TAS 552 3 BIG Mistakes Successful “MILLION DOLLAR” Amazon Sellers Are Making (Learn From Them)

As an ambitious ecommerce business leader, you are constantly on the lookout for ways to get an edge over the competition, right? What if you could avoid some of the most common mistakes that many Amazon sellers make? Imagine how avoiding these mistakes would position your business for unprecedented success! On this episode of The Amazing Seller, you’ll hear from Scott as he reveals the top three mistakes he has observed Amazon sellers making. Don’t miss this great opportunity to learn from Scott unique and seasoned perspective! Have pen and paper ready, you are going to need it!

Depending too much on one channel.

If you’ve been around the TAS community for very long, you know that Scott preaches often about making sure that your brand is not dependent on any one channel for success. The old saying holds true, don’t put all of your eggs in one basket! Scott has seen too many businesses go under due to the fact that they failed to seek out additional channels that would have allowed them to put their brand in a position for long-term success. You can do this, you can start right now by brainstorming different channels to expand your brand too. To hear more about this important topic, make sure to listen to this episode of The Amazing Seller!

Relying too much on one product.

In a similar vein as the issue of depending on just one channel for brand growth, many ecommerce sellers are making the all too common mistake of relying on just one product to do all the heavy lifting. Don’t fall for this same trap! Make sure your business can go the distance by creating a whole suite of products that brings depth and appeal to your brand. Protect yourself from the worse case scenario and keep your brand competitive! You’ll hear more about why it’s so important to expand your brand’s product line when you listen to this informative episode of The Amazing Seller!

Why you need to research marketing.

If Scott could wave his magic wand and make all ecommerce sellers do one thing to improve their business, at the top of that list would be to brush up and become an expert on marketing. Seriously! As the ecommerce industry continues to shift and evolve, the wise and astute business leader will take the initiative to find out how to get their product and their brand in front of as many people as possible. There are so many great ways that sellers like you can use to get begin your education on marketings. Make sure to listen to this episode and check out the resources section at the end of this post!

Start somewhere!

Do you feel overwhelmed and paralyzed with inaction? Do you feel like there are so many things you need to do to get your business going but you can’t decide on which action to take? You aren’t alone! On this episode of The Amazing Seller, you’ll hear from Scott as he breaks it all down so you can move forward with an actionable step! Let’s face it, moving forward without a clear direction is next to impossible! You know deep down, at least which direction your brand should start heading in. That’s all you need! Write it out and break it down into smaller, more manageable actions steps! To hear more about this process of breaking things down, make sure to listen to this episode!

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [4:50] Mistake #1: Channel dependence.
  • [10:30] You need multiple channels!
  • [15:10] Mistake #2: Product dependence.
  • [19:20] Mistake #3: Lack of marketing knowledge and efforts.
  • [21:30] Get out there and create content. Start with a blog and use social media!
  • [25:00] The advantage of using Facebook Ads and other tools to target customers.
  • [34:15] Why you should check out and implement the PACE method.
  • [36:30] What is the TAS Inner Circle?
  • [39:00] Scott recaps the 3 BIG mistakes that successful Amazon sellers make.
  • [41:00] Closing thoughts from Scott.

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TRANSCRIPT TAS 552

TAS 552: 3 BIG Mistakes Successful “MILLION DOLLAR” Amazon Sellers Are Making (Learn From Them)

[INTRODUCTION]

[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 552 and today we're going to be talking about three big…

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…I'm talking big mistakes that successful or so called successful Amazon sellers are making right now. And it might just be a matter of time and it's going to catch up with them and I hope, I hope that they figure it out before it's too late. I really do because some people that are building these million dollar plus businesses and they are not looking at the entire picture and really what their business is built on, you got to be careful.

And I want to go over those today, give you my thoughts, give you mi direction on where I would go. This also comes from just people that I know in general. I've got a good friend of mine I sat down with dinner the other night and we were talking about his businesses and he's got one of them that's ready to hit about $10 million this year. He's on track to do about $10 million this year. But he's got the same concerns. If Amazon goes away, not even goes away but if they just shut me down, now what?

