| First of all, get your mind out of the
| |
| | pretty good reviews, it
|
| gutter -- I said
| |
| | didn't really sell very many copies, and
|
| "back-end", not "rear-end", O.K.?You
| |
| | in fact, 10 years
|
| see, today I'm going to teach you about
| |
| | later it was nearly out-of-print.O.K.,
|
| getting
| |
| | now roll the clock forward 11 years later
|
| "back-end" sales and why you must make
| |
| | to 1999.
|
| them.And, if you're still struggling with
| |
| | Jon Krakauer writes "Into Thin Air",
|
| your back-end sales,
| |
| | another book about a
|
| and you can't seem to nail down "what"
| |
| | mountain-climbing tragedy -- this time
|
| to sell as your
| |
| | about a climb that
|
| back-end product, I'm also going to
| |
| | took place in 1996 along Mount
|
| give you a unique
| |
| | Everest.(And by-the-way... did you know
|
| mind-set to use, so that by the time
| |
| | Mount Everest is located in
|
| we're finished...
| |
| | Nepal, which is a small country about
|
| coming up with a back-end product
| |
| | half the size of New
|
| should be a cinch!We're going to talk
| |
| | Mexico, just in between India and China?
|
| about 3 things:1. What is a "back-end"
| |
| | I didn't know
|
| sale?2. Some specific examples of
| |
| | that.)Anyhow, for whatever reason,
|
| back-end sales! And...3. How to make a
| |
| | Krakauer's book becomes a hit.All of a
|
| back-end sale even when you think you
| |
| | sudden, from out of nowhere... Joe
|
| can't
| |
| | Simpson's 11
|
| get one! (And why there's ALWAYS a sale
| |
| | year-old and for all intents and
|
| to be made!)
| |
| | purposes, "dead" book
|
| O.K., so without any further
| |
| | "Touching The Void"... starts selling
|
| adieu...What's A Back-End Sale?A back-end
| |
| | again.But this time it's selling...Like
|
| sale is, your "sale after the sale".
| |
| | Hotcakes!How well did "Touching The Void"
|
| Meaning,
| |
| | start selling this time
|
| it's what you sell one of your clients
| |
| | around?It sold so well, Random House
|
| or customers, after
| |
| | (the publisher) had to crank
|
| you've sold them you're "main" service
| |
| | out a whole new edition, just to keep up
|
| or product.You see, most people are so
| |
| | with the demand for
|
| possessed with just "getting" a
| |
| | the book.Then because of all the new
|
| new customer, once your sale is made and
| |
| | online activity, offline
|
| your euphoria is
| |
| | booksellers began a flurry of new
|
| gone... you're so excited, you just
| |
| | in-store campaigns... and
|
| start thinking about
| |
| | before you know it, it's on the New
|
| your "next" piece of business and you
| |
| | York Times Bestseller
|
| leave a bunch of money
| |
| | List...For 14 Freakin' Weeks!Not bad for
|
| lying on the table by not helping this
| |
| | a book that was all but written off
|
| new customer of
| |
| | 6-months
|
| yours out, even more.The truth is,
| |
| | earlier, is it?And how did this
|
| you're not finished with that first
| |
| | happen?The answer is simple: recommended
|
| customer
| |
| | "Touching The
|
| yet -- not by a long-shot.What you
| |
| | Void" as a back-end sale to people who
|
| should be thinking about, is... your
| |
| | bought "Into Thin
|
| "back-end"
| |
| | Air".Incredible, huh?The moral of the
|
| sale.In fact, you shouldn't ever think
| |
| | story is... back-end sales and upsells
|
| of selling anything unless
| |
| | may
|
| you've got a back-end sale behind
| |
| | be the easiest money you're not getting
|
| it.Why?Well, just think about it: What's
| |
| | if you're not doing
|
| the toughest time to get
| |
| | this right!You must start training your
|
| money out of someone?The first time,
| |
| | mind to always think of
|
| right?And what's the easiest time to get
| |
| | selling, like a "1-2" punch from a
|
| money out of someone?Either the same time
| |
| | heavyweight boxer.You tag 'em with your
|
| they're giving you money or after
| |
| | jab, and then immediately afterwards,
|
| they've given you money, right?Back-end
| |
| | send 'em an solid uppercut, like this:
|
| sales are the sales you make just after
| |
| | "Front-end,
|
| your
| |
| | back-end... front-end, back-end...
