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Step 7 (pt. 2): Getting People to Buy More/More Often

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TRANSCRIPT:
Avish: Alright. The second way you can make more money from your customers is to get them to come back and buy more and more.
Fred: Yeah. Now we’re talking about frequency which is getting people to come back to you and buy more often rather than to buy more at the time of purchase in terms of volume.

Avish: Okay. And the first way to do that is one that sounds pretty obvious or basic but it’s worth saying. It’s probably the most important one which is to deliver great products.
Fred: Yeah. If you don’t have — if you don’t sell someone a great product; and again my rule that we’ve talked about before is the ten times rule which is if you produce something that you’re going to sell for a hundred dollars; you’ve got to give people the feeling the feeling that they would have been willing to spend a thousand dollars for it and still get good value from it.

So if you deliver great products and people go, holy crap this was unbelievably good. Their chance of buying more often goes way up. Yeah so that’s important is to deliver a great product; and by a great product I mean something’s easy to understand, easy to follow, gets results, all those things about great products.

Avish: Okay and is a great value.
Fred: And is a great value. Yeah.
Avish: Okay. So let’s see; you’ve done that. So next up is building a relationship with your buyer.

Fred: Yeah. In order to get people to — it’s sort of like dating. You go out on the first date with someone and if it’s a great date you’ve got to build that relationship with them and never disappoint them. So one of the things you want to do is in order to be able to go out with them more frequently is you’ve got to build that relationship. You’ve got to show them that you not only care about their money but you care about them and what their needs are and making sure to give them what they want; help them to get to their goals. And that relationship building is done with a few different things.

The two primary things that you are going to build a relationship with are you’re going to set up the time in your web marketing magic system. You’re going to set up some auto responders. And auto responders are those automated messages that go out whenever someone buys a product or a service. And those are automated messages that go out because they made that purchase at that time and they go out on some kind of a schedule; maybe once every three or four days for a period of weeks or months. So that’s one of the elements of building a relationship with them.

And the other element that is critically important is a regular communication that you have with them and it is totally unrelated to their buying of that product but it is still in the field. So if I bought product A from you I would be getting a series of auto responder messages about that specific product. And that’s what I would call sort of the timeless information that you’re giving out with regards to that product. And the timely information is a regular Ezine. Something that they will receive that is related to your field that is based on sort of current events. It’s not based on what the product they bought is. It’s based on what’s happening right now in the world in that field. Does that make sense?

Avish: Yeah. Absolutely. And since we’re talking about building a relation we talked a little bit about this before in some of the earlier segments. But with auto responders and Ezines, since we’re talking about how to get your people to buy more frequently, the temptation is going to be to load these auto responders and Ezines up with sales messages to try to get people to buy. So what is it — what are you really trying to do here?

Fred: Yeah. Well you’re trying to build a relationship with them hopefully to get them to buy more in the future but the last thing you want to do to get them to buy more in the future, to buy more often, is continually pumping them with sales messages. So those messages that you send to them especially in both the auto responders as well as the Ezine shouldn’t be packed with sales. The person who gets them shouldn’t say to themselves oh no not another sales pitch.

Again the good ratio to go with is about three or four to one which is four sort of content messages to every sales message or in terms of the actual Ezine or whatever it is themselves. If for example I send you an auto responder and 80 percent of it deals with great content. At the end I sort of pitch you about another product I have. That’s fine.

People are willing to tolerate that. But if a hundred percent of your auto responder is a sales message, I’m going to be a little bit resistant. Now you can do that every once in a while and let’s say you sent us an auto responder message that was completely sales oriented but it happened once every four or five times you contacted me or I contact you that would be fine.

Avish: Okay. Got it. So we’re really using this to build relationships and then by building that relationship it is okay for us to periodically drop in a sales offer.

Fred: Yeah. Don’t get me wrong. I’m not saying that building the relationships is done just out of, you know, purely…

Avish: Wanting people to like you.

