This morning I had an urgent need to purchase a pair of shoes for work. I arrived at work (cycle commute) and for the first time in 3 years I had no shoes!

I chose Myer in Brisbane CBD because I already had a gift voucher left over from Christmas.


When I had chosen my shoes (black lace up Aquila’s), the sales assistant showed me a second option – the same model but in brown, which I loved.

Because I was already committed to the black shoes, and she knew I really liked the brown, she made me an offer – 20% off the second pair!


This approach was masterful! My intention was NOT to buy 2 pairs of shoes. But the offer was made just after I had committed to the first pair.

If she made the offer too early (before I had made my commitment), I would have declined.


This could also be applied to B2B sales.

Whatever you are selling, make sure you get commitment from the customer for the basic or standard package FIRST.

Once you have acceptance of something, then discuss any extras that you believe will add value to the customer. If these extras are financially attractive you will have a better chance of making a larger sale.


The worst thing in B2B sales would be to confuse the customer with a whole range of different options before they have committed to to the basic package.

You can potentially double the value of your sales with this approach