CHAPTER 5
EFFECTIVE UPSELLING
Redefining “Even Better” Solutions
If you want a lesson in upselling, just drop by a local BMW dealer. If you are fortunate enough to be in its price range, there is probably a car for you. Size options of sedans are arrayed in increasing series (starting at the smallish 1 Series in some markets and escalating to the much bigger 7 Series) and as a selection of sports, SUV, and hybrid models. There are ways to vary the engine performance within a series (for example, 28, 35, 50, and M versions of the same 5 Series). But all these options simply isolate the type of car you want to buy. The upselling happens after you have made this selection.
We have a colleague—let’s call him Tom—a BMW fan who takes pride in being ...
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