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Online store i-Tunes provides a superb example of capitalising on a customer’s buying mood.

A friend commented recently: “I wanted to try the music of Karl Jenkins. I clicked on his album and soon found music which really appealed to me. I bought the item for $2.39. On the left of the screen was a message which said I could buy the rest of the album for $9.50. Thinking I had already missed a discount, I bought another tune and the same frame told me I could buy the rest of the album for a lesser price. I-Tunes was giving me a discount to entice me to buy the rest.”

When a customer is in a buying mood, it pays to offer a generous discount to get another sale.