There's some unwarranted criticism and maybe a little confusion in a piece on CE Pro about Top Down selling.
CE Pro: Top-Down Selling Pushes Your Best Brands
Some of the commenters may be bagging on him for pointing out the obvious, and if you've worked with luxury goods it is, but for some readers, this is going to be a revelation.
Dealers in luxury goods know that you have to start customers at the top of the line. For a start, no one is ever offended when you show them the best. Showing a prospective client the entry level pre-judges them, as if you assume that's all they can afford. Whether that's true or not is immaterial.
Most importantly, if you show people the absolute best that money can buy, not only are you more likely to sell elite product, you'll also increase the average purchase size that your median clients select. If all you have in your showroom is midline product, you will sell more lower end gear. Discerning clients (which is why they are in your showroom in the first place) want to be taken care of. Presenting less than the best just sells them short, and leaves money off the table. Nobody wants that.
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CE Pro: Top-Down Selling Pushes Your Best Brands
Using a strategy often under-utilized by many specialty and custom businesses, Guenther says his company employs a “top-down” selling approach that differs from the standard “good, better, best” tactics typically used by many businesses.
Advanced Audio Video’s approach emphasizes the performance-video brand Runco International as the LCD television of choice, and it’s predicated on demonstrating the differences between Runco units and the other competition available from big-box stores.
Some of the commenters may be bagging on him for pointing out the obvious, and if you've worked with luxury goods it is, but for some readers, this is going to be a revelation.
Dealers in luxury goods know that you have to start customers at the top of the line. For a start, no one is ever offended when you show them the best. Showing a prospective client the entry level pre-judges them, as if you assume that's all they can afford. Whether that's true or not is immaterial.
Most importantly, if you show people the absolute best that money can buy, not only are you more likely to sell elite product, you'll also increase the average purchase size that your median clients select. If all you have in your showroom is midline product, you will sell more lower end gear. Discerning clients (which is why they are in your showroom in the first place) want to be taken care of. Presenting less than the best just sells them short, and leaves money off the table. Nobody wants that.
1 comment:
In my sales days my maxim was "Quality doesn't cost, it pays!" I still believe it and I still buy the very best I can afford. That's why I want to see the 'best' when I shop. It orients me better towards that purchase. And for a moment I can be Donald Trump.
Without the bad attitude.
And with better hair.
And no jowls and I don't squint.
Okay, then... moving on.
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