The circus understood upsells.
You’d pay your 20 or 25 cents to get into the circus.
But once you were on the grounds, there were these mysterious tents.
And standing outside each one was a barker.
“Step right up…”
Inside?
The bearded lady.
The fat man.
The two-headed girl.
All the strange and unusual things you couldn’t see as part of the regular circus.
And for just 10 cents more…
you could see the sideshow.
Think about the psychology of that.
They didn’t try to make the general admission ticket include everything.
And they didn’t assume that because you’d already bought something, you were finished buying.
They simply created another opportunity for you to say:
“Yes, I’d like to see that too.”
That’s a very useful way to think about your business.
Most entrepreneurs put enormous energy into getting someone to buy the first thing.
Then they immediately turn their attention back to finding another stranger.
But the circus understood something.
There’s always another tent.
There’s always another tent.
Once somebody has raised their hand…
Once they’ve trusted you…
Once they’ve entered your world…
What else would they happily pay to experience?
Not something you have to push on them.
Not something you have to convince them they need.
Something where, when they see it, their natural response is:
“Ooh. I want to see that.”
That’s the best kind of upsell.
The sideshow wasn’t hidden inside the big top.
It had its own tent.
Its own promise…Its own price…and its own reason to step inside.
Look at the people who are already inside your circus.
What’s the next tent?
And apparently, after you paid the extra 10 cents for the sideshow, they’d happily take another nickel for better seats.
These people were good.
Dean