Why upgrades matter
Getting a new member costs time and money. Moving an existing, happy member to a higher tier grows club revenue from people who already love your wines, and it gives them more of what they enjoy about the club.
Find the members who are ready
- Members who regularly add extra bottles to their shipments.
- Members who buy outside the club, especially wines from the higher tier.
- Members who have been in the club for several shipments without a skip.
- Members who visit, attend events or give your wines as gifts.
Give them a real reason
An upgrade should offer something the member actually wants: access to small-production or library wines, larger formats, more say over what's in each shipment, or event invitations. Lead with what they get, not with the price difference.
How the conversation goes
- Thank them, and mention something specific they've enjoyed.
- Ask what they love most about the club and what they'd like more of.
- If what they want matches the higher tier, describe it in those terms.
- Make the change easy, and confirm exactly what changes in their next shipment.
- If they're not ready, thank them and leave the door open. Don't ask twice in the same call.
The best upgrade calls start with a question about what the member enjoys, not with an offer.
Time it well
Good moments to ask are shortly after a shipment the member loved, before a release of higher-tier wines, or around a visit or event. Avoid asking in the same call as a declined card or a service problem — fix the problem first.