Fred: Wanting people to like you and being a great guy. It’s wanting to get them to buy other things from you and to get again like we said to buy more often. Yep.

Avish: Okay. So the next way we can get people to buy more often is actually planting the seeds within our own products.

Fred: Yeah. So within the product that they buy you’re going to impress upon them the need for other additional products that should be bought now. So in other words again our goal here is to get them to buy more often. Within the products themselves you’re going to have a few little hidden and not so hidden sales messages for them to buy other products and services because naturally certain things that you’re covering in Product A will also be better and be more enhanced if they buy Product B. And so within Product A you’re going to make subtle and sometimes not so subtle references to why they should buy product B.

Avish: So could you give us an example of a subtle reference and an example of a not-so-subtle reference you might use?

Fred: Yeah. So for example you were going through my program — I mean like we’ve done it right here in this particular program. We’ve been talking a lot of the how-to’s of information marketing and info products and how to create them and how to sell them. And during the course of this particular program we’ve talked a lot about other products that I have like Web Marketing Magic. Now although I’ve used that frequently I think it’s been perfectly appropriate because it is something that they need. People listening to this program need it. But again I’ve dropped that in and in fact I don’t really — I think that the only problem people have is when they start to badger someone to buy something with no real reason other than it’s going to help me make more money. So the intent should be, “Look. If I bring up like we’re talking about hosting, I say you know one of the things you should use is cool hosting tool. Well cool hosting tool happens to be a program in which I get an affiliate commission for. But there’s nothing wrong with that because it was perfectly appropriate to bring it up there. But again I never try — I think the biggest problem is is when people don’t admit that they will get a piece of the action for making that sale. So be perfectly honest with people and again subtle and non-subtle was your question. I think that you know you again say to people wait. In the middle of a product you can say I don’t really care if you buy this from me but this is a product that you must have. It will really help you and anybody who does on-line marketing should have a program like Web Marketing Magic.

Avish: Right. So that’s a great way when you send people the resources and tools. But what about when you’re having a product on a topic and then you start getting into a little bit of a tangent and it’s a big other topic? Like for example, on here one of the things we talked a little bit about was speaking.

Fred: Yeah.

Avish: Now you’ve got all those other products on speaking and if we added speaking to this product it would be way out of the scope.

Fred: Correct.

Avish: And so is it appropriate there to say or does it feel like you’re holding something back and trying to get people to spend more…

Fred: I don’t think so as long as like it really does make sense. So like if we’re here talking about information marketing. One of the components — one of the ways to sell products is by doing a lot of speeches and selling your products at your speeches. That product and ours that we created which is 14 hours long; it wouldn’t make sense to take that 14-hour program and put it within this one. That is a separate product and really should be separated. Therefore I have no problems with saying hey if you want more information about speaking, you should go to speakingexpert.com and you can learn a complete other set of skills having to do specifically with speaking.

Avish: One thing I did notice is when you have done that and sent people to other paid resources, you’ve also still given some basic information and you’ve also sent them to some free resources as well.

Fred: Good point. So in other words if you’re talking about a topic and you want to mention something like speakingexpert.com, yes we did cover some of the elements of speaking in brief and just superficially but enough to give them — whet their appetite. We also sent them places where they could get free resources and again speakingexpert.com places and other areas that we sent them to resources that might be paid.

Avish: Right. So they’re not feeling like oh you’re just trying to sell me something.

Fred: Correct.

Avish: Okay. Great. The next thing you say to do in order to get people to buy more often is to show them how to use the products.

Fred: Yeah. A lot of the times people once they buy a product and this is sort of a health club sort of analogy. If you get someone to sign up for a health club, if you’re a health club manager or sales person. And you get them to sign up and they sign up for a year. But they never go. What’s going to end up happening when the next year comes up to renew.

Avish: Right. They’re just going to cancel.

Fred: Yeah. They’re going to cancel because they say I never use that. So the same thing is true with products. If you sell someone a product and don’t show them how to use that product; and this is a great use of your auto responders. Which is when the auto responders go out early on you know your third or fourth auto responder that says have you looked at page 11?

