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WEBSITE MARKETING

Selling For Bigger Profits
By: Developer Shed
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    2004-02-11

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    Selling For Bigger Profits
    Gauher Chaudhry

    Copyright By Gauher Chaudhry, All Rights Reserved

    Imagine, you are selling the coolest looking cowboy boots on the
    Internet and everyone is dying to buy a pair from you! At $200
    a pair with a gross margin of 20%, you think you are making a
    mint. You competitor is selling similar boots on their web site
    for the same price, but their overall profits always seem to be
    75% higher then yours. Why?

    They managed to increase the average transaction of each of
    their sales by hitting their customers hard with an "upsell."
    When their customer is ordering their cowboy boots, your
    competitor asks the customer if he/she would like to also
    receive a cool cowboy hat for only $20 more. This is an example
    of an upsell. Trying to get more money out of the customer at
    the point of purchase.

    The most common example of this technique being used are at fast
    food restaurant chains. They offer to upsize your combo for an
    extra 50 cents. This technique has been ingrained into
    McDonalds employee heads so hard that when you order anything,
    you always hear, "Would you like fries with that?"

    Sometimes I wonder if McDonalds has gone to far to make sure
    employees apply these concepts. I once went to McDonalds and
    ordered some "fries" and the cashier replied back "Would you
    like some "fries" with that?" Hmmm, I think the first order of
    fries will be enough, thank you.

    You should sit back and come up with a list of products or
    services that you could use as upsell items. You should only
    offer your upsell items at a special price, available only with
    their initial order.

    Not only should you upsell, you should also back-end sell!

    Most marketers are successful because they apply back-end
    selling into their marketing efforts. Back-end selling is when
    you sell other products or services to your existing customers
    after they have purchased an initial product.

    It is always easier to sell products or services to your
    existing customers because you have developed a relationship
    with them when you sold your first product or service to them.
    You will find it less expensive to sell to old customers as
    compared to selling to new customers.

    Your conversion ratio will be dramatically higher with existing
    customers! Everytime you continue selling back-end products or
    services to existing customers, you will be building a life-long
    relationship. You should continually bring out new back-end
    products or services to sell to existing customers. They will
    keep buying and buying and buying...

    You get the point. Nuff said.

    Many businesses sell their front-end products (initial products)
    at almost zero profit in order to generate back-end profits.
    These businesses do not care even if they lose money on the
    front-end products or services, they want the back-end profits!

    One of the prime examples is Ken Evoy, who sells the "Make Your
    Site Sell" book (http://myss.sitesell.com/coolcash.html) for
    only $17 U.S. This 800-page book is worth a heck of a lot more
    money, but Ken figures he will recoup his costs selling his
    back-end products such as his latest ebook Make Your Knowledge
    Sell (http://myks.sitesell.com/coolcash.html) at a much higher
    price.

    Trust me, you will find it hard to develop a profitable business
    if you sell only one product. You will be spending too much
    time and money trying to acquire new customers.

    Integrate upselling and back-end selling in all your marketing
    efforts and you will almost instantly raise your sales and
    profits.

    ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
    Gauher Chaudhry is editor of Cool Cash Ezine. You can subscribe by sending
    an email to subscribe@freecoolcash.com with "sub-art" in the subject.

    Join Gauher's two-tier affiliate program by promoting his latest book "EZ Money
    With Ezines." Gauher teaches individuals how to make thousands of dollars in
    the ezine publishing business! http://www.ezmoneywithezines.com
    ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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