Sales

Once people make a choice or take a stand, they encounter personal and interpersonal pressure to

People feel obligated to return favors, gifts, and concessions. By giving first—whether a tangible

Make it cost more to leave than to stay — waive the setup fee only if they commit long-term.

Give products or services free if customers commit to buying more over time — the easiest sale anyone can close.

Give an irresistible bonus for signing up for recurring billing — the bonus should be worth more than the first payment.

Take something away, lower the price, ask 'how about now?' — never offer the same thing for cheaper.

Start for free, but pay penalties if you don't meet the criteria — turning 'no' into 'let me try.'

When they say no to the price, change how they pay — not what they get.

Credit previous purchases toward your next offer — turning past spending into future buying power.

Show the really expensive option first, get 'The Gasp,' then present your main offer as a relief.

Combine unselling, prescription, A/B selling, and card-on-file to guide customers to exactly what they need.

Solve the next problem the moment your customer becomes aware of it — because you can't have X without Y.

Give people a choice to pay full-price later or pay a discounted price now — removing all risk while maximizing upfront cash.

Reframe your pricing so that 'free' appears in the offer — same price, dramatically more customers.

Advertise something free or discounted as a decoy, then present a premium offer side-by-side that looks like an obvious better deal.

Customers pay now, and if they meet defined criteria, they get their money back — turning risk into a competitive advantage.

A deliberate sequence of offers that makes more profit from one customer than it costs to get and service many — in under 30 days.

How to get your first customers by reaching out to people who already know you