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 ...

Get Edge Strategy now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.