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Acquisition.com Publishing is proud to

present Acquisition.com Volume 3, $100

million Money Models: How to Make Money,

written and performed by Alex Herozi.

Dedication: What people have said about

Alex Herozi. Alex is my husband, Leila

Horosi. I have known many people. Alex

is one of them. People who know Alex.

Alex has said things people have heard.

Friends, Alex is better at some things

than others. Alex's favorite teacher.

Alex wrote a book. I have read many

books. Magazine critic.

Guiding principles. Risk comes from not

knowing what you're doing. Warren

Buffett. More important than the will to

win is the will to prepare. Charlie Mer.

A quick word. Ila. I wrote this

dedication 6 years ago. I want to thank

my partner, my ride or die, Ila. You

found me at my absolute worst, and you

have fought beside me

shoulderto-shoulder ever since. You said

you would sleep with me under a bridge

if it came to that. And I have not

forgotten. You stood tall when

everything was crumbling around me. I

would go to war with you. I would die

for you. If the world were a hurricane,

standing with you is like being in the

eye. Calmly observing the storm raging

around us. There's no one else I'd want

by my side to fight the battles that

come. Being with you makes the stars

look within reach. Here's to a life

filled with the impossible. And six

years later, nothing's changed.

Trevor, as iron sharpens iron, so one

person sharpens another. Proverbs 27:17.

It's a rare and wonderful thing to have

the smartest man you've met call you a

friend. If ignorance is the only true

evil and knowledge, the only true good,

you, my brother, are a force of good.

The world is better with you in it. And

I will fight to keep it that way. My

life wouldn't be the same without you. I

wouldn't be the same without you. I

doubt I will ever be able to repay the

favor that you have given me by being in

my life, but I'll live trying. Thank you

for giving me a gift far more than a

paragraph at the beginning of a book can

ever repay. We will put our brick in the

wall. Here's to a once in a generation

friendship. Filia.

Start here. The world breaks everyone

and afterward many are strong at the

broken places. Ernest Hemingway. The

first picture you see inside my book is

a picture of me standing in front of my

gym and a picture of where I used to

sleep on the gym floor. I stared at the

ceiling in the dark alone. I had no one

to go to. It sounds cool when you tell

the story later, but it didn't feel that

way. I was terrified. I went against my

father's wishes. I skipped out on

business school. I spent all my savings.

Everyone I cared about told me not to do

it. I was the idiot that gave up on a

good career. I thought I would look

forward to the struggle, but it got real

fast. Kids partied all night in the

parking garage above me. They'd race

over the steel dividers. It sounded like

gunshots echoing in my concrete bedroom.

And as soon as I started to pass out,

I'd get jolted awake by another bang,

bang, bang, bang. I finally gave up

trying to sleep at night. I settled for

midday naps in the utility closet. Then

in the dead of night, I worked. I had to

make money. My gym sat across the street

from a large storage unit business. The

owner became one of my few members, only

out of convenience. A few weeks after he

joined, he pulled me aside after his

workout. I've been doing a little math,

he said. It looks like you're

struggling. I tried to hide my

embarrassment, but I failed. "All right,

kid. Let's grab breakfast tomorrow." I

hesitated thinking about my bank

account. Before I could answer, he said,

"Don't worry. My treat relief." The next

morning, we met at the local diner

around 5:00 a.m. As the waitress brought

our coffee, he asked, "How much time you

got left to live?" Huh? How much cash

you got saved up? About five grand.

How much time does that give you before

you run out? I thought about it for a

moment. About a month. Tough. How you

getting customers? I have a $39 six week

special on a discount site. How many

customers have you gotten? Four.

Looks like you've got a problem that you

need to solve fast. He let the statement

sink in. Then I saw a grin spread across

his face. Let me ask you a question. How

much does a free month of storage cost?

I shrugged. "Uh, nothing." He took note

of my confusion and said, "All right,

let's go for a ride. I'll explain it at

my facility." As soon as we walked in,

the girl at the front desk greeted us.

"Good morning, gentlemen." "Good

morning, Judy. How much does a free

month of storage cost?" he asked. "1127,

sir," she replied cheerfully. He smiled

and he turned to me. "Want to know how?"

I nodded. He took me through the office

and down one of the rows of freshly

painted units. So, we advertised the

first month is free, and it is. But

what's the first thing you need after

you get a storage unit? I don't know, I

shrugged. Exactly. Nobody really does,

but I do, and I help him out. So, let me

give you a hint. He pointed towards the

lock on the door. Right. A lock. Yeah.

And not one of those flimsy locks that

kids use on their lockers. Those won't

fit here anyways. Besides, any goon with

bolt cutters can get through those in a

second. But not one of these bad boys.

He tapped the lock to emphasize his point.

point.

Yesesh, it looks like it. Where do you

even get one of those? I asked. Funny

you should ask. I've got a whole storage

unit full of these. Yours today for just

47 bucks. Okay. Okay, I get it. They

come in for the free month, but what

good is the storage unit unless you can

lock it? Exactly, he said. I get it. So,

where does the other 80 bucks come from?

Great memory. So, what else are you

going to want? I shrugged. Well, if you

have stuff to store, you're going to

need boxes to store it in. But never

fear, we've got boxes with tons of

different shapes and sizes to fit all

your storage needs. We also offer tape,

labels, and heavy duty markers to make

sure you know exactly what's in every

box and where you put it. Super handy.

Oh, duh. That makes perfect sense, I

said. What else are you going to need?

He asked. I don't know. Uh, help moving

it. Yes. Now, we don't actually offer

in-house moving services, but we have an

affiliate relationship with a local

moving business and make a kickback. And

if you want to move all your stuff

yourself, that's fine, too. We have

dollies, hand trucks, straps, and other

useful tools available for a fee. After

all, why buy a bunch of stuff you only

use once? What a waste. Oh, yeah. I

didn't think of that, I said. What else

are you going to want? He asked. Uh, I

really don't know. Well, what you store

is valuable, right? at least valuable to

you in some way. I mean, if it wasn't,

you'd send it all to the dump. So,

you're going to want some insurance in

case something bad happens. Now, I

already give $500 of free insurance to

all customers. But if you have one of

the special locks only I offer, I'll

bump it to $100,000 for only an extra

$10 a month. He puffed with pride. Dang.

And all that adds up to 127 bucks. Yep.

But we're not done yet. You know what

always seems to happen? Onto his game

now. I played along. Beats me. What

happens? Everyone has way more stuff

than they think and they always rent too

small of a unit. In fact, it happens so

often we always offer one size up. They

get the space they need and we make a

few extra bucks. It works out for

everyone. Wow, this is pretty cool. I

didn't know any of this stuff. Of course

not, he said. Why would you? Fair

enough. But how do I use this to grow my

gym? I asked. Yeah, I've been playing

this game as long as you've been alive.

And when you figure out how to make

money in one business, I mean, really

figure it out, you see ways to make

money in any business. And one thing's

for sure, the longer you play, the more

you learn. Wow. So, you've had this

place for 23 years. This place? No. This

is just one of my newer locations. You

have more than one? I asked. I have 27.

Oh, crap. I felt 2 in tall. Anyways, I

got to get to work. You know your way

out? He pointed to the door. Yeah. I

chuckled. I think I can make it across

the street.

Two and a half years later, I now had

six gyms. I had leveled up. I wanted to

level up again. So, I paid $25,000 for

an hour of time with a famous marketer.

I had never spoken to him, but I knew

his stuff like the back of my hand. I

had one goal for this call, for him to

help me scale my gyms. After brief

introductions, we dove in. So, yeah. And

that's how I open my gyms at full

capacity on day one. I put $3,000 down

for a lease and then run a few days

worth of ads. I sell customers in the

empty building. Then the cash from those

signups goes towards more ads,

equipment, paint, flooring, furniture,

signage, and whatever else the location

needs. Doing it this way, I've opened up

a new location every 6 months with no

debt. Wow, so cool. Explain to me in a

bit more detail, would you? His business

was making millions of bucks a month.

Those numbers blew my mind. And he wants

to hear how I advertise. I beamed with

pride. I advertise a free six week

challenge until I get about 20 leads a

day. Got it. Keep going. He said about

half the leads show up for appointments.

I sell half of those who show into a

$600 program. So about 25% of my leads

become paying customers. I also get

about another 80 bucks in profit per

customer from supplement sales. Not too

shabby. Agreed? He grunted. So you make

like 680 bucks per customer before you

even open your doors. Pretty dang good.

But you left something out. What did I

leave out? How much you paying per lead?

Oh, five bucks.

If a deafening silence ever happened in

my life, this was it. He stuttered a

bit. So, you put $1 in and get $34 out

in 48 hours? Yeah. Is that good? I

asked. It's amazing. He said, "Do you

have anything happening on the back

end?" I grinned ear to ear. "Yeah, a few

weeks later, I'd tell them that they can

get their $600 back as credit if they

choose to sign up for a year. Twothirds

of signups convert into memberships. So,

I end up with a full gym and $20,000 a

month of recurring memberships for

$3,000 down. Then I rinse and repeat.

Wait a second. You do all this in 30

days? Yeah, pretty cool, right? He

rubbed his eyes. You shouldn't be

running gyms. Oh, God. I thought he was

going to compliment me, but he told me I

should quit. My mind raced. Alex, he

said, snapping me back into reality. You

have a level 10 skill set and a level

two opportunity. Okay, well, what should

I do? I asked. You shouldn't be running

gyms. you should be showing other gym

owners how to do what you just showed

me. I hated the idea of giving up on

what took years to build, but he made a

lot more money than I did. I figured if

I ignored his advice, I may as well burn

my money. So, I took his advice. Over

the next 9 months, I closed down my

newest gym and sold my other five. That

gave me all the time to go all in on my

new company, Gym Launch. Over the next

two years, I flew around the country

turning gyms around. Then, after 30 plus

turnarounds, I switched to a licensing

model. I no longer flew out in person.

Instead, I helped them follow our proven

model to fill their gyms and increase

profits. A small market to be sure, but

they were starving. Some literally, but

once they filled their gym in 30 days,

they told their friends. Gym Launch took

off like a rocket. It was wild. Over the

next 5 years, I took over $43 million in

owner distributions. Then I sold 66% of

the company at 46.2 million in an

allcash deal. With that deal, I crossed

$100 million in net worth at age 31. And

to be clear, no one was more surprised

than me. From there, my wife and I

founded our family office,

Acquisition.com, to invest in businesses

we know how to grow. Our portfolio, at

the time of this writing, does over $200

million per year in annual revenue. It

spans brick and mortar chains, software,

services, and e-commerce. And even

though we worked in many different

niches, our companies have all grown

using the same principles I share in

this book. So, what's in it for you? In

a few pages, I took you from sleeping on

the floor to crossing $100 million in

net worth. So, the natural question is

how? Answer: by making more money from

customers than it costs to get them. And

that's what this book, 100 million Money

Models, is all about. Since I've been in

business, the landscape has changed more

than once, and it'll keep changing. The

good news is sound principles help you

print money no matter what. I've learned

a lot of money models. I cover my

favorites here. $100 million Money

Models shows already proven offers that

you can use today and the instructions

to make them happen. Think of $100

million Money Models as a book of

winning lottery tickets. All you have to

do is cash them in. Also, I want to make

something clear. These are my private

notes. If it's here, I've made money

with it. These chapters contain my

observations and experiences with

different businesses from local chains

to physical products to services to

education to software and so on. And

they were scattered everywhere over the

years until now. This is my cookbook for

making money. How this book is

structured. This book teaches you one

insanely profitable thing. How to build

a $100 million money model. With a $100

million money model, you make so much

money in the first 30 days that the cost

of getting more customers will never be

a problem again. With so many customers,

you'll be forced to work on everything

else in your business just to keep up. A

problem for another book to solve. Winky

face. Here's the book outline.

Start here and problem this book solves.

You just finished it. Section one,

what's a money model? Coming up next.

Section two, attraction offers. Section

three, upsell offers. Section four,

downell offers. Section five, continuity

offers. Section six, make your money

model. That's it. Easy peasy. Pro tip.

Faster, deeper learning by reading and

listening at the same time. Here's a

life hack I stumbled on years ago. If

you listen to an audio book and read the

physical book or ebook at the same time,

you read faster and remember more. You

store the content in more places in your

brain. Nifty stuff. This is how I read

books worth reading. I also do both

because I struggle to stay focused. If I

listen to the audio while reading it, it

helps me avoid zoning out. It took me

two days to record this book out loud. I

did it. So, if you struggle like me, you

don't have to anymore. If you want to

give it a try, go ahead and grab the

audio version and see for yourself. I've

made my books as cheap as the platforms

let me, so this isn't a ploy to make

some extra coin. I promise. I hope

you'll find it as valuable as I have. I

figured I'd put this hack early on. This

way, you'd have a chance to do it if you

found the first chapter valuable enough

to earn your attention. Pro tip: hack

for finishing books. I get distracted

easily, so I need little tricks to keep

my attention. This one helps me a lot.

Finish chapters. Don't stop in the

middle. Completing a chapter gives you

positive reinforcement. It keeps you

going. So, if you meet a tough chapter,

finish it so you can start fresh on the

next one. Section one, what's a money model?

model?

Hermosi has the highest return on

advertising of any business using our

advertising tracking platform by a mile.

He has the biggest discrepancy between

dollars spent and dollars earned and we

only work with businesses spending at

least 250,000 per year on marketing or

more. So these are the cream of the crop

marketers and his numbers are in the

stratosphere by comparison. Alex Becker

CEO Hyros December 2019. Hello sir, can

I have your ID so I can look up your

reservation? The car rental agent said

smiling. I already had my ID in hand

ready, so I slid it across the counter.

H, it looks like we don't have your car

reserved. We have an equivalent car,

though, and you're a big guy. Would you

prefer a roomier pickup instead,

blinking a few times?

Yeah, that sounds nice, I said.

I've got you down here for 3 days. She

cocked her head to the side a bit. Would

you like to have a late return so you

can turn in the vehicle at any time

during the day without worrying about

late fees? I pulled up my schedule on my

phone. Yeah, we have an evening flight,

so that sounds good. Great. Give me a

second. Just putting that in. So, would

you like better insurance to cover any

bumps and scratches on the car? It

covers any and all damage to the vehicle

during your time. Nope, I'm good. No

plans on drag racing while I'm here? I

joked. So, only the minimum insurance

then? Yeah, that's all I need. Okay,

then. I'll have your keys in a second.

Did you want us to take care of fuel so

you don't have to worry about filling it

up? You can return it on empty and not

worrying about paying a fee. We do it

for $3.75 a gallon. What's gas cost

around here? I asked. About 350 a

gallon, she replied cheerfully. Sure,

why not? I hate filling it up when I'm

rushing to catch a flight. All righty

then. Here's your receipt. Just go

around the corner and your truck should

be halfway down to the left. Enjoy your trip.

trip.

As I walked, I glanced at the receipt.

It stopped me in my tracks. I could only

laugh at myself. I came for a $19 a day

car and I left paying $100 a day. a 5x

difference. And that's the power of a

well-designed money model. They knew

everything I wanted before I asked. And

when they asked to solve problems I

didn't even know I would have, I

accepted. A money model happened. A

money model is a sequence of offers. At

their core, we find every opportunity to

solve a customer's problems and then

offer to solve it. For that reason,

money models tend to have many offers in

a specific order. If you offer the right

thing when customers realize they need

it, you can make as many offers as you

like. This is the rental car company's

money model stated plainly. Offer one,

vehicle upgrade. Offer two, late return.

Offer three, premium insurance. Offer

four, minimum insurance downell. Offer

five, prepaid gas. So, yeah, I paid

more, but it also solved more problems.

Let's break down the problem she solved.

First, she solved my big man in small

car problem by offering a vehicle that

had more space. Then, she solved my late

checkout problem by offering the

flexibility to keep vehicle longer. Then

she solved my worries about dinging the

car problem by offering insurance to

protect against it. Then she solved my

risk of missing my flight problem by

offering a way to prepay for the gas

ahead of time so I wouldn't have to do

it on my ride back. And all of those

things cost money that I was happy to

pay. The rental car company thought out

every nuance. They thought about every

problem then made their solution

available to me. They offer solutions

for higher fees and hassles I might have

had later for smaller fees in total

right now. As a result, my $19 rental

became a $100 rental. I paid more money

faster. And now we can see why rental

car industry brings in billions in the

United States alone per month. A

successful money model. But where bad

money models kill businesses. It costs

many businesses more to get somebody to

buy a thing than they make in profit off

the thing. In other words, they lose

money getting new customers. That's a

big problem. And here's what happens.

They spend money to get customers. At

the end of the month, they realize they

spent more than they made. They cut back

on advertising. They get fewer customers

than they can handle because they can't

afford them. Then cut advertising

altogether. Float the business with

personal cash, loans, credit, and then

pray for profit. Sell percentages of

their business just to keep the lights

on. Wait months or years to make their

money back, if ever. Fall further and

further behind until finally they lose

it all. But it doesn't have to be that

way. There's plenty of money. You just

have to go get it. In traditional

business, the slow drip of profits from

lots of customers eventually pays for a

single customer. This drip starves the

business of cash. It means they can only

get customers through advertising if

they already have lots of customers. Big

companies or small companies with

investors can do this because they have

the money to burn. Think about it this

way. If you spend $100 in advertising to

get a customer and make $500 in profit

from them, that's a great deal. You

should take it all day. But what if it

takes you two years to make your cash

back? It's a great business if you

already have tons of cash in the bank.

Otherwise, you're going to run out of

money. That leaves you with two options.

Option one, wait two years to get paid

and pray you don't run out of money.

Option two, get paid fast and grow as

much as you darn well please. A good

money model is option two. Author note,

make enough profit to cover your cost in

30 days or less. I like to cover my cost

of getting a customer within 30 days.

Main reason any business can get

interest free money for 30 days in the

form of a credit card. If you clear your

balance before the end of the month, it

works just like normal money. So you can

use credit to get a customer, pay it

back, and then use it again to get the

next customer. And if you can pay it off

before 30 days, you can do it again.

Rinse and repeat. Good money models make millionaires.

millionaires.

