We separate the ""upgrade"" from its softer elements. When we quote an ""upgrade"" we have the 3 levels. The base is really just the technical upgrade, with customer handling the workstation upgrades after we walk their IT through 2.
The next two levels deal with the training and orientation that can go along with the upgrade. We'll try to bake into it other changes, such as BI, PLO, etc., and make sure the business manager (not just IT) sees those possibilities.
We just finished our new Knowledge Transfer Agreement, which includes an annual upgrade at the top level, and defines the price for the upgrade at the lower ones, too. (We specifically limit the upgrade to just the software and database upgrade on the existing server.)