Enter the complicated world of real estates


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My, What A Nice Back-End You've Got Baby!

First of all, get your mind out of the gutter
--  I  saiddidn't really sell very many copies, and in
fact,  10  years
"back-end", not "rear-end", O.K.?You see,
today  I'm  going  to teach you about gettinglater it was nearly out-of-print.O.K., now
roll the clock forward 11 years later to
"back-end" sales and why you must make1999.
them.And, if you're still struggling with
your  back-end  sales,Jon Krakauer writes "Into Thin Air", another
book  about  a
and you can't seem to nail down "what" to
sell  as  yourmountain-climbing tragedy -- this time about
a  climb  that
back-end product, I'm also going to give
you  a  uniquetook place in 1996 along Mount Everest.(And
by-the-way... did you know Mount Everest is
mind-set to use, so that by the time we'relocated  in
finished...
Nepal, which is a small country about half
coming up with a back-end product should bethe  size  of  New
a cinch!We're going to talk about 3 things:1.
What is a "back-end" sale?2. Some specificMexico, just in between India and China? I
examples of back-end sales! And...3. How todidn't  know
make a back-end sale even when you think you
can'tthat.)Anyhow, for whatever reason,
Krakauer's book becomes a hit.All of a
get one! (And why there's ALWAYS a sale tosudden, from out of nowhere... Joe Simpson's
be  made!)11
O.K., so without any further adieu...What'syear-old and for all intents and purposes,
A Back-End Sale?A back-end sale is, your"dead"  book
"sale  after  the  sale". Meaning,
"Touching The Void"... starts selling
it's what you sell one of your clients oragain.But this time it's selling...Like
customers,  afterHotcakes!How well did "Touching The Void"
start  selling  this  time
you've sold them you're "main" service or
product.You see, most people are so possessedaround?It sold so well, Random House (the
with  just  "getting"  apublisher)  had  to  crank
new customer, once your sale is made andout a whole new edition, just to keep up
your  euphoria  iswith  the  demand  for
gone... you're so excited, you just startthe book.Then because of all the new online
thinking  aboutactivity,  offline
your "next" piece of business and you leavebooksellers began a flurry of new in-store
a  bunch  of  moneycampaigns...  and
lying on the table by not helping this newbefore you know it, it's on the New York
customer  ofTimes  Bestseller
yours out, even more.The truth is, you'reList...For 14 Freakin' Weeks!Not bad for a
not  finished  with  that  first  customerbook  that  was  all but written off 6-months
yet -- not by a long-shot.What you should beearlier, is it?And how did this happen?The
thinking  about,  is...  your  "back-end"answer  is  simple: recommended "Touching The
sale.In fact, you shouldn't ever think ofVoid" as a back-end sale to people who
selling  anything  unlessbought "Into  Thin
you've got a back-end sale behindAir".Incredible, huh?The moral of the story
it.Why?Well, just think about it: What's theis...  back-end  sales  and  upsells  may
toughest  time  to  get
be the easiest money you're not getting if
money out of someone?The first time,you're  not  doing
right?And what's the easiest time to get
money out of someone?Either the same timethis right!You must start training your mind
they're  giving  you  money  or  afterto  always  think  of
they've given you money, right?Back-endselling, like a "1-2" punch from a
sales  are the sales you make just after yourheavyweight boxer.You tag 'em with your jab,
and  then  immediately  afterwards,
customer gives you money.Listen, in business
there's  very  little  "low-hanging"  fruitsend 'em an solid uppercut, like this:
"Front-end,
to pick off the trees. So please don't
leave  one  of  theback-end... front-end, back-end...
front-end, back-end."O.K.?Lastly, let's take
few opportunities you have to make somea look at...How to make a back-end sale even
"easy  money"  leftwhen  you  think  you  can't
lying around unattended, O.K.?And sometimes,make  one!
the  only  low-hanging  fruits  you  get  to
(And why there's ALWAYS a sale to be
stretch your arm out and snap off thatmade!)There are some professions where you
beautiful  bountifulthink,  "Hey,  I  can't
fruit-tree, are called a "back-end" salesget a back-end sale here -- I can only get
or "upsells".Whenever you sell someoneone  sale  because
something,  always  think  about
nothing's "left" after that."Well ye of
another logical sale you can make to yourlittle faith... come hither... settle down...