If you make more offers and people buy

them, you make more money. If you make

more money, you can use it to get more

customers. If they pay you that money

faster, the faster you can get those

customers and stay profitable.

But what if you make your customers

twice as valuable? You get twice as many

of them, and you get those customers at

twice the speed. Your business grows

eight times faster. And if you triple

them, your business grows 27 times

faster. See where I'm going with this?

You can get really big, really

profitable, really fast with just a few

changes. And that's exactly what I'm

going to show you how to do. Next up,

money models are a sequence of offers.

Different offers solve different

problems. So, if you want to win, you

have to figure out what to offer next.

To figure that out, you've got to

understand the four types of offers. The

four types of offers that make money

models. Stop being poor. Paris Helden.

The limit does not exist. Lindseay Lohan

as Katy Herren in Mean Girls.

Making one offer works better than

making none, and making more offers

works better than making one. Combining

offers in a sequence makes a money

model. My money models combine four

different types of offers. Four types of

offers. Here are four types of offers.

Attraction offers, upsell offers,

downell offers, and continuity offers

all improve our money model, but they do

it differently. They work great on their

own, but together they make your

business unstoppable. If you look at a

great business, you'll see different

versions of these offers as core

components of their money-making

machine. You can use one, two, multiples

of one, or all four together. You can

combine them however you want. But when

I look at my most profitable businesses,

I use all four. Here's why. If you don't

have an offer for getting customers, you

won't get as many. But let's say you do.

If you only have that one thing to

offer, you won't make nearly as much

money as you could. So, if you have

something to offer next, an upsell,

you'll finally get some cash. But you

still won't make as much money as you

could because lots of people still say

no. So, you turn those nos into yeses

with downells. And that works fine. But

it would be even better if we get that

extra cash guaranteed to come in month

after month. So, you make a continuity

offer to top it off. That's how I like

to do it. So, that's how I structure

these sections. I start with attraction

offers because if you're not getting

customers, you need one of those first.

Then, we cover upsell offers followed by

downell offers. Then, to finish the four

types, I show you my favorite continuity

offers, exactly how I learned them. How

each chapter is structured. Here's how

the rest of the book reads. One, the

story of how I first learned this money

model. Two, a description of how the

money model works. Three, a few examples

of how this money model works in

different industries. Think of how you

could use money model in your business.

Four, important notes and tactics that

make the money model work. These tidbits

help you execute the play like it's your

hundth time doing it on your first try.

Five, a summary. All the important

points about the money model, plus some

extra thoughts sprinkled in about how to

make the money model work even more profitably.

profitably.

Important notes. All right, before I

release this pile of golden nuggets, I

need to make a few things clear. Number

one, all businesses have money models.

It makes a business a business. Switch

the poor person mantra of this won't

work for my business to the rich person

mantra of how will I make this work for

my business. They all work. Be creative.

Two, some money models work better in

some businesses than others. They're

just different ways to offer stuff. If

you just try and copy what they do,

you'll be disappointed. To make it work

for your business, you have to design

your own. But don't worry, I'll show you

how. Three, if a customer asks for their

money back, give it back. Avoid the

headache. And if you made a goof, fix

the goof. Don't be a silly goose. Treat

customers well. Spend the time and

resources getting a customer better fit

for your business. Four, hard selling is

for weak products. If someone doesn't

want something, that's okay. Don't

convince someone against their will.

Make offers available at the time your

customer has a problem, and you'll be

ahead of the competition. And if they

don't want it, no sweat. Find somebody

who does. It's a numbers game.

Five, obey the law. I learned these

plays in different situations from

different people using it on different

platforms in different times in

different places following different

rules. Advertising laws change all the

time and they tend to only get tighter,

especially when it comes to the word

free. Check with lawyers to see if an

offer you want to make is legal or not.

This book is intended to be money's

inspiration, so use it that way. Six, be

transparent. State the facts, and if the

facts aren't compelling, change reality

to make them compelling or learn to

frame them in a way that is. Don't lie.

You'll short change yourself long term.

And unlike credit card debt, you can't

file bankruptcy to erase a bad

reputation. Once you have a bad one, it

sticks for life. Number seven, any offer

can be used on its own at any time in

any order. A business works as long as

it makes a profit. Most offers in this

book could meet the minimum requirement

on their own. When used in the right

sequence, and at the right time, they

make a $100 million money model. I've

got big dreams, and I bet you do, too.

So, we're going to use them all. With

that said, let's go for a ride. First

up, attraction offers. Most businesses

spend too much to get customers and make

too little from them. They are cash

constrained. But you use cash to get

more customers, and I like more

customers. So, I always solve this first

with an attraction offer.

Free gift bonus tutorial on the four

types of offers. If you want a more

in-depth look at how we think through

layering different offers, go to acquisition.com/training/money.

acquisition.com/training/money.

It's free and publicly available. My

goal is to earn your trust, and trust is

built brick by brick. Allow this

training to be the first of many bricks.

Enjoy. Section two, attraction offers.

How to turn eyeballs into money.

Attraction offers generate leads and

convert them into customers. They turn

advertising into money by offering

something free or at a discount. We do

this because everyone wants a great

deal. In a great deal, customers get far

more value than the price they pay.

Strangers can only take your word on the

value, but they absolutely understand

the price. For that reason, discounts

make anything a great deal to just about

anyone. And the greater the discount,

the better the deal. The greatest

discount of all being free. Free and

discount work interchangeably. First

off, anytime I say free, you can use

discount or $1. Anytime I use discount,

you can also use free or $1 and so on.

They all discount a product to some

level. Even if you discount 100%. If you

can imagine a way to use a discount or a

free offer, then you can do it. After

that, I'll let you use your noggin to

exchange them as you see fit. So, how do

you make money by offering free stuff?

Think about it this way. People look for

one thing and then buy another by

accident all the time. Attraction offers

get them to do it on purpose. But what's

a better deal than free stuff? More and

better free stuff. One free thing is

awesome. Two free things are awesomeer.

And maybe to get those two free things,

they have to buy one. That's how we make

money on free stuff. In this section, I

go over my five favorite ways to make

money by offering free stuff. Number

one, win your money back. Number two,

giveaways. Number three, decoy offer.

Number four, buy X, get Y free. Number

five, pay less now or pay more later.

Let's make some money. Free gift bonus

tutorial on attraction offers. I made a

free video for you on how to attraction

offers work. If you want it, just go to acquisition.com/training/money.

There's no opt-in required. Enjoy. Win

your money back. If you do X or achieve

Y within Z days, you can get it free.

June 2013.

I was in a room full of experienced gym

owners and I was the new guy. We all

took turns talking about what was

working well. That's when Danny piped

up. Yeah. So, as you guys know, I've

been struggling with sales and I think I

got it figured out. I had this pain in

the butt guy who wouldn't buy anything.

He knew he needed it, but he also said

he needed more accountability. So, we

were going back and forth and he finally

came up to me with this idea. He said,

"How about this? I'll give you $500. You

train me for eight weeks and if I hit my

goal, I get my money back, but in

return, you can use my results to market

your business." Fair enough. I figured,

what the heck? He wasn't going to buy

anyways, so I said, "Sure." "So what

happened?" I asked. "He hit the goal. So

did he give him his money back?" "Yeah,"

Danny said. I cut in. "So what then?"

"He just left." "That's what you'd

think, but he ended up using the money

to buy more time." "Huh, seems decent

enough. What about marketing his

results?" Dude, making his workouts

public and posting his before and after

pictures brought 13 referrals. Oh,

that's insane. Now we're talking. Yeah,

I know. I offer this to everyone now.

The results are way better. People love

the offer and all the free advertising

they do gets us their friends and family

to join too. I'm making more money than

ever. This was the first time I ever saw

an offer like this. I updated it over

time, but the course stayed the same.

Pay now with a chance to get your money

back later. I used it for private

training, group training, private

nutrition coaching, and group nutrition

coaching. And once I saw how well it

worked with my customers, I started

putting the offer in my ads for new

customers. My cost of getting customers

went way down and my leads exploded.

description. A win your money back offer

works like this. You set a goal for the

customer and tell them how to reach it.

If they reach it, then they qualify to

get their money back or get it back as

store credit. This offer grew my gyms

better than any other. It was also the

first grand slam offer Gym Launch taught

to gym owners. It has tons of

flexibility. So, if you want to get more

cash, get more customers, and get them

better results, nothing beats it. To win

your money back, the person has three

options. Get results, take actions, or

both. And to make this work, you have to

make the results and actions simple to

track. Results here, no matter what they

do, if the customer gets the result,

they win their money back. For example,

making X dollars a month, getting Y

customers, losing Z pounds, etc.

Basically, they bet on their ability to

reach the goal. Actions. Here you hold

them accountable for doing actions

instead of getting results. No matter

what results they get, if the customer

does what you ask, they win their money

back. For example, attend all sessions,

calls, meeting, log progress, take

pictures, do assigned homework, etc.

Here, they bet on their ability to

follow instructions, actions, and

results. Here, you hold the customers

accountable to following directions and

getting results. If they do both, they

win their money back. Often, people

wanting to achieve a goal have too few

skills to do it. Even if they did bet on

themselves, they'd fail. By setting a

good goal for them and showing them how

to reach it, they have a fighting

chance. Here, they bet on their ability

to follow directions and that your

directions will get them the result.

Bottom line, customers put money down.

If they do the stuff or get the result

or both, they get it back as cash or

store credit. Examples:

business to consumer offer. Free 28-day

blueprint. Deposit X dollars and get it

all back if you one, attend all the

consulting calls. Two, post your

progress in the group once per week.

Three, journal daily in our app. Four,

attend your feedback session and your

transformation session. Hint, calls and

meetings become opportunities to make

more offers. Next example, businessto

business offer. Five customers in five

days free challenge. Deposit X dollars

and get it all back if you one, send 100

messages a day. Two, report stats on

messages sent. Three, attend daily

trainings. Four, postfinish homework in

group. Five, attend fiveday consulting

call. Hint, here you offer more, better,

or new products and services.

Example number three, physical product

offer. Put 1 million miles on your car

and get a free car. So you get a free

car if you one buy a new car from us,

two drive the car a million miles, three

turn it in, four take pictures and be in

a press release, five we'll credit all

your original purchase towards your next

car. This was an actual offer by Volvo

years ago.

Important notes. This offer has

generated $1 billion in sales. It works.

I have made a lot of money with it. You

can too. One-year Money Back works with

new, current, and previous customers. I

like to use it with new customers

because it offers the steepest discount

possible, 100%. I like it with current

customers because it mixes them in with

new customers. And I like to use it to

get previous customers back because

bigger incentives get them to come back.

It works well with stuff that people

start and quit like starting a business,

learning new skills, losing weight,

building fitness, beauty regimes,

self-care, time management, mental

health management, etc. It keeps

motivation during the early pains of

learning. To this day, I've never seen a

better way of setting up a program for

results. A true win-win.

Don't worry, this offer makes some

money. If you did give all the money

back, this offer wouldn't make money.

But it does. First, many won't qualify,

even with realistic conditions. Second,

those who do qualify often stay as

customers, but they can only stay

customers if they have something else to

buy. So, have an upsell ready to apply

their winnings to, which I'll cover in

section 4, even more. Only offer when

your money back if you feel okay with

giving money back. Refunds are a part of

doing business. However, when advertised

well, the win your money back offer gets

tons of extra customers. And when you

give satisfied customers a great

follow-up offer, you make plenty of

profit. This more than outweighs the

refunds. From the data we've collected

from thousands of gyms, about 10% of all

customers will ask for their money back.

If you can't stomach that, don't do this.

this.

Offer store credit instead of cash. If

you don't want to offer cash back, you

can offer store credit instead. My

testing showed offering store credit and

cash back got the same number of

customers, so you might as well offer

store credit. But if you still want to

advertise free, pair it with an

unconditional satisfaction guarantee.

Adding the unconditional guarantee never

materially affected the people who

wanted their money back. Check with

legal counsel in your area. Of course,

don't take blood money. If someone

doesn't want me to have their money, I

want it even less than they do. As a

personal rule, if a customer asks for

refund, entitled or not, I give it to

them. Just focus on getting the next

customer. How to create your win your

money back criteria. These criteria make

or break this offer. Good criteria have

three characteristics. One, they're easy

to track. So train them on exactly what

they need to do or they will mess it up.

Bonus points if people already do it.

Example, phones already track steps,

word processors already track word

count, cameras automatically date

photos, etc. Get customers results.

Make criteria likely to get them to

their desired results. Realistic

criteria do just fine. If you think the

criteria looks too easy, you've probably

gotten close to realistic. They may take

a few tries to get it right, but so does

anything worth making. Examples: attend

meetings, workouts, watch videos, etc.

Whatever the best customers do to get

the best results, make everyone do it

and they'll get great results, too.

Three, advertise the business. Make

advertising the business part of your

criteria. For example, posting about

their participation, tagging in social

media, referring or leaving reviews and

testimonials. How you apply store

credit. This is important. When

customers win their money back, offer to

apply it over a longer period or a bulk

package. Just offer to apply it to

something that costs more than their

winnings. In my experience, this keeps

customers engaged and makes you more

money. So, here's what it looks like.

You have a product or service that costs

$200 a month. A customer wins $600 of

credit. Avoid giving them 3 months free

upfront. Instead, apply the $600 over 12

months. So, $600 divided by 12 months is

a $50 per month credit. Now, they pay

$200 per month minus the $50 credit for

a total of $150 a month. To be clear,

they can use the credit however they

want, but I recommend that you present

this first. If they ask to use it

upfront, you can share my perspective,

which is that people fall off if they

don't pay something. A discount over the

long haul keeps them engaged over the

long haul. So, it's in the customer's

best interest to keep some skin in the

game. In-depth details on this upsell

offer in the rollover upsell chapter in

section 4.

All meetings and calls provide

opportunities to make more offers. Make

check-in meetings part of your money

back criteria whenever you can and make

all meetings required to win their money

back. Beyond helping them succeed, they

are the best opportunities to make

upsell offers. So, after you've checked

in, offer what makes sense based on

their feedback. The win your money back

offer and my gyms had three

appointments. nutrition orientation,

which is before pictures, where I'd make

a supplement offer. Progress check-in,

where I'd make a membership offer, and

transformation feedback, which was after

pictures, where I'd make a membership

offer again. And if they bought the

membership at the last meeting, I

offered a discount if they prepaid the year.

year.

Make everyone a winner. Promote and sell

the program as though they will only get

it back if they meet the criteria. But

about halfway through, make your next

offer as if they've already won. You

lower the customer's anxiety about

failing and you keep them longer.

They'll also love you that much more. It

goes something like this. I know you're

trying to hit this short-term goal, but

what's your long-term goal? Okay, that's

great to hear. You get that it's not

about this short-term program, but about

your long-term results. So, I'll tell

you what. To show you how much I want

you to hit your long-term goal, I'll

credit this program towards the next

one, whether you hit the short-term goal

or not. How's that sound? And then you

sign them up right there for the

long-term thing before they even finish.

At the end of the program, let the

losers win. If someone refuses your

first upsell and fails the challenge,

you can still upsell them again. Here's

how. Act like they won. I say something

like this. Don't worry about it. You

started. That's the biggest victory of

all. And even though you didn't hit your

short-term goal, you met ours, which was

finishing what you started. To show you

that we're in this for the long haul,

we'll credit your entire deposit towards

staying with us long term. That way, you

get your money back and you can still

hit your goal. How does that sound?

You'll turn that frown upside down and

they'll love you for it. Remember, we

don't get customers to make a sale. We

make sales to get customers. The

one-year money back offer has a simple

structure with lots of flexibility. At

its heart, you offer a product or

service and a way for customers to get

their money back if they actually use

it. Then, if they use it the way you

suggest, they will get good enough

results and stay open to more offers

and/or longerterm commitments. Summary

points. Win your money back is magical

for businesses that require customers to

put in continuous effort to get their

ideal outcome. The win your moneyback

offer rocks because you get loads of

upfront cash. You get more customers to

say yes to you since it's lower risk.

You get massive results for customers.

You get more long-term customers. They

advertise your offers to get you even

more customers. Making some meetings a

part of getting the deposit back give

great opportunities to check in with

your customers and make more offers

specific to their needs. Everyone thinks

businesses make money on people who fail

this program. No. The real money comes

from people who succeed with it and you

have something else to offer them. Trust

me on this one. The more results you

deliver, the more money you'll make.

Think long. Make the refund criteria

easy to track, aligned with the

customer's goals, and helpful to the

business. Only use a win your money back

offer if your refund rate is currently

below 5%. Otherwise, fix your product

before doing this. You'll risk getting

too many refunds. Put the store credit

towards another, preferably more

expensive offer. You want them to stay

customers, so give them the opportunity.

You never want people to stop paying

you. To make more sales and keep more

customers, make everyone a winner in

private. That way, everyone stays

surprised and grateful when you make

your upsell offer. Free gift, win your

money back offer training video. I've

made a tremendous amount of money with

this offer, and I have more details and

stories I couldn't reasonably fit in

this book. If you want that, I made a

free video for you. No opt-in required.

To watch it, just go to acquisition.com/training/money.

Author note, send me cool money models

you find or use. Submit any really cool

money models you see, and I'll feature

them on my channel and in upcoming

versions of this book. I want this book

and the online training that's free to

expand over time to encompass every type

of money model. And I need your help to

do it. I will only live one life, but

together we can scour the earth for the

best money models in existence. Everyone

wins. So if you find a cool one, just

send it to valueacquisition.com.

Follow the same five-step format listed

above and you can send any links to it

if you can. Make sure to check out acquisition.com/training

acquisition.com/training

for updates on new ones. Giveaways. Many

Disclaimer: sweep stakes and giveaways

are heavily regulated. Main reason,

they're exceptionally powerful and when

done wrong can become illegal

lotteryies. We don't want that. Jail

time. No bueno. Make sure you follow all

the local advertising laws. This

description is no way a guarantee of

lawfulness. I take no responsibility for

anything you do or don't do as a result

of reading this chapter. Oo. Okay, got

that out of the way. August 2020, I

hopped on the phone with the owner of a

fitness certification business to talk

shop. In a few minutes, he gave me the

rundown about how they certify fitness

enthusiasts and help them find clients.

Interesting business you've got, I said.