What do I do now? He had a scare recently that made him think of that. He's no dummy. He knows marketing, he knows how to build businesses. He's built multiple, multiple successful businesses online over the past 15 years. But it's kind of like that Amazon drug. It's kind of like once you get some momentum you might get complacent, you might just we'll do that later, we'll get on that later but you don't want to do that. He knows that as well. I also see this with some of my private clients in our Inner Circle. Actually most of them. They have those same fears.

But it's kind of like the quick win. You might get some really good momentum. Things are tracking along but there's always that little fear in the back of your mind that you might be lying awake at night saying like, ‘what if?

[00:02:01] Scott: What if it all goes away or what if Amazon shuts my account down or suspends a listing,’ or whatever. Those are fears that we all face if we’re getting any results or if we're getting any success at all. Whenever someone comes to me they go, ‘Scott, I want to build an Amazon business.' I'm like, ‘Why don't you build a business and use Amazon as a channel to help you sell products in that business. Like I don’t want you to think you're building an Amazon business. You're building a business, a brand.’

And again, this is stuff that I'm covering in great detail inside of our Inner Circle, our TAS Inner Circle that is. If you haven't heard of that it's something we've just started not that long ago. We've got some private clients in there and we're working in their businesses to be able to help them get over these sticking points and really start thinking about the big picture. The long term vision, not just okay let's get in, let's make some quick money because we don't want that. We're building businesses to hopefully last so we can provide for our families.

Or build something we might want to sell in two or three years for a seven figure pay day. Like maybe that's what it is. So that's what I want to cover with you here today and that's what I'm going to do. So the good news is, we do have some good news, it's we can fix this. And can start fixing it today so what I want you to do is as I'm going through these three big mistakes that people are making I want you to start thinking of yourself what you can do or where you can drill into one of these or all of them and start thinking about the long term. The long term goal. So that's what I want to do.

Now the show notes to this episode can be found at theamazingseller.com/552. So definitely go check them out. I'll link them up. The other resource that I would say definitely go check out is PACE. We just finished our mini-series, our four part mini-series on PACE. If you don't know what this, go back and listen to all of those episodes.

[00:04:02] Scott: Right now there’s currently five including the first one which was really the overview of PACE and PACE is really four pillars that all businesses, successful businesses for the most part are built on. And that's those four pillars. So again, check that out. I'll link that up in the show notes but you can also go through theamazingseller.com/pace and as we add new content that really goes deeper into the PACE method and really those four pillars, everything will be linked up there.

I'm going to make everything kind of go there so this way here you can go to one spot and you can get all that training. So, with that being said, let's dig in to the problems and mistakes that I see a lot of successful businesses making right now.

So number one and I've kind of already said it, the channel dependent. You've heard me say this before, you've heard probably other people say it. In any business, if you're riding on one channel, you are running a risk that some day that channel could go away. You do not want to do that. And it's a big fear now that when you're riding on that you know it. Like you know it. You're like I know it's there and I know that I'm fearful that this one channel could go away but my question to you is what are you doing to help prevent that from killing your business if that did happen?

We have to ask that question. You can't avoid that question. If you have a million dollar brand right now that's doing $1 million in revenue and let's say you're doing 30%, let's say. Hopefully you're doing more but let's say you're doing 30%. That's 300,000 a year you're bringing in as your pay day. Pretty good. It's a good living. But if you're supporting your family or other people, who knows maybe you got employees too that you’re paying that $300,000 that goes away if you only have that one channel.

[00:06:02] Scott: So that’s a fear. Yes that we all have if we're banking on that one channel and we're hoping that it never goes away. So if you're thinking that then yes, you need to do something about that. And you should so what can we do? I'm just going to throw out some things right off top of my head. Well, number one you got to add more channels. Well what channels could we add? Well you got to ask yourself, what's the easiest ones that you could do first or maybe which ones are your market on or is your market on right now that would be the best for you?

So you could say well, eBay. Well you might say, ‘well Scott there's not a ton on eBay but is it something? Is there still money coming in the door that if one channel went away you would still have something that could support the brand?’ So eBay would be an easy one. Etsy, a lot of people don't look at Etsy. I don't your product, I don't know your market but there’s a lot of people doing really well on Etsy. Now you might say, well but they don't do fulfillment or they don't do kind of fulfilled by Amazon. Well you can get a third party that can do that work for you.

