Why you should present your most expensive offer first.

0:00Here's what you can learn from expensive wine dealers on how to sell expensive products and services. So, they found out by simply changing the order in which they displayed wines to people, they drove far more sales to their most expensive items. Which sounds crazy, right? It's the same things on the list. But what they did was they took the most expensive stuff and they put it at the top of the list, so it was the first thing that people would see. And so what it did was it created a price anchor. And so as soon as people read the first number, they immediately can't unsee it.

0:25And so it creates a scale through which they measure everything else. Whatever your most expensive thing is, you want to make sure that it's the first thing that prospects see. Don't worry about them getting freaked out. The goal is to get them to freak out. Because what it does is it changes the unit that they do the measurement in. If I say a hundred thousand dollars right now, and then I say a hundred dollars, that sounds like much less. But if I said a dollar, and then a hundred dollars, all of a sudden that hundred dollars sounds like a lot more. And so if you reorder your products and services from most expensive to least expensive, you'll drive more sales, and you will get some people who wouldn't even even seen the more expensive thing, who'll choose to buy it.