|
| customer gives you money.Listen, in
| |
| | front-end, back-end."O.K.?Lastly, let's
|
| business there's very little
| |
| | take a look at...How to make a back-end
|
| "low-hanging" fruit
| |
| | sale even when you think you can't
|
| to pick off the trees. So please don't
| |
| | make one!
|
| leave one of the
| |
| | (And why there's ALWAYS a sale to be
|
| few opportunities you have to make some
| |
| | made!)There are some professions where
|
| "easy money" left
| |
| | you think, "Hey, I can't
|
| lying around unattended, O.K.?And
| |
| | get a back-end sale here -- I can only
|
| sometimes, the only low-hanging fruits
| |
| | get one sale because
|
| you get to
| |
| | nothing's "left" after that."Well ye of
|
| stretch your arm out and snap off that
| |
| | little faith... come hither... settle
|
| beautiful bountiful
| |
| | down... and
|
| fruit-tree, are called a "back-end"
| |
| | listen very closely to what I'm about to
|
| sales or "upsells".Whenever you sell
| |
| | say... because
|
| someone something, always think about
| |
| | what you really need to do is just
|
| another logical sale you can make to
| |
| | start looking at things
|
| your customer, either
| |
| | differently.Sometimes, you need to look
|
| at the same time (an upsell)... or
| |
| | at your business, as a series of
|
| shortly afterwards (a
| |
| | little "mini-systems" all put
|
| back-end sale).Just start getting
| |
| | together.When one system ends, another
|
| yourself into that mindset --
| |
| | one begins...Each of your systems are
|
| re-programming, or re-training your
| |
| | going to have different
|
| thinking so this becomes
| |
| | end-results, but the overall goal is
|
| your "norm" -- and over time you will
| |
| | always going to be...To Stuff More
|
| become SERIOUSLY
| |
| | Greenbacks Into Your Fat Little Piggy
|
| wealthier because of it.Let me show you
| |
| | Bank!Make sense? Comprende?
|
| some specific examples here so you can
| |
| | Comprenez-vous?Good. I was running out
|
| see
| |
| | of languages to use.Anyway, here's an
|
| what I mean:Here Are Your Back-End
| |
| | example of what you'd probably think is a
|
| Samples:
| |
| | traditional "one-shot sale" kind of
|
| A few weeks ago I took my older son to
| |
| | business, and how
|
| the Incubus concert.Aside from having a
| |
| | you're going to get a back-end product
|
| fantastic time, sharing some quality
| |
| | out of it.I'm talking about the
|
| father-son "bonding", we were able to
| |
| | proverbial real estate broker.Imagine
|
| teach see some solid
| |
| | you're a real estate broker. You're
|
| back-end marketing being done at the
| |
| | probably
|
| show.For example, after forking over $70
| |
| | thinking, "After I sell someone a house,
|
| bucks for the tickets...
| |
| | what could I
|
| once we were at the show, I also got the
| |
| | possibly sell them after that?"Well,
|
| pleasure of
| |
| | you've got a few choices here:If you look
|
| droppinganother $35 Dollars on a t-shirt
| |
| | at your business a little differently,
|
| for my son.If I wanted, I also could've
| |
| | you don't
|
| bought a $25 Dollar baseball
| |
| | look at what you can sell them.
