Looking Back At Nearly A Decade Of Underground

Today, I want to take you on a little bit of a journey back and look at pretty much a decade of the Underground Online Seminar® as we get ready to celebrate what’s going to be our 10th Anniversary.

You’ll hear a little bit of how it got started, some really behind the scenes stuff you’ve probably never heard before and some of my best memories and experiences.

Very few people even know the tragic event that caused me to almost cancel the very first Underground, the celebrity speaker who choked me out and a few other crazy stories.

Instead of making a huge blog post I decided to shoot a little video for you. Take a look….

So, there you have it – some of my biggest and best memories and experiences…

Free Ticket?

Since this is going to be the biggest and baddest 10th year anniversary – I want to do something special.

What I’d like to do is give you an opportunity to win a free ticket to the 2014 Underground® X Online Seminar simply by sharing below in the comment section what you best memory was from any previous Underground that you attended.

Or if you’ve never attended the Underground® then tell me what you think would be the biggest memory if you were to attend.

That’s it.

Write your response in the comments below by November 25th and on Thanksgiving, AJ and I will pick the winner who’ll receive a free ticket to the 2014 Underground® X Online Seminar in New Orleans.

Looking forward to hearing all your stories!


Interview: The Secret to Recruit, Hire and Motivate Superstar Salespeople

Listen in as Yanik Silver interviews “The Sales Recruiting Guru” Eliot Burdett.

Eliot Burdett is the CEO and Co-Founder of Peak Sales Recruiting. His hires are responsible for an astonishing $3B of sales quotas every year. In this special exclusive interview with Eliot Burdett he delivers:

  • What are the characteristics of an “A-player” sales leader, and why they are so elusive to find.
  • How to target the best salespeople in your industry and the fool-proof way to recruit nearly 100% of them.
  • How to strategically engineer happier customers, more sales wins, and better brand reputation.
  • How to lower hiring costs and stop having to invest time managing low-performing sales reps. (It’s not always the biggest comp package that lures on these rare breeds.)
  • The best interview techniques for selecting a top performer every time. (And what you should never ask!)
  • How to ensure your new hire makes a successful transition to your company and starts generating revenue immediately.

Eliot Burdett regularly works with dozens of “Best-In-Class” companies to hire sales leaders that are guaranteed to meet their quotas. He has earned his reputation as an expert in identifying the three key characteristics of successful salespeople and recruiting sales reps that grow revenue. His method goes far beyond current hiring practices and factors in the most important key of sales success that other recruiters miss.

I’m always interested in your feedback on this topic or future ones you’d like to see me tackle. Now get out there and recruit the top sales leaders in your field. After this interview, the competition should be even more fierce.

9 Maverick Multipliers to Instantly Increase Your Bottom Line, Happiness and Meaning from Your Business (#2)

Welcome back to our ongoing parade of the 9 different Maverick Multipliers to increase your bottom line, happiness and meaning from your business. You should be able to apply this multliplier immediately!

Maverick Multiplier #2: Reactivate & Re-energize

There is a serious hidden asset just waiting to be mined…and that is somebody who used to be your client, customer, subscriber or patient. Or even a prospect sitting on the fence. It’s easy to create a significant windfall with a few proven ways of reactivating dormant assets here.

Most people will never even look at the number of customers who leave their business every year. But with a little bit of attention you can start reclaiming the lost profit potential from these customers. Every day you are losing money and you don’t even know it.

Before going to the outside market advertising your services, you can use this technique to fund your efforts.

Think for a moment about all your effort, time, and expense initially capturing that client. By just letting them go, it’s all lost. In fact, to replace a lost client takes significantly more effort and expense. I’ve always used the number 5X more expensive, which I saw in a Fortune magazine survey.

Why Do Customers Leave?

1) Some clients leave due to things beyond your control like moving away, or they really don’t need your product or service anymore.

2) Other clients simply had a bad experience with you or your staff. Maybe they did not get enough personal attention or they had to wait too long, or your product didn’t meet their expectations. Whatever.

It happens, hopefully not too often, but it happens. For these clients once you make an effort to contact them again and reconnect, you could be surprised with the results.

3) The third group (the largest and most common), are people who for some reason or another just haven’t felt wanted or are not aware of other services you have which could benefit them. These clients are typically your biggest group and the easiest to induce back.

They simply leave because of the perceived indifference.

How Do You Start Getting Your Old Clients Back?

First, you need to establish a guideline to use as your time parameter for reactivation. It could be six months, one year or maybe eighteen months, it depends on what your business is. If you have a monthly SaaS, your parameters are different than a tree company that trims their customers branches 1x or 2x/year.