We all know that. So that's just an excuse. You can use that. So that's Etsy. Those are two easy ones. I know some people have had success with Walmart, some people haven't. You got to figure out what channel you could do with the least amount of hoops to jump through to go ahead and get that set up. The other one, which is obvious to me is your own store. If you don’t currently, if you're doing that kind of money, if you're doing $350,000 a year in revenue, and you don't have your own store yet, your own Shopify store or maybe your own Woo Commerce, anything that can collect a sale outside of your Amazon channel, if you don't have that set up yet that's a ‘let's do that right now.'

Like you have to have that thing in place. Because there's a whole bunch of other things that we can do to drive traffic to our store that you're probably not doing or maybe you're not even aware of.

[00:08:00] Scott: I'll get to that in the third problem that we can fix. But that's what you need to do. You need to have another place where people can make a purchase. And in this case, your store would be like the first place. Your own sales funnel. Okay, so if you don't want to build out a full Shopify store or a full Woo Commerce or just a website that has products that you can buy on whatever platform you want to use, if you don't have that you can easily do your own funnel. And this is why we always talk about having multiple products so this way here we can sell more product to the same customer.

Buy one thing and then they see the other thing and that might be of interest because it's well aligned and all that. So your own funnel like you can create three pages. Three pages and then you can drive traffic to the front page and then if they take that one then they'll be linked to the second page with another offer and then on the back end of that they can be presented with another offer or just a thank you page that says thank you and then they're on your email list. Like that's a big sick funnel.

And I've done some of these trainings on my whiteboard Wednesday videos on YouTube. If you've missed those definitely go over to theamazingselletv.com and it will be over there. So you definitely want to start thinking about this stuff and I get it. It's more work. It is. I mean the Amazon drug is really what it is, it's easy. You don't have to… And I say easy, you still have to do the work.

But once you get that momentum, once you get it rolling it's kind of hard to stop it. And then when you have these Prime days, you have Prime Day and you're like ‘Holy crap. I just did like 10 grand in a day' or ‘I did 100 grand in a day'. Whatever. Holy cow. This is crazy. Yes, it is crazy and it's awesome but you can't back on that. Same thing with fourth quarter. A lot of people bank on fourth quarter. Well what happens if your account got shut down and you're trying to get it reinstated and you don't by fourth quarter.

[00:10:00] Scott: Then your business is down the drain? That doesn't make sense. But if you can go out there and create your own funnel or your own store and get your own traffic to those places, well you can still have some sales. And then you control the experience. So those are assets that you should have in place. I look at these additional channels as additional assets. Every business should have assets in their business. Not just one channel and to me that one channel is an asset kind of but if they control the asset technically it's not 100% your asset.

So we want to look at those things. The other thing is, I see a lot of people not doing this because it's work. You got to actually go out there and connect with people but you have bloggers, Facebook groups, influencers, all these different people in your market that if you continually reach out to people in your market and create relationships guess what, they'll promote for you automatically or maybe once a month they'll do something in their rotation because you have good connection, you have good products and you have good brand.

Maybe you have a good brand story. Any of that stuff. It's worth the time to make these connections because again that connection is another channel to potentially bring people back to your brand. What happens when people get led back to your brand? They have a potential to buy. We literally just did this. I'll give you an example. We wrote an email and it was yesterday. We wrote an email to our list of about 28,000-ish people in this email list. And we basically went ahead and we wrote an email. And in that email, we sold nothing. Zero. It was strictly content and it was basically links over to our blog.

Now, if they go to our blog guess what, the things that we're talking about, the things that we're sharing in that blog post also have our products kind of like woven in.

[00:12:01] Scott: So as we're demonstrating something or as we're sharing how to use something we're highlighting our products. Well guess what happened after we did that? We had about a 20% lift in sales for that day. And we didn’t pitch one product. Now we have pitched products in the past and we've done really well with that. So that we can do two. But again we have that so your email list in a sense is a channel because we have the ability to drive traffic over to our blog which is another channel. So we have these different components in our business that allows us to not just be really held hostage in a sense by Amazon.

