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