Just estimate what is realistic since you don’t want to reward clients too early — but then again you want to catch them before they establish a relationship with another professional or forget about you.

Next, craft a sincere, heartfelt client-reviving letter.

Now you will create a system that alerts you whenever a client falls into your time parameters for being contacted. Most CRM software like Infusion or Ontraport should let you do this in a more sophisticated way.

Just make sure you continually follow-up and do it. Make it a system of doing business. Finally record results. Keep what works and change what doesn’t.

Your Client Reactivation Letter

Contacting your former clients will help rebuild the bond you had at one time, since they came to you and trusted you to solve their situation. Now because they have not been back, you need to put forth effort to reconnect in a meaningful way.

The simplest way is through a personal letter ideally (not an email). Your letter needs to show your concern for their well-being and offer them an inducement to come back. Also in your letter you may want to tell your former clients about something new since the time they’ve been away. And don’t stop at one correspondence. It’ll do a lot better if you have a 2nd and 3rd follow-up. Kinda like collection letters.

Re-Energizing ‘Dead’ Prospects:

There’s an even bigger instant moneymaker I want to share you with you too…it’s taking all your old leads and revitalizing them. This works incredible well…

One of my favorite clients I ever had when I used to work with cosmetic surgeons was Robert Kotler in Beverly Hills. The guy was really on it. We sent out about 100 letters to prospects, 16 of them inquired and 4 had surgery…all from prospects who had already gone through his ‘funnel’ and sales process but never made a decision before. That’s over $20k in surgeries – so this works! The staff was really impressed since they didn’t believe these people would ever schedule.

This works best for anybody who has at one time or another inquired about one of your services (you are keeping those names, right?). Here’s your fill-in-the-blank template:

* * *

Dear Ms. Jones,

I’m writing to alert you to a special one-time offer.

For some reason very few patients decide to have {your service, i.e. surgery, tax planning} during {month}. I don’t really know why, but nevertheless, it ends up being a slow time in our office. And that’s why I’m writing to you.

You had originally come in for a {consultation} some time ago, but I never heard back from you. That’s why I wanted to make you a special offer during my “slow” period.

My problem is your opportunity

Here’s what I’ve decided to do in order to “nudge” you along and take that next step. If you decide to go ahead with your {your service, i.e. surgery, procedure, tax planning, etc.} before {date} I’ll do something special for you.

I will give you {special offer of discount, free bonus, etc}.

So if you’ve put off having your {your service, i.e. procedure, tax planning, etc.} because of the price or some other reason, now is the perfect time to reconsider. Why not give {your assistant} a call at {xxx-xxxx} and take the next step to {benefit they want}. You’ll wonder why you waited so long.

Or if you have any further questions or concerns, {your assistant} will be happy to answer them for you. But please don’t wait because this special offer is only good until {date}. After that time, our office picks up again and we are usually booked for several weeks out.

I really hope you’ll be able to take advantage of this tremendous opportunity.



* * *

Why does this work so well?

Telling people the reason why you are doing something is one of the most powerful influencers of human behavior.

Robert Cialdini, Ph.D. in his book Influence: The Psychology of Persuasion talks about an experiment by Harvard social psychologist, Ellen Langer, that concluded people like to have a reason for what they do.

Her experiment consisted of people waiting in line to use a library copy machine and then having experimenters ask to get ahead in line.

The first excuse used was “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?”  This request coupled with a reason was successful 94% of the time.  However when the experimenter made a request only: “Excuse me, I have five pages. May I use the Xerox machine?” this request was only granted 60% of the time. A significant drop.

Okay now for the shocker.

It may seem like the difference between those two requests was the additional information of “because I’m in a rush”, but that’s just not the case.

Because in a third experiment, the experimenter asks “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” There’s no reason mentioned or new information presented, just the words “because”.

This time a full 93% of the people said yes simply due to the word ‘BECAUSE’! And it didn’t even matter that there was no reason given. Just the word because triggered a magic response.

Using this psychological ‘trigger’ can massively increase your Marketing success.

Here’s an example: John E. Powers, one of the top copywriters in the 1900’s, wrote this ad for a Pittsburgh department store in severe financial trouble:

“We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and *buy* tomorrow, we shall have the money to meet them. If not, we shall go to the wall.”

And this ad was said to be responsible for saving the store.

Another ad written by Powers, for a different merchant, proclaimed “We have a lot of rotten raincoats we want to get rid of.” This sold out the entire inventory of raincoats by the next morning.

These are some of my favorite ads!

Max Sackheim, famous for the long-running ad “Do You Make These Mistakes In English” and originator of the book-of-the-month concept, says this: “Whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely. You’ll sell many more products this way.”

