SALES Techniques – How To Convince A Customer To Buy From You


– [Narrator] Would you like
to convince more of your customers to buy more
from you, more often? Today, I’m going to teach you a simple but powerful sales technique that’s been proven to work in my various companies. It is very simple, something
that you can apply today. It has nothing to do with gimmicks. It has nothing to do
with your sales script. It has to do with your offer. What are some simple
things that you can tweak within your offer that you can convince your customers to buy more from you, and that strategy is called The 3 Boxes. Now want you to think about this. When you are selling
your product or service that you have one choice,
you have one option. When someone looks at your
offer, all they could think, all the consumers can think is, do I want to buy this or
do I not want to buy this? So it is a yes or no response. So now they’re thinking,
okay, can I afford this? Do I have the budget for this? They are focusing on price. Now, however, if you give them two choices such as like
an A and a B like this. I want you to think back. Remember when you go to movie
theaters long time ago, right? They give you two choices. They have the large pop and
then they have the small pop. When you want to buy a soda, two choices. And what most people do is
when you give them two choices, 80% go for the small and
20% go for the large. Why, because most people
like to play safe, and they like to pick the ones that they could save money on,
so it’s A and B, good. Now when you get that A and B, these two choices, the
consumer, your customer, they’re not so focusing on, okay, do I want to buy this
or do I not want to buy it? They’re thinking, which
one do I want to buy? But then later on the movie theater, they introduce a third choice, which is this, right? That’s the three boxes and
here’s how the strategy works. Suddenly they have the small soda, they have the regular, which
used to be the old large, which now they call it the regular. Cause large feels like, oh, it’s too much. Oh, regular, that makes sense. They just changed the
name, it used to be large. Regular, and then they have
what the jumbo size pop. That’s like this big, right, that you can never ever
finish, even with your kids. So you had the three choices
and here’s how it works. They offered you the small. They offered something in the middle. They give you something
that’s like jumbo size. So when you do this, suddenly there’s a, what I call, contrast pricing. So what you do is this. When you offer your product and services, you want to make your, the biggest offer, the ultimate super duper
offer, that is so outrageous, that knowing most people
would not go for this. Knowing that, and then you wanna make your small offer like so wimpy, right? You wanna make it so like, nah, average. You don’t like it that much. But you wanna make the middle
one very, very compelling. Knowing you actually want
people to buy this one. That’s the one you want to buy. So what happens is the movie theater, they introduce this concept, 20% who really, really like soda. They go for the big jumbo, 20% right? And then you have 60% go for the middle, and then you have 20%
that go for the small. And then later on they actually introduce their kind of the kid size. Now, what I believe when
you are making an offer, two choices, it’s good. Three choices are the best. Now when you offer them four choices, I believe it’s a little bit too much. It’s a little bit too confusing. But when you give them this
and you’ll make the middle one, this is the one you want to sell, you make this as compelling as possible. Let me give you another example. I want you to think
about, you are taking your car to a car wash. They use this technique where you have, they will like kind of shampoo
the exterior of your car. Let’s say for $15, that’s it, like a simple shampoo, that’s it. Or if you want a shampoo
outside of your car and they add some new
chemical, whatever, right? Add some new shine, and also they will vacuum your interior for $25. So you’re thinking, well, 15 bucks, well, for 10 bucks more, I can you know, also you know, my car
interiors a little bit dirty. Okay, I’ll take that. And then they have the super
detailing, wax, like 200 bucks. You’re like, oh, I’m not
gonna go for the 200 bucks. That’s just too crazy, but I’m
not going to be a cheap ass. I’m gonna go for one in the middle. That’s the one they want to sell you. So you can easily do
this for your business. So I want you to create three boxes. The small one, very, very
small, they’re wimpy. You can even think about
silver, gold, platinum. You’ve heard of those terms before. Silver, gold, platinum for
some kind of membership. They do that too, wow. And this, I want it, I want you to make it as expensive, as luxurious
as possible for the big one. Knowing most people will not go for this, but here’s what’s very interesting. At any given time, five, ten, even as much as 20% of your marketplace, they will want the best, right? Give me the biggest,
best thing that you have. That’s good, huge profit margin. But knowing you’re not
counting this to sell, right? This one you’re like, this is
really for the cheap customer. You want the majority,
60%, 80% to buy this one. So what you can do is, let’s say the list of features and benefits. Let’s say this offer,
you have 10 things, okay. This, you might have it like two things. But this, you give it seven things. This gets the most value
when customer buys this, and you offer them the one in the middle. This is called contrast pricing. This is a decoy. You’re not counting to sell
this, it’s simply a decoy. There you go, that’s the
strategy of three boxes. Very simple. You see, selling is about choice, marketing is about giving
your customer choices. Not too many, not too little, just the right amount,
and let them believe that it is their choice
to make that purchase and make that buying decision.

