When wine reps present their wines to a buyer, they’re often (as in 99.999% of the time) presented from white to red, least expensive to most expensive. It’s what we’ve been taught to do.

Successful dishwasher salespeople do the opposite. They find out what the customer wants first. Then they present an even better dishwasher than that, with “more and better” being said often. More capacity. Better materials. More happiness will come from this.

Then they move backwards, indicating what each dishwasher is lacking compared to the first one.

When presenting a range of wines to a customer, try the dishwasher salesman’s trick and see what happens.