you want to try and cross-sell your customer more products and services. If they didnt take the bait on your sales effort, make a down-sell offer.   People like to receive offers on products and services that interest them. Even the rich and famous want good deals. All youre trying to do when you up-sell, bump, cross-sell, and down-sell is make irresistible offers that your prospects cant refuse. How to Create an Offer that Your Prospects Cant Resist   May I share with you a little secret about how people buy? It may sound strange but people don't buy 'things,' they buy opportunities!   It's true. People don't buy cars, office equipment, electronic gadgets, or even ideas. They buy opportunities like special discounts, long-term financing, bonus products, and simple payment terms.   When you package up all the opportunities youve created to sell a product or service it's called an 'offer.' They key to selling any product or service is to create an irresistible offer that your prospect can't refuse.   Your challenge is to create an offer so irresistible that your prospect says to herself, 'I'd be a darned fool if I said 'no' to this opportunity.'   The Risk - Reward Response Rate Equation   Before you learn how to create an irresistible offer its important to understand why people respond to offers. Once you know this formula, it will be easy to create an offer that is so compelling that it will be difficult for your prospect to say, 'no.'   There is a risk - reward conversation that takes place in the mind of a prospect when considering your offer. They ask themselves, 'Is the promised reward greater than the required risk?' If it is, the prospect will usually buy. If not, they won't.   To break this principle down further, people respond to offers based on two factors:   1. The perceived value of the offer (what you get)   and   2. The risk involved with the offer. (What you give) In essence, you could express this relationship as... Response Rate = Perceived Value / Risk