Practical Sales Training™ > How To Keep Your Clients Happy > Highlight the saving
What is it?
Highlight the Saving is a sales and marketing technique where the amount of money saved is made visible at the point of purchase or decision. Instead of just showing the price, you remind the buyer how much they are keeping in their pocket.
In the example shown, the message “You’re saving £0.99 on premium elements” highlights the value being gained, not just the cost being paid.
How does it work?
Highlighting the saving works because buyers are motivated by gain as much as by price. A discount or offer feels stronger when the saving is spelled out clearly.
It is effective because:
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It shifts focus from what they spend to what they save
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It creates satisfaction by rewarding the buyer instantly with visible value
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It reduces resistance by making the decision feel like a smart financial move
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It reinforces urgency when combined with time-limited offers
Psychologically, seeing the saving activates a sense of reward, which increases the likelihood of purchase and improves conversion rates.
How can you use it?
You can highlight the saving in any context where price is part of the buying decision.
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E-commerce checkouts: Show the amount saved on discounts, bundles, or subscriptions
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Subscription upgrades: Highlight the monthly or yearly saving when choosing longer plans
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Retail offers: Add clear signage like “Save £50 today” alongside the sale price
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Service proposals: Show the cost difference compared to alternatives or competitors
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Marketing campaigns: Use savings as a headline hook, e.g. “Save 25% when you book today”
Tips for success:
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Always display the saving in real money terms, not just percentages, so it feels tangible
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Keep the design simple and highly visible, ideally close to the purchase button
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Reinforce the saving at key decision points, such as checkout or proposal summary
The principle is clear. People do not just want to know the cost. They want to know the saving.
Example
Canva tells you how much you have “saved” by being a premium member…
See also