And this powerful strategy works just as well today (as you saw). I know this probably goes against every grain of business sense, but I promise if you give people a good, believable reason why, they’ll respond with open wallets.

* *

I’m going to give you several tried and true “Instant Cash Surge Generators” that just about any business can put to work.

3 Simple Steps to Making It Work For Your Business…

 1. Just think about the reason for the special offer. A couple of my favorites are:

My accountant/boss is on vacation and he/she’d kill me if he/she knew I was making you this offer (written from a staff member).

  • Can you help me settle a bet?
  • Pre-publication/pre-release offer.
  • “Long-lost” inventory found (and now we need to get rid of it).
  • Odds and ends sale.
  • Overstock sale.
  • Beat the pending price increase.
  • It’s my/company’s birthday but we want you to get the present.
  • Damaged goods or “scratch and dent” sale.

“Scratch and Dent” Template You can use immediately. Works for any kind of physical product – perfect for retailers, business-to-business companies and information product (videos, tapes, manuals, etc) sellers:

* * *

From The Desk of {your name}

Dear Friend,

In the rush and excitement of selling {#number# } of {product name} the last few months there was no time to pay attention to slightly imperfect or damaged sets, except to lay them aside.

And that’s good news for you…

Right now we have {#quantity left} of {product name} on hand that are slightly damaged.

{Explain slight damage —  i.e. Some of the covers may be slightly off-color. Or perhaps it may have been smudged during handling. In most cases, you’d have to look real close to notice anything wrong with them. But we can’t sell them as new.}

So instead of sending them back to the {printer/wholesale/distributor, etc.} (and letting them profit), we’ve decided to offer them to you at a significant discount during this one-time only “scratch and dent” sale.

Right now, you can save {$xxx} off of  {product name}.

Only {#} Sets Left!

But there’s only {#} sets left to sell at this low price. And when the last one leaves our warehouse, it’ll be impossible to get {product name} for less than its regular price of ${xxx}. Naturally, the best ones will go to those who reply first.

Plus, you’ve covered by our 100% no-risk guarantee.

Now, here’s how to secure one of these {product name} at a big, big discount:

Phone: Between 8 A.M. and 5 PM Eastern time, you can call toll-free 1-800-xxx-xxxx.

Fax: Anytime, 24 hours-a-day, 7 days a week – you can simply fill out the action form and Fax it to xxx-xxx-xxxx.

Mail: Or if you prefer to pay by check, send your completed action form and payment to: {your address}. (But be warned, if your envelope gets here after our stock is gone, your order will not be processed – no exceptions.)

Don’t hate yourself for missing this chance!



P.S. Remember, there are only {xx} slightly damaged sets of {product name} available at this incredible discount. And once they’re gone this offer absolutely expires. Don’t wait and be disappointed!

* * *

2. What’s the offer?

Spend a little time to think about an offer that people would be crazy to pass up. The better the offer the more you can overcome any buyer’s resistance.

3. Get your offer out to your customers and/or prospects. That’s it!

Now you’ve got a template for reactivating lost customers and re-energizing existing ones for instant windfalls to your bottom line. Let me know what you think by leaving a comment or I’d be interested in your results.

The next Maverick Multipliers are coming soon….

Note: We had a lot of interest in the upcoming Maverick Multipliers workshop but dates are not working in July for many people – so it looks like we’ll turn this into a webinar series and make it much more widely available. Stay tuned.

9 Maverick Multipliers to Instantly Increase Your Bottom Line, Happiness and Meaning from Your Business (#1)

In the coming few days I’ll be showcasing 9 different Maverick Multipliers. My goal is for you to instantly apply these to your business for increased revenue and profits. Plus, create more joy, happiness and meaning out of your work (and life).

Working with entrepreneurs in hundreds of dozens and dozens of industries and marketplaces I’ve seen a cross-section of what works and what doesn’t. There are so many hidden profit centers but I typically like to start with the easiest, lowest-hanging fruit…

Maverick Multiplier #1: Instant Revenue and Add-ons:

Each day whenever a customer/patient/client does business with you, you’re given a golden opportunity to present them with more products or services to meet their wants and instantly increase your bottom line simply using an upsell. This is the “would you like fries” strategy from McDonalds. Unless you’re offering “fries” you’re missing out on tons and tons of profit.

It’s great!

But, what’s an upsell?

Well, let me give you an example that you can relate to.

A few years ago my wife, Missy, wanted a new Honda. She went into the Honda dealership knowing exactly which model and color she wanted. Missy knew what she wanted to pay and that was it. So I negotiated with her and we got the car at the price she wanted and even got more for her trade than I expected from the dealership.

