If you wish to up-sell and cross-sell to your repeat-customers (and you should since these are profit centers for any company), here is a marketing strategy to follow:
1. Develop writing or memoir products that can be up-sold or cross-sold. Start by looking at your current products and them add to them. And intro workshop needs to be followed by an intermediate one and then by an advanced one. If you are co-authoring, an example of up-selling might be to bundle two memoir projects for less than the cost of two separate projects. Up-selling might also include doing the book production. Cross-selling might include a workshop or coaching on how the clients might do the work themselves.
Most customers are unlikely to buy the same product again. If you want repeat customers, you must develop a line of distinctly progressing products (books, workshops, services) they can buy. If you have no additional products for the progressive mastery of writing, you have no up-buying or cross-buying opportunities. Some one who has taken the Intro workshop will not enroll in it again. They will however up-buy to the Intermediate workshop or cross-buy coaching. A client who bought a product listed above is likely to up-buy or cross-buy the following one.
2. In the next year or two, set a schedule for yourself for developing products. Always opt for the one net in the line of mastery. Do not develop an advanced workshop before you have an intermediate one. Then promote these offerings in your brochure, on your website, in your presentations–everywhere.
3. Distinguish between your products (clearly place them in a sequence of mastery) and let your marketing tell your clients repeatedly and consistently why up-buying or cross-buying is to their advantage.
When your company has a large number of sequenced and complementary products, you will have many repeat customers over the years. Your buying analyses will show customers reappearing everywhere. That is great! If you offer quality products and make your customers aware of them, of course, people will want to up- and cross-buy.
Good luck in growing our writing-based and memoir company.