How do you get leads?

Well, it's pretty simple. We advertise a

full ride scholarship for our entire

program. People apply with their contact

information and then answer a few

questions. We ask stuff like, "Why

should we pick you for the full ride

scholarship? The best answer gets a full

ride, but we also do something more."

Nice. Keep going. I said we give out

partial scholarships. What do you mean?

How's that work? Well, we often have a

clear winner for the full ride, but tons

of people have inspiring stories, so I

want to make sure they get scholarships,

too. Now, I can only give away one full

ride, but I can give away as many

partial scholarships as I want. And then

it hit me. Oh, so lots of people apply

for the grand prize and only one person

gets that, but the other applicants

qualify for smaller prizes, right? So, I

make a big deal out of the person who

wins the full ride scholarship, but then

I call everyone else to let them know

they got the partial scholarship. When I

talk to them, they're thrilled. Most of

them join our program on the spot. So,

they don't know the actual price of your

thing when they hop on the call. Nope.

But they know the value of the full ride

scholarship. And then when you present

the discounted price of your program

with the partial scholarship, it's still

a huge savings. Exactly. So, not only do

you get tons of engaged leads, but you

also get more customers with your

surprise discount. Genius. It works

really well.

We actually have to cap it to make sure

we can service all the new signups.

Believe it or not, we teach the same

play to trainers that we certify. It

works just as well to get fitness

customers and sometimes even better.

Man, I love it. He presented this as an

education offer and as a fitness offer,

but it's so much more. I'm going to show

you how to use it in any business. Free

giveaways generate many leads who show

interest in your most expensive product.

What could be better? Description.

Giveaway offers advertise a chance to

win a big prize in exchange for your

content information and whatever else

you want. Then after picking a winner,

you offer everyone else the big prize at

a discounted price. Giveaways also go by

names like scholarship, sweep stake, and

raffles. They all mean enter for a

chance to win. To run a giveaway offer,

you pick a grand prize, pick your

promotional offer, ask for contact

information, and other eligibility

criteria. Pick what actions you want

entrance to take to qualify for the big

prize. Put the giveaway on a deadline to

add urgency. Announce the grand prize

winner and contact everyone else. Let's

go into each with more detail. Pick a

grand prize. Make your grand prize the

thing you want everyone to buy. Make

sure you assign a monetary value to your

grand prize to serve as a price anchor.

For instance, if you sell $5,000 worth

of value for $2,000, then advertise the

$5,000 value. Next, pick your

promotional offer. Your promotional

offer takes the place of the partial

scholarship in the story. You create it

by enhancing your core offer with a

discount, a bonus, or by minorly

changing it from the grand prize in

order to ethically justify a price

reduction using the grand prize as a

price anchor. And the bigger the

discount, the more compelling the offer.

So, the bigger the value you ascribe

your grand prize, the better. Remember,

leads entered the giveaway because they

found the grand prize interesting. It

gets you qualified leads because you

offer what they already showed interest

in at a discount. Call your promotional

offer, the thing you sell, to everyone

else, whatever you want for your

giveaway. Scholarship, gift card,

dollars off, store credit, vouchers, etc.

etc.

Next, ask for contact information. In

exchange for a chance to win, ask for

permission to contact them in any way

you please for follow-up promotions.

Beyond that, I survey for prize

eligibility and then ask them to take

qualifying actions. So, what's

eligibility? If I ask them if they're a

fit for my products, like, "Do you own a

vet clinic?" or more

character/neeadbased questions like,

"Why should you be selected?" Ask for

qualifying actions. Those are other

stuff entrance do to qualify to win. I

also use these to get them to promote my

giveaway more or demonstrate higher

levels of interest. Example, attending a

call or event, making a post, entering a

group, etc. Put the giveaway on a

deadline to add urgency. Set a date for

the grand prize drawing. Make your

giveaway more urgent by only making it

available for a limited time. I like 3

to seven days from the day I start

promoting it. As soon as leads enter the

giveaway, update them daily. First, let

them know how long they have left until

you announce the winner. You can do this

with email, direct messages, text,

social media posts, and so on. Do as

many times as reasonable. Once a day

across all platform works fine. Second,

provide value along with your countdown.

Show everyone the benefits of the grand

prize, how excited they should be, and

refer everyone to social proof. Keep the

hype alive. Pro tip: Whisper Tea Shop.

Once people enter the free giveaway, it

may help to think of the countdown like

a mini product launch. So, check out the

affiliates and partners chapter of $100

million leads for a detailed look on

launches. Announce the grand prize

winner and start contacting everyone

else. Announce the grand prize winner

publicly, then message everyone else who

qualifies for your core offer privately.

The beauty is everybody else qualifies

for a promotional offer. Notify them by

text, email, and direct messages. In

that message, ask them to schedule a

call up. Is it because they qualified

for something? If you need a reason,

just say that you found their answers or

story so compelling you felt obligated

to give them something just for

entering. Think of your promotional

offer like a participation trophy. To

make sure they redeem, add another

deadline. Make claiming your promotional

offer. The scholarship, gift card,

dollars off, store credit, vouchers

expire in 7 days. The second count works

like the first. Show the benefits, more

social proof, and more valuable stuff

about your offer. Give them a way to

book a call to claim their promotional

offer. Explain the cost to value using

their discount. My rule of thumb, make

your core offer discount equal to 10 to

30% of your gross margins. Say we

advertise a grand prize with a $5,000

value and a $2,000 retail price tag.

Everyone else gets it for $1,800, a 10%

discount off retail. When we let them

know they qualified for something, we

explain they get $5,000 value for an

$1,800 price tag. By comparing the value

of the thing to what they pay, a 10%

discount becomes a 64% difference in

cost of value. Bottom line, remember,

everyone that entered the giveaway

showed interest in your thing. And if

somebody shows interest in a thing that

you have to offer, offer it to them.

Example, free giveaways. Dentist offer.

Free Perfect Smile giveaway. Grand

prize. A free set of invisible braces.

$6,000 retail price. Promotional offer.

$2,000 gift card for braces. Physical

products offer. Free year of organic dog

food. Grand prize. Free year of organic

dog food. $1,000 retail price.

Promotional offer. $300 gift card for

dog food. Usable only with a one-year

subscription. Services. Offer. Free

ultimate giveaway. Grand prize, free

one-year package, $5,000 retail price.

Promotional offer, $2,000 voucher,

redeemable towards one year of service

agreement. Consulting offer, free 16week

turnaround giveaway. Grand prize, 16we

turnaround. Retail price, $12,000.

Promotional offer, $6,000 partial

scholarship. Important notes. Consult

legal counsel about how to structure

your giveaway. I'm not legal counsel,

but I do consider these no-brainers

because of the way that I like to do

business. Somebody actually has to win

the grand prize. Make the grand prize

and qualifications to win clear in the

rules. Make clear that more than one

person can win a prize. Ask your legal

counsel about the rest. Eligibility

criteria get more customers to buy your

core offer. More people will take your

core offer if you can make the value

specific to them. I ask questions like

this to get ammo. Why should we pick

you? Why this program? Why now? Why does

this matter to you? Why is this

important to you? What's your goal? Etc.

That being said, the more work you make

it to enter, the fewer people will

enter, but the more qualified they'll

be. So, find your sweet spot. If your

giveaway doesn't work, it means your

grand prize wasn't grand enough. One of

my portfolio companies ran a giveaway.

They barely got interest. Their grand

prize, tickets to their event, not

compelling. I told them grand prizes

only work if they're grand. They tried

it again with a $50,000 bundle of

equipment from a well-known supplier in

the gym space, plus their core product

for a year, and this time it crushed.

Surprise. When you have an awesome thing

to give away and you advertise it

properly, the leads flood in. And

giveaway kind of explains itself. So, if

nobody bites, then I suggest you give

away something better or at least better

for the audience. Give away two prizes

for twice the leads.

If you give away one prize, that's fine.

But if you give away two grand prizes,

you can get twice the leads or more.

Here's how. Just tell everyone that if

someone they refer wins the grand prize,

they win one, too. That way, they get

endless entries into the contest by

referring their friends. This gets more

people to refer and work together. This

also provides a sneaky benefit.

Referrers are invested in the success of

their referrals. This keeps quality

high. Here's an example I did for

school.com, a platform I own for people

to build and monetize communities. Refer

a winner and you win, too. Many of you

are inviting friends to play the games

with you. And that's the point, to make

business fun. To encourage this even

more, we're adding a new incentive. If a

person that you refer gets in the top

10, you get to come, too. Aka, if they

win, you win. Beyond that, as a

reminder, anyone you refer to school

earns you a lifetime 40% commission.

Everyone's going to come to school

eventually, and people can only be

referred once. And since you're all

early, you have a bigger opportunity to

refer. So, I'd encourage you to refer

them before someone else does or they

come on their own. Imagine referring all

your friends to Facebook before everyone

was on it. Like that, but cooler because

you're actually helping them learn and

grow and getting a commission, too. To

refer somebody to share your referral

link, go here. PS. You'll have a higher

likelihood to win the games if the

people you refer already have an

audience to give their group an

immediate boost. Scarcity. Scarcity.

Scarcity. Limit your giveaway by time,

number of entries, or both. You can run

giveaways for a specific amount of time.

Example, 7 days. A specific number of

entries, example 5,000 entries, or both.

I like both. I match how many people I

let enter. I match how many people I let

enter the giveaway with the number of

people I have the time and resources to

connect with inside 7 days. Any more

would be a waste. Urgency. Urgency.

Urgency. I add urgency in three places.

To enter, to claim, to use. Make how

long they have to enter clear in the

advertisements. Once you announce the

winners, let them know how long they

have to claim it. When they do, schedule

their call the same day or the next day

if you can. Once you let people know

they won, tell them how long they have

to use it. I like hours, but I have gone

up to 5 days. In short, always have

deadlines. Have downells available. Some

won't or can't buy your promotional

offer, even with the discount or bonus.

And that's okay. Here's how I approach

it. At the start of the call, let them

know they qualified for two prizes and

that you'll help them figure out which

way makes the most sense for them. Then

present your promotional offer, aka the

discount on the grand prize thing. If

they take it, great. If not, then offer

the same discount by percentage on any

other product you have that makes sense

for them. If you have a recurring

revenue business, apply their discount

over the longest period of time they'll

agree to. Then set up their monthly

subscription to bill automatically at

normal rates after the discounted period

ends. Summary points. At their core,

giveaways ask an audience to apply to

get a high value thing of yours for

free. Many will enter, one wins. The

rest qualify for discounts on your core

offer. Pick a grand prize people want.

Give two prizes away if you want more

people to refer. Tell them if Tell them

if someone they refer wins, they win the

other prize. Offer a chance to win the

grand prize to anyone who enters and

qualifies. You can get great information

from every lead because you can make it

part of the entry process. Get

information that indicates how your

offer will provide them value. This

becomes important for making offers

later. Advertise your giveaway for 7

days or until the number of leads

surpasses the number that you can manage

to call in 7 days, whichever comes

first. Book appointments with everyone

else to claim your promotional offer.

Use whatever reason why feels good for

you. Put an expiration date on people

claiming their prizes to make them more

likely to claim them. If somebody says

no to your core offer, have another

product or service to discount. It may

suit the lead better. Free gift.

Giveaways bonus training. Giveaways are

one of the strongest attraction offers

on earth. They're so good they need to

be regulated. I mean, who doesn't want

something for nothing, right? I made a

free video training that covered the

topic in depth. If you love this stuff

as much as me, you can check it out at acquisition.com/training/money.

acquisition.com/training/money.

As always, you can scan the QR code if

you hate typing. Enjoy. Decoy offer.

Which one do you think will get you the

best results?

June 2014. John, my second mentor,

retired early. He spent his retirement

raising his girls, playing golf, and

hanging out at his lake house. He was a

man who had lived. Once in a while, he'd

invite me to his lake house. And on

those long drives, he taught me things

about life and business I use to this

day. Like the difference between price

and value, the pros and cons of low

lowcost offers, high volume, low price

business models, differences between

recurring subscriptions and one-time

transactions, and the art of keeping

things simple in business and life. John

was great company. I often wish we would

drive forever so I could soak everything

in. To him, this was just another story

to pass the time. But to me, it was a

lesson I would never forget. The 5-day,

$5 VIP tanning pass. You see, the beauty

of the $5, 5day pass is everyone thinks

they can get tan in 5 days. And they

can, but it's never as tan as they want

to get. And if they try to speed things

up, they'll burn. So, when someone comes

in with a pass, we ask them how tan they

want to get. And as soon as they say

they want to get a few shades darker,

we'll give them the turkey talk. I like,

"What's the turkey talk?" John smiled

and continued, "Say a Thanksgiving

turkey takes 3 hours to cook. We all

know what happens if you double the

temperature to cook it in half the time.

You burn it. It takes at least 5 to 10

sessions to get the color you want

without burning. And since they got to

take some time between sessions, it

always takes more than 5 days. And once

they realize that, we say, "Let's just

credit your VIP pass towards your first

month. Why buy so many $25 day passes

when members get unlimited access for

just $19.99 a month?" They immediately

see the value and think to membership.

Easy as that. 5 years later. "Hey boss,

we've got a problem." "Oh boy, what's

up?" I said, "Our fitness leads have

gotten way too expensive. The guys who

can sell are still making it work, but

most of them are barely breaking even.

Dang. So, it finally happened, I said. I

pressed my hands to my forehead. I knew

this was coming, and the truth is, I was

dreading it. I tried for weeks to put a

spin on our previous offer. A new or

interesting twist that would buy us

time, but our test had failed so far.

"You got any offers up your slee?" he

asked. I racked my brain, then

remembered the $5 VIP tanning pass.

"That might just work. Why don't we

offer something super cheap to get

leads, but when they come in, make them

a crazy offer that costs more, but is

100 times better? They can still take

the cheap thing, but we'll just explain

that they'll get way better results with

the extra accountability, nutrition,

etc., "Yeah, I can run something like

that," he said a few weeks later. "Alex,

I think we cracked it." "Awesome. Walk

me through it." So, we give two options.

The first option is free. I give one

session per week. The second option is

an ultimate version for $3.99. It comes

with unlimited sessions, one-on-one

coaching, more personalized stuff, and a

guarantee they'll get results or they

repeat the program for free. Oh man,

that guarantee is solid. What's the take

rate? We got 70 to 80% taking the 3.99

option. We're crushing it. Awesome.

Let's scale it. John was a brilliant

salesman and patient teacher. His

philosophy of giving customers what they

want now so you can give them what they

need later shaped many ways I do

business. He also inspired the offer

that saved my gyms. But the most

valuable thing I learned from him was

this. You have to know what gets results

for customers better than they do. This

makes our premium offer the clear

solution. And making our premium the

clear solution is what decoy offers are

all about. Description. Decoy offers

advertise something free or discounted.

Then when the lead asks to learn more,

you also present a more valuable premium

offer. The premium offer provides more

features, benefits, bonuses, guarantees,

and so on. By putting your decoy offers

and premium offer side by side, leads

can see how much more valuable your

premium offer is. I like decoy offers

because they get more customers overall.

They either take the decoy version or

the premium version. If they take the

premium version, great. If they take the

decoy, also great. It gives you time to

upgrade them rather than just losing

them immediately. But either way, you

can close everyone. This makes it cheap

and profitable. Get new customers and

any business can do it. Here are the

steps to make a decoy offer. Advertise a

lesser, smaller, or simpler version of

your premium offer as a decoy. Then when

leads engage, offer both options, but

emphasize the premium one. Examples:

Examples:

lemonade stand offer, physical products.

Attraction offer, free week of lemonade,

or $1 week of lemonade. That would be

the attraction offer. Decoy option, you

can have this water and powdered lemon

and corn syrup. or premium option, the

organic, all-natural, vegan, gluten-free

imported Italian lemons, which are cold

pressed and shipped straight to your

door. You'll never need to waste time

coming to the store again. It'll have

you feeling like a Labrador puppy

chasing butterflies all day. It also

comes with other flavors like our

sparkling rose water lemonade, float

tank center, example, service,

attraction offer, free 6 week stress

release, or a $6e stress release. Decoy option,

option,

one float per month with at home

do-it-yourself stress release exercises.

Premium option, two times per week

floats for six weeks, one-on-one

consulting, journal, sleep routine,

satisfaction guaranteed,

gym offer, local business, attraction

offer, free 21-day transformation or $21

21-day transformation, decoy option when

they walk in the door, workouts done in

a school.com group once a day, a general

nutrition plan, can watch recordings, no

support, no guarantee. Premium option,

unlimited workouts, a personalized

nutrition plan, one-on-one

accountability, results guarantee, or

you get another 21 days free.

Important notes. How to make your decoy

offer. Offer fewer components, older

models, or less personalized versions of

your premium offer. Also, remove any

guarantees. Your attraction offer only

has to get leads to engage, nothing

more. Advertise benefits, not the

features. We want to sell them on the

dream outcome. We advertise a

transformation in 21 days, not workouts

and meal plans. Leads get specific

product details in the sales

presentation, not the advertising.

Private jets and rowboats can both get

you to an exotic island, but the premium

option is certainly more enjoyable.

You can advertise discounts in four

ways. So, let's say you have a year-long

thing that costs $100 a month. If you

wanted to have them pay $900 for the

year, you could say, one, percentage

off, 25% off. Two, an absolute amount

off, $300 off. three, a free portion, so

three months free. Or four, total

package, one year for $900, but you

cross out $1,200 above it. They all mean

the same thing. It's worth testing to

see which one converts better in your

market. Make the contrast huge. The

value of the premium option comes from

the huge difference between it with the

decoy option. So, make the decoy option

as basic as reasonable. Then, make the

premium option as awesome as possible.

The bigger the contrast, the better the

deal. The more customers will take it.

Discount offers have higher show up

rates than free offers. In my

experience, if you run a free attraction

offer, you'll get more leads. If you run

a discount offer, you'll get fewer

leads, but a higher percentage will show

up. So, if you have low show up rates

for appointments, try a discount offer

instead. This is especially important

for businesses where you have high cost

of someone not showing up. Think

doctors, lawyers, dentists, etc. If

possible, present the premium offer

first. In a perfect world, they take the

premium offer immediately. The decoy

offer stays in your back pocket. If they

come in specifically asking for the

decoy option upfront, then get them to

give you permission to sell to them. If

they ask to hear about your decoy, you

are legally required to present it. Or

if you prefer to present it first,

here's how I like to do it. I ask them

this simple question. Are you here for

free stuff or lasting results? And as

soon as they say results, which most

people do, skip to your premium offer.

