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Copyright (C) Godfrey Heron
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How to IMMEDIATELY increase customers orders by at least 30%
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When a potential customer decides to order your product,
the introduction of the following technique can increase
your profit from the initial order unbelievably.
A customer at the point of purchase is often extremely
favorable to an additional offer or what has been termed
the "upsell" or cross sell". This technique is pure profit
as your additional cost for the resulting sale is ZERO.
This technique has been tested time and time again and is
statistically PROVEN to increase your sales. This involves
the use of psychological *triggers*. These are words used
in a deliberate context to take advantage of your state of
mind or to transform your present emotional state to one
which favors the buying of the product.
Let's use an example that we are all familiar with. The TV
infomercial.
The latest exercise gear being advertised on the market is
the AB-MAXIMISER. As the well toned models display the
versatility and effectiveness of the product and you are
almost convinced to buy, they throw in the clincher:-
"if you order now" not only do you get the ---product
but you also get another ----product free.
SIDEBAR
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It has been shown that declaring :
"buy 1 get 1 free" yields better results than,
"Get two for the price of one"
Emotionally with the first pitch we are more inclined
to believe we are getting twice the *value* for the cost
of one item
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The important point to grasp here, is to use your basic
product, a loss leader if you will, that the customer
believes is an excellent value. Then you introduce a
second product which offers the customer more value,
but gives you a healthy profit margin.
So how do you work that into your Internet business?
Just do a little brainstorming. Can you offer a product
that you can offer volume discounts on?
You may offer a basic product to hold the customer while
gently suggesting another. Internet businesses have a
variety of means of doing this.
After a customer has gone to the order page of your product
you may :
(1) Bring up a page recommending your "platinum" product for
a few extra dollars. Again the psychological impact is that
the customer says well, heck, I'm already prepared to pay x
dollars, I might as well get the whole kaboodle for a couple
of dollars more.
(2) The order page could have a check box which may or may
not be checked already, with the following comments:
" Would you also like to offer product y , our customers that
purchase product y have all exclaimed how glad they were to
make that purchase"
This a technique used by a lot of Internet marketers with great
effect.
(3) Instead of the "hard" sell you could say :
The customers who bought product x also bought product y,
and then give links to product y.
Internet bookstores use this with good results.
(4) Another key aspect of upselling you may use in your
business is to offer a trial period, either free or for
a minuscule amount, like $1. Then you charge regular pricing
after the trial period. The merit of this course of action
is that the persons who might not have bought your
product, being a bit skeptical, will have a practically
risk free opportunity to try out your product.
CONCLUSION
Remember that traditional marketing concepts and principles
are not suspended because you are doing business on the Internet.
In fact there is a lot to be gained from understanding how
direct mail order firms operate.
Don't forget the 20 percent rule though, what's that?
20 percent of your customers will contribute to 80 percent of
your sales. This is true of affiliates as well.
So although you shouldn't ignore the 80 percent, concentrate your
cross selling and up selling efforts on the 20 percent that have
the greatest significance to your business.
About the Author
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