100 Comments

  • If there was a magic genie who could
    make ONE problem disappear in your
    life, what would it be?

    Comment below, and I might make a
    video to help you make that problem
    disappear.

  • @DanLok – my comment is more towards you – FREAK, you are a super duper talented freak, I admire you to bits. Your voice tone, your image, your persona – and your ideas, omg, the best in this business. Thank you for those great motivational and inspiring ideas

  • You just helped me out on my detailing business!

  • Ur a pimp dude.

  • Thank you.

  • I can’t say you’re the best cause I haven’t been looking around, but literally i watch all your videos and I concentrate cause i know how much valuable information it contains. Thank you for all your work and videos

  • Good idea

  • Always thought provoking content. My wife (who's also my business partner) & I enjoy listening, learning & growing. Thanks so much for all you do.

  • Just Amazing Dan!

  • The best of the best

  • Loving this technique ??? tq dan lok

  • What if we only have one size?

  • and not even that, they also make the price of regular/large more appealing because it would be like £4.80 for small size but £5.40 for large size.

  • This guy is educative. Not like those noise makers

  • Dan, I've watched 4 of your videos and I've been impressed with everyone. I haven't seen strategies like these. These are incredible! Thanks!

  • so, when I have these three boxes, but not on written form, instead I have to communicate face to face with a client on these options, what is the best way to present them and in what order?

  • Wow

  • Brilliant

  • wow this is something

  • swearing isn't necessary.. there are some young ppl that would like to view this but…

  • WELL SAID SIR

  • Now here is a great video

  • Dodge did this with the Caravan 1st the the Grand Caravan 2nd – it was huge success, pulled the company out from near bankruptcy.

  • I'm learning!! thanks Sir Dan!!!

  • This process added $120,000 in additional revenue, for one year, in one category of my business. It allowed me to remodel and increase my staffing. Which influenced my brand and allowed me to serve more customers. It only gets better from here. Keeping watchful for that plateau ?

  • Simple yet effective and the client feels in control

  • You’re the best speaker I’ve listened ever.. tq so much sir

  • Very good one …makes sense

  • I like ur videos! Keep up the great work!

  • Thank you so much for sharing

  • If there are 500 sales executives are active in market for same product and from same company, the competition is in between sales executives itself rather than between multiple companies, in this situation what strategy has to be adopt?

  • well explained! yes, in RV membership sales we have plat, gold and silver….

  • Awesome

  • Steve Jobs ka iPhone – I'm not buying that kak anymore

  • Interesting, I somewhat have an influence system where I read peoples' perception and if they immediately dislike something, I agree with them and describe the next option as more viable or something like " I agree..that last shirt looked way better, much brighter.."
    But I very rarely have one singular option to provide in my store, but this is good info to keep in mind and to avoid offering someone 1 option.
    My biggest concern and focus is UPT's at about 3.0 or higher but many clients come in for a single issue like "I need a new belt…" and I've never seen anyone turn that into a bigger sale, you would just look like an idiot pushing random items, but all we are recommended to do is sort of,not play-dumb, but double check with someone like "Oh okay, sure you don't any socks or underwear.." or "Haha sure you dont need a new suit, we just got this really expensive one in…"
    But after watching this I think I should be less focused on avoiding showing/talking about our most expensive and finest products because that is essentially offering them option 3 right away then you just have to make sure you show them 2 more options.
    Anyone got any tips working directly in or around retail (mens fine clothing) and selling multiple items to max UPT?

  • Amazing! Thank you very much.

  • "I'm not going to be a cheap ass" LOL

  • Hi Dan you are so inspiring me

  • Downloading all your videos so i can study your teachings whenever and wherever i want!!! merci beaucoup monsieur!

  • very nice

  • Dan, great idea again! I have a question. What if I have already offered two services and they have pretty huge price differences. Can I also introduce middle one later?

