Down with Upselling
Why it’s always better to start at the top
Upselling is exhausting work. It’s like starting at the bottom of a huge mountain and tediously working your way to the top. Even though you know there is likely to be a great payout for your effort…the view from the top will be amazing…getting there can be an incredible ordeal.
When I decided to propose to my wife, I took her to Yosemite (which I lovingly refer to as God’s slice of heaven on Earth). I planned to propose the her at the top of Half-Dome; but to get there we had to make an 8-mile hike with an elevation change of over 4,000 feet.
We started at the bottom early in the morning. It was my 7th time climbing Half-Dome and Melea’s 1st. Up we started, reaching the top of Vernal Falls, then Nevada Falls, and on into Little Yosemite Valley. We were over 5 miles into the hike, but Melea was exhausted. She had no idea of my plan and she wasn’t confident that she could make it all the way to the top. So, I improvised; I found a nice clearing near a running creek and we sat down and had lunch. After we ate, I took a knee and proposed…and the rest is history.
I always wonder though, what it might have been like if we could have simply started at the top. I would have been able to propose on the top of the mountain, with the stunning view in the background and then we could have worked our way down to the bottom.
With Sales, this is the better way every time. It is exhausting to start at the bottom – often with General Admission – and then work you way up the mountain. Better to share the best proposal first and then work your way down the mountain, offering lesser products based on resistance.
The reason is value: when we start at the top, by offering our best products, we are able to share the “View from the Top” with our guests right away. We can share the value and benefits of our best experience and services first…without making the guests hike up a mountain to get there.
Demonstrating value leads to buy in from the guest…and allows for the ticket team to help the guest “walk down the mountain” until they find the perfect fit product. In contrast, upselling expends a lot of wasted energy as the ticket team attempts to have the guest “hike to the top”, only to have them give up at the base of the mountain.
Have a great week!