What to Say (and What Not to Say) When Upselling Members

Upselling members isn’t about convincing someone to pay more.

It’s about recognizing behavior, timing the message correctly, and recommending the right next tier based on how long someone’s been with you and how they actually use the wash.

This is where most operators go wrong: they blast the same upgrade message to every member, regardless of tenure or usage, and hope it sticks.

Instead, high-performing operators treat upsells like a guided progression - delivered primarily through SMS and email, triggered by months since joining and reinforced by usage signals.

Below is a practical, CRM-ready framework you can deploy.

The Member Upsell Timeline (By Months Since Joining)

Think of upgrades as earned, not forced. Members move up tiers when it makes sense for them.

Month 0–1: Do Not Upsell (Yet)

Goal: Build trust, habit, and confidence in the base plan.

At this stage, members are still answering one question:

“Did I make the right decision?”

Upselling too early feels transactional and risks churn.

What to send instead:

• Welcome emails
• Usage encouragement
• Education on how to get the most value from their current plan

❌ No upgrade language
❌ No price comparisons

Month 2–3: Introduce the Concept of More Value

Goal: Create awareness of higher tiers without asking for action yet.

This is where email shines. Use the extra characters to pack in the most helpful information a customer may be interested in.

Email Example (Month 2)

Subject: A quick look at what’s next for members

Hey ,

You’ve been a member long enough now to really start seeing how unlimited washing fits into your routine.

As members settle in, many eventually move up to higher tiers that add things like and - features designed for people who wash more often or want a little extra protection and convenience.

There’s nothing you need to do today. This is just a heads-up so you know what options exist as your needs evolve.

We’ll reach out if it ever looks like a different plan might be a better fit.

Why this works:

• No pressure
• No CTA
• Normalizes upgrading as a future step

Month 3–4: Soft Upgrade Recommendation (Email First, SMS Second)

Now the member has:

• Built a habit
• Experienced consistency
• Reduced buyer’s remorse

This is the earliest window to recommend an upgrade.

Who to target:

• Members averaging 3+ washes/month
• Members within $5–$9 of the next tier

Email Example (Month 3)

Subject: Based on how you wash, this might be a better fit

,

You’ve averaged washes per month since joining.

Members with similar wash patterns often upgrade to our plan - it includes and typically lowers their cost per wash.

If you’d like, you can upgrade anytime with one click. No contracts, no hassle.

SMS Follow-Up (7 days later)

"Quick note - based on how often you wash, our plan may be a better value for you. Upgrade anytime here: "

Tier-to-Tier Push Strategy (This Is Critical)

Never push members more than one tier up.

That jump feels logical. Anything bigger feels like a cash grab.

Basic → Mid Tier

Who:

• Newer members
• Moderate usage
• Price-sensitive

Messaging Angle: Better value per wash

SMS Example:

You’re already washing often - our plan adds and usually costs members less per wash. Upgrade here:

Mid Tier → Top Tier

Who:

• 4–6 months tenured
• High engagement
• Frequent washers

Messaging Angle: Experience & convenience

Email Example:
Subject: Your membership - just with more perks

,

Members who visit as often as you do typically choose our plan.

It adds and , and removes a few common pain points for frequent washers.

You can switch instantly - no changes to how you check in.

Month 6+: Confident, Direct Upsell

At this point, the member:

• Trusts your brand
• Has proven long-term value
• Is unlikely to churn due to messaging alone

This is where SMS-led upgrades perform best.

SMS Example (Month 6+)

"You’re one of our most active members. Most members like you are on our plan for the added . Upgrade anytime: "

Optional Email Reinforcement:

• Cost-per-wash comparison
• Member testimonials
• “Most popular plan” social proof

What Not to Say (At Any Stage)

❌ “Upgrade now before prices go up”
❌ “You’re missing out”
❌ “Only a few spots left”

Upsells should feel earned, not urgent.

Applying This Framework to a New Top-Wash Product Launch (Graphene, Ceramic, etc.)

Launching a new premium wash option, like graphene or ceramic protection,  follows the same behavioral rules as upselling tiers. The mistake operators make is treating a product launch like a promotion, instead of a graduation path.

A new top wash should feel like the natural next evolution for your most engaged members.

Phase 1: Education First (Months 0–2 of Product Launch)

Goal: Create understanding, not urgency.

Before you ask anyone to upgrade, you need to answer one question:

“Why does this exist, and who is it for?”

This phase should be email-heavy, light on SMS. Unless you don't have as many emails in your database.

Email Example - Education

Subject: What’s different about our new 0 wash

,

You may have noticed a new option at the wash - our 0 top package.

It’s designed for members who wash frequently and want longer-lasting protection between visits, especially against .

Nothing changes with your current plan - we just wanted to explain why we added it and who it’s built for.

No CTA. No pricing push. Just context. You'd be surprised how many people have NO IDEA what these products are. You're just a car wash nerd. Take the nerd hat off!

Phase 2: Targeted Recommendation (Based on Tenure + Behavior)

Once the product is understood, then you recommend it - but only to the right members.

Ideal Targets:

• 4+ months tenured
• Mid-to-top tier members
• High-frequency washers
• Members already purchasing the top washes

Email Example - Recommendation

Subject: Members like you are choosing our new 0 wash

,

Based on how often you wash, many members like you have upgraded to our plan.

It includes our new 0 protection, which helps maintain shine and protection between visits - especially for frequent drivers.

You can upgrade anytime with one click if it sounds like a fit.

Phase 3: SMS Conversion (After Awareness Is Established)

Only after education + relevance should SMS step in.

SMS Example - Month 5+ Tenure

You wash often enough to benefit from our new 0 protection. It’s now included in our plan. Upgrade anytime here:

Notice what’s not included:

• No hype
• No buzzwords
• No fear-based urgency

Phase 4: Reinforcement Through Experience

The highest-converting tactic for new product upsells isn’t messaging - it’s exposure.

Smart operators:

• Include the new top wash as a surprise preview for top-tier members
• Offer a one-time complimentary upgrade after a milestone visit
• Trigger follow-up messaging after the member experiences the difference

Post-Experience SMS

"You just tried our new 0 wash. Most members who like it upgrade to for unlimited access. Switch anytime here: "

Key Rule for New Product Upsells

A new wash option should:

• Sit at the top of your value ladder
• Be introduced through education
• Be recommended through behavior
• Be converted through SMS (email is a closer second than you'd think for the CTA)

When you treat product launches like a member progression instead of a promo, adoption feels natural - and upgrades follow.

The Big Takeaway

The best upsell campaigns and product launches aren’t louder. They’re sequenced.

They respect tenure, behavior, and trust.

Do that well, and whether you’re upgrading a plan or launching graphene, members won’t feel sold to - they’ll feel guided.