Now, comes the fun part…

Missy was given all kinds of upsells at this point. Would she want upholstery protection? How about paint sealant? Rust protection? Spoiler? Wheel Locks? Extended warranty? Alarm? Upgraded music system? Financing? Etc. etc. I think you get the point. The auto industry does a masterful job of upselling their customer. Usually, the dealership doesn’t even make anything on the actual car – but they make tons of profit with all these upsells.

Let me give you a couple more examples so you can see how this will apply to your business.

A few winters ago I went skiing in Keystone, Colorado. My friend Bart and I headed there after a marketing conference. He needed to rent skis and just as he was paying for his ski rental the guy behind the counter says, “would you like damage protection – it’s only a dollar more?”

So of course Bart takes the insurance (and boy did he need it considering we were going off 10 or 15 foot jumps that day). I’ll make you a bet all those dollars really add up!

Also, at this seminar in Colorado was the first time I met Alex Mandossian, part of his story is being responsible for millions and millions of dollars in sales via infomercials. It was amazing all the simple tweaks he added that significantly increased his company’s revenue.

The first example was an infomercial for a 35-mm Nippon camera for $19.95 with 100 free rolls of film. A good deal and lots of people called in. Now, here’s the juicy part. Every time an order was placed the operator read this script:

Operator: “Are you going to be using your camera to take pictures inside?”

Caller: “Yes.”

Operator: “Well, as a preferred Nippon customer you can get the flash attachment today only for just $10.00 with no additional shipping or handling. That’s a savings of $9.00. May I add that to your order?”

* * *

That’s it – that’s the simple script. Would you believe 60% – 80% of the people said “yes”?

It’s true! The bottom line increase was incredible because there was no additional cost of sale to reach this customer. They sold hundreds of thousands of units.

Here’s another example from Alex….

As the marketing director for one of the biggest tooth whitening toothpastes around, he found a simple, yet ingenious way to increase the sale. When callers called in to order one tube for $19.95 here’s the script:

* * *

Operator: “How many members are in your family?”

Caller: “2”

Operator: “Well, as a preferred customer you can get 2 tubes for only $24.95 today only for just $10.00 with no additional shipping or handling. That’s a savings of $9.00. May I add that to your order?”

* * *

Do you see the incredible leverage here?

There is no additional cost per sale each time a person calls in. The upsell or cross-sell is nearly all extra profit that goes right to your bottom line!

Here’s an interesting fact – did you know nearly all of the infomercials you see on TV today wouldn’t make a profit unless they continued using their upsell? It’s true. And I hope that gives you a small inkling of the power this concept could hold for your business or practice.

Let me give you another real world example from Ron Popeil’s book “The Salesman of the Century”. Ron is that guy you’ve probably seen on late night infomercials selling his “Showtime Rotisserie Cooker”, “Pasta Machine”, “Food Dehydrator” and even that stuff you spray on your head to get rid of your bald spot.

Ron has made millions on TV and one of his biggest secrets is capitalizing on using an upsell when customers call in. Here’s what he writes:

“Since we have the consumer on the phone, and she is in a receptive mood for buying the product, by offering an additional very special value that we hope she can’t refuse, we’ll add to her satisfaction and our profitability”

“So when she’s about to order, the operator tells her about our special offer: twelve different additional pasta shaping dies (types of pasta), which normally sell for $9 each by themselves, a four-way ravioli maker, and a video cookbook, all for just an additional $39.95, and no additional shopping and handling. ‘Can I add that to your order?’”

“Well, 50 percent of the people order the extra dies because they’d like to have them and wouldn’t mind the ravioli maker and the cookbook video as well. So the $160 sale is now a $200 sale, and this represents another profit margin. Of the 200,000 Pasta Machines we’ve now sold on TV, some 51 percent were with the upsell, which of course meant greater profits.”

Wow! Let’s do a quick calculation here – 200,000 Pasta Machines x 51% upsells at $39.95/each – that’s an additional $4,074,900.00 profits! Not too shabby!

You’ve got to understand the psychology behind it. Once a customer (or client, subscriber, patient, etc.) makes a buying decision they’ve already decided to buy. They have a credit card in hand and they’ve mentally gone from prospect to customer. At this point it’s not difficult to increase their order by simply offering them something else or a ‘deal’ on some deluxe version.

An upsell can work everywhere and you don’t even need anyone to make the offer.

When you head over to the Golden Arches of McDonald’s – they’ll ask you if you want to “upsize” your meal.  And almost any restaurant will offer you dessert at the end of the meal. This even works great on the Internet…

On one of my first sites – Instant Sales Letters – I originally introduced an upsell that 56% of buyers take. That’s all extra profit for me with no additional cost or work after it was set up. So cool! It worked like this: Once somebody clicks on the order button on my page they are taken to another page (not the order page). On this new page I let them that today only they can become a special “Gold” member for only $15 more and they’ll get 2 additional bonuses not available in the regular package.