I'm not knocking Amazon. Amazon is awesome. Amazon is a great launch pad. Amazon is a great platform or a great channel that all businesses should be utilizing. But it should not be what your business is built on. That is risky. So hopefully I've made my point there. So those are some easy ones that you should be doing. And like I said, going back to those connections another example. My partner has been reaching out every single week to someone in our market trying to create a relationship. Well, it's been about probably six months since they've been doing that and we just landed a big one.

And this big one has about 450,000 people in this group. In this Facebook group. And the lady that runs the group loves our brand and any time we want to promote pretty much we have access to 450,000 people. And we've done that. We did a contest, their group did really good. I think we collected almost 1,000 emails and we also run a special and we sold a bunch of product. Not our list. We built a list, we built a relationship, we sold product because we made that connection with someone outside of just Amazon.

[00:14:03] Scott: And then obviously you can always tell them well listen, you can be an affiliate for our product too through Amazon and make 4%, 6%, 8% whatever bracket they are in depending on how much volume they do but you see what I'm saying. Like this is stuff that a lot of Amazon only businesses aren't doing but they are successful in a sense. Because they are making or they are generating a million dollars a year. Great. But they are dependent and I've seen it happen.

I've seen it happen where they're shut down like immediately. Like wake up one morning and business is turned off. Like it's almost like you had a brick and mortar store and then the next day you came in and your store is no longer visible. Or maybe the police came in and said you're not longer able to sell anything through that door until we tell you you can. That's what it's like. You don't want that.

So let’s move on. Number two. Product dependent. This is another big one. Now being product dependent you’re still maybe selling on just one channel let's say. So that's risky but now to have it even go a little bit further as far as being even more at risk is if you have one product that's doing really good that's driving all the sales and that product gets suspended or gets suppressed or any of that stuff.

Now, let me share a little story with you. One of our Inner Circle members, one of our private clients this actually happened to them. Now they have other businesses that are bringing in some revenue so it wasn't like their entire money was cut off but pretty darn close. And what happened was is their manufacturer has been making this product for about three years now doing about 200 units per day at peak.

[00:16:09] Scott: And I think on the off season maybe a 100/125 something like that. So it's a constant seller. Constant revenue coming in the door. But the manufacturer made a mistake. And the problem now is some of them that are in inventory are right and some of them are wrong. Well guess what? People were requesting a refund. And now he would give them their money back and then send them the right one but then he found out that they're co-mingled now and his manufacturer made the mistake.

4,000 units by the way. Remember, selling 200 units per day right now. So what's he got to do? Well, we got on the phone of course. Private client of mine so we're hopping on the phone immediately and figuring out a strategy what we can do. So we have to now basically pull that inventory fast. We have to hire someone here and have them go through it and sort through the ones that are good and the ones that are bad. Ship them in immediately back as fast as we possibly can. Also we need to be contacting manufacturer, we need to get that manufacturer to make it right and get it here as soon as possible.

Which you if you're dealing with anyone in China that can be a process in itself. So all these things are happening and in the meantime we're not making any sales. Now he also has to contact Amazon and tell them what he's going to do to get that up and running again. So that's where we're at. That is what we need to do moving forward.

Now what we're doing is we’re building out a product line. This is one of the big things that I'm working on with him as an individual and as his inside of his business is to create that product line inside of that market versus just something random over into doing like an open brand concept. We want these products to be aligned.

[00:18:04] Scott: So this way here if one product does get hit his whole product line isn't hit. But going back to Amazon if you're only dependent on Amazon then it wouldn't matter if you had five products. If your account gets suspended you are done. Every product that's under your listing is done. So anyway, moving forward product dependency. Do not have just one product because again like I said, like I just shared with you if Amazon suppresses your listing now what?

Now what do you do? Or if you're supplier has a problem or maybe you have shipping issues. Maybe just takes so long to get there. And if you don't have that product in there and you have no inventory that's a problem. So you don't want to be depending on just one product. So if you're that person right now you better be thinking about a product two, three, four and five. Then that also goes into when we want to do other things even on our own store or our own funnel.

Like we can then offer more things to that same customer. So there's a lot of other things that come in with just product development but the big one is being dependent on that one hot seller or that one product that's driving the business. We don't want to do that.

