How to Coach Yourself and Others Beware of Manipulation | Page 157

50. Selling The Top Of The Line (TOTL)
First promote an expensive product. Then show them a cheaper product.
This can be done without really trying to sell the expensive product. Do it as if you are just a kind of
product geek who is proud of what can be done and want to show off great products. Then become the
friend who sells them a product that suits them best.
You can also try to sell the expensive product if they seem to be interested. Expensive products are
sought by the affluent and those who value the social kudos the product gives. If they seem like the
latter, add 'what people will say' into your patter.
If they reject the expensive product, then it is a simple step to move down to the cheaper product.
Example
Just look at this wonderful washing machine, it has many different cycles and controls...It is a bit
expensive - but this other machine does almost as much and is 30% less.
I really want to go to the Seychelles for a fortnight. But I guess that's a bit expensive...Maybe a week in
Cannes would be better.
Why it works
Selling the top of the line' is a common approach that is a variant of the Door In The Face (DITF)
method.
Acting as a 'product geek' in showing off the more
expensive item establishes the sales person as an
expert and can help to build trust. Note that serious
attempts to sell the expensive product may negate
or even invert these effects.
The more expensive product creates desire, but
cannot be afforded. The second product hooks into
the created desire with something that is closer to
the buyers budget. The method uses the contrast
principle to make the second product appear
relatively inexpensive.
The exchange principle also applies as the sales
person is giving up a higher sale in apparent
concern for F