advantage of it by consistently making complimentary offers to your good customers.   Down-selling - The Little-Known Psychological Trick that Results in Hefty Profits   Down-selling is based on the fact that if people buy respectable amounts of your high priced product or service, theyll buy lots of the same (or similar) product or service at a much reduced price. Havent you ever wanted to purchase something but you just couldnt bring yourself to open your wallet or purse and give up the money? What if at that point you were offered a slimed down version of that product or service at a much reduced price? The average buyer would jump right on it. Thats the down-selling concept.   Robert Cialdini, Ph.D., in his book, Influence: The Psychology of Persuasion, noted that people are magnetically attracted to a lower priced version of a product or service (and more willing to purchase it) once theyve been exposed to a higher priced product or service in which theyve shown interest (as compared to those who were just exposed to the lower-priced product or service).   If They Dont Take the Bait - Lower the Gate   Always offer the higher-priced, "bells and whistles" version of your product or service first. If your prospect doesnt take the bait, then present them with a better offer for a scaled down version of your product or service that keeps the same fundamental benefits of the high-priced version.   For instance, pool builders who sell to home owners should present their high-end mega- pool that includes a diving board, automatic built-in filtration system, custom shaped gunite molding, etc. etc. Then if the customer says its too much, you can offer the next line down at a reduced price.   If youre selling consulting services offer the comprehensive service package. If the client shies away, then offer a scaled down version that provides the core benefits that the client is looking for.   If youd like to see a live Internet version of a down-sell, visit www.MakeTheGrade.com, scroll down to the bottom, and look at the asking price. Then click off the site and read the popup. I get a lot of customers opting for the down-sell version.   Conclusion   Bumps, up-sells, cross-sells, and down-sells can all mean significant additional revenue for your business. In fact, your margins will be significantly higher on sales made using bumps, up-sells, and cross-selling strategies because you didnt have to pay any marketing costs to get the customerthey were already yours.