Number three, and this one here is a big one like this would probably be like one of my top but there's a lot that goes into it. And that is marketing. What do I mean by that? Well, marketing. Well there's a lot. Because like I said, if you’re selling right now on Amazon and all you're doing is selling on Amazon, nothing else. You might be okay writing copy for your listing. You might be okay for dialing in your pay-per-click to get it semi profitable.

So are you really good at marketing. Well my answer would be no. You're not even really marketing. You're basically learning a little bit of pay-per-click. That's fine. I think you should. But you're not doing anything else outside of that channel for marketing.

[00:20:03] Scott: You know why? Because there's not much you can do. Because you can't really control the process. You can't do any of that stuff, which that's crazy to me. We want to be able to market to our market. We want to be able to go out there and allow people to discover our brand in that market. So I'm going to give you some ideas. I'm going to throw a bunch of things out here and I'll kind of narrow them down to the ones that are the most important right now.

And I’ll give you some examples but I want you to think to yourself right now, I want you to ask yourself this question, are you good at marketing? You might have come from a marketing background then why aren't you doing it. Why aren’t' you using it? That would be my next question. Because the one thing I will tell you is… And I would tell this one just starting, eventually you want to learn marketing inside and out. And I mean every part of marketing.

Now, that doesn't mean you have to do all the marketing but you want to learn marketing because guess what, you're also creating something that other businesses probably don't have. And that's an asset and that's you. If you're able to go out there and market your brand like no other, you're going to be successful in Amazon and outside of Amazon. So let me just give you some examples of what we can do here with marketing and kind of what I look at.

So basic website with content. So that a lot of times we refer to that as a blog or Shopify has their own part of Shopify where you can create a blog post. That basically then will be indexed in Google and all of that stuff. If you're on WordPress you can use WordPress basically you want to go out there and create content. Basic website with content. Again we just wrote a blog post and then we wrote an email to our list to let them know about it.

[00:22:05] Scott: But inside of that blog post there's also references to some of our products. And we had a lift in sales just from doing that. So that's why we want that outside traffic but we also want our own property. You guys have heard me talk about that before. We want our home base. The other thing in marketing is social media basics and I mean like the basic stuff. Set up your own Facebook page. Not that you need to publish there every single day. But what we want to do is we want to have a social presence.

We want to have a place where if people look us up we want to be able to show them that we're out there and that we're a brand. We're not just on Amazon. We don't want to be that guy or that girl or that business. So social media. And then also like social media just understanding how it works. How can we educate people through social media on our brand? How can we tell stories in social media?

How can we have other people get social with our products? I've got another, this is a great one. Another person in our Inner Circle, one of our private clients, she's doing some really cool stuff with social. Like getting people to use hashtags with her product and then it automatically will be posted. So what better that prove love your product than people posting it on social media showing them handling it or showing them using it?

GoPro does this really well. Like GoPro will probably I think they've even done contests in the past where if you use the hashtag and then you show a video clip of maybe your best climb or maybe you basically doing something adventurous, whatever and then in 30 days they'll pick a winner using that hashtag. What's it doing? It's having your market show that they're using your product and then other people will discover you because of that. The other great one is using causes.

[00:24:01] Scott: So if you're interested in a cause and you want to give back, that cause could be part of that hashtag. So social media is big. You don't have to overwhelm yourself with it. But there's a lot you can do even if you just barely got yourself out there but just used it to again tell stories, show your product being used, show other people using it or talking about it. So social media is a great place for that.

Now, if you're using social media, you're also going to be able to have the opportunity to run paid traffic. And this is a big one. Again, this is marketing but this is something that I think if you would just focus on learning how to use and control paid traffic and get it profitable you're going to have so much of an advantage over your competition. I can't stress that enough. Facebook ads, I don't think they are going anywhere but man oh man, are they like a such an advantage.

For every part of business and there's so many cool things that we're doing right now even with TAS stuff but also with our brand and also with a lot of our private clients like there's things we're doing right now that just couldn't be done even two years ago. Being able to retarget. Like if you don't know what retargeting is, think about this for a second. And I used this example in the past in a video when I was sharing this concept. But thing about this for a minute.

Myself and my father were in a construction business together. I worked for his company for about ten years and we used to rely on traffic coming in the door from maybe an ad we ran into maybe it was a clipper magazine or maybe it was a postcard. So we would get them in the door people that were in the area. They'd come in the door. We would have a conversation with them, we would share like whatever they were interested in.