customer,  eitherand
at the same time (an upsell)... or shortlylisten very closely to what I'm about to
afterwards  (asay...  because
back-end sale).Just start getting yourselfwhat you really need to do is just start
into  that  mindset  --looking  at  things
re-programming, or re-training your thinkingdifferently.Sometimes, you need to look at
so  this  becomesyour  business,  as  a  series  of
your "norm" -- and over time you willlittle "mini-systems" all put together.When
become  SERIOUSLYone system ends, another one begins...Each of
your  systems  are  going  to  have different
wealthier because of it.Let me show you some
specific  examples  here  so  you  can  seeend-results, but the overall goal is always
going to be...To Stuff More Greenbacks Into
what  I mean:Here Are Your Back-End Samples:Your Fat Little Piggy Bank!Make sense?
Comprende? Comprenez-vous?Good. I was
A few weeks ago I took my older son to therunning out of languages to use.Anyway,
Incubus concert.Aside from having a fantastichere's an example of what you'd probably
time,  sharing  some  qualitythink  is  a
father-son "bonding", we were able to teachtraditional "one-shot sale" kind of
see  some  solidbusiness,  and  how
back-end marketing being done at theyou're going to get a back-end product out
show.For example, after forking over $70of it.I'm talking about the proverbial real
bucks  for  the  tickets...estate broker.Imagine you're a real estate
broker. You're  probably
once we were at the show, I also got the
pleasure  ofthinking, "After I sell someone a house,
what  could  I
droppinganother $35 Dollars on a t-shirt for
my son.If I wanted, I also could've bought apossibly sell them after that?"Well, you've
$25  Dollar  baseballgot a few choices here:If you look at your
business  a  little  differently,  you  don't
cap... a $15 Dollar program... and a $20
Dollar CD.Lucky Me!My point is... each oflook at what you can sell them. Instead,
these  related  items  being  sold  at  theyou  look  at  "What
concession stands are "back-end" sales toother sources of income can you get out of
the  up-frontthem?"Like...Referrals for example!Let's look
at  the  numbers here to see what I'm talking
ticket sale. And in actual fact, when it
comes  down  toabout.If you sell a home or a condo for
$200,000  and  you  split
it... the concert itself, is a back-end
sale.The original sale was made when I boughtyour 6% commission evenly with another
the  Incubus  CD  inrealtor,  you  wind  up
the first place.As an aside, you want tomaking $6,000 Dollars, right?Right.Now what
hear  some  curious  differencesdo  most  real  estate brokers do after their
between going to a concert today, versustransaction is over?After they help you buy
going  to  one  inor  sell  your  home  --  if  you're  LUCKY
1981, which was the year I graduated high-- they send you a nice fruit basket that
school?Well for starters, when I went tocosts  $50  bucks,
concerts  at  Madison  Square
and then every Christmas after that, they
Garden, kids were passing around loosesend  you  a  cheesy
joints.Now, they're passing around their cell
phones  and  capturingcalendar with their picture on it.And
usually when you get the cheesy calenday, you
pieces of the concert "live" to show theirlook  at  it
friends  in
and then you toss it in the garbage.(Or else
school tomorrow morning.Another differenceyou give it to one of your older relatives
I  noticed,  was...  I  never  had  anthat
opportunity to sit in the "good seats" wheneither lives in another country, or that you
I  was  a  kid,  anddon't  really
so of course, back then I rationalized...like very much. True?)But what if instead
"It  didn'tof  doing  this,  you  take  10%  of  your
matter -- I was there for the music."But youcommission, and buy your clients 2
know what? The truth is, 4th row centerround-trip  airline
really  is
tickets to Las Vegas, or somehwere else
better than the nosebleed section!Anyway,they'd  really  enjoy
let's take a look at a couple more "back-end"
going?And then, instead of the cheesy
examples.Here's one: Ever buy somethingcalendar  you  send  out  at
online,  and  then  a
Christmas, what if you sent them a monthly
week-or-so later, you get a coupon e-mailednewsletter  called
to  you,  or  a
"Craig Garber's Low-Cost And Easy
notice about a sale on a "similar" item?OfTwo-Minute  Tips  To
course, right?Well, that's your "back-end"