|
| cap... a $15 Dollar program... and a $20
| |
| | Instead, you look at "What
|
| Dollar CD.Lucky Me!My point is... each of
| |
| | other sources of income can you get out
|
| these related items being sold at the
| |
| | of them?"Like...Referrals for
|
| concession stands are "back-end" sales
| |
| | example!Let's look at the numbers here to
|
| to the up-front
| |
| | see what I'm talking
|
| ticket sale. And in actual fact, when
| |
| | about.If you sell a home or a condo for
|
| it comes down to
| |
| | $200,000 and you split
|
| it... the concert itself, is a back-end
| |
| | your 6% commission evenly with another
|
| sale.The original sale was made when I
| |
| | realtor, you wind up
|
| bought the Incubus CD in
| |
| | making $6,000 Dollars, right?Right.Now
|
| the first place.As an aside, you want to
| |
| | what do most real estate brokers do after
|
| hear some curious differences
| |
| | their
|
| between going to a concert today, versus
| |
| | transaction is over?After they help you
|
| going to one in
| |
| | buy or sell your home -- if you're LUCKY
|
| 1981, which was the year I graduated
| |
| | -- they send you a nice fruit basket
|
| high school?Well for starters, when I
| |
| | that costs $50 bucks,
|
| went to concerts at Madison Square
| |
| | and then every Christmas after that,
|
| Garden, kids were passing around loose
| |
| | they send you a cheesy
|
| joints.Now, they're passing around their
| |
| | calendar with their picture on it.And
|
| cell phones and capturing
| |
| | usually when you get the cheesy calenday,
|
| pieces of the concert "live" to show
| |
| | you look at it
|
| their friends in
| |
| | and then you toss it in the garbage.(Or
|
| school tomorrow morning.Another
| |
| | else you give it to one of your older
|
| difference I noticed, was... I never had
| |
| | relatives that
|
| an
| |
| | either lives in another country, or that
|
| opportunity to sit in the "good seats"
| |
| | you don't really
|
| when I was a kid, and
| |
| | like very much. True?)But what if
|
| so of course, back then I
| |
| | instead of doing this, you take 10% of
|
| rationalized... "It didn't
| |
| | your
|
| matter -- I was there for the music."But
| |
| | commission, and buy your clients 2
|
| you know what? The truth is, 4th row
| |
| | round-trip airline
|
| center really is
| |
| | tickets to Las Vegas, or somehwere else
|
| better than the nosebleed
| |
| | they'd really enjoy
|
| section!Anyway, let's take a look at a
| |
| | going?And then, instead of the cheesy
|
| couple more "back-end"
| |
| | calendar you send out at
|
| examples.Here's one: Ever buy something
| |
| | Christmas, what if you sent them a
|
| online, and then a
| |
| | monthly newsletter called
|
| week-or-so later, you get a coupon
| |
| | "Craig Garber's Low-Cost And Easy
|
| e-mailed to you, or a
| |
| | Two-Minute Tips To
|
| notice about a sale on a "similar"
| |
| | Keeping Your Family Home Looking Like A
|
| item?Of course, right?Well, that's your
| |
| | Million-Dollar
|
| "back-end" sales pitch?And it works
| |
| | Estate!" (except you'd put your name
|
| because you have a tendency to "want" in
| |
| | on your newsletter
|
| droves.For example, if you buy some
| |
| | and not my name, of course)Don't you
|
| bodybuilding supplements,
| |
| | think if you did these 2 things alone,
|
| chances are you're going to be very open
| |
| | you'd have
|
| to buying some more
| |
| | your clients endorsing you all over town
|
| "amazing new" supplements or some
| |
| | emphatically,
|
| "unique inside secrets
| |
| | each-and-every single opportunity they
|
| the Russians have been hiding about
| |
| | could?These folks wouldn't be clients,
|
| their strength
| |
| | they'd be hard-core members
|
| training", soon after that.Make sense
| |
| | of your fan club, and ANY time they
|
| now?This all has to do with the 3 Magical
| |
| | heard someone wanted a
|
| Elements you should be
| |
| | realtor, they'd do absolutely EVERYTHING
|
| using to nail down your offer list, but
| |
| | in their power to
|
| we'll talk about
| |
| | make sure it was you.Plus, what if you
|
| that next week.Another example would be
| |
| | reminded them every month in your
|
| when you buy retail items,
| |
| | newsletter, you'd pay them $500 Dollars
|
| especially when your sales person gets
| |
| | for every person
|
| paid a commission, as
| |
| | they referred to you, who ultimately
|
| opposed to... let's say an hourly
| |
| | either bought or sold
|
| department store
| |
| | a house using you!How much of a raving
|
| employee, where you're lucky if they're
| |
| | fan would each of your clients be in
|
| even conscious or
| |
| | THAT case?So you wind up spending $1,100
|
| civil.When you go up to the counter,
| |
| | Dollars to get a new client
|
| don't the best sales people
| |
| | that's going to put at least another
|
| try to accessorize your outfit?Scarf
| |
| | $6,000 Dollars in your
|
| with your blouse ladies? Handcream with
| |
| | pocket!Sounds like a winner to me,
|
| your perfume?