[00:26:00] Scott: If it was a window, if it was a door, if it was insulation whatever it is, like we were educating them and helping them the best we could. And then if they didn't want to buy we would shake their hand and say if you have any questions let us know. And they would be gone. Now we can follow up with them a week with a phone call, maybe seven ten days, we can follow up with a phone call. “Hey, just checking in. Wanted to see if you had any questions. Is there anything we can help you with?

We’re here.” Kind of thing. That's what we could do. But what if I could do this back then. If I would have said to my father who was the one I would have to go through for any marketing ideas. If I could have said to him, hey dad, here's a cool thing that we can do. When this guy comes in the show room, I have a conversation with him, I'm going to go ahead and I'm going to find out where that person goes to work every day or the path that they use or the road that they use. And what I’m going to do is I’m going to look at all the billboards that are on his way to work and I'm going to rent all of those.

I'm going to put a sign up that's tailored to him. So if he was looking at windows I'm going to basically show different pictures of the widows that we offer and our company and I’m going to let them know that we're still here and we're everywhere. They are like holy crap, like I'm driving to work and there he is again. I just talked to that guy. So that's retargeting. And that's how it would have been back in the day. That's not possible. At least I don't think it is. I don't know how that would work. But imagine every single person that came in your brick and mortar store, you were able to know what way they went to work or where they jogged or where they walked every evening and then you were able to put billboards.

So all they seeing is you. Like wouldn't that have been amazing? Well guess what, welcome to the Facebook retargeting or just retargeting in general. Like we can do that now. It's just crazy.

[00:28:01] Scott: But we can't necessarily do that if we just have someone go to our listing on Amazon because we don't have control of that. But if I have my own web page or my own funnel or my own landing page, whatever I can create a pixel from Facebook that gets put on that page. And then I can basically put stuff up in front of that person giving them more information hopefully helping them, educating them, maybe telling them more of a story about our business, whatever.

Like all of that stuff is possible with paid traffic and retargeting. And there's a study out there, I'm not exactly sure what the exact number is but I think it's like eight to ten times people need to see you or be in contact with you before they actually make a decision. Of course, that depends on the product and if it's expensive or maybe it's just they are toying around with two different brands or whatever for whatever reason. But it's usually eight to ten times. It's what I've heard.

But you can kind of do that now with Facebook. But a lot of people are like well, I don't want to spend the money if I don't think I'm going to make a sale right away. That's the other problem. People are hoping to make the sale that day. Imagine someone goes on Amazon, they search for a stainless steel garlic press, they go to my listing, they say, ‘Nah, I'm not interested right now.' They leave. Okay. That's great. They’re done. I had that one chance. What if that person looked me up from Amazon, went over to my webpage, started looking at my brand, started to see if I was on social, they wanted to see if I was a legit brand.

Well at that time, I've already put a pixel on my page, I'm now going to be able to see, they are going to be able to see me in Facebook if I've set up my retargeting. And then I can put different offers or just different messaging in front of that person. That's what we're talking about. That's where it gets exciting. Because we're able to really seem like we’re everywhere to that person.

[00:30:02] Scott: And that's what it would seem like. And very similar to email list building. So if we, and this is another one in the marketing arsenal, is email list building. If we build an email list of targeted people in our market that have raised their hand, we've done this in our list building training. If you haven't check that out, definitely check that out. It's a free resource theamazingseller.com/buildlist. It will show exactly what I'm talking about. We get people to raise their hand and then we can communicate with those people and we can share value and we can educate them and we can show them a little bit of our personality.

We can show them a little bit about our story, about our brand, why we started it. All of those things that will create a bond with a potential customer. That's email listing building. Same exact thing as retargeting. Except retargeting we can do it a little bit faster and they don't even have to opt in, which that basically just means they give us their email address. But why not do both? Why not show up in their inbox and then show up in their Facebook in their news feed and then maybe over in Instagram

Then all of a sudden it's like wow, this brand, they are big. They are everywhere. Because we've retargeted them with the right messaging to that person, only to that person. And then again, basic funnels and sales processes, I'm not going to get in to all that but you've heard me talk about that before. And they don't have to be this huge complex funnel, it's really simple. Like a free plus shipping offer would be like receive this one garlic press just pay shipping and handling and then on the back end of that you can offer them a deluxe garlic press or maybe a month’s supply of garlic and maybe a lemon press or something. I don't know. I'm just throwing something out there.