So, what’s happening inside the prospect’s head? They figure – heck, if I was going to spend $40 bucks on Instant Sales Letters I might as well spend $15 dollars more and get the whole shebang.

The way I present the offer is that it’s only 15 dollars more. Not that’s it’s $54.97. The $15 seems small in relation to the $39.97 they were going to spend anyway.

Here’s the page on my site that gives them the upsell.

My numbers have been quite good using this technique  – as high as 68% some days. So think about my additional profit margins just by inserting this one extra page. Awesome! (BTW – Instant Sales Letters is still one of our best sellers with over $1M sold, if you don’t have it – you definitely need a copy.) 😉

Okay, I want to expand your mind even more and fill it with all kinds of examples…The next one is something I’ve used in the mail order business. It’s so simple yet extremely profitable again with zero effort. I used to sell a marketing package to help cosmetic surgeons increase their practice and on their order form we have this section:

* * *

Here’s The Free Tool Kit I Want With The Advanced Membership:

  • Liposuction Tool Kit
  • Blepharoplasty Tool Kit
  • Laser Resurfacing Tool Kit
  • Breast Augmentation Tool Kit
  • Laser Hair Removal Tool Kit
  • Endermologie Tool Kit
  • Sclerotherapy Tool Kit
  • Hair Restoration Tool Kit 

Additional Tool Kits Are Only $395 $177 With Your Order

* * *

That’s it. I just let them have an option of not only getting one tool kit for free with the Advanced membership (which is a deluxe version) but also the opportunity to buy several kits now for a preferential deal. And about 15%-20% of the people will order 1, 2 or even 3 more tool kits.

This is so important. If you give people a preferential deal, a certain percentage will take you up on it.

And how about this one?

You can simply make recommendations. Have you ever bought anything from Amazon.com? I love Amazon and I buy lots of things from them – and they also show you additional items that other customers bought who bought your same item or frequently purchased together. My last purchase of a book they had 3 different categories of additional recommend items:

Frequently Bought With <Your Item>:

Customers Also Bought these Highly Rated Items:

Customers Who Bought <Your Item> Also Bought:

It works! I’ve ordered books and other things before that I wasn’t planning on.

* * *

The upsell is one of the easiest (and most profitable) techniques you can start implementing tomorrow using the tools and scripts below!

How to Make It Work For Your Business…

First, you need to think about the upsell. What will you be offering?

  • Can you offer a deluxe version of what you’re already selling? What bonuses can you create, license, buy, etc. to create a deluxe version? Put something in the deluxe version that is so appealing they’ll have to upgrade (like for my marketing manual to cosmetic surgeons – they received a diskette with pre-done ads and letters for marketing certain procedures only with the Gold membership).

(Here’s an example from Demotivators.com with 3 versions of their book comes in 3 editions up to the $1,195.00 Executive version…Hmmmm.)

  • Can you offer a bigger quantity of what you’re selling at a preferential price? Buy 3 get 15% off, etc.
  • What else would my customer/client/patient need along with what they’re buying to achieve their ultimate goal?

Remember, anytime a customer is at the point-of-purchase you have an opportunity to do a simple upsell. If customers call you to order – your operators must have an upsell script. If your salespeople close the deal in person – they should have some kind of add-on or deluxe version they offer once the prospect has already said yes. In the mail order or Internet business you can simply put additional check boxes on the order form.

I can’t stress this enough – EVERY TIME a customer interacts with your business you need to train your staff to use the upsell. This won’t work if they only do it when they feel like it. In fact, you can provide staff with some kind of bonus based on doing an upsell.

Upsells for Phone-in Businesses

If a customer calls you to set up their service or place an order – you need to have a simple phone script in place like this:

* * *

“Thank you for your order/scheduling your service. We have a very special offer for you right now. Today we have the _______ package on special. It includes _____, ______ and ________ {mention what it includes plus the benefit of that product/service}. Plus, you’ll get _______. Normally this package sells for over $xxx but you can have it for only $xx today. And there’s no additional charge for shipping and handling {if that’s applicable}. Would you like to take advantage of this special offer? I know you’ll love it because we have lots of customers rave about it.”

Also, if you like you can do multiple upsells at the same time. Wait for the customer to say “yes” or “no” to the first one and then proceed…

“One more thing. You can also take advantage of our new extended warranty service agreement that begins after the standard ___{6 months, 1 year} warranty. It covers on-site service and parts and labor for an additional __  {#} years, for only $xx per year. Would like to take advantage of this?”

