Menu Upsell System
Combine unselling, prescription, A/B selling, and card-on-file to guide customers to exactly what they need.
The Menu Upsell combines four sequential techniques: (1) Unselling — tell customers what they DON'T need, crossing out irrelevant options to build goodwill. (2) Prescription Upselling — tell them what they DO need with personalized instructions, presenting it as if they already own it. (3) A/B Upselling — ask which option they prefer (A or B) instead of whether to buy, making either choice a sale. (4) Card On File — ask 'Do you want to use the card on file?' to reduce friction. This transformed Hormozi from closing 0 out of 19 supplement sales to clearing entire shelves.
- Unsell first to build trust — employees love helping customers game the system
- Prescribe with authority — detailed, personalized instructions on how to use each product
- Present options as A or B, never as buy or don't buy
- Use Card On File to eliminate purchase friction
- Add a Nudge for customers with limited experience: 'This is my favorite'
- Unsell — Remove What They Don't NeedTell customers what they DON'T need. Cross out irrelevant options from their potential purchase. This builds massive goodwill and focuses their attention on what actually matters for them.Pro tipEmployees love this technique because it lets them help customers 'game the system' instead of feeling like pushy salespeople.
- Prescribe — Tell Them What They NeedWith authority and detail, tell them exactly what they need and how to use it. Write personalized instructions. Explain how each item integrates with what they already bought. Present it as if they already own it — this removes the option of not buying.
- A/B Sell — Which Do You Prefer?Ask which product they prefer (A or B) instead of asking if they want to buy at all. Either choice results in a sale. Make anything A/B sellable: quantity, start dates, payment preference, flavors, time slots, sizes, colors, delivery speeds.Pro tipUse the Economist Play for decoy pricing: present three options where the third option (both A+B) costs the same as the most expensive single option. Everyone picks the bundle.
- Card On File — Reduce FrictionAsk 'Do you want to use the card on file?' instead of asking them to take out a card. This dramatically reduces the friction and hidden costs of buying.Pro tipIf sold out, take payment and delay delivery. You don't need to carry inventory — collect cash and set delivery expectations.
Hormozi went from explaining the science behind each supplement (0 out of 19 closes) to asking preferences, writing personalized instructions, and offering A/B choices between flavors and quantities.
Unsell small bags, puppy formulas, and unnecessary vitamins. Prescribe joint chews, heartworm wafers, and monthly vet visits. A/B: beef or chicken? Card on file for automatic delivery.
Hormozi initially struggled to sell supplements by explaining the science behind each product, closing 0 out of 19 attempts. He switched to asking customers their preferences, writing personalized instructions on how to use each product, and asking which options they preferred. Sales immediately transformed — he went from zero closes to clearing entire shelves.