Top down selling is a sales strategy wherein a salesperson approaches a sale by starting at the highest price available and gradually negotiating down in the interest of landing on a price that they and their prospect are satisfied with.

The endgame here is for the salesperson and the prospect to agree to a sale of a version of a product or service with a suite of features that suits the prospect's needs at a price point that everyone is happy with.

The top-down technique is most often used when there are multiple tiered versions of the product available.

For example, a car dealership may use this technique by showing a potential customer the most high-end, feature-packed version of the type of car they are interested in first, then show a more standard model. This may also be true for other products that offer a variety of different quality options. Subscriptions or services are also common products that use top-down selling because there is often a value- and price-based system involved.

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