  • Love you shifu. Thanks for sharing

  • Very nice . But give an example which understand us better…

  • Im going to use this for my business

  • Thanks mate

  • It makes sense now ,why Apple released the iphone xr, xs, and xs max together. Well ,good thing for Apple cuz I bought the xs max.

  • ok thanx Dan Lok

  • Can you make a video on how to judge a customer is interested or not on call to buy a product or visit to site

  • This one 100℅true aim dealing with that and always going good

  • watching all of Dan's videos

  • Bravo dan

  • What a brialliant idea mr. Dan ahahaha

  • It is good to know whether you are the buyer or the seller. It helps you to know more about your behavior and your personality when it comes to decision making.

  • Amazing ?

  • Can’t stress this enough: Dan you are the best mentor ever!

  • This seems to have similar human psychology to the old 3 bears and the goldilocks. Not too hot and not too cold but just right in the middle. ?

  • Thankyou Another Learnings

  • Awesome

  • Great lesson Dan!

  • It looks like Ferrero Roacher Chocolate 3 different size boxes???

  • Three does work. I offer a 3 tier service package myself.

    The middle deal is always the best.

  • Hi Dan i'm from South Africa and as I watch your videos I always wanted to listen you in person, so when are you hosting your seminar this side

  • Can you give some idea how do People can improve sales in network marketing

  • Would you be my sugar daddy, Dan?

  • keep inspiring us (self-entrepreneur) si dan…

  • this is the best sale strategy video I ever have seen! thank you for the tips! nice video dan! new sub here!

  • I am day two of watching Dan. So much valuable education on this channel. It has caused me to sit back and really take an honest look at how I am growing my music business. Dan is brutally honest. Yes just yes!

  • Very good marketing coaching. I realky like your approach..you're ine of the best coaches I've listened to.

  • Superb

  • Love this !!! Jumbo 😀 hahah U are true master 🙂 I started to use this kinda technik few weaks ago in telemarketing … And it works ! And now i See this here ! Nice 🙂

  • I will be 40yrs and you are just coming to my life. I can still make things work with you around.

  • I'm subscribing to all who like this! ❣️

  • Damn he is serious

  • Dont stay at home. Go out everyday and explore.

  • Hi sir @Dan
    I am a new financial advisor in the Philippines help me
    How to start a conversation with the clients? And strategy ? thank you so much sr

  • Genius. Youre the best Dan !!

  • Flow of purchasing customers naturally, great. Certainly, people usually choose the second box.

  • Wait, you DON'T go to the movie theater anymore? ???

  • The decoy effect

  • Definitely going to try this out the next time I have the opportunity it appears to be very sound and logical advice.

  • Very interesting, Dan! I've been following you for already a few months. Interesting to mention that the airline industry is similar to your example, e.g.: Economy, Business, First.

  • Bro, you are insane with your tricks
    Hats off Dan Hats off ??

  • Thanks for opening our eyes and sharing some light Dan.

  • Dan thanks for the awesome sales and marketing technique. Appreciate it very much. Will apply it in every prospect engagement.

  • Amazing, I loved it.

  • How do you apply this to ecommerce selling products?

  • I Love this video so very much

  • Please Dan can you sell me your brains? You are very talented my Goodness. In my years of marketing I have come to a conclusion that I have been doing it the wrong way. You are the best

  • Wow my G @Danlok smart stuff

  • ? I always get the biggest one

  • You r simPly superb sir with you very useful and easy examples ,,,

  • ❤️Dan

  • I think I did what you said about "emotional content" it's a bed but it was free

  • What's your IQ Dan?
    continuously amazing

  • ?

  • Thank you. Gonna try this.

  • Very good!

  • ?Superb idea?

  • I love the 3 boxes idea, but have struggled greatly with incorporating it into my yardwork service business. The problem is that I have narrowed my focus so much that I only offer the best service humanly possible. I use it as an advantage in that I can tell my customers that my workers never spend any time practicing bad habits. When we do a yard, we do it right, or we don't do it at all, is the idea.
    I am posting this in hopes of much input from any and all who wish to help me make the world a better place!
    The thing is, I have aimed at providing the kind of service that the Sophisticated and Affluent want. And, they cannot ever find it. They tell me this when they hire me.

  • give the prospect three choices and make the middle one very compelling.

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