Beware the 'Bottom Up' Sales Pitch

Have you heard of ‘bottom up selling’?

It’s when a sales person suggests the least expensive option to a customer first. Not the item with all the bells and whistles. Not the item that solves all of the needs for the customer.

It’s as if someone ordered a pizza and the employee suggested just the crust! That’s a recipe for disaster- and the customer isn’t likely to return!

Not just a new employee problem!

Often a new salesperson will be uncertain of the value of differentiating options, and since they are unable to explain the price difference they go with a basic and less pricey model.

They sell from the bottom up.

That can be solved through education and presentation demonstrations. And that MUST be solved early-on in their employment!

If it continues there could be at least FOUR things (all BAD) that will happen:

1. The employee will make a much smaller commission than they should, get discouraged, and leave.
2. The company will make a much smaller average sale than they should and not make their sales goals.
3. The customer will not know all of the options available to them and may end up dissatisfied with the purchase, the service they received, and never return.
4. The customer will be offended because it sounds like the employee thinks they can’t afford it.

This behavior is easily corrected when a sales manager observes the employee and coaches their product knowledge.

Experienced sales people may be ‘selling out of their own wallet’!

Selling from the bottom up isn’t just a new employee problem. With experienced and knowledgeable sales professionals it is less likely to be a lack of product knowledge and more likely to be selling out of their own wallet.

When a sales person doesn’t see the value in the details of a more expensive option they are less likely to suggest it to their customer. In other words- because they wouldn’t pay for it they judge that the customer wouldn’t pay for it.

Unlike the new employee (uncertain of the value) the experienced employee wouldn’t pay for it themselves so they don’t suggest it to the customer.

Instead, they try to ‘make a pizza’ by starting with the basic model and add options until the customer says they’ll buy. That's thinking out of their wallet.

Why is that a problem? It means that the salesperson- the expert- isn't focused on meeting the needs or solving the problems for their customer. No one wants to make a purchase that 'kinda' makes them happy. And no one deserves to be treated as if they would!

Selling is a transfer of confidence.

When the salesperson is focused on the cost then the decision will be based on cost.

That is so important I'm going to say it again- this time in bold and quotes:

When the salesperson is focused on the cost then the decision will be based on cost.

When the salesperson is focused on presenting the available options to meet the needs of the customer, then the focus is on the suitability of the item for the individual buyer.

Cost only becomes an issue when the value hasn’t been proven.

Let me state that again:

Cost only becomes an issue when the value hasn’t been proven.

Here are THREE ways for the sales person to get out of their wallet and focus on the customer:

1) Know WHAT the options are and HOW they add to the VALUE.

This ensures the sales presentation is delivered with confidence and certainty. It also ensures that the process is focused on the customer's needs and wants.

2) Start with the TOP of the LINE and explain that ‘everyone should have the opportunity to experience the ultimate…” then allow the customer to move down if they don’t want the options. If it meets their needs and is that important to them, they will decide on their own to make the upgrade to the best.

3) NEVER apologize for the price. Apologies mean the focus is their own wallet!

Everyone has their own role in the sale.

The sales person’s role is to ask good questions to determine the customer’s needs, present the solution to the need, and ask for a buying decision.

The customer makes the decision regarding their purchase. It’s their wallet, their purchase, their decision.

The sales manager/sales coach educates the sales person, observes their presentation demonstrations, and offers feedback/praise/corrections.

Get rid of bottom up selling and watch commissions and sales climb while customers receive truly satisfying service.

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Face it- we all sell something every day: we sell our ideas, our time, our products, and our intentions. Not sure if you agree? That's OK- this explains it:

Do you have a team that interacts with the end customer? This will give you chills- and it comes with a video that made me laugh through my tears:

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(Some of this content was originally posted by the author on Medium.)