Today, I went to Kinokuniya at Orchard Takashimaya to buy the book “Rework” by Jason Fried and David Heinemeier Hansson. There are 2 takeaway pointers from my trip to the bookstore… which you can apply to your business (both online or offline).
When I waited for my turn to pay, I was thinking about whether I should get a Kinokuniya membership card. I couldn’t make up my mind. When it’s my turn, the first question that the cashier asked me was: “Are you a Kinokuniya member?”
“Wow, their staffs are well-trained to upsell”, I thought. But, to my surprise, when I said “No, I’m not a member”, she didn’t proceed to ask whether I wish to join as a member. She went ahead to scan the barcode on the book and I paid for it. (A lost opportunity to upsell their membership to a potential customer, which will contribute more sales to the store in the next one year because he has a membership card.)
What’s the use of asking whether I am a member or not (it’s an open-ended question… what if i say no? what’s next?) without knowing what to say when I respond with a NO? If she is to proceed and ask me to join, I’d most probably do it out of impulse. Opportunity lost. Just imagine how much more sales Kinokuniya can make by making it compulsory for their staffs to upsell the membership card if they receive a NO for their initial question.
Pointer #1: If you are running an offline business (especially one with membership card service), always train your staffs to upsell. It just takes a simple question: “Do you wish to join us as a member today, and you can enjoy 10% off this purchase” to potentially increase your sales. For internet marketers, an upsell page after your initial offering is an easy way to double your clickbank sales.
On my way back home, I was all excited to read Rework. Then, i realized that I didn’t really know the authors at all. I only remember the book title Rework and it’s cover (quite sticky), and the testimonial by Seth Godin (owner of Squidoo.com).
The main reason I bought the book is because Seth Godin’s recommends it.
Pointer #2: Be it sales page, affiliate squeeze page, corporate site or marketing collateral - credible testimonials really do wonders.
P.S: I am now past chapter 2 of ReWork, it’s indeed a very good read. Highly recommended.
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Tags: affiliate marketing, internet marketing, make money online, rework, seth godin













































































