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