If they say free stuff, present the

decoy offer. Then immediately contrast

it with your premium offer. Then only

after presenting both ask them which do

you think will get you to your goal

faster or which would you prefer the

why y why y why y why y why y why y why

y why y more valuable thing benefit one

two three at this point they'll have to

say the premium offer then you can move

forward in the sale mutually agreeing

it's the best for them when making your

premium offer get excited about it

present it as superior to the decoy

offer because it is and assuming it is

how it fits the customer better

excitement motivates people to take the

option that will get them the best

value. From a selling perspective, you

want to talk to the lead as if you

already know they will accept your

offer. Many sales people refer to this

as an assumed close. You operate from a

position of this is what everyone does.

This is just a formality. Let me get

your ID and credit card so you can get

your value. No hype, just friendly

disposition, almost bored of how

regularly people buy.

Surprise, benefit optional. To take this a step further, if someone takes the

a step further, if someone takes the decoy option, you can choose to surprise

decoy option, you can choose to surprise them with a few or low to zero cost

them with a few or low to zero cost features from your premium offer. Just

features from your premium offer. Just say something like, "Hey, I'm going to

say something like, "Hey, I'm going to throw this in even though it's part of

throw this in even though it's part of our premium offer just because I want

our premium offer just because I want you to get great results. This builds

you to get great results. This builds goodwill, overdelivers, and increases

goodwill, overdelivers, and increases the chances they take your upsells

the chances they take your upsells later. Remember, they're still leads."

later. Remember, they're still leads." Summary points.

Summary points. Decoy offers advertise something free or

Decoy offers advertise something free or discounted. Then, when leads ask to

discounted. Then, when leads ask to learn more, you also present a more

learn more, you also present a more valuable premium offer. Two, make the

valuable premium offer. Two, make the premium offer far more valuable than the

premium offer far more valuable than the decoy option by adding more features,

decoy option by adding more features, benefits, bonuses, and guarantees. Strip

benefits, bonuses, and guarantees. Strip down your decoy offer as much as

down your decoy offer as much as reasonable. When leads ask about your

reasonable. When leads ask about your decoy offer, present your premium offer

decoy offer, present your premium offer right next to it. Ask, "Are you here for

right next to it. Ask, "Are you here for free stuff or lasting results for

free stuff or lasting results for permission to offer the premium offer

permission to offer the premium offer first?" You can still make money from

first?" You can still make money from leads who pick the decoy option. You'll

leads who pick the decoy option. You'll learn the best way to deliver your decoy

learn the best way to deliver your decoy product and maximize the upsells from

product and maximize the upsells from it. Expect to make money fast, and if

it. Expect to make money fast, and if you're not, then make the contrast

you're not, then make the contrast between offers larger. Free gift, no

between offers larger. Free gift, no opt-in required. Decoy offers training.

opt-in required. Decoy offers training. Decoy offers one of the most flexible

Decoy offers one of the most flexible attraction offers in any business. You

attraction offers in any business. You just need to know more about your

just need to know more about your customers problems than they do. They're

customers problems than they do. They're also easy to train people to sell. I've

also easy to train people to sell. I've run them in a number of different

run them in a number of different industries. If you want to nerd out on

industries. If you want to nerd out on the topic, I made a full video breakdown

the topic, I made a full video breakdown for you. You can check it out at

for you. You can check it out at acquisition.com/training/money.

acquisition.com/training/money. Buy X, get Y free. Buy one puppy, get

Buy X, get Y free. Buy one puppy, get two puppies free. Downtown Nashville

two puppies free. Downtown Nashville 2020. Bars and shops at this popular

2020. Bars and shops at this popular tourist destination went in and out of

tourist destination went in and out of business all the time, but one store

business all the time, but one store reign supreme. Boot Factory. Their neon

reign supreme. Boot Factory. Their neon sign cut through the visual clutter of

sign cut through the visual clutter of the street like a hot knife through

the street like a hot knife through butter. A cowboy boot bigger than my car

butter. A cowboy boot bigger than my car directed me to the front door. There was

directed me to the front door. There was no mistaking what they wanted me to do.

no mistaking what they wanted me to do. So, of course, I obeyed. And as I got

So, of course, I obeyed. And as I got closer, I could make out their offer.

closer, I could make out their offer. Buy one pair, get two pair free.

Buy one pair, get two pair free. A decade passed since I'd been to

A decade passed since I'd been to Nashville. But I remember the sign and

Nashville. But I remember the sign and buy one get two free offer like it was

buy one get two free offer like it was yesterday. As a kid on bar crawls, I

yesterday. As a kid on bar crawls, I thought the offer was dumb. How could

thought the offer was dumb. How could they give away so much stuff and stay in

they give away so much stuff and stay in business? But now, with some offer

business? But now, with some offer making under my belt, I could appreciate

making under my belt, I could appreciate it. I went straight to the men's section

it. I went straight to the men's section and grabbed a boot. Curious, the price

and grabbed a boot. Curious, the price was marked down twice to a final offer

was marked down twice to a final offer of $600 for the pair, but these were

of $600 for the pair, but these were normal looking boots. The young me would

normal looking boots. The young me would have scoffed, but the business me

have scoffed, but the business me realized that I had missed something.

realized that I had missed something. The store got much bigger since the last

The store got much bigger since the last time I saw it, so the offer clearly

time I saw it, so the offer clearly worked. Then it clicked. They charged

worked. Then it clicked. They charged three times the price for a single pair

three times the price for a single pair of boots because they came with two more

of boots because they came with two more pairs. So rather than saying, "Come to

pairs. So rather than saying, "Come to Boot Factory and buy boots at a fair

Boot Factory and buy boots at a fair price," they managed to create a free

price," they managed to create a free offer. Even in the few minutes I checked

offer. Even in the few minutes I checked out the store, bachelorettes filled in

out the store, bachelorettes filled in getting matching pairs of boots. And

getting matching pairs of boots. And since the boot factory sat in the middle

since the boot factory sat in the middle of a street full of cowboy themed bars,

of a street full of cowboy themed bars, this happened a lot. It was brilliant.

this happened a lot. It was brilliant. Description in buy X get Y free offers.

Description in buy X get Y free offers. When customers buy something, they get

When customers buy something, they get other stuff free. The more free stuff

other stuff free. The more free stuff they get, and the higher its value, the

they get, and the higher its value, the better it works. Free offers get way

better it works. Free offers get way more attention than discount offers. But

more attention than discount offers. But if you have one thing to sell and you

if you have one thing to sell and you give it away, you go hungry. In

give it away, you go hungry. In situations like this, businesses tend to

situations like this, businesses tend to lean on discounts. They run sales

lean on discounts. They run sales relying on holidays, seasonal changes,

relying on holidays, seasonal changes, or whatever as reasons to temporarily

or whatever as reasons to temporarily lower their prices and get more

lower their prices and get more customers. But by selling more than one

customers. But by selling more than one thing at once, you can turn discount

thing at once, you can turn discount offers into even stronger free offers.

offers into even stronger free offers. When you have more than one item, you

When you have more than one item, you can make the discount value large enough

can make the discount value large enough that it covers the price of the more

that it covers the price of the more stuff. For example, I could sell three

stuff. For example, I could sell three t-shirts for $10 each for a total of

t-shirts for $10 each for a total of $30. Or I could sell one t-shirt for $30

$30. Or I could sell one t-shirt for $30 and give away two for free. It's the

and give away two for free. It's the same price, but way more free stuff.

same price, but way more free stuff. And if I wanted to offer a discount

And if I wanted to offer a discount rather than only reframe the price, I

rather than only reframe the price, I could do this. I could sell three

could do this. I could sell three t-shirts for $667

t-shirts for $667 each for a total of $20, which is a 33%

each for a total of $20, which is a 33% discount. Or keeping the same discount,

discount. Or keeping the same discount, I could sell one shirt for 20 and give

I could sell one shirt for 20 and give away two free. It's the same price, but

away two free. It's the same price, but way more free stuff. Again,

way more free stuff. Again, Boot Factory took the first option. They

Boot Factory took the first option. They tripled the price of one pair of boots

tripled the price of one pair of boots and added value in more boots. And an

and added value in more boots. And an expensive pair of boots with two free

expensive pair of boots with two free gets Boot Factory more customers than

gets Boot Factory more customers than selling one pair at a fair price. Plus,

selling one pair at a fair price. Plus, if you can include free, then it

if you can include free, then it attracts even more customers.

attracts even more customers. Examples:

Examples: Buy one, get two free physical products

Buy one, get two free physical products offer, the boot factory offer. One pair

offer, the boot factory offer. One pair of boots, $200. Buy X, get Y free offer.

of boots, $200. Buy X, get Y free offer. Buy one for $600, get two pairs free.

Buy one for $600, get two pairs free. End result, they still buy three pairs

End result, they still buy three pairs of $200 boots for a total of $600.

of $200 boots for a total of $600. Three versions. Now, here's three

Three versions. Now, here's three different versions for an 18 months of

different versions for an 18 months of services agreement, aka three pairs of

services agreement, aka three pairs of boots. Here's a good version. Buy 12

boots. Here's a good version. Buy 12 months, get six months free, $1,800.

months, get six months free, $1,800. Here's a better version. Buy 6 months,

Here's a better version. Buy 6 months, get 6 months free, $1,800. Here's the

get 6 months free, $1,800. Here's the best version. Buy 6 months, get 12

best version. Buy 6 months, get 12 months free, $1,800. Everyone pays the

months free, $1,800. Everyone pays the same price for the same amount of

same price for the same amount of service. But the third option is the

service. But the third option is the most compelling. Hint, it has the most

most compelling. Hint, it has the most free stuff. Important notes. Buy X get Y

free stuff. Important notes. Buy X get Y free gets people to buy more stuff and

free gets people to buy more stuff and provides more value. It used to take a

provides more value. It used to take a whole year for some of my service

whole year for some of my service businesses to make their money. But buy

businesses to make their money. But buy six get six offer attracted far more

six get six offer attracted far more customers than the original

customers than the original month-to-month offer. Even better, they

month-to-month offer. Even better, they got paid up front for it. Raise prices

got paid up front for it. Raise prices before giving away free stuff to

before giving away free stuff to preserve profits. If you use this to

preserve profits. If you use this to attract customers, it will work. And

attract customers, it will work. And since it will work, you need to make

since it will work, you need to make money. So, permanently raise prices to

money. So, permanently raise prices to accommodate the discount. Don't lie.

accommodate the discount. Don't lie. Actually raise your prices since this is

Actually raise your prices since this is what all new customers will be coming in

what all new customers will be coming in on. Then it makes sense to change it for

on. Then it makes sense to change it for a season at least. Plus, plenty of

a season at least. Plus, plenty of people might still take your double

people might still take your double prices all cart and break your limiting

prices all cart and break your limiting beliefs around prices. You're welcome.

beliefs around prices. You're welcome. Buy X get Y free works better if you

Buy X get Y free works better if you have more free stuff than paid stuff.

have more free stuff than paid stuff. For example, buy 10 get two free is not

For example, buy 10 get two free is not as strong as buy 2 get 10 free. This

as strong as buy 2 get 10 free. This seems obvious, but again, people don't

seems obvious, but again, people don't do it. To make it work better, give more

do it. To make it work better, give more free stuff than you ask people to buy.

free stuff than you ask people to buy. Just play with the pricing until it

Just play with the pricing until it makes sense for you. Buy one, get two

makes sense for you. Buy one, get two instead of buy two, get one. The free

instead of buy two, get one. The free things can be different from the paid

things can be different from the paid things. When people first start doing

things. When people first start doing offers like this, they match the free

offers like this, they match the free and paid stuff, but you can mix and

and paid stuff, but you can mix and match whatever you want. Just make sure

match whatever you want. Just make sure the value of different free stuff still

the value of different free stuff still makes the offer compelling. Example,

makes the offer compelling. Example, let's say socks have a $10 value. If

let's say socks have a $10 value. If they buy one shirt for $10 but get $20

they buy one shirt for $10 but get $20 of free socks, it may seem like a better

of free socks, it may seem like a better deal.

deal. More cheaper things can work better than

More cheaper things can work better than fewer free expensive things. Revisiting

fewer free expensive things. Revisiting the t-shirt example, let's say I could

the t-shirt example, let's say I could only afford to give away one shirt for

only afford to give away one shirt for free, but for the same cost, I could

free, but for the same cost, I could give them three pairs of socks. I'd

give them three pairs of socks. I'd probably test buy one shirt, get one

probably test buy one shirt, get one shirt free against buy one shirt, get

shirt free against buy one shirt, get three pairs of socks for free. Socks

three pairs of socks for free. Socks cost less than a shirt, but people still

cost less than a shirt, but people still see buy one thing, get three things

see buy one thing, get three things free. Sometimes more cheaper things

free. Sometimes more cheaper things works better than fewer expensive

works better than fewer expensive things. Rather than offer a 33%

things. Rather than offer a 33% discount, try buy one get two free. Even

discount, try buy one get two free. Even though it can be structured to

though it can be structured to accomplish the same thing, free drives

accomplish the same thing, free drives more interest than a discount. More

more interest than a discount. More people know the value of free than the

people know the value of free than the value of one shirt. For example, rather

value of one shirt. For example, rather than selling $10 shirts for $6.67 67

than selling $10 shirts for $6.67 67 cents each, 33% off. You may get more

cents each, 33% off. You may get more interest and make more money by offering

interest and make more money by offering buy one shirt for $20, get two free.

buy one shirt for $20, get two free. Just test it. Do not make offers like

Just test it. Do not make offers like this if you can't manage money. While

this if you can't manage money. While buy X get Y free offers create massive

buy X get Y free offers create massive cash flow for a business. You need to

cash flow for a business. You need to deliver. So if you get a whole year's

deliver. So if you get a whole year's worth of payments in a month, make sure

worth of payments in a month, make sure you can deliver for the whole year.

you can deliver for the whole year. Budget the correct amount of money to

Budget the correct amount of money to service your customers for the duration

service your customers for the duration of your agreement. Don't be a goon and

of your agreement. Don't be a goon and buy yourself a house with the cash meant

buy yourself a house with the cash meant for servicing your customers. Selling

for servicing your customers. Selling stuff you can't deliver on breaks the

stuff you can't deliver on breaks the law and ruins your reputation. Deliver

law and ruins your reputation. Deliver on your promises.

on your promises. Make this offer to existing customers

Make this offer to existing customers for fast cash. If you have a recurring

for fast cash. If you have a recurring business already and need fast cash, you

business already and need fast cash, you can make this offer to existing

can make this offer to existing customers. Many will happily buy 10 and

customers. Many will happily buy 10 and get two free at their current price.

get two free at their current price. Just cap how many can take the offer to

Just cap how many can take the offer to 10% of your customer base. This gives

10% of your customer base. This gives you a good cash pop and keeps recurring

you a good cash pop and keeps recurring cash flow healthy. Even if customers

cash flow healthy. Even if customers prepay, then you can still upsell them

prepay, then you can still upsell them different stuff. Now, a lot of people

different stuff. Now, a lot of people don't want to make more offers to

don't want to make more offers to customers who prepay for stuff. This is

customers who prepay for stuff. This is a mistake. Speaking from experience,

a mistake. Speaking from experience, these are the people who spend the most

these are the people who spend the most money. Give them other offers to buy,

money. Give them other offers to buy, and they will. After all, they may have

and they will. After all, they may have prepaid months ago. Their wallets have

prepaid months ago. Their wallets have been refreshed with new money that is

been refreshed with new money that is dying to make it in your pocket. Don't

dying to make it in your pocket. Don't get in the way.

get in the way. If customers only buy once, make the buy

If customers only buy once, make the buy as big as you can. The Boot Factory in

as big as you can. The Boot Factory in my story catered to tourists that want

my story catered to tourists that want to fit in at the local cowboy bars. This

to fit in at the local cowboy bars. This means most of their customers made one

means most of their customers made one purchase ever. For that reason, it makes

purchase ever. For that reason, it makes sense to make that purchase as large as

sense to make that purchase as large as possible. Just provide the value to back

possible. Just provide the value to back it up. If you only have one shot, you

it up. If you only have one shot, you might as well make it count.

might as well make it count. Summary points. In buy X, get Y free

Summary points. In buy X, get Y free offers. When customers buy something,

offers. When customers buy something, they get other stuff free. Buy X, get Y

they get other stuff free. Buy X, get Y free works for stuff that makes sense to

free works for stuff that makes sense to buy more of or get longer access to.

buy more of or get longer access to. Basic buy X, get Y free offers reframe

Basic buy X, get Y free offers reframe pricing. Buy one gets two free costs the

pricing. Buy one gets two free costs the same as buying three, except customers

same as buying three, except customers see the free offer as more valuable.

see the free offer as more valuable. Just look at the 18 months of service

Just look at the 18 months of service example.

example. Always try to give more free things than

Always try to give more free things than paid things. You can pair different free

paid things. You can pair different free things with your paid things. Some buy X

things with your paid things. Some buy X get Y free offers discount the price

get Y free offers discount the price where buying more things costs less per

where buying more things costs less per thing than buying the same number of

thing than buying the same number of things one at a time.

things one at a time. Buy X get Y free can lengthen the amount

Buy X get Y free can lengthen the amount of time customers stay. If normal

of time customers stay. If normal customers stay for 3 months then buy two

customers stay for 3 months then buy two get two free will keep them for 4 months

get two free will keep them for 4 months or whatever you set it at. This gives

or whatever you set it at. This gives you more opportunities to make more

you more opportunities to make more offers and provide more value.

offers and provide more value. If you use buy X get Y free to generate

If you use buy X get Y free to generate lots of cash fast. Make sure you manage

lots of cash fast. Make sure you manage it well and deliver on your promises. If

it well and deliver on your promises. If you need fast cash, you can make this

you need fast cash, you can make this offer to existing recurring customers.

offer to existing recurring customers. Just cap how many you sell to so you

Just cap how many you sell to so you still have cash flow. Keep selling

still have cash flow. Keep selling customers who prepay long durations.

customers who prepay long durations. They are the most likely customers to

They are the most likely customers to buy again. Free gift. Buy X get Y free

buy again. Free gift. Buy X get Y free video course. Buy X get Y free gets lots

video course. Buy X get Y free gets lots of cash and lots of customers. You just

of cash and lots of customers. You just need to know your math. I made a free

need to know your math. I made a free video for you giving you a few more

video for you giving you a few more creative ways to use it. You can watch

creative ways to use it. You can watch the video for free at

the video for free at acquisition.com/training/money.