Fact is, some companies can get away with 3 or 4 upsells while customers are on the phone. And this only increases their bottom line.

You can even upsell customers into products that aren’t even related to their original purchase – like this…

Upsell Phone Script Version #2:

“While we are processing your order – would you like to hear about some additional specials we have for phone customers today only?”

<YES> – proceed

“We have savings from 25% – 66% off on ____, _____, _____  {type of products/services or name brands}. Would you be interested in hearing more about any of these?”

<YES> – proceed with special offers…

Upsells for Walk-in Businesses

If customer comes to your place of business you can have a simple point-of-sale upsell along with a script:

* * *

Deli example:

Next to the cash register – you’ll see a basket with brownies with a sign that reads: “With any lunch purchase today get a delicious homemade brownie for just $1.50  .75 cents”

Now with each purchase the cashier asks

“Would you like a delicious homemade brownie with your lunch for just 75 cents more?”

It’s that simple. And this will work for almost any kind of walk-in business.

Nail Salon:

Next to the cash register – there is a nicely done sign that reads: “Today! Save $xxx on ‘X brand’ nail polish with your manicure”

Now with each purchase the cashier asks

“Would you like to take advantage of our special savings on “X brand” nail polish with your manicure?”

Okay, but what about a professional practice? No problem…

Upsells for a Professional Practice

Brainstorm with your staff on a few preferential upsell offers you can provide. You can have multiple options. Maybe one deal is for nearly all your patients/clients. I’m going to use an example of a cosmetic surgeon – but I’m sure you can see how it will easily apply to any professional practice.

Your “everyone” deal is for every patient who comes in the office for a consult, follow-up visit  or whatever. They are offered a special preferential skin care package. Normally it’s sold for $X but as a patient appreciation special for the month of March they can get for only $Y.

But, I wouldn’t stop there. I would also consider upsells once a patient has decided to have a major procedure scheduled. Maybe it’s laser resurfacing (this helps to reduce wrinkles on the face). So the script would be:

“Mrs. Jones, that’s great that you’ve decided to schedule your laser resurfacing procedure with us. I’m confident you’ll be extremely pleased with the results. Along with this procedure we also recommend a maintenance regimen of ______. Normally 6 sessions throughout the year go for $xxxx – but because you are now part of our family of valued patients you can get the entire thing for just $xxx. Would you like to sign up for that also?”

Upsells for Mail Order/Internet Businesses

If your customer is buying without speaking to anyone over the Internet or through the mail/fax you still have the perfect opportunity to provide an upsell (plus you’ll never have to worry about an employee delivering it the wrong way). Here are 2 easy ways:

* * *

Upsell option #1 – Adding a different page before order form
Upsell option #2 – Check box on the order form

Upsell Option #1 – Adding a different page before your order form

I like this option if you’re selling one main product off your website. I’ve had upsells go from $29 to $99 option and had a terrific 33.5% conversion rate. That translated into serious r additional profits I would never have seen without the upsell.

Here’s what you do to start capitalizing on this – just put an upsell page like this:

– – – – –

 Special Offer

Since you are ordering today, ______ {insert date script}, you have the opportunity to upgrade to the ______ {deluxe version/gold membership, etc.}. It includes everything you just heard, plus these extras:

Bonus #1: {Description of bonus and why it is a big benefit}

Bonus #2:

Etc. {if you have additional bonuses}

You can have instant access to all of these bonuses for only $xx more if you order now.

Click here now to sign up as a {deluxe/gold member}.


Click here for the {regular package}

– – – – –

Upsell Option #2 – Adding a simple checkbox to your order form

This is so simple – you can just add one more check box to your order form and you start seeing an increase in your bottom line:

  • Yes! I would also like to order the Gold version which contains an additional 1xx pages of advanced information. This is a $xxx value but only $xx if I order now.

That’s it! It can’t be easier to use this upsell on your web page or in your mail order business. You simply come up with 1, 2 or maybe even a couple different check boxes people can click to get an additional product or service. Easy!

The other day I ordered a computer monitors – well right when I was checking out there was a check box if I wanted to add another 12-month warranty and also another check box for an accessory pack. Remember, this isn’t rocket science – but most people totally neglect these opportunities.

Believe or not – I’ve even seen a simple check box on an order form take a losing mail order promotion and turn it into a winner. The check box was for a $697 tape series which was only mentioned in the PPS of the sales letter. Amazing!

So your check boxes could read like these:

  • Yes, I would also like to get the special _____ version that includes an additional ____ and ____. Regularly $xxxx but only $xx if I order now.
  • Sign me up for the ____ month extended warranty. Includes parts and labor. Only $xxx with your purchase.
  •  Give me the ____ accessory package that includes ___ and ____ for only $xx. (A $xxx value).

