​Ron Popeil, a legendary figure in direct marketing, was not just a salesman but an innovator who mastered the art of upselling. In his compelling narrative from "The Salesman of the Century," Popeil illustrates how strategic upselling can significantly enhance customer value and increase a company's profitability.

At the core of his strategy was the use of multiple toll-free numbers to track advertising effectiveness across different media outlets. This method allowed his team to tailor their approaches based on which channels performed best. For example, if three different stations in Las Vegas were used for advertising, each would have its own unique 1-800 number, enabling precise monitoring of sales responses and optimizing marketing efforts accordingly.

When customers called these numbers, trained operators were ready with scripts written by Popeil himself. These scripts were designed to guide the conversation smoothly from capturing the customer's interest to closing sales. But it didn’t stop there. Once a basic sale was imminent, operators would begin the process of upselling. Take, for instance, the Pasta Machine, which was offered at $160 or in four payments of $39.95. To make this large purchase more palatable, customers could opt for installment payments, but the real magic happened when these customers were on the line.

Operators would then offer an incredible deal to switch from installment payments to a single payment, often throwing in a high-value item like a Food Dehydrator at a significant discount. This not only secured full payment upfront but also increased the total sale amount. Moreover, while the customer was still engaged, operators would upsell additional items like pasta shaping dies, a ravioli maker, and a video cookbook for an extra $39.95, transforming a $160 sale into a $200 transaction.

​This approach led to a substantial increase in profits. In fact, 51% of the 200,000 Pasta Machines sold were purchased with the upsell items, demonstrating the effectiveness of this strategy. Popeil’s philosophy was clear: he didn’t just sell a product; he provided exceptional value, enhancing both customer satisfaction and company profits through upselling.