Practical Sales Training™ > How To Convert > The Diderot Effect
What is it?
The Diderot Effect covers the fact that when you buy something new, it can “shame” your existing possessions and cause you to want to upgrade/replace them.
Why does it work?
It works because it changes our perception of our existing possessions/situation. With a new shiny car, we’re suddenly aware of how dirty and damaged our old car was, and the cars around us. It’s all about contrast. Something new, shiny or more premium will undoubtedly stand out against lesser things.
How can you use it?
When crafting your offering, be aware that some of your buyers will want to upgrade or replace other related things. Presenting your offering as part of a range, set or along with other related products and services can help you not only to generate upsell but to satisfy your buyers’ natural urges.
Example of the Diderot Effect in action:
Imagine you sell high-end ergonomic office chairs.
Instead of just selling the chair, you could say:
“Our premium chair often inspires clients to upgrade their entire workspace – because once you sit in comfort, that wobbly desk and dim lamp suddenly stand out.”
This frames the chair as the start of a transformation, not just a standalone purchase – making it easier to introduce matching desk bundles, lighting, or accessories.
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