Make the Sale a Slice at a Time

Among sales techniques considered tried and true is the foot in the door. The traveling salesman on the front porch with the perfect timing of an expert senses when the lady of the house is about to say no, and at precisely that point offers a combination of merchandise and cost which can't be refused. Once the lady says yes, thereby keeping the door from being slammed shut on the salesman's foot, the sale is built with upgrades and additional items.
     In store-based selling, you'll benefit from refining the technique. Instead of thinking of it as a foot in the door, think of it as making the sale a slice at a time. The first objective is getting the customer to say yes. In a wide variety of studies, it's been found that once the prospect says yes, they're more likely to continue saying yes. Even getting the shopper to nod seems to help, as long as a nod means yes in that person's culture.
     When possible, present the customer items which can be purchased in pieces or can be augmented later. Researchers at London Business School, Harvard Business School, and Duke University found that people are more comfortable when downgraded versions of products are available for sale. This might mean having a barebones version of the product or service, a smaller package or a sample to try out to start, or showing upgrades on the shelves or easily available via special order.
     Please realize that this doesn't mean the customer ends up purchasing the barebones, downgraded model. It is the availability of downgrades and upgrades which relaxes the shopper's fear of buying the whole pie at once. Again, once the customer says yes to the slice, they're more likely to end up wanting the whole thing at some point.