Pay less now or pay more later. Time is money. Benjamin Franklin, June 2016. A

money. Benjamin Franklin, June 2016. A headline caught my attention. Double

headline caught my attention. Double your reading speed in 3 hours or it's

your reading speed in 3 hours or it's free. I opened and scanned the text.

free. I opened and scanned the text. Inside, the world's fastest reader

Inside, the world's fastest reader offered a free training to double my

offered a free training to double my reading speed in 3 hours. So, I

reading speed in 3 hours. So, I registered. Why not? The registration

registered. Why not? The registration page said, "You can put your credit card

page said, "You can put your credit card down for $0 and get build $297 tomorrow.

down for $0 and get build $297 tomorrow. And if your reading speed doesn't

And if your reading speed doesn't double, just email us before then and

double, just email us before then and we'll cancel the charge, but you must

we'll cancel the charge, but you must attend in order to be eligible. Or you

attend in order to be eligible. Or you can just pay $97 right now and as a free

can just pay $97 right now and as a free bonus, get the recordings, which won't

bonus, get the recordings, which won't be for sale anywhere else."

be for sale anywhere else." I decided on the first option. I wanted

I decided on the first option. I wanted to see if my reading speed doubled

to see if my reading speed doubled before paying anything. The whole

before paying anything. The whole training, I expected him to sell me more

training, I expected him to sell me more stuff, but he simply provided value.

stuff, but he simply provided value. After two hours using his tactics, my

After two hours using his tactics, my reading speed doubled. Impressive. The

reading speed doubled. Impressive. The training had been true to the promise.

training had been true to the promise. He earned his $297. After that, he

He earned his $297. After that, he talked about how I could learn to read

talked about how I could learn to read even faster with his 8week training

even faster with his 8week training program. I was satisfied with my

program. I was satisfied with my results, so I chose not to stake the

results, so I chose not to stake the upsell. He taught me a skill I still use

upsell. He taught me a skill I still use to this day. But the true value came

to this day. But the true value came from learning a brand new attraction

from learning a brand new attraction offer. Description. In pay less now or

offer. Description. In pay less now or pay more later, you give people a choice

pay more later, you give people a choice to pay full price later or pay a

to pay full price later or pay a discounted price now. This play works so

discounted price now. This play works so well because remove all risk from the

well because remove all risk from the customer. They pay later and only if

customer. They pay later and only if they like it. So, it combines the

they like it. So, it combines the benefits of a delayed payment and a

benefits of a delayed payment and a satisfaction guaranteed. Anyone can sell

satisfaction guaranteed. Anyone can sell this. Almost anyone will agree to pay

this. Almost anyone will agree to pay later if they're satisfied, but once

later if they're satisfied, but once they agree to pay later, you can get

they agree to pay later, you can get them to pay now with hefty discounts and

them to pay now with hefty discounts and valuable bonuses. The pay later option

valuable bonuses. The pay later option allows you to advertise free since they

allows you to advertise free since they can choose to pay or not. This gets lots

can choose to pay or not. This gets lots of engaged leads. But this free offer

of engaged leads. But this free offer has an added benefit. we get their card

has an added benefit. we get their card on file. So, if they choose this option

on file. So, if they choose this option and hate the product, then they can

and hate the product, then they can cancel at any time before the charge

cancel at any time before the charge goes through. If they accept the pay

goes through. If they accept the pay later option, we make a follow-up offer

later option, we make a follow-up offer to pay now. And pay now options provide

to pay now. And pay now options provide a 20 to 50% discount and greater

a 20 to 50% discount and greater bonuses. And since we already have their

bonuses. And since we already have their card on file, make it easy for them to

card on file, make it easy for them to pay. Whether they choose to pay now or

pay. Whether they choose to pay now or pay later, you've got customers and

pay later, you've got customers and likely some profit. But to take full

likely some profit. But to take full advantage of this offer, you want

advantage of this offer, you want something else to sell. So, have

something else to sell. So, have something more, better, or newer to

something more, better, or newer to offer when the time is right. And don't

offer when the time is right. And don't worry, we'll go deep on upsells in the

worry, we'll go deep on upsells in the next section.

next section. Examples: Find your first real estate

Examples: Find your first real estate deal. Free 3-day workshop. Pay later

deal. Free 3-day workshop. Pay later option. $0 for 3-day workshop. Get build

option. $0 for 3-day workshop. Get build $500 at the end unless you cancel. Pay

$500 at the end unless you cancel. Pay now option. $299 for 3-day workshop plus

now option. $299 for 3-day workshop plus recordings. Oneonone call with certified

recordings. Oneonone call with certified distress property expert plus printed

distress property expert plus printed materials to use delivered at the

materials to use delivered at the workshop.

workshop. Upsell offer from the workshop. $30,000

Upsell offer from the workshop. $30,000 take you through every other step of

take you through every other step of closing your first deal within six

closing your first deal within six months, plus legal templates, advisors

months, plus legal templates, advisors to vet the investment, inspection

to vet the investment, inspection checklist, etc. Local business service,

checklist, etc. Local business service, trim your hedges for free, pay later

trim your hedges for free, pay later option, $0 lawn cut plus hedges, then

option, $0 lawn cut plus hedges, then 600 bucks after if satisfied. Pay now

600 bucks after if satisfied. Pay now option, $369

option, $369 lawn cut and hedges and lawn treatment.

lawn cut and hedges and lawn treatment. Upsell $199 per month lawn care

Upsell $199 per month lawn care services. The rep comes to the house,

services. The rep comes to the house, makes the epsimate, and offers both

makes the epsimate, and offers both options. Then upsells after the work is

options. Then upsells after the work is done.

done. Physical products 14-day clothing trial.

Physical products 14-day clothing trial. Pay later, $0 now, get it, then get

Pay later, $0 now, get it, then get build 149 in 14 days. Pay now, $97 for

build 149 in 14 days. Pay now, $97 for the closing, plus an accessory that goes

the closing, plus an accessory that goes with it. Upsell. The dress comes with an

with it. Upsell. The dress comes with an offer for a monthly subscription to more

offer for a monthly subscription to more clothes like this. Customers must return

clothes like this. Customers must return the product in like new condition before

the product in like new condition before billing to qualify for the guarantee.

billing to qualify for the guarantee. Important notes. Promise a clear yes no

Important notes. Promise a clear yes no result. First, make your promise a clear

result. First, make your promise a clear yes or no result. Second, make sure you

yes or no result. Second, make sure you can deliver on it within your time

can deliver on it within your time frame. If you don't, they will ask not

frame. If you don't, they will ask not to be built. Duh. For example, if you

to be built. Duh. For example, if you promise to decrease someone's shoulder

promise to decrease someone's shoulder pain, have them rate their pain 1 to 10

pain, have them rate their pain 1 to 10 before you do your magic. Then ask them

before you do your magic. Then ask them to rate it after. If it went down,

to rate it after. If it went down, you've succeeded and you can sell them

you've succeeded and you can sell them something else. Keep the promise simple,

something else. Keep the promise simple, clear, and measurable. This avoids

clear, and measurable. This avoids unnecessary cancellations.

unnecessary cancellations. Make a conditional satisfaction

Make a conditional satisfaction guarantee. People can only cancel the

guarantee. People can only cancel the billing if they qualify. For example, I

billing if they qualify. For example, I had to show up to the reading training

had to show up to the reading training to qualify to cancel the charge. After

to qualify to cancel the charge. After all, they can't say that you suck if

all, they can't say that you suck if they never tried it. So, be sure to

they never tried it. So, be sure to track the conditions necessary to

track the conditions necessary to qualify. Think attendance, showing up to

qualify. Think attendance, showing up to an appointment, turning in data, etc.

an appointment, turning in data, etc. Make the criteria what people do to get

Make the criteria what people do to get the most value out of the product.

the most value out of the product. Win-win.

Win-win. Bonuses for your pay now option. I hate

Bonuses for your pay now option. I hate when people repeat content and call it

when people repeat content and call it new. So, I didn't want to be like that.

new. So, I didn't want to be like that. I dedicated an entire chapter and $100

I dedicated an entire chapter and $100 million offers bonuses.

million offers bonuses. You can grab a copy of that book or

You can grab a copy of that book or watch the video training on my site for

watch the video training on my site for free at acquisition.com/training/offers.

Optimizing your pay now and pay later offer. If too many people take your pay

offer. If too many people take your pay later option, discount the pay now

later option, discount the pay now option more. Add better bonuses or both.

option more. Add better bonuses or both. If too many people take your pay now

If too many people take your pay now option, do the opposite. If more than

option, do the opposite. If more than 10% of pay later people cancel their

10% of pay later people cancel their payment, you promise too much, the

payment, you promise too much, the guaranteed conditions are too low, or

guaranteed conditions are too low, or the price is too high. Note, no matter

the price is too high. Note, no matter how well you deliver, some people will

how well you deliver, some people will cancel the payment, and that's okay.

cancel the payment, and that's okay. Factored into your cost of doing

Factored into your cost of doing business and keep living your life. This

business and keep living your life. This works for recurring revenue businesses,

works for recurring revenue businesses, too. You just give them the option to

too. You just give them the option to pay a higher ongoing rate 30 days later,

pay a higher ongoing rate 30 days later, or they pay less today and keep the

or they pay less today and keep the lower rate for good. Plus, add in some

lower rate for good. Plus, add in some bonuses. C section six continuity

bonuses. C section six continuity chapter onetime bonuses for more

chapter onetime bonuses for more details. Pro tip. If you run events,

details. Pro tip. If you run events, workshops, presentations, hint at your

workshops, presentations, hint at your next offer early. If the reading guru

next offer early. If the reading guru had said, "Everyone wants to know when

had said, "Everyone wants to know when my next reading intensive starts because

my next reading intensive starts because they sell out so fast." I'll get to it

they sell out so fast." I'll get to it at the end, but please pay attention. I

at the end, but please pay attention. I want to deliver on my promise to make

want to deliver on my promise to make sure you guys double your reading speed.

sure you guys double your reading speed. By hinting about his next offer earlier,

By hinting about his next offer earlier, he would have sold more of it. Let me

he would have sold more of it. Let me explain. I used to do a lot of nutrition

explain. I used to do a lot of nutrition consultations. People would interrupt me

consultations. People would interrupt me all the time to ask about supplements.

all the time to ask about supplements. It annoyed me. So, one day I spouted,

It annoyed me. So, one day I spouted, "Everyone wants to know what supplements

"Everyone wants to know what supplements to buy. We'll get there, I promise. But

to buy. We'll get there, I promise. But please pay attention to the nutrition

please pay attention to the nutrition section. It matters more." By accident,

section. It matters more." By accident, I applied everyone bought supplements

I applied everyone bought supplements without offering them. And all the head

without offering them. And all the head nods I got showed that they actually did

nods I got showed that they actually did want more products. And all these

want more products. And all these factors got more people to buy when I

factors got more people to buy when I did offer it to them. Summary points.

did offer it to them. Summary points. Pay less now or pay more later offers

Pay less now or pay more later offers give people a choice to pay full price

give people a choice to pay full price later or pay a discounted price with

later or pay a discounted price with additional bonuses if they pay now. The

additional bonuses if they pay now. The pay later option has a delayed payment

pay later option has a delayed payment with a conditional guarantee. Have clear

with a conditional guarantee. Have clear criteria to qualify for the guarantee

criteria to qualify for the guarantee and easy ways to measure it. If you can

and easy ways to measure it. If you can align the criteria with what gets people

align the criteria with what gets people the most value from the product. The pay

the most value from the product. The pay now option offers 20 to 50% discount and

now option offers 20 to 50% discount and bonuses if they pay now. Offer customers

bonuses if they pay now. Offer customers the pay now option after they accept the

the pay now option after they accept the pay later option. If they choose pay

pay later option. If they choose pay now, they get the discount and bonuses

now, they get the discount and bonuses instead of the guarantee. Make sure you

instead of the guarantee. Make sure you promise easy to track, difficult to

promise easy to track, difficult to refute, and clear yes no results. If you

refute, and clear yes no results. If you have more than 10% cancelling, you

have more than 10% cancelling, you promise too much, the guarantee

promise too much, the guarantee conditions are too low, or the price is

conditions are too low, or the price is too high. Also, give extra attention to

too high. Also, give extra attention to those who claim they haven't received

those who claim they haven't received what was promised before the

what was promised before the cancellation deadline. It may help

cancellation deadline. It may help reverse them. Free gift. Pay less now,

reverse them. Free gift. Pay less now, pay more later training. No optin. This

pay more later training. No optin. This is one of the most creative offers I've

is one of the most creative offers I've ever seen or used. It does exceptionally

ever seen or used. It does exceptionally well with digital products and short

well with digital products and short duration services. These can be scary,

duration services. These can be scary, effective, and also feel good. It's

effective, and also feel good. It's super easy to teach salesmen as well. If

super easy to teach salesmen as well. If you want to learn more about them, I

you want to learn more about them, I made a deeper training for you at for

made a deeper training for you at for free atacquisition.com/training/money.

Free Goodwill offer. He who said money can't buy happiness hasn't given enough

can't buy happiness hasn't given enough away.

away. I became a quadriplegic in 2018 and was

I became a quadriplegic in 2018 and was living on welfare until I found your

living on welfare until I found your content and book. I made $50,000 the

content and book. I made $50,000 the following 12 months as a freelancer.

following 12 months as a freelancer. Danny W.

Danny W. I have a question for you. Would you

I have a question for you. Would you help someone you've never met if it cost

help someone you've never met if it cost you nothing, but you didn't get credit?

you nothing, but you didn't get credit? Most people do in fact judge a book by

Most people do in fact judge a book by its cover. So, here is my ask on behalf

its cover. So, here is my ask on behalf of a struggling entrepreneur you've

of a struggling entrepreneur you've never met. Please help that entrepreneur

never met. Please help that entrepreneur by leaving this book a review. Your

by leaving this book a review. Your review helps one more small business

review helps one more small business like Bills provide for their community.

like Bills provide for their community. In Bill's own words, "I opened a

In Bill's own words, "I opened a pizzeria in early 2020, shortly after

pizzeria in early 2020, shortly after finding the $100 million offers book.

finding the $100 million offers book. Sales started slow, but we did it. After

Sales started slow, but we did it. After I read $100 million leads, we

I read $100 million leads, we implemented many things like having

implemented many things like having customers donate to the local food bank

customers donate to the local food bank for a chance to win free prizes for a

for a chance to win free prizes for a year. I've lost count of how many new

year. I've lost count of how many new customers we've gotten after doing these

customers we've gotten after doing these things for the community. This

things for the community. This absolutely proves the stuff works for

absolutely proves the stuff works for any type of business. Thank you, Bill.

any type of business. Thank you, Bill. Your review helps one entrepreneur like

Your review helps one entrepreneur like Thomas support their family." In

Thomas support their family." In Thomas's own words, "After 10 years, I

Thomas's own words, "After 10 years, I got laid off from my nineto-ive job, but

got laid off from my nineto-ive job, but I found your book and opened a tour

I found your book and opened a tour guide business in Colorado. Fast forward

guide business in Colorado. Fast forward two years later, and we have five

two years later, and we have five employees. I literally took what I

employees. I literally took what I learned and built my dream. Now my kids

learned and built my dream. Now my kids and wife are happier than ever." Your

and wife are happier than ever." Your review will help one more employee like

review will help one more employee like Miguel have more meaningful work. In

Miguel have more meaningful work. In Miguel's own words, I received the book

Miguel's own words, I received the book as a gift and decided to pass it on to

as a gift and decided to pass it on to my six employees. Since then, our

my six employees. Since then, our business has undergone a remarkable

business has undergone a remarkable transformation and continues to grow on

transformation and continues to grow on a monthly basis. Not only that, but I

a monthly basis. Not only that, but I also gave it to my independent

also gave it to my independent contractor trainers. Thank you. Your

contractor trainers. Thank you. Your review helps one more entrepreneur like

review helps one more entrepreneur like Simon transform their life. Here's

Simon transform their life. Here's Simon's own words. I'm just normal guy

Simon's own words. I'm just normal guy from Germany and I couldn't get a client

from Germany and I couldn't get a client to save my life. Then I bought $100

to save my life. Then I bought $100 million leads. After reading the cold

million leads. After reading the cold outreach chapter, I started the rule of

outreach chapter, I started the rule of 100. I expected maybe to get one to two

100. I expected maybe to get one to two clients, but then I booked eight

clients, but then I booked eight meetings in seven days. I closed four of

meetings in seven days. I closed four of them and earned my first $500 from one

them and earned my first $500 from one of those clients. It has been 3 months

of those clients. It has been 3 months now and my career couldn't be better.

now and my career couldn't be better. Your book was the only book I needed. I

Your book was the only book I needed. I recommend it to everyone. And your

recommend it to everyone. And your review could help one more entrepreneur

review could help one more entrepreneur like Alex get out of a hole. In Alex's

like Alex get out of a hole. In Alex's own words, I moved in with my girlfriend

own words, I moved in with my girlfriend making less than $1,000 a month. I

making less than $1,000 a month. I bought $100 leads and we applied

bought $100 leads and we applied everything. Three weeks later, we signed

everything. Three weeks later, we signed a client for over $2,000 a month, then

a client for over $2,000 a month, then three more. I owe you a lot more than

three more. I owe you a lot more than what these books cost. Your review helps

what these books cost. Your review helps one more entrepreneur like Mohan flee

one more entrepreneur like Mohan flee his country and get out of debt. In

his country and get out of debt. In Mohan's own words, "As a struggling

Mohan's own words, "As a struggling Indian immigrant trying to get to

Indian immigrant trying to get to Ireland, I made so little money I would

Ireland, I made so little money I would die before I pay off my debt. I tutored

die before I pay off my debt. I tutored on the side where I could. Then I read

on the side where I could. Then I read $100 million offers and quit my job 11

$100 million offers and quit my job 11 days later. I did the same work but

days later. I did the same work but learned how to make offers this time.

