(And How To Apply These Irresistible Selling Points to Your Own Product or Service!)
I visited Los Angeles recently for Nancy Marmolejo’s “I Heart My Biz” Conference. It was a long flight and I was not exactly “bright eyed and bushy-tailed.” Despite my sleep deprivation, I was still pretty pleased with the deal I got on my rental car – totally unaware that I was about to be schooled in the art of the upsell.
Everything was going swell at the rental car counter with my $22 per day rental. “Oh, one more thing,” added the ever-so-courteous rep. “This car doesn’t have power locks or power windows, but you can upgrade to a nicer model for just $9 per day!”
Now, I don’t know about you, but I don’t wish to live in a world without power windows! I’m a busy guy, and I certainly can’t be expected to manually roll down my car window!
After agreeing to the upgrade, we walked out to the lot to claim my rental, complete with power door locks. “Is this Chevy Boredom okay?” asked Mr. Helpful. “It’s fine,” I grunted, anticipating yet another tug at my wallet. Coincidentally, right next to “my” average looking car was a much cooler mid-sized vehicle. “You know, I can put you in this new Nissan for just another $13!” offered the rep, pointing to the car next door. “Lots more legroom and a sunroof, too!” he tempted.
In a moment of weakness, I agreed to yet another upgrade. After all, a person of my stature can’t be seen in Los Angeles driving a crappy, little compact car, even if it does have power windows! I mean, what if I run into my close, personal friend George Clooney and he needs a ride!?
By the time I powered down my automatic window and handed my paperwork to the gate attendant, I had “upgraded” my way to $32 in additional costs – more than double the amount of my original deal. I had been supersized and upsold – hypnotized by the upsell!
So what did the rental car rep do to double the sale that you can apply to your business? Next time you’re selling your new product or service, try this:
- Paint a picture of a better world – The guy at the car rental place was not selling power windows, he was selling convenience. What is the outcome or result of your product or service? Focus on benefits, not features. Sell hope, dreams, fun, convenience – whatever is appropriate in your case.
- Provide attractive and convenient options – Give your customers choices. Offer three packages instead of one; vary your price points to provide your buyer with options. The car rental agent gave me “good-better-best” options and, like most customers, I chose the middle option.
- Make it easy to say “yes!” – Don’t put any obstacles on your client’s path to yes. Make your sales process smooth and simple. Make it a no-brainer to buy!
- Move up in small, incremental amounts – What’s another few bucks for the opportunity to drive in a nicer car, or to move up to a higher-priced coaching package? Don’t make your increases too jarring or drastic. Move up slowly.
- Appeal to your buyer’s ego – Finally, when in doubt, boost your buyer’s self-esteem. Show them how your product or service can make them look or feel better. Talk in terms of ‘what’s in it for them.’ Just like the rental agent played to my self-image, appeal to your client’s sense of worth.
Use these irresistible selling points when you’re marketing your own products or services, your buyers will drive away happy…
What techniques do YOU use to market your products or services? We’d love to hear your ideas in the comments below!
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