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