learned how to make offers this time. Clients were happy to pay, sometimes

Clients were happy to pay, sometimes even $1,500 when I gave some bonuses. I

even $1,500 when I gave some bonuses. I make a liveable income now. And I

make a liveable income now. And I finally found what I love to do. I moved

finally found what I love to do. I moved to Germany now and my debt is almost

to Germany now and my debt is almost paid. Thank you." If you tell yourself

paid. Thank you." If you tell yourself you'll do it later, instead please do it

you'll do it later, instead please do it now. It takes less than 60 seconds to

now. It takes less than 60 seconds to change someone's life forever. If you're

change someone's life forever. If you're on Audible, hit the three dots on the

on Audible, hit the three dots on the top right of your device. Click rate and

top right of your device. Click rate and review and leave a few sentences about

review and leave a few sentences about book with a star rating. If you're

book with a star rating. If you're reading on Kindle or an e-reader, scroll

reading on Kindle or an e-reader, scroll to the bottom of the book, then swipe

to the bottom of the book, then swipe up. It'll prompt you for a review. And

up. It'll prompt you for a review. And if for some reason these have changed,

if for some reason these have changed, you can go to Amazon or wherever you

you can go to Amazon or wherever you purchase this and leave a review right

purchase this and leave a review right on the books page. If you feel good

on the books page. If you feel good about helping faceless entrepreneurs,

about helping faceless entrepreneurs, you're my kind of people. Welcome to

you're my kind of people. Welcome to Mosy Nation. You're one of us. I'm that

Mosy Nation. You're one of us. I'm that much more excited to help you make more

much more excited to help you make more money than you could ever possibly

money than you could ever possibly imagine. You'll love the tactics I'm

imagine. You'll love the tactics I'm about to share with you in the coming

about to share with you in the coming chapters. Thank you from the bottom of

chapters. Thank you from the bottom of my heart. Now, back to our regularly

my heart. Now, back to our regularly scheduled programming. Your biggest fan,

scheduled programming. Your biggest fan, Alex. Attraction conclusion. Extra extra

Alex. Attraction conclusion. Extra extra here. All about it. The point of

here. All about it. The point of attraction offers is to turn strangers

attraction offers is to turn strangers into customers and do it in a way that

into customers and do it in a way that gets more cash up front. Ideally, we get

gets more cash up front. Ideally, we get enough cash to cover the cost of the

enough cash to cover the cost of the customer and the cost to deliver our

customer and the cost to deliver our thing multiple times over. That way, we

thing multiple times over. That way, we can pay ourselves back and get our next

can pay ourselves back and get our next customer. I showed you the five most

customer. I showed you the five most powerful attraction offers I've seen and

powerful attraction offers I've seen and used. Win your money back, giveaways,

used. Win your money back, giveaways, decoy offers, buy XKY free, and pay less

decoy offers, buy XKY free, and pay less now or pay more later. I apply them at

now or pay more later. I apply them at one time or another to every business I

one time or another to every business I own. They turn $1,000 into 10 million in

own. They turn $1,000 into 10 million in 10 months because when I got returns, I

10 months because when I got returns, I kept doubling down. A grand slam

kept doubling down. A grand slam attraction offer changes your business

attraction offer changes your business and life forever. After using attraction

and life forever. After using attraction offers, we've got more customers. And

offers, we've got more customers. And now that we've got them, we need to

now that we've got them, we need to boost our 30-day profits even more by

boost our 30-day profits even more by selling them even more stuff. This leads

selling them even more stuff. This leads us to the next component of a $100

us to the next component of a $100 million money model. Upsell offers. What

million money model. Upsell offers. What to offer next? Section three, upsell

to offer next? Section three, upsell offers. Do you want fries with that?

offers. Do you want fries with that? McDonald's famous upsell. With an

McDonald's famous upsell. With an attraction offer in place, you've got

attraction offer in place, you've got customers and cash. If we did a good

customers and cash. If we did a good job, we've turned a profit, too. Nice.

job, we've turned a profit, too. Nice. Now, we want to maximize 30-day profits.

Now, we want to maximize 30-day profits. So, what do we do? Answer: Make more

So, what do we do? Answer: Make more money. To do that, we make upsell

money. To do that, we make upsell offers. And when it comes down to it,

offers. And when it comes down to it, upsells just means whatever we offer

upsells just means whatever we offer next. How upsells work.

next. How upsells work. When an offer solves a problem, another

When an offer solves a problem, another appears. You upsell the solution to the

appears. You upsell the solution to the problem your offer reveals. So, every

problem your offer reveals. So, every offer opens the door to an upsell. Even

offer opens the door to an upsell. Even upsells. Often, upsells make the

upsells. Often, upsells make the majority of the profit. They make or

majority of the profit. They make or break a bunny model. Let me show you how

break a bunny model. Let me show you how much. Let's say a burger shop makes 25

much. Let's say a burger shop makes 25 cents in profit on a $2 burger. If it

cents in profit on a $2 burger. If it was the only offer they had, they'd have

was the only offer they had, they'd have to sell 10,000 burgers a day to cover

to sell 10,000 burgers a day to cover costs and barely ek out a living. Good

costs and barely ek out a living. Good luck. But they have more offers beyond

luck. But they have more offers beyond just the burger. They ask, "Do you want

just the burger. They ask, "Do you want fries with that?" If the person says

fries with that?" If the person says yes, they profit another 75 cents and

yes, they profit another 75 cents and then ask, "Do you want to make it a

then ask, "Do you want to make it a meal?" which adds a drink. If someone

meal?" which adds a drink. If someone says yes, they profit an extra $1.75.

says yes, they profit an extra $1.75. Their profit goes from 25 to $2, an 8x

Their profit goes from 25 to $2, an 8x increase. And on top of that, they offer

increase. And on top of that, they offer a third upsell. Do you want to

a third upsell. Do you want to superersize your meal for just a buck

superersize your meal for just a buck more? This takes profit from a measly 25

more? This takes profit from a measly 25 to a massive $3 11.6x increase. And now

to a massive $3 11.6x increase. And now this little burger place actually has a

this little burger place actually has a chance of succeeding.

chance of succeeding. I show this basic and common example to

I show this basic and common example to point one thing. Your first offer

point one thing. Your first offer doesn't always have to make a profit. In

doesn't always have to make a profit. In other words, the thing you sell the most

other words, the thing you sell the most isn't always the thing you make the most

isn't always the thing you make the most profit on. You make it on the second,

profit on. You make it on the second, third, and in the case of the burger

third, and in the case of the burger business, fourth offers and beyond. If

business, fourth offers and beyond. If McDonald's didn't upsell fries and soda,

McDonald's didn't upsell fries and soda, there wouldn't be a McDonald's. If you

there wouldn't be a McDonald's. If you want to win, you have to figure out your

want to win, you have to figure out your version of do you want fries with that?

version of do you want fries with that? If you don't, others will. Upsells fail

If you don't, others will. Upsells fail when you offer something they don't

when you offer something they don't want, too different, or doesn't solve

want, too different, or doesn't solve their problem. You offered at the wrong

their problem. You offered at the wrong time before they've experienced the

time before they've experienced the problem. You offer it the wrong way,

problem. You offer it the wrong way, they don't believe you. Or a combination

they don't believe you. Or a combination of all three. In summary, offers tend to

of all three. In summary, offers tend to offer more of what they just got. Think

offer more of what they just got. Think quantity. Why have one burger when you

quantity. Why have one burger when you could have two? Better versions of it.

could have two? Better versions of it. Think quality. Why have mystery meat

Think quality. Why have mystery meat when you could have sirloin? New or

when you could have sirloin? New or complimentary stuff? Think different. Do

complimentary stuff? Think different. Do you want fries and a soda with that? I

you want fries and a soda with that? I use four simple and brutally effective

use four simple and brutally effective upsell offers. The classic upsell, menu

upsell offers. The classic upsell, menu upsells, anchor upsells, and rollover

upsells, anchor upsells, and rollover upsells. And with just a few tweaks, you

upsells. And with just a few tweaks, you can fit them into your business today.

can fit them into your business today. Warning, this section is brutally

Warning, this section is brutally effective and must be used ethically.

effective and must be used ethically. That being said, let's make some money.

That being said, let's make some money. Free gift upsell offers, no opt-in. If

Free gift upsell offers, no opt-in. If you want to make more profit per

you want to make more profit per customer, you got to sell more stuff.

customer, you got to sell more stuff. Knowing the right time, way, and stuff

Knowing the right time, way, and stuff to sell is key. I've learned my fair

to sell is key. I've learned my fair share of lessons doing it the wrong way.

share of lessons doing it the wrong way. I hope I can help you avoid those

I hope I can help you avoid those mistakes and get it done right the first

mistakes and get it done right the first time. I made you an additional training

time. I made you an additional training on this chapter you can watch for free

on this chapter you can watch for free at acquisition.com/training/money.

at acquisition.com/training/money. The classic upsell. You can't have X

The classic upsell. You can't have X without Y.

without Y. He was a premier fur coat dealer, a

He was a premier fur coat dealer, a fourth generation business savant and a

fourth generation business savant and a childhood mentor of mine. We sat down to

childhood mentor of mine. We sat down to catch up in a swanky restaurant across

catch up in a swanky restaurant across from his shop. Within a minute of

from his shop. Within a minute of ordering, our salmon appeared. What do

ordering, our salmon appeared. What do you think this salmon cost the

you think this salmon cost the restaurant? Three bucks? Maybe a few

restaurant? Three bucks? Maybe a few extra pennies for the garnish. And look

extra pennies for the garnish. And look at the menu. They're charging 32 bucks.

at the menu. They're charging 32 bucks. Unbelievable. But we pay it. He took his

Unbelievable. But we pay it. He took his first bite and chuckled to himself, then

first bite and chuckled to himself, then continued. So, I heard you got into the

continued. So, I heard you got into the game. Good for you. Never would have

game. Good for you. Never would have guessed when you worked at the shop. You

guessed when you worked at the shop. You were kind of awkward.

were kind of awkward. What can I say? Brushing 7,000 fur coats

What can I say? Brushing 7,000 fur coats in a row melted my brain. I chuckled.

in a row melted my brain. I chuckled. You still making a killing on that? A

You still making a killing on that? A sheepish grin appeared. Yeah, and that's

sheepish grin appeared. Yeah, and that's not even the best part. My son came up

not even the best part. My son came up with something genius. His son would be

with something genius. His son would be the fifth generation owner. Tell me

the fifth generation owner. Tell me about it, I asked. We advertise free ear

about it, I asked. We advertise free ear muffs with coat storage. And get this.

muffs with coat storage. And get this. When customers come in to get their

When customers come in to get their muffs and store their coats, he says,

muffs and store their coats, he says, "Great. And we'll store those as well

"Great. And we'll store those as well for $30. You don't want to store

for $30. You don't want to store anything else, do you?" And of course,

anything else, do you?" And of course, they say no. Wait a second. So, you get

they say no. Wait a second. So, you get them to pay for additional storage for

them to pay for additional storage for free ear muffs by getting them to say no

free ear muffs by getting them to say no to another upsell. You guys are legends.

to another upsell. You guys are legends. Us? No, you stay creative and if

Us? No, you stay creative and if something works, we stick with it.

something works, we stick with it. Whenever he talk business, he'd light

Whenever he talk business, he'd light up. Despite being awkward around his

up. Despite being awkward around his shop, I learned many lifelong lessons

shop, I learned many lifelong lessons from him. I share the story in homage to

from him. I share the story in homage to those lessons. Description: The classic

those lessons. Description: The classic upsell offers a solution to the

upsell offers a solution to the customer's next problem the moment they

customer's next problem the moment they become aware of it. I explain the

become aware of it. I explain the classic upsell first because it's

classic upsell first because it's extremely profitable, easy, and anyone

extremely profitable, easy, and anyone can do it. Main reason: current

can do it. Main reason: current customers always have a higher chance of

customers always have a higher chance of buying your stuff than strangers. And

buying your stuff than strangers. And when timed right, customers upsell

when timed right, customers upsell themselves. The classic upsell relies on

themselves. The classic upsell relies on knowing more about your customer's

knowing more about your customer's problem than they do. And you darn well

problem than they do. And you darn well should. It's your business after all.

should. It's your business after all. The idea is simple. Your core offer

The idea is simple. Your core offer solves one problem and creates another.

solves one problem and creates another. Your upsell immediately solves that next

Your upsell immediately solves that next problem. This gives the classic upsell

problem. This gives the classic upsell its you can't have X without Y

its you can't have X without Y structure. Like the rental car story,

structure. Like the rental car story, you can't have a car without insurance.

you can't have a car without insurance. You can't have a car without gas. You

You can't have a car without gas. You can't have a good trip without a late

can't have a good trip without a late checkout, etc. All these things become

checkout, etc. All these things become immediately apparent as soon as the

immediately apparent as soon as the customer makes the first purchase.

customer makes the first purchase. Bottom line, if a problem appears and

Bottom line, if a problem appears and you can solve it immediately in exchange

you can solve it immediately in exchange for money, do it.

for money, do it. Examples: local car wash service, first

Examples: local car wash service, first purchase, car wash. Upsell, sealant.

purchase, car wash. Upsell, sealant. You're not going to want to do the car

You're not going to want to do the car wash without the sealant. You'll get way

wash without the sealant. You'll get way more for your money. Physical product,

more for your money. Physical product, first purchase, bicycle. Upsell one,

first purchase, bicycle. Upsell one, helmet. Upsell two, lights. Upsell

helmet. Upsell two, lights. Upsell three, puncture resistant tires. Can't

three, puncture resistant tires. Can't have a bike without a helmet.

have a bike without a helmet. digital product. First purchase course

digital product. First purchase course on exercising upsell nutrition course.

on exercising upsell nutrition course. You cannot exercise a bad diet. So

You cannot exercise a bad diet. So you're going to want a course on

you're going to want a course on nutrition.

nutrition. Important notes. Actually do it. You'd

Important notes. Actually do it. You'd be amazed how many businesses come to me

be amazed how many businesses come to me and only sell one thing. I usually tell

and only sell one thing. I usually tell them you barely have a business. You

them you barely have a business. You have a front end. Figure out what you're

have a front end. Figure out what you're going to sell next. Months later I hear

going to sell next. Months later I hear they actually 5x their business because

they actually 5x their business because they actually offered an upsell.

they actually offered an upsell. Offer more profitable upsells first. If

Offer more profitable upsells first. If I offer two products and one has a

I offer two products and one has a higher profit than the other, I offer

higher profit than the other, I offer the higher profit option first. Get them

the higher profit option first. Get them to say no to say yes. I was always

to say no to say yes. I was always amazed at how often the Furco dealer got

amazed at how often the Furco dealer got people to buy stuff by saying no. He

people to buy stuff by saying no. He knew people had been trained to say no

knew people had been trained to say no in response to you don't want anything

in response to you don't want anything else, do you? But this actually turns a

else, do you? But this actually turns a no into a yes. So when upselling, the

no into a yes. So when upselling, the question translate to you don't want

question translate to you don't want anything else besides what I just

anything else besides what I just offered, do you? Clever salesmanship. So

offered, do you? Clever salesmanship. So let the nos parenthesis yeses roll in.

let the nos parenthesis yeses roll in. Surprise and delight. Let's say you have

Surprise and delight. Let's say you have four bonuses you save to get people to

four bonuses you save to get people to buy who are on the fence. Add one at a

buy who are on the fence. Add one at a time. If they say yes before you add

time. If they say yes before you add them, still give them all four. It will

them, still give them all four. It will surprise and delight them. And it

surprise and delight them. And it guarantees you still sell the same thing

guarantees you still sell the same thing to everyone so no one feels left out

to everyone so no one feels left out later. Sell more when they're buying

later. Sell more when they're buying more. Hyper buying cycle. Most buyers

more. Hyper buying cycle. Most buyers enter a hyper buying cycle when they

enter a hyper buying cycle when they decide to do something new. It's a short

decide to do something new. It's a short window of time when they're most excited

window of time when they're most excited about a new thing they're going to do.

about a new thing they're going to do. This is when they spend a huge chunk of

This is when they spend a huge chunk of money in a short period of time. Think

money in a short period of time. Think weddings, starting new hobbies, having

weddings, starting new hobbies, having babies, moving to new places, and so on.

babies, moving to new places, and so on. If you have a business that caters to

If you have a business that caters to these sort of problems, don't shy away

these sort of problems, don't shy away from upsell offers. Embrace it and keep

from upsell offers. Embrace it and keep making offers. Use free bonuses to

making offers. Use free bonuses to create problems upsell offers solve.

create problems upsell offers solve. Bonuses solve problems. That's what

Bonuses solve problems. That's what makes them valuable. And because of the

makes them valuable. And because of the problem solution cycle, they can also

problem solution cycle, they can also reveal them. Upsells can solve that new

reveal them. Upsells can solve that new problem. The ear muffs, for example,

problem. The ear muffs, for example, cost materials and labor, but they were

cost materials and labor, but they were able to give them away for free by

able to give them away for free by getting customers to pay $30 to store

getting customers to pay $30 to store something they just got for free. The

something they just got for free. The faster people get access to stuff, the

faster people get access to stuff, the more they'll value it. A $10,000 thing

more they'll value it. A $10,000 thing you get later is worth less than a

you get later is worth less than a $10,000 thing you get now. The longer it

$10,000 thing you get now. The longer it takes someone to access something, the

takes someone to access something, the less value it has in the moment. So, if

less value it has in the moment. So, if you want to raise the chance of someone

you want to raise the chance of someone taking an upsell, make it available as

taking an upsell, make it available as soon as you can. Bonus points if you can

soon as you can. Bonus points if you can put it in their hands before they've

put it in their hands before they've said yes. It's way harder to give

said yes. It's way harder to give something back once you've gotten it.

