Thursday, June 23, 2005

Sales Exit Strategies By Tom Antion

Smart Internet marketers make money coming and going . . . that is when their visitors are coming and going. Obviously when your visitor comes to your site you want her to buy. Not so obviously to the new marketer is the fact that an enormous amount of money can be had from people leaving your site if you know what to do.

The beauty of many exit strategies is that the person has already decided NOT to buy and by using these techniques you get them to change their mind.

Here are some exit strategies:

a Sell down technique: I use this technique to offer a cheaper price when someone is leaving my sales page without purchasing. I actually call the pop up box they get a “Pick Your Price” deal, but in actuality I have pre-selected three cheaper price points for them to pick from. “Almost” everyone picks the cheapest price, but some lovable souls choose from some of the higher priced options. The product they get is the same. This technique is best for digital download products like ebooks because you don’t really have any cost of goods sold.

a Finance option: This technique has meant several hundred thousand dollars to me. When a person leaves one of my sales letters without buying, a pop up box is displayed that gives them a chance to finance their purchase. This technique is best suited for more expensive products you are willing to finance for the customer. To automate the entire deal including the additional payments the customer will make every month, you need a shopping cart with “recurring billing”. has this.

I frequently test different selling methods for my big-ticket products so I can’t swear you’ll see an example of the finance option when you visit and then leave the page below, but you might:

a Thank you page selling: A thank you page is the page that pops up right after someone has purchased something from your shopping cart. What a great place to keep on selling! Remember, the person still has that old wallet out. You can have links on the thank you page to your other sites or products. This is also a perfect place to put affiliate links to others who will send you a commission if your customer clicks through and buys something from them.

Good shopping cart systems let you make custom thank you pages based on what the customer bought. This is especially great because you can customize the thank you page links to offer your customer something complimentary to what was just purchased. This is smart selling!

a Co-registration: Is a process of signing up ezine subscribers for other publishers. The other publishers pay you for each subscriber that signs up through your site (The opposite of this is how you can build your subscriber list fast by having other websites sign up subscribers for you.)

Basically you use an exit pop up that offers the other publisher’s ezine and you track the subscriptions using your or some other mechanism.

a Confirmation page selling: I don’t know whether this is technically an exit strategy or not, but I don’t care. It works.

When someone fills out a form or signs up for your ezine a confirmation page usually appears that lets them know the information they put in the form has been accepted. This is another great time to sell something.

When someone signs up for Great Speaking ezine they get the confirmation page which says something like, “We’ve received your subscription. Your welcome letter and bonuses will be emailed to you shortly. In the mean time, read this special report on the business of professional speaking.” This “special report” is my long advertorial type sales letter for my “Wake ‘em Up Video Professional Speaking System.”

The bottom line on all these exit strategies is to turn your visitors into as much money as you can. It costs you one way or the other to get visitors to your site, so you may as well get that money back and then some by selling them coming and going.

Wednesday, June 08, 2005

Autoresponders By Tom Antion

Another thing to use is called an autoresponder AKA "infobot" or "email on demand." Many of the places that host your website give them to you for free. I get thirty of them for free just from my hosting service. Here's what they do for you: If I told you to send an email to , well, guess what? I'm not going to have anything to do with it. You're going to get an email back from my website giving you the details on advertising in Great Speaking ezine. So this is an extremely valuable time and money saving tool. It only takes a few minutes to set up once you know how to do it. Each system is different so I can't tell you exactly how to set one up. Once when I was promoting a big benefit seminar, I simply said, "For details send an email to Cystic" . . . It was Cystic Fibrosis, so I used "" and within a few minutes the person had their information being sent to them automatically. All that happened behind the scenes while I was sleeping. These are the ways you can automate your promotions and keep them selling for you. You will not be sitting here in front of the computer all day long. Autoresponders are a great way to get the information out to your market.
If you have the shopping cart system , you have unlimited regular autoresponders and sequential autoresponders (advanced autoresponders that follow up with multiple emails).
It's a good idea to have a copy of the original email sent to the autoresponder forwarded to you. Some people don't understand exactly what to expect from the autoresponder and they put a message inside the body of the email. If you don't at least take a peek at these emails, you may accidentally ignore a question from a prospective customer.
Autoresponders can handle many more emails than you could ever process manually. Also, you can send a ten-page email just as fast and easily as sending a two paragraph email.
Don't forget to let people know that you won't sell or give away their email address to other parties. It's ok for you to send them a follow up email, but people really don't want to be spammed because they took you up on your offer for information.
When writing the messages that will go out on your autoresponder try to write them in such a way that you don't have to change them too often. If you do this, the autoresponder will work quietly behind the scenes with little or no attention.
The first place I would check for autoresponders is the place that hosts your website. Many of them give them to you and you don't even know about it so you may have them already. If not, just type in "autoresponder" in any search engine or see the links listed below. They are cheap, like a dollar a month, but most of the time they're just given away free. And that's not a dollar a month per message. It's a dollar a month total. It's so dirt-cheap that it's ridiculous if you don't take advantage of it for your regular information that is repetitive. Of course, your shopping system has them included for free.
How to pick an autoresponder
a They must be automatic. The person sending an email to the autoresponder should not have to type anything specific into the subject or body of the email for it to work. Many people would misspell whatever they were supposed to type and the autoresponder would not work.
A You should be allowed an unlimited number of hits to the autoresponder.
A You should be able to make an unlimited number of changes to your return message and you should be able to do this yourself any time day or night.
A You should be able to capture the email address of the person requesting permission. [NOTE: This doesn't mean you have the right to put their name on your E-newsletter list.]
Sequential Autoresponders
The way I do it now is with because it is totally integrated with my shopping system and the autoresponders can be tied to a specific purchase which is an extremely powerful sales and customer service technique. The way it works is that when someone buys a product they automatically subscribe themselves to follow up emails. The emails can be used to give additional tips on how to use what they bought, or to sell them more products. The customer can unsubscribe themselves anytime if they don't feel your emails are of value.
Companies that have Sequential Autoresponders

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