Recession Marketing Case Studies: Howard Brinton and The Fastest Way to “Free” Money
When the economy goes south–nationally, or simply within your own business–you’re going to need all the money you can get, as fast as you can get it, and with as little expense in its acquisition as possible.
Upselling is the place to begin.
Building transaction size is the fastest, easiest, most cost-effective way to increase revenues and profits. And it can literally be done in five minutes.
Here’s a remarkable case study that proves exactly that…
When I first met Howard Brinton, he already had a thriving business. Howard is the President and Founder of Star Power Systems, a company dedicated to the training and advancement of the nation’s top real estate agents. And I mean top agents. Why the average Realtor does 6-12 transactions a year, Howard’s clients to two to three HUNDRED. He’s an icon in the industry.
Howard sells books and audio programs and training events. And most of those sales come through inbound phone orders generated by Howard’s speaking engagements and his monthly newsletter.
When I walked into Howard’s office, the first thing I asked him was, “What do you try to up-sell and add-on sell your clients when they phone in an order?”
He stammered a bit and admitted that while he knew they should, he didn’t really have any system in place to do it.
I said, “Let me fix that for you.”
In less than two minutes, I typed out a little script his in-bound operators could use to add-on to the initial purchases clients called in for.
We handed the script to Howard’s telemarketing team and before I left the office three hours later, the average transaction for the company had doubled.
(Would you like to know what that script said? CLICK HERE to check out my 90-Day Recession Survival Blueprint and find this and other high-leverage, low-cost strategies you can use to grow your business in any economic climate.)
Later, I attended Howard’s annual 3-day conference. One thousand Realtors from all over North America were there. Each had paid $750.00 tuition to attend. Each had also paid travel expenses to get tehre, rented a hotel room, many rented cars, and all paid for their meals and incedental expenses as well.
Howard and his staff hoped to get an extra $100.00 per attendee, on average, in back of the room sales at this event. But I told Howard he was nuts; that figure was way too low. After a lot of careful consideration and anxiety, Howard and his staff agreed to shoot for $300.00 a piece.
After the first day was over, and they had sold next to nothing, I told Howard I knew why. He hadn’t asked anyone to buy anything. That night I helped him craft an offer and in the next day’s opening general session, he delivered it.
In his own words, Howard tells what happened…
“I can’t believe it. As I was delivering Jim’s offer, something happened that has never happened to me in 20 years of speaking. People began getting up, right in the middle of the session, and moving to the back of the room to buy.”
Long story short, in the final two days of the program, Howard surpassed his original goal of $100.00 a head from each of his attendees. He blew by the $300.00 a head goal he and his staff had reluctantly set. In the final two days, Howard recorded more than $1,000.00 a piece, on average, from his 1,000 attendees.
In other words, in two days Howard made an additional ONE MILLION DOLLARS, just by asking existing clients to buy a little more, while they were right there in front of them.
That’s a lot of revenue! What do you think that did for Howard’s company’s economy? How about his personal economy?
More importantly, what would it do for YOURS?
And lest you think it only works for real estate trainers, realize this. I’ve seen this process work for manufacturers…retailers…service companies…professionals…wholesalers…information marketers…health care providers…and more. I’ve seen it work face-to-face, on the phone, and over the internet.
EVERY BUSINESS should have up-selling and add-on selling systems in place.
It is FREE MONEY.
And it actually engenders greater loyalty and appreciation from your customers, clients, or patients, because you are literally serving them at a higher level. You’re building the relationship. Something that is essential if you want to avoid “ship-jumping” for price as the economy tailspins.
Want to learn more recession-busting techniques like this? There’s still time to get in on my 90-Day Recession Survival Blueprint! Get tons more information about it right here.
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