If you bundle upsells, name them. It's easier to sell someone one thing than

easier to sell someone one thing than nine things. By bundling items together,

nine things. By bundling items together, you can make one ask and get nine sales.

you can make one ask and get nine sales. I named the packages based on the

I named the packages based on the customer type and/or result. For

customer type and/or result. For example, fastest results bundle or a

example, fastest results bundle or a transformation package or minimum

transformation package or minimum package. All these will boost upselles

package. All these will boost upselles per person. Last, you can peel some of

per person. Last, you can peel some of the products or features from the

the products or features from the package as a way to downell. More on

package as a way to downell. More on that in section five, downell offers.

that in section five, downell offers. Integrate upsells into your other

Integrate upsells into your other offers. Make stuff you upsell part of

offers. Make stuff you upsell part of how you deliver other offers. Then more

how you deliver other offers. Then more customers will take them. My meal plans

customers will take them. My meal plans included optional supplement

included optional supplement suggestions. So, when I went over

suggestions. So, when I went over nutrition, people asked about

nutrition, people asked about supplements. Gym launch sales and

supplements. Gym launch sales and marketing training suggested optional

marketing training suggested optional softwares. This led gym owners to buy

softwares. This led gym owners to buy them. Integrate the next thing you want

them. Integrate the next thing you want to sell into the first thing they buy.

to sell into the first thing they buy. Make sure you book a meeting from a

Make sure you book a meeting from a meeting. Bam, fam. The more times you

meeting. Bam, fam. The more times you can upsell, the more people you will

can upsell, the more people you will upsell.

upsell. If you upsell more people, you can make

If you upsell more people, you can make more money. And since you want that, end

more money. And since you want that, end every appointment by scheduling the next

every appointment by scheduling the next appointment. Don't let them leave

appointment. Don't let them leave without booking. As my big fancy public

without booking. As my big fancy public CEO friend Shiron says, a customer

CEO friend Shiron says, a customer should know the next time they see you

should know the next time they see you and why before they leave. So, if you

and why before they leave. So, if you agree to meet again, agree on why and

agree to meet again, agree on why and when, right? Then upsell as many times

when, right? Then upsell as many times as it makes sense to. The rental car

as it makes sense to. The rental car agency had lots of upsells. Their burger

agency had lots of upsells. Their burger place had lots of upsells. My gym had

place had lots of upsells. My gym had lots of upsells. Gym Launch had lots of

lots of upsells. Gym Launch had lots of upsells. Offer many solutions as there

upsells. Offer many solutions as there are problems that you can solve. Don't

are problems that you can solve. Don't be shy. If you can solve it, offer to.

be shy. If you can solve it, offer to. The second worst thing that happens is

The second worst thing that happens is they say no. The worst thing is if they

they say no. The worst thing is if they would have said yes, but you never

would have said yes, but you never asked. The magnetic middle. Pro tip. How

asked. The magnetic middle. Pro tip. How to offer more of the same thing. If you

to offer more of the same thing. If you have two things and want to sell one,

have two things and want to sell one, add a third option to nudge the option

add a third option to nudge the option you want them to buy. Movie theaters do

you want them to buy. Movie theaters do this all the time with soda and popcorn.

this all the time with soda and popcorn. Here's how. There's small, medium, and

Here's how. There's small, medium, and large pricing work something like this.

large pricing work something like this. Small $5, medium $8 rather than the

Small $5, medium $8 rather than the rational price of seven, which would be

rational price of seven, which would be in between. And then C, large $9.

in between. And then C, large $9. result. More people take the large.

result. More people take the large. People who take the small option will

People who take the small option will always take the small option. People who

always take the small option. People who take the large will always take the

take the large will always take the large. But the people who would normally

large. But the people who would normally take the medium will now probably take

take the medium will now probably take the large. If you want to get more

the large. If you want to get more people to buy the medium option, you'd

people to buy the medium option, you'd price it like this. Small would be $6

price it like this. Small would be $6 rather than the rational price of $5.

rather than the rational price of $5. The medium is seven, halfway in between

The medium is seven, halfway in between the original pricing. And then large is

the original pricing. And then large is $9. This upsells more people into the

$9. This upsells more people into the medium option because now most people

medium option because now most people would normally get a small will get a

would normally get a small will get a medium. Bottom line, if you have a lot

medium. Bottom line, if you have a lot of customers buying small, you can bump

of customers buying small, you can bump them into mediums. If you have a lot of

them into mediums. If you have a lot of customers buying medium, bump them to

customers buying medium, bump them to large. If you have a lot of customers

large. If you have a lot of customers buying large, raise all your prices.

buying large, raise all your prices. Upsell guarantees warranties and

Upsell guarantees warranties and insurance. Many businesses offer

insurance. Many businesses offer guarantees on products. Many businesses

guarantees on products. Many businesses offer warranties on products. Many

offer warranties on products. Many businesses offer insurance on products.

businesses offer insurance on products. You can upsell all of them. So instead

You can upsell all of them. So instead of doing it for free, just add 5 to 50%

of doing it for free, just add 5 to 50% onto the price in exchange for a

onto the price in exchange for a guarantee that the thing does what you

guarantee that the thing does what you say it will. Example, an art studio used

say it will. Example, an art studio used to replace damaged portraits at no

to replace damaged portraits at no charge. I told them to start asking for

charge. I told them to start asking for customers if they'd pay an extra 10% for

customers if they'd pay an extra 10% for it. Now 30% of customers buy stuff the

it. Now 30% of customers buy stuff the art studio used to give away for free.

art studio used to give away for free. Pure profit. Summary. Your attraction

Pure profit. Summary. Your attraction offer reveals a problem. Upsells,

offer reveals a problem. Upsells, whatever you offer next, solve it. Use

whatever you offer next, solve it. Use the classic upsell for immediate

the classic upsell for immediate problems revealed by your previous

problems revealed by your previous offer. Asking you don't want anything

offer. Asking you don't want anything else, do you? Gets people to agree by

else, do you? Gets people to agree by saying no. It works. Increase the chance

saying no. It works. Increase the chance customers take upsells by giving them

customers take upsells by giving them access to it as soon as possible. Give

access to it as soon as possible. Give away bonuses that create an upsell

away bonuses that create an upsell opportunity. A great way to make more

opportunity. A great way to make more cash. To get more chances to upsell

cash. To get more chances to upsell customers, make BAMF fam a way of life.

customers, make BAMF fam a way of life. Book a meeting from a meeting. You can

Book a meeting from a meeting. You can have as many upsell offers as you want

have as many upsell offers as you want as long as you keep solving problems.

as long as you keep solving problems. You lose nothing by offering to solve

You lose nothing by offering to solve someone's problem. If it makes sense for

someone's problem. If it makes sense for your business, you can charge for

your business, you can charge for guarantees, warranties, or insurance

guarantees, warranties, or insurance rather than giving them away for free.

rather than giving them away for free. Free gift. Watch the classic upsell

Free gift. Watch the classic upsell video training. No opt-in required. The

video training. No opt-in required. The first upsell everyone should learn is

first upsell everyone should learn is the classic upsell. There are a bunch of

the classic upsell. There are a bunch of tiny tips that can make a big

tiny tips that can make a big difference. I made a training video to

difference. I made a training video to make sure that you didn't miss any of

make sure that you didn't miss any of these tiny details. You can watch for

these tiny details. You can watch for free at acquisition.com/training/money.

free at acquisition.com/training/money. Menu upsells. You don't need that. You

Menu upsells. You don't need that. You need this. December 2013. People kept

need this. December 2013. People kept joining the gym like normal, but nobody

joining the gym like normal, but nobody cared about my supplements. I read

cared about my supplements. I read somewhere keeping shelves full got more

somewhere keeping shelves full got more people to buy. So I stocked my shelves

people to buy. So I stocked my shelves with all the labels in a perfect row. It

with all the labels in a perfect row. It didn't work. I also heard if I told

didn't work. I also heard if I told someone about the cool science they

someone about the cool science they would buy. That didn't work either. I

would buy. That didn't work either. I got a few pity purchases from loyal

got a few pity purchases from loyal members, but I was doing something

members, but I was doing something seriously wrong. Why do I suck so much?

seriously wrong. Why do I suck so much? On a particularly rough day, I had 19

On a particularly rough day, I had 19 nutrition consults and nobody bought

nutrition consults and nobody bought anything. It was miserable. Then

anything. It was miserable. Then appointment number 20 came in. She had a

appointment number 20 came in. She had a nice purse and a big diamond ring on her

nice purse and a big diamond ring on her hand. If I can't sell her, I should just

hand. If I can't sell her, I should just quit trying. But then I remembered I've

quit trying. But then I remembered I've got $5,000 in inventory on my shelf. I

got $5,000 in inventory on my shelf. I got to figure this out. We went through

got to figure this out. We went through her nutrition consultation and I started

her nutrition consultation and I started getting nervous. I got so nervous I

getting nervous. I got so nervous I forgot my script. And rather than

forgot my script. And rather than gabbing about science stuff, I just

gabbing about science stuff, I just asked, "You've got a protein shake for

asked, "You've got a protein shake for breakfast. Do you like chocolate or

breakfast. Do you like chocolate or vanilla?" "Which one's your favorite?"

vanilla?" "Which one's your favorite?" she asked. "Uh, chocolate." "Great, I'll

she asked. "Uh, chocolate." "Great, I'll take one of those." "Wait, what just

take one of those." "Wait, what just happened?" I didn't talk about the

happened?" I didn't talk about the benefits or anything. I just asked what

benefits or anything. I just asked what she wanted and she told me. Taking the

she wanted and she told me. Taking the hint, I moved on to the next item. Do

hint, I moved on to the next item. Do you want kiwi or strawberry lemonade

you want kiwi or strawberry lemonade pre-workout? Then I remembered her last

pre-workout? Then I remembered her last question. Uh, I like strawberry

question. Uh, I like strawberry lemonade. Smiling. Great. I'll take that

lemonade. Smiling. Great. I'll take that one. I had more products, but selling

one. I had more products, but selling two was a record, and I didn't want to

two was a record, and I didn't want to scare her away. I still had to ask for

scare her away. I still had to ask for money. So, I grabbed her membership

money. So, I grabbed her membership contract that already had her card on

contract that already had her card on it, and I asked, "Do you want to choose

it, and I asked, "Do you want to choose the cards that we have on file?" Yep,

the cards that we have on file?" Yep, that's fine. After that conversation, I

that's fine. After that conversation, I sold the next 20 customers in a row. At

sold the next 20 customers in a row. At the end of the day, I stared at my empty

the end of the day, I stared at my empty shelf in disbelief. I know how to sell

shelf in disbelief. I know how to sell supplements. takeaway. I stumbled on two

supplements. takeaway. I stumbled on two tactics that changed my upsell game

tactics that changed my upsell game forever. First, the AB upsell. I ask

forever. First, the AB upsell. I ask which product they prefer rather than

which product they prefer rather than whether they want to buy a product at

whether they want to buy a product at all. Second, asking if they want to use

all. Second, asking if they want to use a card on file rather than asking them

a card on file rather than asking them to take out their card again. I still

to take out their card again. I still use both to this day, August 2014. Now,

use both to this day, August 2014. Now, I closed sales left and right. Bing,

I closed sales left and right. Bing, bang, boom. Now, it wasn't exactly big

bang, boom. Now, it wasn't exactly big stuff, but I was selling consistently.

stuff, but I was selling consistently. Every month I start a new group of

Every month I start a new group of challengers and like clockwork I'd

challengers and like clockwork I'd upsell five grand to 10 grand of

upsell five grand to 10 grand of supplements. Not bad for a day's work.

supplements. Not bad for a day's work. But on one day I had a lady who just

But on one day I had a lady who just wouldn't stop asking questions. She

wouldn't stop asking questions. She wanted more information. How to take

wanted more information. How to take them? How many? When? What times? What

them? How many? When? What times? What if she was working? What if she was at

if she was working? What if she was at home? What if she was at the gym? She

home? What if she was at the gym? She was relentless. I was going to be late

was relentless. I was going to be late for my next consult. So finally, I just

for my next consult. So finally, I just wrote up a step-by-step instruction on

wrote up a step-by-step instruction on the back of scratch paper. Take one of

the back of scratch paper. Take one of these at night. Take do of these after

these at night. Take do of these after lunch. Take one of these after workout.

lunch. Take one of these after workout. yada yada yada. I walked her through

yada yada yada. I walked her through what I wrote and asked, "Make sense?"

what I wrote and asked, "Make sense?" Nodding. Thanks. She grabbed the paper

Nodding. Thanks. She grabbed the paper and left. My next appointment had

and left. My next appointment had overheard our entire conversation. As

overheard our entire conversation. As soon as she sat down, she asked, "Do you

soon as she sat down, she asked, "Do you think you could write it all out like

think you could write it all out like you did for that lady?" I tried not to

you did for that lady?" I tried not to let out a sigh. I failed. I was going to

let out a sigh. I failed. I was going to be late for my next consult again. But I

be late for my next consult again. But I did as she asked. This time, I wrote

did as she asked. This time, I wrote instructions right on the order form.

instructions right on the order form. Next to each item, I wrote how much to

Next to each item, I wrote how much to take and when. And because I didn't want

take and when. And because I didn't want to push my points back another 15

to push my points back another 15 minutes, I just went for the upsell. I

minutes, I just went for the upsell. I got all your instructions here. Do you

got all your instructions here. Do you want to choose the card on file? Asked.

want to choose the card on file? Asked. Yeah, that's fine. Hot diggity dog. She

Yeah, that's fine. Hot diggity dog. She just bought all those products. I didn't

just bought all those products. I didn't even ask her anything. I just told her

even ask her anything. I just told her and she did. And she did it like magic.

and she did. And she did it like magic. I did this from that day forward and my

I did this from that day forward and my 30-day profits skyrocketed. Takeaway. I

30-day profits skyrocketed. Takeaway. I learned detailed and personalized

learned detailed and personalized instructions upsell more people than

instructions upsell more people than vague and general instructions. I call

vague and general instructions. I call this prescription upselling. November

this prescription upselling. November 2016. By now, I was on the road

2016. By now, I was on the road launching other people's gyms, and that

launching other people's gyms, and that included selling supplements. I sold

included selling supplements. I sold thousands of people. I'd see 40 to 50

thousands of people. I'd see 40 to 50 people a day. Two people every 30

people a day. Two people every 30 minutes, 12 hours straight. My

minutes, 12 hours straight. My supplement selling marathons alone

supplement selling marathons alone covered the flight there, my hotel, and

covered the flight there, my hotel, and advertising costs. I got so good, I'd

advertising costs. I got so good, I'd run out of stuff to sell. Today was one

run out of stuff to sell. Today was one of those days. I just sold a lady the

of those days. I just sold a lady the last four of products. In situations

last four of products. In situations like this, I'd sell whatever I had left

like this, I'd sell whatever I had left to the next customer. But before I could

to the next customer. But before I could pitch, she blurted out, "Can I just get

pitch, she blurted out, "Can I just get what she got?" Oh boy. I said, "Sorry, I

what she got?" Oh boy. I said, "Sorry, I just ran out." But honestly, you can get

just ran out." But honestly, you can get something close at the shop down the

something close at the shop down the street for about 20 bucks less. It's not

street for about 20 bucks less. It's not as good, but it'll do for the first

as good, but it'll do for the first month. Cool. Thank you so much for

month. Cool. Thank you so much for helping me out. She seems so grateful.

helping me out. She seems so grateful. It felt good. So, I continued unselling.

It felt good. So, I continued unselling. Oh, this other thing. Same story again.

Oh, this other thing. Same story again. Not as good. But it'll get you through

Not as good. But it'll get you through the first month. She seems so happy. I

the first month. She seems so happy. I couldn't stop myself now. I started

couldn't stop myself now. I started unselling stuff I wasn't going to sell

unselling stuff I wasn't going to sell her anyways. You're not trying to gain

her anyways. You're not trying to gain weight, right? I joked. Oh, god. No.

weight, right? I joked. Oh, god. No. Okay, great. Well, then you won't be

Okay, great. Well, then you won't be needing this either. I crossed out the

needing this either. I crossed out the weight gainer shake. Oh, and you aren't

weight gainer shake. Oh, and you aren't going to need to boost your

going to need to boost your testosterone, right? No. Haha. I don't

testosterone, right? No. Haha. I don't think so. She said, "Great. Well, you

think so. She said, "Great. Well, you won't be needing this either." I crossed

won't be needing this either." I crossed it out. Then I started making

it out. Then I started making suggestions from what I had left. Okay.

suggestions from what I had left. Okay. She need to take two of these, three of

She need to take two of these, three of these, and I went on. She loved it and

these, and I went on. She loved it and bought without hesitation. Takeaway. I

bought without hesitation. Takeaway. I went out of my way to cross out what she

went out of my way to cross out what she didn't need. And this built enough

didn't need. And this built enough goodwill to upsell what she did. Later,

goodwill to upsell what she did. Later, I kept products just to cross them out.

I kept products just to cross them out. I call this process unselling.

