Overselling the Upsell

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Upselling (sometimes ‘up-selling’) is a sales technique whereby a saleperson induces the customer to purchase more expensive items, upgrades, or other add-ons in an attempt to make a more profitable sale. Upselling usually involves marketing more profitable services or products, but upselling can also be simply exposing the customer to other options he or she may not have considered previously. Upselling implies selling something that is more profitable or otherwise preferable for the seller instead of, or in addition to,[1] the original sale. A different technique is cross-selling in which a seller tries to sell something else.

Unless you have lived under a rock –a very large rock– you have experienced up-sell. It is an old, well-established sales process, and it nets results. In many cases, the customer even ends up happier after the transaction, since they feel like they got a deal.

But when does up-sell become oversell?

Going through a local Tim Horton’s drive through, I had the following exchange:

Perky attendant: “Would you like to try one of our new raspberry turn-overs?” [Up-sell #1, technically cross-selling]

Me: “Uh, no. I’d just like a breakfast sandwich on a whole wheat bagel.”

Perky: “Lunch over at 11.” [It was 11:30, my bad.]

Me: “Hmmm… well I’ll get a small coffee, single-single.” [I'm buying time here to figure out what I am going to order.]

Perky, without missing a beat: “Would you like to upgrade to a medium for ‘Roll-Up-The-Rim’?” [Up-sell #2]

Me: “Uh, no thanks. Can I get a BLT on a whole wheat bagel?”

Perky: “Would you like cheese with that.” [Up-sell #3]

Me: “No.” [Noticing the over-up-selling, and starting to get annoyed.]

Perky: “Would you like to add a donut or danish to make that a combo.” [Up-sell #4]

Me, now dumbfounded, trying to keep my voice level: “No, thanks, that will be all.” [I'm wondering if she even knows she is doing this.]

Had I gone along with the oversell, I would have paid 50-100% more that what I wanted, had 1000 calories added to my meal, and perhaps had the slight chance to win another donut that I didn’t want. Instead of this desired outcome (for Timmy’s) I’m writing this blog post explaining how I think retailers can really take this approach too far, to the detriment of the relationship with their customers.

Once, fine, twice, you’re pushing it, three, four time, you’re starting to show the customer disrespect.

I am sure that Perky would have thought I was pulling her leg if I had drove up asked “I really don’t know what I want, can you help me?” But isn’t that the way she ended up treating me?