Second Money Is Always Easier Than First Money

Picture a diner who orders the chef’s special at full price. As the meal arrives, the waiter knows the secret: this first choice locks in the appetite. The waiter then leans in and says, “Our wine pairing is only $15 more. Shall I pour you a glass?” The diner nods, eager for the perfect complement.

This second-money magic works because once we’ve decided to spend, the psychological barrier falls. The initial yes lowers resistance, making subsequent asks part of the same commitment. It’s why retail fashion stores ask, “Would you like the matching belt?” right at checkout.

Marketers call this the “commitment momentum” effect: once someone steps onto the escalator, they ride it up. The second purchase is easier because it validates the first. A shopper hesitant to buy a $100 gadget will happily spend another $20 on the special cover once the decision is made.

Neuroscience shows that each purchase floods the reward circuits in the brain. The first dopamine hit makes the next purchase feel like a continuation of the same positive experience rather than a new expense.

When a client says yes to the first product, smoothly add, “Since you’ve chosen Version A, many customers also upgrade to our pro package for just a bit more. I can have that ready in minutes.” You’re not breaking stride—you’re simply offering the logical next step. This keeps the buying motion uninterrupted and turns each yes into a cascade of extra revenue.