* * *

Maverick Multiplier 1.1: What’s Next?

Another very often overlooked blindspot is the ‘Thank You’ page or process. So if you’re online you want to create a ‘what’s next’ for your subscribers or customers. Otherwise, they’ll just go back to Facebook or their email and click on the next thing that excites them. You can lead them to what’s next from a few different spots:

  • Teleseminar/webinar sign-ups thank you pages
  • “Early Bird” lists
  • Creating one-time-offers from FREE pages to a paid offer
  • Download pages

Here’s a quick example out of the Public Domain Riches product we sold. On the thank you page was an additional complimentary offer with a discount.

Immediate Follow-ups

You also have overlooked opportunities in each communication you have with customers. Remember, it’s 5x less expensive to sell to happy customers than go find new ones. Here are a few spots you can target:

  • Email Receipt
  • Autoresponder
  • Direct Mail package inserts

Here are a few examples…

I like using P.S.’s in some of my follow-up emails that customers are automatically looking for (ie. receipts).

Or if you are mailing ANYTHING out to customers don’t overlook the opportunity to send out package inserts with your outgoing packages. These can be simple flyers, postcards or even multi-page letters, etc. I’ve even had friends insert offers for my products into their outgoing packages with a special endorsement from them at the top and discount offer. (We’ll talk even more about piggybacking inside a different Maverick Multiplier!)

There you have it. Simple ways to create more money out of the business you’re doing already every single day. Be sure to let me know how it works for you in the comments or what you think.

I’ll be showcasing the entire list of 9 Maverick Multipliers here on the blog over the next days – so be sure to sign up for updates so you don’t miss them.

And I’ve decided to do a handful of intimate workshops this Summer. The first one will be July 16 & 17th in the DC-area I’m going to work with entrepreneurs to implement these 9 Maverick Multipliers to instantly increase your profits (plus add significant joy and meaning) in your business.

Over the past 13+ years I’ve worked with a lot of different industries, marketplaces, niches, etc. and through this cross-section there are some very easy-to-implement immediate leverage points and hidden assets waiting to be ethically mined. Then after the cash surges we work on a few bigger picture things that really can drive your business in the 21st century.

It’ll be a tiny handful of people as I beta test it but you’ll walk out of there actually making back an ROI before the 2 days are up because we are going to actually do it!

If you think you want to be one of the first ones in and get private and personalized help in the first program – fill out this application:


13 Key Traits of the Most Exceptional, Extraordinary and Enlightened Entrepreneurs

Have you ever wondered what makes certain people successful AND happy?

Sure, there are plenty of people who have built million, multi-million or maybe even billion dollar businesses, but how many of them are able to get significant enjoyment from their successes?

The key is to find the intersection of your calling and your passion, and then letting that be the basis of working your tail off. I’ve been fortune to interact and spend immense amounts of time with some of the world’s greatest entrepreneurs .And there’s a reason individuals like Sir Richard Branson, John Paul DeJoria, Tony Hsieh and Chip Conley are able to accomplish the mind-blowing things they do is because they have figured out that making money is a by-product of creating value.

From my research and personal one-on-one time, I’ve boiled down the 13 Key Traits of the Most Exceptional, Extraordinary and Enlightened Entrepreneurs. This is the keynote presentation I gave at our recent SOLD-OUT Underground® seminar.

I truly believe 21st century entrepreneurs  can be the best contributors to the world – combining the philosophy of Make More, Give More, and Have More Fun.

By shaking up the status quo and having a great time doing it, you are creating something bigger (and given others to break the rules). When you can get people together to inspire each other and create invigorating conversations that change “business as usual”, you are helping people realize their potential.

Bottom line, it’s all about thinking strategically about your business, personal life and contribution. Eventually, something that might have been your ‘calling’ will become just a career and you’ll end up burnt out and unsatisfied. This is your solution.

After you watch this presentation, please leave me a comment and spread the message. I’d love to hear what you think about it.

Your 3x Multiplier for each and every week….

Want to make sure you’re hitting the 3 most critical areas for successful entrepreneurs each and every week?

Just spend a few minutes completing this Maverick Multiplier sheet each week (I prefer Sunday nights).

It’s about making sure you are focused on proactive activities to make more, have more fun and give more!

Download your copy here

And if you’re really serious about growing your business then be sure to check out this FREE report from Eben Pagan on Delegating, Outsourcing & Hiring For Growth

Delegating, Outsourcing & Hiring For Growth

Why Growing 10x is Easier Than Going Slower

If you are an entrepreneur who wants to significantly grow your business, lead your industry and create a significant impact – you need to watch this training.

