← ALL PLAYS / RE-ENGAGEMENT
Cross-sell for single-product auction software customers
Introduces one missing product to single-product customers of an auction software vendor. Each contact hears about the gap that fits their current setup.
| TYPE | RE-ENGAGEMENT | MARKET | B2B |
|---|---|---|---|
| INDUSTRY | AUCTION MANAGEMENT SOFTWARE VENDOR | ||
| OUTREACH | ADAPTIVE, 5 EMAILS, 3+ DAYS APART | FEEDS | RE-ENGAGEMENT |
| SENDING | AUTOMATIC, LAUNCHED WITH EVERY OTHER PLAY | ||
| DRAWN BY | HACKING DEMAND | ISSUED | OCT 27, 2026 |
THE PLAY / FOR AN AUCTION MANAGEMENT SOFTWARE VENDOR
Trigger
Enrolls automatically when a contact is added to the existing customer list, which is built from company records tagged by one current product. Companies with two or more products, or none, are excluded.
Audience
Existing customer contacts at auction houses and auctioneers who run exactly one product from the vendor's suite. Typical roles are the owner and the operations or back office manager.
Signals the agent reads
- Current products property shows exactly one product
- Company lifecycle stage is Customer
- Contact persona from job title
- Open deal, open ticket, renewal in progress or reply in the last 30 days
Selling angle
Customers already chose this vendor, so the play skips the cold pitch and writes as a peer who knows their setup. The gap named depends on the product they run, such as payment processing for teams with a back office, mobile cataloging for teams that catalog on site, or a website that runs on the back office. Adding one product that shares the same team and system cuts re-keying and manual invoicing.
Outreach approach
The play sends five touches, three days apart, using Adaptive outreach so each email takes a different angle: the product gap, an operational pain, a customer proof point, the shared support team, and a short last note offering the product page. Any reply, a booked meeting, an unsubscribe or a bounce stops the outreach, and the play stops on its own after 30 days. Replies that raise pricing, contract terms, payment disputes, migration timing or a live sale problem go to a person.
- 01 / DAY 1The gapNames the product the contact already runs and introduces the one product they do not run yet that fits it. Asks one question and links the product page once.
- 02 / DAY 4Operational painRaises one day-to-day problem from the contact's role, such as re-keying lots between formats, manual invoicing or chasing unpaid buyers. Offers the product as one way to handle it.
- 03 / DAY 7Customer proofShares a short, unattributed customer experience with a back office that also runs the website. Links the customer story once and asks whether the same setup would help their team.
- 04 / DAY 10One teamExplains that the same support team covers every product the vendor sells, with 24/7 support as stated on the site. Asks whether a short walkthrough would help.
- 05 / DAY 13Last noteA short note that offers to send the product page and leaves the choice with the contact. Asks one simple question and does not push for a call.
Advanced instructions (excerpt)
You write for [Company], a company that sells auction management and online bidding software to auction houses and auctioneers. The contact is already a customer of one [Company] product, so write as a peer who knows their setup, not as a new prospect. Read the contact and company records before writing. If the company has an open deal, an open support ticket, a renewal in progress or a reply in the last 30 days, write nothing. If the contact went quiet after an earlier contact, acknowledge that in one clause and do not repeat the earlier pitch. If there is no earlier contact, write as a customer account team member and invent no history. If you cannot tell which product the company runs, do not write. Offer only products the contact does not already run, and never name a product they already use as the offer. Use only the facts in the offer section. Never state a price, discount, fee amount or contract term. Keep each subject under seven words, in sentence case, with no exclamation marks or emoji. Each later touch is a new angle and stays under 120 words. The first touch runs 120 to 180 words in short plain paragraphs, with one question and one link. Match the contact's spelling. Never use em dashes. Sign off with Thanks on its own line, then the sender's first name.
Sample first email
SUBJECT Adding payment processing to your back office
Hi [First name], Your team runs our back office system for client, inventory and post-sale work, so the next question for many auction houses is how buyers pay faster. Our in-house payment processing for auctioneers offers daily billing, reduced transaction fees and PCI DSS certification. The payment page has the detail. It is built to sit alongside the back office you already run, so invoices and payments stay in one place rather than with a separate provider. Would a 30 minute walkthrough on a day that suits your team be useful? You can also grab a time that works. Thanks,
Guardrails
- Never write to contacts with an open deal, open support ticket, renewal in progress or a reply in the last 30 days.
- Never mention a product the contact already runs as the offer.
- Never state a price, discount, fee amount or contract term.
- Never write follow-ups that say following up, bumping or just checking in.
- Stop the outreach on any reply, booked meeting, unsubscribe or bounce, and hand pricing, contract, payment dispute, migration or live sale questions to a person.
- Use no more than one question and one link per email, with no exclamation marks or emoji.
Setup in HubSpot
- Create an automation under Manage, then Automations, with the trigger When added to any list, using the existing customer list tagged by one current product.
- Add exclusion segments for open deals, open tickets, renewals in progress and contacts who replied in the last 30 days.
- Set the selling method to Adaptive and turn on Send without review.
- Set the sender to the client services lead and the send window to business days, 9:00 to 17:00 Pacific Time, Monday to Friday.
- All plays launch together, so this play goes live at the same time as the other plays.
KPIs
- Share of enrolled customers who reply or book a call, watched weekly to judge the offer and the angle for each product gap.
- Number of second products added within 90 days of enrollment, watched monthly to measure whether customers expand their setup.
Get this play built in your HubSpot.
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Good questions.
Straight answers.
Why does this play skip the cold pitch?
Contacts already buy from the vendor, so the emails write as a peer who knows their setup. This keeps the tone practical and reduces the chance of an unwelcome first impression.
How does the play choose which product to offer?
The product property on the company record decides the single gap. A team on the back office hears about payment processing or the website, while a team on the mobile cataloging app hears about the back office.
What happens if a customer runs two products already?
Companies with two or more products, or none, are not enrolled. The play only targets companies with exactly one product so the gap is clear.
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