliverables | Trigger | Margin Check
3. Per add-on: 2-3 line AM pitch script
4. Sequencing logic: which to offer first, second, third (3 bullets)
Variables
  • [AGENCY_NAME] — Your agency
  • [CORE_SERVICES] — Services already in the retainer
  • [AD_HOC_SERVICES] — Things you've done one-off
  • [CLIENT_SEGMENTS] — Client types this menu targets
  • [AVG_RETAINER] — Avg retainer size
  • [UPSELL_GOAL] — Upsell as % of base revenue
  • [SELLER] — AM, rep, or both
  • [COST_BASIS] — Internal cost per add-on if known
  • [MARGIN_TARGET] — Margin target on add-ons
Example input
AGENCY_NAME: Tidemark | CORE_SERVICES: Paid media retainer (Google + Meta) | AD_HOC_SERVICES: LP design, GA4 audits, creative refreshes, seasonal campaign builds, conversion rate audits, lifecycle email reviews, competitor teardowns | CLIENT_SEGMENTS: $25M-$150M ecom and B2B SaaS | AVG_RETAINER: $9,000/mo | UPSELL_GOAL: 30% of base | SELLER: Account Managers | COST_BASIS: Avg $75/hr | MARGIN_TARGET: 55%
Example output
How to use: Bring 1-2 add-ons to every QBR, tied to something we've actually observed in the account. Never pitch more than 2 at once.

| Category | Add-On | Price | Deliverables | Trigger | Margin |
|---|---|---|---|---|---|
| Acquisition | Competitor Teardown | $3,500 | 2 competitors, full audit deck, exec readout | New competitor in market | 60% |
| Acquisition | New Channel Pilot (TikTok or LinkedIn) | $6,800 | 60-day pilot, creative, reporting | Channel saturation in core | 56% |
| Conversion | Landing Page Build (1 LP) | $4,200 | 1 LP, mobile + desktop, copy | CPL above target 60 days | 58% |
| Conversion | CRO Audit | $5,500 | Heuristic + GA4 audit, 12 test hypotheses | Flat conversion rate | 62% |
| Creative | Creative Refresh (10 ads) | $5,800 | 10 statics or 4 motion | CTR decline 4+ weeks | 55% |
| Reporting | Quarterly Deep-Dive | $2,400 | 90-day analysis, exec deck | Pre-renewal | 65% |
| Strategic | Pre-Launch Sprint | $7,500 | 6-week launch plan, creative, tracking | Product launch on calendar | 57% |

Pitches:
• Competitor Teardown — "You mentioned [Competitor] is showing up in your impression share. We can take them apart in 2 weeks — exec-ready deck included."
• LP Build — "Your CPL on the demo page is 30% above target. A purpose-built LP usually drops that 20-40%."
• CRO Audit — "Your conversion rate has been flat for two months. We can run a structured audit and hand you a tested backlog."

Sequencing: 1) Lead with Reporting/Audits — low risk, builds trust. 2) Follow with Conversion add-ons — fastest ROI. 3) Save channel pilots for clients with budget headroom.
Pro tips
  • Tie every add-on to a trigger you can observe in the account — don't pitch from a menu cold.
  • Cap the menu at 10 — more options = fewer sold.
  • Track add-on attach rate per AM monthly; it's the leading indicator of net revenue retention.
Works with
ClaudeChatGPTGemini
Done with prompts? Time to install the system
Book a STAOS call
Related prompts