I make a Surgeon's salary "Selling Air"

I love selling air.

What the f*** does that even mean?

I stole the phrase from a famous story about a Canadian guy who made millions selling cans of Canadian air to Chinese consumers. 

Yes, you read that right, he became a millionaire SELLING AIR. 

The concept? He took something readily available and monetized it creatively, turning “nothing” into cash. 

Selling air is about finding that extra offering, usually a simple upsell, that can bring in a surprising amount of profit without much extra effort. 

Selling Air isn’t complicated, but it has to hit a few key points: 

1. Complementary to your main product, like a value add rather than a new product

2. Easy to implement

3. Customers can say yes to without much thought

A Quick Example from a Montreal Café

Right now, I’m writing this letter in a popular café in Montreal. 

I asked the barista if the croissant comes with butter and jam, and she told me, “We can offer it, No one ever asks for it and we don’t bring it up.” 

So, I wondered, what if they offered a small, custom spread for an extra 50 cents? 

Imagine a unique butter blend, maybe with a hint of cinnamon or a sweet touch, alongside the regular croissant. 

I watched about 50 croissants go out in the time I was there, each for $4. 

Adding that simple upsell could add an easy 10-12% to the average order with essentially no extra work. 

People are already opted in to the croissant, they are already $4 deep, what’s an extra 50 cents to enjoy it even more?

This tiny change requires almost no extra effort or cost but could have a real impact on profit.

How I Made a Surgeon’s Salary Selling Air

Now, let’s get to the part where I used this approach in my own business. 

Here are three specific “air” add-ons that brought in serious revenue with barely any extra work:

1. $199 One-Year Warranty on a $2,000 - $6,000 Product

   We offered a one-year warranty on high-ticket items for $199. 

Here’s the kicker: our products already came with a one-year warranty from our manufacturer. 

So if a product had an issue, we’d get a replacement at no cost and send the replacement to the customer. 

Yet, this add-on gave customers peace of mind, and they were willing to pay for it.

Was it unethical? No, because both customers, those who bought the warranty and those who didn’t, ultimately received the same level of service. 

The difference was that the paying customers felt a sense of added security. 

To them, the option was worth the investment, and that’s all that mattered. 

Happy customers across the board, with zero extra work for us.

Just this add-on (4 variants), brought in $130K USD so far this year, and it’s 100% profit. 

2. Shipping Protection for $49.99

Remember, our products are very high ticket, so a big fear customers have is what happens if it gets damaged in transit.

So, we added a $49.99 shipping protection option, covering any damage that might occur in transit. 

Here’s the thing: we shipped most products via air, so damage was rare. 

And in cases where it did happen, FedEx covered us. 

This meant that if a customer’s item was damaged, we’d replace it, file a claim with FedEx, and get reimbursed.

This tiny, low-cost upsell alone increased our annual profit by around $50,000. 

It added value from the customer’s perspective and didn’t create any logistical headaches for us. Just one more example of selling air.

3. Add-Ons and Accessories

The business I am referring to above is in the aftermarket autoparts space.

Here’s the thing, when you replace a part of your car, you need to do something with the original parts. 

You can throw it out, sell it, or in the case of most consumers: keep it in-case you sell your car.

This is because, most times when people want to purchase a used-vehicle, they want the original parts the vehicle came with.

The parts we replaced involved electronics, so dust, and water damage are a major issue.

So we decided to offer plugs the cover up the outlets and cables of these electronics.

We solved a very unique problem and odds are we are one of the only ones out there doing it for our customers, so the sales have been enormous. 

There are three variants, and to protect the identity of my brand, I crossed off the names of the product. 

Lastly, there is ONE MORE method I used to Sell Air, that my mentor Matt Stafford from Build Grow Scale taught me, but I won’t reveal it here as it’s one of his trade secrets.

But the numbers for it are below, the $71K is pure profit.

That brings the tally of the air I sell to around $476,000 USD in pure profit from add-ons.

Or, a surgeon’s salary for no extra work. 

Not bad.

How to Identify What “Air” You Can Sell

If you’re running a business, I guarantee there’s some form of “air” you could be selling. The trick is to keep it simple and relevant. Here’s a breakdown to help you spot those opportunities:

1. Look for Low-Cost Add-Ons That Complement Your Main Product

The best add-ons feel natural. 

Think of them as extensions of the product your customer is already buying. 

If you’re selling a premium coffee subscription, add a ceramic mug or a special blend of spices as a one-time offer. 

Keep it low-cost and easy to implement.

2. Prioritize Convenience and Peace of Mind

People will pay extra to make their lives easier. 

Whether it’s an extended warranty, shipping protection, or a faster delivery option, these little add-ons can bring peace of mind without straining your logistics. 

When you’re thinking of an upsell, ask yourself: “Does this make the experience more convenient or worry-free for the customer?” 

If the answer is yes, you’re onto something.

3. Find an Upsell with Minimal Logistical Impact

Selling air only works if it doesn’t add complexity to your operations. 

For example, a custom digital download for $5 won’t add to your shipping or inventory headaches. 

Or, if you’re offering a product warranty that’s already backed by the manufacturer, there’s zero logistical load on your side.

4. Make It Instantly Understandable

The add-on should be simple enough for customers to understand in seconds. 

Avoid over-complicating it with jargon or too many options. 

Selling air is about ease, so the upsell itself should reflect that. 

The simpler, the better.

Why Selling Air Works

At the end of the day, selling air is about creating value where others overlook it. 

It’s not about tricking customers; 

it’s about understanding what they value and offering it as a straightforward choice. 

When you do it right, both you and your customers benefit. 

They get peace of mind, convenience, or a little something extra they didn’t realize they wanted, and you add a healthy boost to your bottom line.

Now, think about your own business. Is there something you’re already doing that you could turn into an upsell? 

Is there a small add-on you could offer that enhances the main product without much effort on your end? 

Look closely. Because sometimes, the most profitable thing you can sell is practically invisible.

- Vessal