sales pitch?And it works because you have aKeeping Your Family Home Looking Like A
tendency  to  "want"  inMillion-Dollar
droves.For example, if you buy someEstate!" (except you'd put your name on
bodybuilding  supplements,your  newsletter
chances are you're going to be very open toand not my name, of course)Don't you think
buying  some  moreif  you  did these 2 things alone, you'd have
"amazing new" supplements or some "uniqueyour clients endorsing you all over town
inside  secretsemphatically,
the Russians have been hiding about theireach-and-every single opportunity they
strengthcould?These folks wouldn't be clients, they'd
be  hard-core  members
training", soon after that.Make sense
now?This all has to do with the 3 Magicalof your fan club, and ANY time they heard
Elements  you  should  besomeone  wanted  a
using to nail down your offer list, butrealtor, they'd do absolutely EVERYTHING in
we'll  talk  abouttheir  power  to
that next week.Another example would bemake sure it was you.Plus, what if you
when  you  buy  retail  items,reminded  them  every  month  in  your
especially when your sales person gets paidnewsletter, you'd pay them $500 Dollars for
a  commission,  asevery  person
opposed to... let's say an hourlythey referred to you, who ultimately either
department  storebought  or  sold
employee, where you're lucky if they're evena house using you!How much of a raving fan
conscious  orwould  each  of  your  clients  be  in
civil.When you go up to the counter, don'tTHAT case?So you wind up spending $1,100
the  best  sales  peopleDollars  to  get  a  new  client
try to accessorize your outfit?Scarf withthat's going to put at least another $6,000
your blouse ladies? Handcream with yourDollars  in  your
perfume?
pocket!Sounds like a winner to me, doesn't
Tie with your shirt fellas? Appetizer withit?And, these new clients will be much better
your  frozenthan  your  average
margaritas?Each of these items (the scarf...run-of-the-mill clients, too. Remember,
the  handcream...  thethese  clients
tie... and the appetizers) are all upsellscalled on you for your expertise, and they
to  your  originaldon't  need  to  be
purchase.Are you starting to get this"sold" on anything.They've already been
concept here a little better?Good.And what"pre-sold"  on  you. You've  been  so
about when you buy a book or a CD on You know
how, once you put your book into yourheavily endorsed by the people who referred
shoppingthem,  they're
cart, they show you "people who bought thisgoing to do everything you tell them to do,
book  alsoincluding
bought..." and then there's a bunch ofworking with you exclusively, and you're
titles listed?Well, that "pitch" is agoing to love it.And here's yet another way
back-end  pitch,  and  it's  followingyou  could  make  some  back-end
all the rules:They're pitching to you whensales. What if you had articles in your
you're  already  agreeing  to  paymonthly  written  by
them some dough...They're pitching you alocal people like designers... furniture
similarly-priced item...And, they're pitchingstore  managers...
you  a  relevant  item! If  you  bought  a
pest control operators... caterers...
book on parenting, they're not going tolandscape  artists...
recommend  something
insurance agents... accountants... and
that has to do with the history of rubberother  people  who
tires  in  lower
could help your clients.And each of these
Slovenia. They're going to recommendarticles  contained  a  special  offer,  only
another  book  to  help
for people who read your newsletter.Then,
you raise your little guys.Think thosewhenever someone called and used one of those
back-end pitches don't work?Aucoupons,
contraire...Let me tell you a little story
about  those  Amazon  back-endyou'd have an arrangement with the vendor
that  says  you  get
pitches.Back in 1988, Joe Simpson wrote a
book  called  "Touching  The"X" percent of the gross purchases, or a
flat  referral
Void".Joe was a British mountain climber and
"Touching  The  Void"fee, or free pest control, or whatever.See
the back-end potential of this "one-shot"
was his story of the near-death experiencebusiness now?Remember, with a little
he  had,  whilethought...  a  hell  of  a  lot  of
climbing up the Peruvian Andesambition... and a willingness to take
mountains.Now even though Joe's book gotaction...Everything's Possible!Now go sell
pretty  good  reviews,  itsomething.P.S.



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