Practical Sales Training™ > How People Work > The Unlimited Effect

What is it?

We are more likely to buy things that are “unlimited” rather than those which have a fixed amount of supply – even if we have no need and will not utilise more than the “limited” offering.

Why does it work?

It works because as buyers we are seeking not only the best value which is often identified by sheer quantity of the offering, but we are also looking to minimise our risk. An offering which is unlimited can seemingly have no downside as we can use as much as we need.

The reality is that “unlimited” offers seldom get a lot of usage, but it’s the peace of mind that “unlimited” provides that can help to convert the sale.

What can you do about it?

If part of your offering can be made “unlimited” and it has no real affect to your bottom line then this can be a powerful addition to your sales pitch.

Digital products and intangible items can be made unlimited quite easily and for no cost, with a potentially unlimited upside.

Example: The Unlimited Effect

Scenario: Online Learning Platform

An online sales training platform offers two pricing tiers:

Standard Plan – £49/month: Access to 3 new lessons per month
Unlimited Plan – £79/month: Unlimited lessons, unlimited access

Even though most users only consume 3–5 lessons a month, over 70% choose the Unlimited Plan.

Why?
Because “unlimited” feels like better value and offers peace of mind – even if the buyer never actually uses the full benefit.

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