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Gino Reveals A HUGE Internet Marketing Lesson
By Todd Brown | July 24, 2007
I probably shouldn’t even be telling you this, but…
It contains such a great Internet marketing and business-building lesson that I felt I owed it to you to share it.
Let me explain:
About a week ago or so a good buddy of mine, we’ll call him Gino, called me on the phone to vent about the company he works for.
Every now and then he’ll buzz me to get my advice or insight on what’s going on.
“Nobody on my sales team is making good money because of how difficult the company has made it for us to sell and the company’s solution is to raise prices so they can have the money to pay higher commissions”, he said to me.
Now, to give you a frame of reference, my buddy Gino is a sales manager, and has had to deal with his company raising prices on several occasions, without paying his staff more, and making their job of selling more and more difficult.
“So, let me make sure I understand what you’re saying”, I blurted out.
“The sales crew is stuggling right now to sell, therefore not making good commissions, and the company’s solution is to raise prices to cover higher commission rates they think they’re going to pay the sales people that are already struggling right now at the lower price point?!?!!?”, I asked.
“Yes. The owners have said in order for the sales people to get paid more we need to collect more. Period. It’s just crazy”, he replied, exasberated by the constant changes.
“It’s a shame that the owners are unable to see the vast amount of opportunity they have to make more money and pay their sales people more WITHOUT raising prices one bit”, I said.
“I’ll tell you exactly what I would do if I was the owner of the company to increase revenue, turn my team into a bunch of raving fans, and build even more goodwill with customers… without raising prices.”
And right here is where the HUGE Internet marketing and business-building lesson comes in.
You see, most Internet marketers are so limited in their thinking about their business that they miss so many opportunities.
Most Internet marketers have this ‘either/or’ mentality, when instead they should be thinking “how can I have both” - just like my buddy’s boss.
Instead of thinking “we can either have lower prices or the sales team can get paid more”, Gino’s boss should be thinking “how can we maintain our current price point AND allow our sales team to get paid more”.
“Here’s an idea for you”, I said to Gino. “What your boss should do is incorporate some type of upsell at the point of sale that customers would want, with the profit in that upsell going directly to the sales person.”
“This way the price can stay the same, and sales people can make more money, without the company losing any money, simply by letting them offer an upsell item and keep all the profit”, I said.
It’s totally win-win-win.
Now, I don’t know if my buddy took my advice back to his boss or not, but I will tell you this…
It’s that sort of “how can we achieve BOTH” thinking that the top marketers possess that the bottom ones don’t.
It’s that same level of thinking that you need in your market if you’re going to dominate.
Going forward, don’t be so quick to decide between two choices.
Instead, look for options to have both. Ask yourself, “How can I achieve both of these things”.
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Topics: Business Management |
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