Dan Sullivan, founder of Strategic Coach, has been empowering and coaching over 15,000 of the world’s most impactful and successful entrepreneurs for nearly 4 decades. In this training with Dan Sullivan you’ll discover:

  • How to harness a 10x mindset that will supercharge your intellectual engagement and fuel your business.
  • Create the emotional connection with your 10x goal that will unleash your growth potential.
  • How to make the strategic decisions necessary to reach your 10x goal. (Hint: 10x doesn’t just mean revenue goals.)
  • Where the real money is by focusing on a smaller market.
  • How to get your team engaged and excited with 10x goals.
  • The real way to transform how you operate your business by adopting a 10x mindset for yourself and your team.

Dan Sullivan and his Strategic Coach program has helped over 15,000 entrepreneurs just like you build the businesses they’ve dreamed about but never imagined attaining. Dan will get you set on the road to overcoming whatever difficulties are blocking your growth.

Six Figure Weekends

Discover how you can skyrocket your success by becoming an event sponsor.

No matter where you are in your business — whether you’re just starting out, or racking up big time revenue — there are powerful event opportunities you CAN afford that will do amazing things for your business.

Beginner or expert. Newbie or high profile maven: You can use these little known sponsorship secrets to take your business to new heights.

Just listen to this call:

And if you’re interested in becoming a Sponsor for the upcoming Underground Online seminar contact:
sponsor@maverickdna.com or 301-770-0423.

How to create Zealots, Super Fans and Big-Time Brand Advocates

In today’s ultra-transparent and interconnected world, it’s worth paying attention to how you can create super fans and get brand advocates working for you. Your ultimate goal is for your customers to identify so strongly with your brand that they’d actually want to tattoo it on their bodies (think Harley-Davidson, Jack Daniels, and Apple).

What makes these brand-‘repping badasses so passionate about companies?

Sometimes, customers organically fall in love with a company because of its great products. But I’d rather not leave it to chance and I’m sure you wouldn’t either.

Watch the webinar below where I show you exactly how to reveal exactly how you can create zealots, super fans and big-time brand advocates for your own business.

Following these guidelines might not turn your customers into leather-wearing warriors, or entice them to tattoo your logo on their body, just yet — but you will start creating a group of zealots out there spreading your message. Spending the time thinking about how to tap into our hard-wiring to belong will give you a secret weapon to stop competing on price in your marketplace.

All The best,


P.S. If you enjoyed this webinar then I’d love to connect with you at our upcoming Underground Online Seminar! We officially just opened up registration and now is the best time to get in. Click here to secure your seat and grab all the exclusive bonuses.

How Conscious Capitalism Could be the Most Impactful (and Profitable) Shift You Can Develop For Your Business Today

You can feel it…there’s a shift going on today (sometimes subtle and oftentimes not so subtle).

It’s in the way business in this new economy is developing, growing and thriving. Customers, employees and stakeholders are not only interested in the fact you might deliver a better product or service but they’re looking to become engaged in your mission, your impact and your purpose as an organization.

One of the individuals who has challenged me to re-think ‘business as usual’ is John Mackey, co-founder of Whole Foods Market. He has helped grow the company to a Fortune 500 company, “100 Best Companies to Work For” and bringing in over $4.7 billion in sales – but the ideals developed have never waivered.

Great Companies Have Great Purposes

John owes his company’s success to embracing both profitability and the higher good. It’s a way to create profit as a byproduct of purpose. In fact, today’s enlightened entrepreneurs are in the best position to take advantage of the ensuing change coming. (And, oddly enough, profit even more from it.)

Free Training Session with John Mackey: “How Conscious Capitalism Could be the Most Impactful (and Profitable) Shift You Can Develop For Your Business Today”

Listen below as we’ll be exploring topics such as:

  • Why your business will create more profits by following the principles of conscious capitalism.
  • How to align your purpose with profits or can you really do well by doing good?
  • What role does philanthropy, passion, idealism, and love play in a competitive economy.
  • How 21st century business need to re-think their role in being the solution to the world’s problems (and the opportunities that come with it).
  • How to eradicate the idea of capitalism being “bad” and “greedy” and start aligning with the hearts and minds of the public.
  • What founders can build into their vision to help awaken your team co-creating an even bigger future standing on your shoulders.

Don’t worry there’s nothing to buy though I would recommend the book John co-authored called “Be the Solution: How Entrepreneurs and Conscious Capitalists Can Solve All the Worlds Problems” or pre-order the Conscious Capitalism: Liberating the Heroic Spirit of Business by John Mackey, Rajendra Sisodia and Bill George coming out Jan 15, 2013. (I just did!)

You can listen to the call right here: John Mackey – Conscious Capitalism