How to Use Upsells, Downsells, Cross-sells and Order Bumps in Your Funnel (PART 2)

Recently I've heard the question, “I understand focusing on one main offer. That makes sense. But when you say supporting offers around it… what do you actually mean?”

So today, we’re slowing this all the way down and getting very practical.

This is Part 2 of our January series, The 4 Moves That Set Your Business Up for a Strong Year, and this post is all about understanding what supporting offers are, how they work inside a funnel, and how they exist to strengthen your main offer instead of distracting from it.

What Supporting Offers Really Are

 Supporting offers are not about creating more things just to make more money. They are not about launching something new every quarter or filling your business with random offers that pull your attention in different directions.

Supporting offers exist to serve people at different readiness levels while keeping your focus on one main destination.

Think of your main offer as the destination.
Supporting offers are the bridges, shortcuts, and on-ramps that help people get there.

They guide.
They support.
They clarify.

To make this tangible, let’s walk through a full example.

A Real Funnel Example Using a Nutritionist

Imagine a nutritionist named Sarah.

Sarah’s main offer is her high-ticket offer. This could be one-on-one nutrition coaching, a six-month personalized program, or a proven signature course that has already been bringing in consistent revenue.

This is the offer where Sarah gets the best results for her clients. This is where her time, energy, and expertise shine the most. This is the destination she wants most people to reach.

Everything else we talk about exists to support this one offer.

Order Bumps: Speed Up Results Inside the Main Offer

An order bump is a small, no-brainer offer that appears during checkout. It doesn’t require a long explanation and it’s not a brand-new decision for the buyer.

It’s something they will likely need anyway to get results faster.

For Sarah, an order bump could be:

• A meal planning template pack
  
• A grocery shopping guide
  
• A weekly meal prep checklist
  

Something practical.
Something simple.
Something that immediately makes their life easier.

The key is that an order bump never competes with the main offer. It accelerates success inside it. It’s a natural “yes” because it removes friction.

Upsells: Elevate the Experience

An upsell is offered after someone has already purchased the main offer. They’ve said yes. Payment is complete. And now you’re offering them an opportunity to elevate the experience they just committed to.

This offer is usually shown once, which creates urgency, but the urgency is contextual, not manipulative.

For Sarah, an upsell might include:

• Monthly one-on-one check-in calls
  
• Voxer access for personalized support
  
• Personalized feedback on food logs during the first ninety days
  

The purpose of an upsell is not to overwhelm. It’s simply to say,
“If you want deeper support while you’re already here, this is available.”

Downsells: Serving at Different Readiness Levels

Downsells are often misunderstood, but they are incredibly powerful when used intentionally. There are two main ways to use them.

Option One: Inside the Purchase Experience

Let’s say someone purchases Sarah’s main offer but says no to the upsell. Instead of ending the journey there, Sarah can offer a smaller addition.

Maybe it’s:

• A shorter support window
  
• Group coaching instead of one-on-one
  
• Limited access instead of full access
  

It still adds value to the experience they just purchased, just at a lower investment.

Option Two: After Someone Doesn’t Buy the Main Offer

Now imagine someone attends Sarah’s masterclass or watches her launch content but isn’t ready to invest in her signature program.

Instead of losing that relationship entirely, Sarah offers a downsell such as:

• A self-paced mini course
  
• A foundational nutrition reset
  
• Her signature course instead of her one-on-one service
  

This is not settling.
This is serving people where they are.

Cross-Sells: Deepening the Relationship

A cross-sell is an offer that complements the main offer but isn’t necessarily part of the initial purchase experience. It’s offered after someone has already started the main program.

For Sarah, this could look like:

• A hormone health workshop
  
• A gut health deep dive
  
• A seasonal nutrition reset
  

Cross-sells increase lifetime value not by pushing more, but by deepening the relationship and supporting the client’s journey.

Why Supporting Offers Matter

This is the part I really want you to hear.

Supporting offers are not about betting on something new. They are about betting harder on what already works.

You’re not starting the year hoping a brand-new offer will land. You’re starting the year by choosing a solid main offer and building intentional pathways around it that create visibility, qualified leads, and long-term clients or students.

When done well, supporting offers:

• Help people enter your world at different levels
  
• Qualify who is ready for deeper work
  
• Make launches stronger
  
• Create consistent, evergreen income
  
• Allow you to serve without burning out
  

Want Help Mapping This Out?

I know this can feel like a lot to map out on your own.

That’s why I want to invite you to book a free strategy call with me.

In just thirty minutes, we’ll map out your main offer and identify exactly which supporting offers make sense for your business. We’ll look at what you already have, what you might simplify, and how to create a clear structure that supports strong launches and steady income.

👉 Book your call here

And if booking a call feels like too big of a step right now, that’s okay too. You can send me a message on Instagram at @alinehoss and tell me what your main offer is or where you feel stuck. We can start the conversation there and see what makes the most sense for you.

What’s Coming Next

Next week, we’re moving into Part 3 of this series, where we’ll talk about how to use AI in business with discernment, wisdom, and integrity, and how to let tools support your calling without replacing your voice.