I'm thinking way off top of my head here but you get what I'm saying. Other things that are aligned with what they just purchased. And in that case it might be stainless steel garlic press, free plus shipping on the back end, receive your first month of a 12 pack of garlic for $19.95 and then every month after they might be a recurring customer of your garlic or something like that.

[00:32:11] Scott: Or maybe it's going to be a storage unit for… I don't even know if there's such a thing. A storage bag for your garlic to keep it fresh. So those are the things that you can do and here's the other cool thing when you have that one page that people would be led to from a Facebook ad, that page would have a Facebook pixel and then we can follow them back around in a non-creepy way by way. But to basically educate them or to show them a recipe using garlic.

Something like that. You get the idea. So that's how a basic funnel would work and that's where you can control the sales process. These are things that will take a little bit of time of time to figure out. But once you figure it out and it becomes profitable guess what you have, a marketing channel that you control. Not just one channel. And the cool thing is, in the beginning you're just kind of trying to play around with different offers and different traffic.

And you’re getting your targeting down. And then once you break even that's good. Now we’re like okay, cool. I'm breaking even now, I'm acquiring customers for basically free because it's self-liquidating but now what I want to do is I want to dial it up a little bit add a little bit more to it as far as like traffic because with Facebook you're just turning the faucet on. The more you want, you can have it, you're just going to pay. And if you pay, and it's profitable then it's just a matter of putting a dollar in and getting three out.

Who wouldn't do that? But it's going to take time to figure out that right offer, the right audience. But here's the thing. Most people they won't do that especially if they are doing a million dollars a year in revenue on Amazon. They are not going to think about that because they are comfortable. And they are thinking, ‘It won’t happen to me.’ Has there ever been something in your life that you thought that and then all of a sudden it happened to you, like why didn't I think it would happen to me? I have. You're like, ‘That's not going to happen to me. I'm invisible.' Well hopefully, but it could.

[00:34:02] Scott: And if it does you want to be prepared. It's all I'm really saying. Now this here, everything I really went over here a lot of this is what we talk about in PACE. Now, if you don’t know what PACE is you can, if you're coming on to the party a little bit late it's okay. You can go to theamazingseller.com/pace. And it's all of the content, and all of the resources that we've created so far all in one area. It's all free by the way. And it basically just breaks down the four pillars to building a successful business.

One that will be here today but also tomorrow. And that's really what we're all about. I'm all about helping you get started selling on Amazon because I think it's an easy way to get started and start getting that momentum. But once you hit a certain amount you're going to want to start looking at all of these other things and really if you start a business, even if it's starting it on Amazon you want to really follow the PACE model. And that's preparation, foundation is your first one.

So preparation, that's really preparing the foundation to be strong, A is for attention. Getting the attention in the market. Now, once you get the attention, we have to do cultivation which is basically connecting with the audience and getting them to know they can trust you through messaging and being seen in social. And then E is for expansion. And that's what we can really take our business to next level, we can grow, we can scale, we can add more people to our team, all of those things. But that's what we talk about.

Those are the four pillars and it does start with a good foundation and that’s why we talk a lot about preparation and really getting that foundation to be strong. So if you've not checked out that resource, we did a fourth part min part series. It's already there for you to consume and go through and really evaluate where business is right now using the PACE model. So definitely check that out. This is exactly by the way, this is exactly what we are using with our private clients in our Inner Circle. It's really the PACE model. We’re just breaking down their business into these four pillars and we're seeing where we can go in and turn a few dials, flip a few switches, get the most leverage for our time being spent.

[00:36:09] Scott: Because every component here, every pillar, we can always come back to and tweak and adjust and make better. And that’s exactly what we're doing with our private clients inside of our Inner Circle. But it's really about building a business that will last. A successful business and a brand that will last and it's exactly what we want to see you do and it's what we again, we are working with and partnering with really from members in our inner circle.

