Fellow blogger, Jim Logan, wrote a great piece on downselling today, which made me think of a selling technique my father taught me: "Selling up to sell down."

The thought behind selling up to sell down, is using the opportunity of a conversation with your prospect - to share with them the latest you have to offer. I spent almost 20 years in the optical industry and customers came in with a goal in mind - they needed glasses or contacts. Most had an idea of what they wanted to spend. Now, I don't know if you wear glasses (trust me, if you don't now, you will when you hit 50) but typically an optical customer only makes a purchase once every 2-3 years.

Technology changes dramatically in that time period. Consequently, it was my duty as an optical professional to make sure my staff educated each customer on the changes that had taken place.

A customer may come in and say "I only want to spend $100." That's fine - we'll find you something for $100, however, while you are here I just want to make sure you are aware of some of the new products that have been developed since your last visit. Maybe it's a lighter material for the lenses or frames, maybe it's a new coating that has been improved - the non-glare or anti-reflective coating that used to smudge and now works beautifully.

Whatever changes have taken place in your product line since the customer came in - it is your responsibility to let them know. I would have hated for a customer to leave my store, go to a party and see someone with a new trendy eyewear look and say, "Gee Debbie didn't tell me I could get that!"

Trust me - I wouldn't let the customer walk if they still only wanted to spend $100, but by selling up (informing them of the latest and greatest products available) I have at least given the customer the opportunity to select UP from where they originally intended to purchase, or sell down to what they came in wanting to buy.

Selling up to sell down.

My dad taught me.