There is a really important thing you need to do there. So getting people once they’ve bought the product just because you made the sale doesn’t mean you shouldn’t be trying to get them to consume the product. Because if they consume the product they’ll be much more apt to buy another product and also they’ll be much more apt to see the various bounce backs and up sales that are inside that product if they actually go through it.

Avish: Okay. So. Even though it seems like extra work on your part by encouraging them and giving them additional information it will actually increase your sales in the future.

Fred: Absolutely.

Avish: Okay. Next up is continuing to prove that you are a leader.

Fred: Yeah. One of the things you want to do is in order to get people to buy more often they’ve got to see you doing stuff. Doing things in that field that show them that you’re someone that they should follow. So like for example when I do these weekly webinars on information marketing, I do them every week. And people can see that by the way on the site if they go to fredlink.com/webinars.

They can sign up to participate in these webinars for free. So I have to constantly and also attempting to get press coverage to be seen, etc. etc., producing more materials. People have to look at you as not someone who produced a product once and now 10 years later is like resting on those laurels. That isn’t a way to get people to buy more often. You have to continually be producing stuff in your field.

Avish: In order to do that you need to keep writing and keep researching and keep learning.

Fred: Yeah.

Avish: Yep.

Fred: And again this is why I suggest to people that they do not approach information marketing in a mercenary fashion just to make money. Because if you’re really into a topic it’s going to be a lot easier to stick with it and stick with it for the long run.

Avish: Got it. Okay. How about following up? You say it’s important to have good follow-up.

Fred: Yeah. Now good follow-up occurs both in terms of on-line and off-line methods. But what you want to do is once you understand that you have a customer and once they’ve bought something from you the first time. The relationship is definitely not over because your real value with that customer is getting them to buy more and more often. So therefore following up both in on–line or off-line methods; several of which we’ve talked about here but you should have a system by which every customer has now.

Now for example when I went recently to a given merchant. I just got a call from the company saying how was everything? Were you happy with this?

Again those kind of things are a good thing to do but remember when you do that kind of follow-up be prepared for negative feed-back as well.

Avish: Alright. Because —

Fred: They may not —

Avish: Because people’s honest feedback, they are going to —

Fred: Yeah. Sometimes they may not like something so you’d better be ready for that as well. So don’t expect it all to be roses and kisses.

Avish: Right. But of course if people out there aren’t happy with your products it’s probably good for you to find out so you can improve it in the future.

Fred: Absolutely.

Avish: Okay. The next up is to continue new product creation.

Fred: I think that if you’re in a field and you want to get people to buy more often you’ve got to have more things to buy. So this should be — the process of information marketing — should be an ongoing process where you’re constantly creating new products. On average every week I probably create another five to ten hours worth of usable material in some form. Some of it is free, some of it is paid, but I’m continually producing information in the information marketing field.

Avish: Now do you have a guideline when it comes to product creation in terms of how many new paid products a year a person should do or is there any kind of — Some people think like doing one a year is good. Or if it’s a book you know well one every five years some people do. It’s —

Fred: Yeah. Well all I can say is the more the better as long as all the products you produce are really, really valuable to your prospective market. So I don’t think there is a top end. I mean theoretically someone could produce a new product every day and if it was great they would not be exceeding the maximum capacity that they should produce.

But I mean you need to produce products as often as possible as long as every time you produce them whatever they are and even if they are free that people who are going to go through them and go, this is unbelievable. So you’ve got to make sure that you create great products at whatever fastest clip you can without disappointing the people that get them.

Avish: Alright. Great. Well that’s a lot of information. Any final thoughts on either getting people to buy more or getting to by more often?

Fred: Well again both of these components are key. Once people have bought something getting them to buy more at the time of order will dramatically — and by the way that example I gave earlier — when I called people up after they bought the net increase was about 35 percent increase in revenue so these are super important to get people to buy more at the time they first order and to get them to buy more often.

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