| |
| | doesn't it?And, these new clients will be
|
| Tie with your shirt fellas? Appetizer
| |
| | much better than your average
|
| with your frozen
| |
| | run-of-the-mill clients, too. Remember,
|
| margaritas?Each of these items (the
| |
| | these clients
|
| scarf... the handcream... the
| |
| | called on you for your expertise, and
|
| tie... and the appetizers) are all
| |
| | they don't need to be
|
| upsells to your original
| |
| | "sold" on anything.They've already been
|
| purchase.Are you starting to get this
| |
| | "pre-sold" on you. You've been so
|
| concept here a little better?Good.And
| |
| | heavily endorsed by the people who
|
| what about when you buy a book or a CD on
| |
| | referred them, they're
|
| You know how, once you put your book into
| |
| | going to do everything you tell them to
|
| your shopping
| |
| | do, including
|
| cart, they show you "people who bought
| |
| | working with you exclusively, and you're
|
| this book also
| |
| | going to love it.And here's yet another
|
| bought..." and then there's a bunch of
| |
| | way you could make some back-end
|
| titles listed?Well, that "pitch" is a
| |
| | sales. What if you had articles in your
|
| back-end pitch, and it's following
| |
| | monthly written by
|
| all the rules:They're pitching to you
| |
| | local people like designers...
|
| when you're already agreeing to pay
| |
| | furniture store managers...
|
| them some dough...They're pitching you a
| |
| | pest control operators... caterers...
|
| similarly-priced item...And, they're
| |
| | landscape artists...
|
| pitching you a relevant item! If you
| |
| | insurance agents... accountants... and
|
| bought a
| |
| | other people who
|
| book on parenting, they're not going to
| |
| | could help your clients.And each of
|
| recommend something
| |
| | these articles contained a special offer,
|
| that has to do with the history of
| |
| | only
|
| rubber tires in lower
| |
| | for people who read your
|
| Slovenia. They're going to recommend
| |
| | newsletter.Then, whenever someone called
|
| another book to help
| |
| | and used one of those coupons,
|
| you raise your little guys.Think those
| |
| | you'd have an arrangement with the
|
| back-end pitches don't work?Au
| |
| | vendor that says you get
|
| contraire...Let me tell you a little
| |
| | "X" percent of the gross purchases, or a
|
| story about those Amazon back-end
| |
| | flat referral
|
| pitches.Back in 1988, Joe Simpson wrote
| |
| | fee, or free pest control, or
|
| a book called "Touching The
| |
| | whatever.See the back-end potential of
|
| Void".Joe was a British mountain climber
| |
| | this "one-shot" business now?Remember,
|
| and "Touching The Void"
| |
| | with a little thought... a hell of a lot
|
| was his story of the near-death
| |
| | of
|
| experience he had, while
| |
| | ambition... and a willingness to take
|
| climbing up the Peruvian Andes
| |
| | action...Everything's Possible!Now go
|
| mountains.Now even though Joe's book got
| |
| | sell something.P.S.
|
