---
title: "Feature Downsell"
description: "Lower the price by changing what they get."
canonical: https://tomsharman.com/bookshelf/100m-money-models/feature-downsell/
updated: 2026-11-03
---

# Feature Downsell

> Lower the price by changing what they get.

Alex Hormozi's framework, from $100M Money Models, pp. 111 to 142.

Framework 12 of 17 from [$100M Money Models](https://tomsharman.com/bookshelf/100m-money-models/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **Take something away.** Cut quantity, quality or an entire feature, starting with the most valuable.
2. **Lower the price.** Reduce the price to match.
3. **Ask how about now.** Check with Deal or Fair enough.
4. **Temperature check.** After two downsells, ask for a 1 to 10 score.
5. **Switch to payment plans.** If they like the features but not the price, use payment plan downsells.

## Where it comes from

From chapter: Section IV: Downsell Offers, pp. 111–142

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/feature-downsell.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/feature-downsell-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/feature-downsell.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-money-models/feature-downsell-dark.png