Now, you hear me talk a lot about this Inner Circle lately probably. If you are interested in seeing if you're even qualified, because the Inner Circle is not for everyone. You have to be at a certain level. Right now you have to be at about $350,000 in revenue or more. We prefer you to be even more. A lot of our Inner Circle members are multi six figures and even seven figure brands. But if you’re interested in filling out an application to see if you qualify and if you wanted to be one of our Inner Circle private clients, you can head over to TASInnerCircle.com.

And the information will be there and if you do qualify what we’ll do is we'll reach out to you. We'll set up one on one strategy call and that will be with someone on my team, Joel Bauer right now will be doing those. He's awesome by the way. So if you get time to spend with him definitely, definitely take us up on that offer because you'll walk away with what you can do in your business because we're looking for brands that we can in a sense partner with but not really being an equity partner, if that makes sense.

We're really going out there and we're having a group of people, small group of people. We're keeping these groups small only ten per group. So this way here number one we can share openly inside of these groups, the brands that we are working on and different examples that we can share so this way here we don't have to hide anything. And then the other thing is we can really spend a lot more time closely with these brands working to really move the needle and that's really what we want to do.

[00:38:06] Scott: But again, you have to be at a certain level. Because if you're at $350,000 per year in revenue or more, and you have momentum going and you have a good base, that's where we really shine. That's where I really shine. I can get in there and see opportunities or things you should be working on and then we can get to work on those to really move the needle. And really apply this PACE method moving forward. So again, if you're interested in working with myself and my team a little bit closer head over to TASInnerCircle.com.

Again, that's tasinnercircle.com. This is again, this is a high level mastermind/inner circle and it's where myself and my team we'll work very, very closely with you. We'll meet three times a year in person two days each and then we also meet at least once every single month online to kind of go over your strategy and where you are at to really grow and build your business.

So if you're interested check that out. Okay, so let's wrap this up. I want to do that by giving you guys a little bit of a recap. So this way you can learn from this. And I want you to think about where you can add these different components to your business or where you should be focusing right now. So number one are you channel dependent? Is all of your revenue coming in from one channel right now? If it is, well, go back and listen to the part where I told you what you should be doing.

Number two, are you product dependent. Is your business product dependent? Do you have that one product that's driving most of the sales? If that's the case, well you better get to work and you better start figuring out that next product and the next product. You should have at least three products in your arsenal. I would like to see you have at least three different to five. And then from there we can continue to grow that out. So definitely look at that.

Number three, marketing. And this is a bigger one. There's a lot of bigger components underneath just this one. But I think I've given you some good ideas.

[00:40:01] Scott: Paid traffic is a big one. The retargeting is a big one. The other thing is your email list. If you haven't started building a list yet, you need to start that as soon as possible. And then more importantly, you need to learn how to communicate with them. And if you're unsure how to do that, then I would say go back and listen to the episodes that we did on PACE and that would be the third pillar which is cultivation that is the C by the way. And we talk all about how to communicate because a lot of people can build the email list but then they don't know how to communicate with the email list.

They don't know how frequently, they don't know what to say. They don’t know what subject lines to use. They don't know how to even write it as far as formatting and all that stuff. We break that stuff down in the C pillar with is cultivation. So definitely check that out. And then gain, your basic funnels and sales processes. Like all of that stuff is so important. So that's why really falling in love in a sense with marketing I think would be your best asset because it's a skill set that you are going to create, that you're always going to be able to use whether it's for this business or your next business.

It really doesn't matter. Marketing is pretty powerful and if you had that skill set you're valuable. You're very valuable. So hopefully I've given you some things to think about here. If you are at that level, that you’re doing $500,000 a year in revenue or a million dollars or more and you're not doing these things or you're not thinking about doing these things, I just want to kind of shake you a little bit and say, come on, we have to. Because I do not want anything bad to happen to your business and it really could.

So just do it. Please, for me. So guys, the show notes can be found at theamazingseller.com/552. All the links that I've talked about will be there as well and if you want to check out the Inner Circle like you said if you think you're at that level and we can help you definitely head over to tasinnercirlcle.com to get all the details and to possibly become one of our private clients.

[00:42:00] Scott: All right, so guys that's it. That's going to wrap it up. As always remember, I'm here for you, I believe in you and I'm rooting for you. But you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode.

[END]

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