Last weekend I rented a U-Haul to move into a new place. I was impressed with U-Haul’s amazing up-selling process. I’m going to show you some of my favorite parts.
U-Haul’s starts by planting a seed
When I thought about renting a truck, I didn’t think Budget Truck or Allied, my mind immediately went to U-Haul! Want to know why? Their constant advertisements that I see on the road displayed right on their trucks (see above). Now, compare this to the Budget Truck design.
The U-Haul ads make you feel like they are the cheapest way to rent a truck. First time truck renters, like myself, think renting a truck will cost hundreds of dollars. U-Haul knows this and so they address my #1 concern right away by showing me their low price (“Still $19.99″) right away.
This is where things get interesting
I went to UHaul.com to make my reservation. You can’t really make money on renting a truck for $19.99/day … can you? I don’t really know – but what I do know is U-Haul probably makes most of there money on upsells.
The first upsell was the EZ loading ramp. The price I thought I was going to pay was $19.99. But I really wanted the EZ Loading Ramp, I didn’t want to have to climb up the truck with my heavy bookshelf. So… BAM! U-Haul just got another $10 from me.
Notice how they call it “EZ Loading Ramp”. They could have called it simply “Loading Ramp” but that wanted to let you know that it is EASY.
Have you ever driven a truck before?
I’m sure U-Haul scares the crap out of people on the next step. Truck Insurance! They call their insurance plans “Safemove”, “Super safemove”, or option #3 – the no insurance option is called “Immediately reimburse U-Haul for damage.” They are pretty much saying you have pay $45,000 if you damage the truck in anyway. I don’t have $45k lying around and I’ve never driven a truck before… so I better get the insurance. So BAM! I just went from paying $20 to $40.
Side Note: At first I actually decided to not opt-in to the insurance. But then they sent me an email message containing the message above. I didn’t think it was worth the risk – so I decided to pay the $14.
What type of Dolly do you Need?
Notice how they show you three types of Dolly’s and have very specific names for each one (“Appliance Dolly”, “Furniture Dolly”, etc) to get you thinking about what you actually have to move. They even show you what you can use the Dolly for to get you thinking about all the heavy stuff you are going to move. U-Haul could have just showed you a picture of a Dolly, but that wouldn’t have gotten you thinking about the heavy appliances you have to carry.
I had no idea I even needed this stuff until they showed me it. I got the Dolly and the furniture pads. Now, I’m at a total of $57.
Anyone moving needs boxes
Ofcourse, I can’t believe I forgot to get boxes for my move! Luckily U-Haul has got my back by selling me some boxes. I added 2 large boxes to my total. At this point I was pretty mad at myself for not getting free boxes from the office. But, since I was reserving everything the night before my move – I didn’t really have the time. My current U-Haul total is now at $63.
Did U-Haul get more money out of me? YES!
Am I mad? No.
All of U-Haul’s upsells make a ton of sense. Each one of them saved my butt and made my move easier. The best upsells make sense – they help your customer out. My assumption is that U-Haul makes more revenue per customer than its competitors because of their streamlined upselling process. This allows them to lower their base price ($19.99/day) to get more customers and then upsell to make more revenue off of them. The low base prices allows for U-Haul to dominate their competitors.
Do you have any companies that do up-selling well? Let me know in the comments.