In sales we have to know a lot about psychology. And we can use the rules of psychology to our advantage. When we’re talking about “Selling Down” we really mean “Selling Up, by Selling Down”.
Let’s start with what happens every day in flooring show rooms. Many sales associates just presume that the customer can’t afford the higher priced items… until the customer is asking for exactly these products.
The Selling Down strategy follows a different approach: we assume that the customers wants to see the best products in your show room. The best products are most likely also the expensive products.
If you begin here, and have the customer looking at these products, you can’t lose. The customer has two options: A) she likes the product and will follow the route of the best product, or B) she decides against the high price. With option B you are still in a prefect position, because now every product you present, will look very affordable compared to the first presentation. Click here to read more.. »