The Breakdown

If you sell a product or service that can be sold in levels, do it. What I mean by this is start explaining and demonstrating your most expensive, premium service first. Look at popular products today and you’ll find different levels for different desires and needs. The Xbox 360 and IPod have different size hard drives available. At Burger King, you’ll find different size value meals.

While the products above don’t typically have professional salespeople pushing them, they do illustrate my point. If I were going to sell these products I’d always start by recommending the biggest and most expensive option. Detail the benefits of going big. Show them why they should have the best. Some people will accept the best and buy right away. Others will not.

Why won’t they? Some people can’t afford the biggest, most expensive thing you’ve got. Others might simply want exactly what they need. If price is a concern though, starting with the most expensive item and working your way down helps the customer to almost certainly buy the less expensive item. That’s called top down selling at its finest.

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