I call this process unselling. Description. In a menu upsell, you tell

Description. In a menu upsell, you tell customers which options they don't need,

customers which options they don't need, then tell them what they do need, their

then tell them what they do need, their preferences, and how they get value from

preferences, and how they get value from it. Menu upsells combine up to four

it. Menu upsells combine up to four tactics: AB upselling, prescription

tactics: AB upselling, prescription upselling, unselling, and card on file.

upselling, unselling, and card on file. First, I insult what customers don't

First, I insult what customers don't need. Second, I prescribe what they do

need. Second, I prescribe what they do need. Third, I ask their preference

need. Third, I ask their preference between A and B. Last, I make the buying

between A and B. Last, I make the buying easy by asking if they want to use the

easy by asking if they want to use the card on file. Unselling. You unsell them

card on file. Unselling. You unsell them by telling customers what they don't

by telling customers what they don't need so that you can emphasize what they

need so that you can emphasize what they do. Here, instead of asking if they want

do. Here, instead of asking if they want to buy or not, you explain what they

to buy or not, you explain what they don't need as a way to get them excited

don't need as a way to get them excited about what they do. Unselves vary based

about what they do. Unselves vary based on the customer's needs. When some

on the customer's needs. When some options work best, you can cross out the

options work best, you can cross out the rest. After telling them what they don't

rest. After telling them what they don't need, prescription upsell. We tell them

need, prescription upsell. We tell them what they do need. Prescription upsells

what they do need. Prescription upsells work well when offering a choice is

work well when offering a choice is inconvenient and you only have one thing

inconvenient and you only have one thing that solves the problem. Prescription

that solves the problem. Prescription upselling has two important components.

upselling has two important components. First, you have to explain how it

First, you have to explain how it integrates with the offers they already

integrates with the offers they already bought. Second, you personalize in

bought. Second, you personalize in detail how to maximize its value. Here,

detail how to maximize its value. Here, instead of asking if they want to buy it

instead of asking if they want to buy it or not, you explain how to use it as if

or not, you explain how to use it as if they already have. Again, we remove the

they already have. Again, we remove the option of not buying to lower the chance

option of not buying to lower the chance that they don't buy. And once I've told

that they don't buy. And once I've told them exactly how they're going to use

them exactly how they're going to use everything, AB upsell. We ask them for

everything, AB upsell. We ask them for their preferences. AB upsells work for

their preferences. AB upsells work for multiple offers that solve the same

multiple offers that solve the same problem. You make AB upsells by asking

problem. You make AB upsells by asking their preference. Instead of asking if

their preference. Instead of asking if customers want to buy a product, yes or

customers want to buy a product, yes or no, we ask which product they prefer, A

no, we ask which product they prefer, A or B. Either choice results in an

or B. Either choice results in an upsell. Basically, when you give people

upsell. Basically, when you give people the option not to buy, some don't buy.

the option not to buy, some don't buy. So, I give the option to pick between

So, I give the option to pick between buying two similar things. Once they

buying two similar things. Once they know what they're buying and how they're

know what they're buying and how they're going to use it, I suggest the easiest

going to use it, I suggest the easiest way for them to pay. Card on file. A

way for them to pay. Card on file. A chair on top of all this upsell

chair on top of all this upsell goodness. I literally ask, do you want

goodness. I literally ask, do you want to use the card you have on file? Here,

to use the card you have on file? Here, instead of asking if they want to pay or

instead of asking if they want to pay or not, you refer to ways they already

not, you refer to ways they already have. This gets more people to buy

have. This gets more people to buy because it lowers the hidden costs of

because it lowers the hidden costs of buying. Picking which card to use,

buying. Picking which card to use, taking it out, being reminded of the

taking it out, being reminded of the ugly buying decisions in the past, even

ugly buying decisions in the past, even the hassle of buying stuff in a rush,

the hassle of buying stuff in a rush, and who knows how many more. Just know

and who knows how many more. Just know if you make it easier for people to buy,

if you make it easier for people to buy, more people will. This took me 10 years

more people will. This took me 10 years to learn. May you get the same value in

to learn. May you get the same value in 10 minutes. Examples: massage therapist.

10 minutes. Examples: massage therapist. Unell. We have a lymphatic massage

Unell. We have a lymphatic massage available, but you're not pregnant or

available, but you're not pregnant or just out of surgery, right? So, we can

just out of surgery, right? So, we can cross that out. Prescribe. Since your

cross that out. Prescribe. Since your shoulder hurts, we'll heat you up first,

shoulder hurts, we'll heat you up first, then hit your trigger points, and after

then hit your trigger points, and after that, we'll do some dynamic stretches.

that, we'll do some dynamic stretches. AB: So, would you rather do it before

AB: So, would you rather do it before work or on your way home? Card on file.

work or on your way home? Card on file. Want to just use the card on file?

Want to just use the card on file? Dog food. Unsell. You're not going to

Dog food. Unsell. You're not going to need this small bag or this puppy stuff.

need this small bag or this puppy stuff. You've got a big dog. You don't need

You've got a big dog. You don't need these vitamins either because we've got

these vitamins either because we've got that in the food already. prescribe.

that in the food already. prescribe. You're also going to want to give your

You're also going to want to give your dog one of these joint chews at each

dog one of these joint chews at each meal. And every 90 days, give them one

meal. And every 90 days, give them one of these wafers for heartworms. Also,

of these wafers for heartworms. Also, make sure you bring them back next

make sure you bring them back next month. Let's get that book now. AB: So,

month. Let's get that book now. AB: So, does your dog prefer beef or chicken

does your dog prefer beef or chicken flavor? Card on file. Want to just use

flavor? Card on file. Want to just use the card on file digital product.

the card on file digital product. Unsell.

Unsell. You don't need all eight courses yet.

You don't need all eight courses yet. You just need to solve X, Y, and Z. Tell

You just need to solve X, Y, and Z. Tell you what, I'll send you some free stuff

you what, I'll send you some free stuff that'll solve problems X and Y. then

that'll solve problems X and Y. then you'll just need one course for problem

you'll just need one course for problem Z prescribe. But to solve problem C,

Z prescribe. But to solve problem C, you're definitely going to want to do

you're definitely going to want to do this course this particular way. Can you

this course this particular way. Can you put an hour a day towards it? Okay,

put an hour a day towards it? Okay, great. This will prevent any other Z

great. This will prevent any other Z problems cropping up later. AB, would

problems cropping up later. AB, would you rather have direct messages or phone

you rather have direct messages or phone support? Okay, great. And would you like

support? Okay, great. And would you like to start today or Monday?

to start today or Monday? Card on file. Awesome. Want to just use

Card on file. Awesome. Want to just use the card on file? Pro tip. Card on file

the card on file? Pro tip. Card on file for first purchases. What do you want to

for first purchases. What do you want to use? Pro tip. If you don't have the card

use? Pro tip. If you don't have the card on file, you get it on file by asking

on file, you get it on file by asking which card they want to use. Important

which card they want to use. Important notes. Make anything AB sellable. You

notes. Make anything AB sellable. You can turn anything into an AB offer just

can turn anything into an AB offer just to give you a few ideas. Quantity, do

to give you a few ideas. Quantity, do you want one bottle or two? Start dates.

you want one bottle or two? Start dates. Start tomorrow or Monday. Payment

Start tomorrow or Monday. Payment preference. Cash or card. Flavors:

preference. Cash or card. Flavors: chocolate or vanilla. Time slots,

chocolate or vanilla. Time slots, morning or afternoon. Media, read or

morning or afternoon. Media, read or listen. Delivery speeds, standard or

listen. Delivery speeds, standard or overnight. Sizes: small or medium.

overnight. Sizes: small or medium. Colors: black or white. Materials, paper

Colors: black or white. Materials, paper or plastic. Personnel, John or Sarah.

or plastic. Personnel, John or Sarah. Communication, call or text. With some

Communication, call or text. With some creativity, you can make anything an AB

creativity, you can make anything an AB upsell. If you make an AB offer, add a

upsell. If you make an AB offer, add a nudge. If your customers have limited

nudge. If your customers have limited experience with your products or

experience with your products or service, give them a nudge. This is my

service, give them a nudge. This is my favorite. Or X is usually a safe bet or

favorite. Or X is usually a safe bet or a lot of people love this. Or Tuesday

a lot of people love this. Or Tuesday sessions are a little smaller if you

sessions are a little smaller if you like that. Or Amy does great with high

like that. Or Amy does great with high schoolers. These oneliners really help

schoolers. These oneliners really help move sales along. Hint, if you want to

move sales along. Hint, if you want to move one particular product faster,

move one particular product faster, nudge that one more. If you've sold out

nudge that one more. If you've sold out of it, take payment and delay delivery.

of it, take payment and delay delivery. Later, I learned I could just sell

Later, I learned I could just sell stuff, order it, and then set the

stuff, order it, and then set the expectation of when it will arrive. This

expectation of when it will arrive. This allowed me to sell way more selection

allowed me to sell way more selection because I didn't have to carry

because I didn't have to carry inventory. If you run out, consider

inventory. If you run out, consider collecting the cash and changing the

collecting the cash and changing the delivery expectation. You'd be surprised

delivery expectation. You'd be surprised how well this works. Employees love

how well this works. Employees love unselling. Employees often like helping

unselling. Employees often like helping customers game the system. Let them

customers game the system. Let them encourage customers to help customers

encourage customers to help customers gain the system on purpose. Your

gain the system on purpose. Your employees have insider knowledge, so

employees have insider knowledge, so allow them to show customers how to get

allow them to show customers how to get the most value out of what you have to

the most value out of what you have to offer. Everyone wins.

offer. Everyone wins. Pro tip: The Economist play. If you have

Pro tip: The Economist play. If you have two options and want people to buy both.

two options and want people to buy both. In the late 1990s, The Economist

In the late 1990s, The Economist magazine started offering a digital

magazine started offering a digital subscription because more people got

subscription because more people got their news online. But it also wanted to

their news online. But it also wanted to keep its profitable print subscription.

keep its profitable print subscription. So, thinking people would buy both, The

So, thinking people would buy both, The Economist offered the following: a

Economist offered the following: a digital subscription for $59 a year, a

digital subscription for $59 a year, a digital plus print subscription for 125

digital plus print subscription for 125 a year. Result: Print sales plummeted as

a year. Result: Print sales plummeted as customers flocked to the cheaper option.

customers flocked to the cheaper option. Oops. To fix it, they added a decoy

Oops. To fix it, they added a decoy option for the same price as the bundle.

option for the same price as the bundle. So option A digital subscription $59 a

So option A digital subscription $59 a year. Option B print subscription

year. Option B print subscription only125 a year. C digital plus print

only125 a year. C digital plus print subscription also 125 a year. Result

subscription also 125 a year. Result customers now took C digital plus print

customers now took C digital plus print subscription for 125 a year. Bottom line

subscription for 125 a year. Bottom line present three options. Option A, option

present three options. Option A, option B, option C, which is both. But you make

B, option C, which is both. But you make the price of C the same as the more

the price of C the same as the more expensive option B. So, as long as you

expensive option B. So, as long as you price the options to preserve your

price the options to preserve your margins, you make the customer's choice

margins, you make the customer's choice easy and sell both. Summary points. Menu

easy and sell both. Summary points. Menu upsells work best when you have multiple

upsells work best when you have multiple offers available. Menu upsells combine

offers available. Menu upsells combine up to four tactics. Unselling, you tell

up to four tactics. Unselling, you tell customers what they don't need.

customers what they don't need. Prescribing, you tell them what they do

Prescribing, you tell them what they do need. AB offer, ask them which they

need. AB offer, ask them which they prefer. And last, make the buying easy

prefer. And last, make the buying easy by asking if they want to use the card

by asking if they want to use the card on file. Unselling lower margin stuff

on file. Unselling lower margin stuff where appropriate incentivizes higher

where appropriate incentivizes higher margin upsells. Encourage employees to

margin upsells. Encourage employees to unsell and game the system on purpose.

unsell and game the system on purpose. Nudge new customers toward what makes

Nudge new customers toward what makes sense for them. Free gift. Watch the

sense for them. Free gift. Watch the menu upsell training. I rarely make

menu upsell training. I rarely make commands. Just do it. Watch it. I could

commands. Just do it. Watch it. I could teach a master class on this upsell.

teach a master class on this upsell. It's made me millions. That's it. Just

It's made me millions. That's it. Just go to acquisition.com/training/money.

go to acquisition.com/training/money. Yes, it's free. No, you won't be sorry.

Yes, it's free. No, you won't be sorry. Anchor upsell. The only thing worse than

Anchor upsell. The only thing worse than making a $1,000 offer to a person with a

making a $1,000 offer to a person with a $100 budget is making a $100 offer to

$100 budget is making a $100 offer to someone with a $1,000 budget. 2016 after

someone with a $1,000 budget. 2016 after starting gym launch but before making

starting gym launch but before making money. I had spent my last five years

money. I had spent my last five years showerless in sweats and a tank top. But

showerless in sweats and a tank top. But now I had gym launch and a fashionable

now I had gym launch and a fashionable friend said I should look professional.

friend said I should look professional. Businessmen don't wear tank tops, Alex.

Businessmen don't wear tank tops, Alex. I know the owner of a local suit shop.

I know the owner of a local suit shop. I'll tell him you're coming. I took his

I'll tell him you're coming. I took his advice and went. So I budgeted $500 for

advice and went. So I budgeted $500 for a suit, which was a big purchase for me

a suit, which was a big purchase for me at the time. I walked into the suit shop

at the time. I walked into the suit shop and made small talk. He knew I was

and made small talk. He knew I was coming. Wow. I told him I just started a

coming. Wow. I told him I just started a new business and wanted a boss suit. He

new business and wanted a boss suit. He took my measurements, then grabbed two

took my measurements, then grabbed two suits off the rack. I put the first one

suits off the rack. I put the first one on. How does it look? How's it feel? He

on. How does it look? How's it feel? He asked. I smiled. I felt cool, like a

asked. I smiled. I felt cool, like a rich guy. It was nice. He talked about

rich guy. It was nice. He talked about some accessories, but I didn't listen

some accessories, but I didn't listen much. I was too cool to listen now. Ha.

much. I was too cool to listen now. Ha. This was going to be awesome. He turned

This was going to be awesome. He turned to talk to an employee. I flipped the

to talk to an employee. I flipped the price tag over so I could see it.

price tag over so I could see it. $16,000.

$16,000. My face turned red. All I could think of

My face turned red. All I could think of was my friend who asked the owner to

was my friend who asked the owner to make time for me. I couldn't even afford

make time for me. I couldn't even afford anything here. I felt horrible. I kept

anything here. I felt horrible. I kept my head down, try and hide my shock. I

my head down, try and hide my shock. I took a deep breath and looked up. I

took a deep breath and looked up. I failed. He had seen me blush. Coming to

failed. He had seen me blush. Coming to my aid, he asked, "Do you care about the

my aid, he asked, "Do you care about the designer much?" "Not at all." Almost

designer much?" "Not at all." Almost before I finished replying, the owner

before I finished replying, the owner rolled around and draped the next suit

rolled around and draped the next suit over my shoulder. "Try this one on for

over my shoulder. "Try this one on for size," he said. I looked in the mirror.

size," he said. I looked in the mirror. "Looks good." Then I looked down at the

"Looks good." Then I looked down at the price tag. $2,200. It wasn't 500, but it

price tag. $2,200. It wasn't 500, but it wasn't 16 grand either. Sigh of relief.

wasn't 16 grand either. Sigh of relief. Yeah, this works. I'll take this one. He

Yeah, this works. I'll take this one. He winked and nodded. You got it, boss.

winked and nodded. You got it, boss. The owner sold me some socks, a

The owner sold me some socks, a handkerchief, and a shirt to go with it.

handkerchief, and a shirt to go with it. All in, another $300. But after seeing

All in, another $300. But after seeing the $16,000 price tag on the fursuit,

the $16,000 price tag on the fursuit, everything seemed cheap. Looking back,

everything seemed cheap. Looking back, this wasn't the owner's first rodeo. He

this wasn't the owner's first rodeo. He was a real pro. I spent five times more

was a real pro. I spent five times more than I had budgeted, and I felt okay

than I had budgeted, and I felt okay about it. I only later realized he used

about it. I only later realized he used a price anchor description. With anchor

a price anchor description. With anchor upsells, you offer premium stuff first.

upsells, you offer premium stuff first. If the customer gasps, you offer a

If the customer gasps, you offer a cheaper but acceptable alternative.

cheaper but acceptable alternative. Basically, if you present your main

Basically, if you present your main offer, some people will buy it. Duh. But

offer, some people will buy it. Duh. But if you present a premium version that's

if you present a premium version that's 5 to 10 times the price first, lots of

5 to 10 times the price first, lots of people will say no. Then when you

people will say no. Then when you present your main offer, it looks like a

present your main offer, it looks like a much better deal. So more people will

much better deal. So more people will buy it. Aha, that's the power of anchor

buy it. Aha, that's the power of anchor upsells. Anchor upsells work best when

upsells. Anchor upsells work best when lower price offer has the same core

lower price offer has the same core function as the premium one. For

function as the premium one. For instance, I didn't care about the

instance, I didn't care about the designer that much. I just needed a

designer that much. I just needed a suit. So, compared to the $16,000 suit,

suit. So, compared to the $16,000 suit, the $2,200 suit was a way better deal.

the $2,200 suit was a way better deal. Ankor upsells also have two amazing

Ankor upsells also have two amazing bonuses. First, anchored customers spend

bonuses. First, anchored customers spend more than they normally would. Second,

more than they normally would. Second, some customers will still buy the super

some customers will still buy the super expensive thing. Here are the steps.

expensive thing. Here are the steps. One, present the anchor, the really

One, present the anchor, the really expensive thing. Two, get the gasp.

expensive thing. Two, get the gasp. Expect the customer to freak out about

Expect the customer to freak out about the cost. Three, come to the rescue. Ask

the cost. Three, come to the rescue. Ask if they care what makes it premium.

if they care what makes it premium. Four, present your main offer. Expect

Four, present your main offer. Expect the customer to feel relieved and see

the customer to feel relieved and see the better deal. Step five, ask how they

the better deal. Step five, ask how they want to pay. Which card would you

want to pay. Which card would you prefer? Pro tip. The only thing worse

prefer? Pro tip. The only thing worse than making a $1,000 offer to a person

than making a $1,000 offer to a person with a $100 budget is making a $100

with a $100 budget is making a $100 offer to someone with $1,000 budget. In

offer to someone with $1,000 budget. In the first situation, you lose $100. In

the first situation, you lose $100. In the second, you lose 900. I've lost tons

the second, you lose 900. I've lost tons of customers and mountains of cash

of customers and mountains of cash because customers wanted more than I had

because customers wanted more than I had to offer. Boo. So now I always have

to offer. Boo. So now I always have premium upsells ready. Only a handful of

premium upsells ready. Only a handful of customers buy them, but that handful of

customers buy them, but that handful of customers bring in big profits. So,

customers bring in big profits. So, always have premium offers even if most

always have premium offers even if most people don't buy. Remember, you won't

people don't buy. Remember, you won't lose customers by offering premium stuff

lose customers by offering premium stuff first. You will lose money if you don't.

first. You will lose money if you don't. Examples: local service, lawn care,

Examples: local service, lawn care, premium, get my cell phone number, fancy

premium, get my cell phone number, fancy mulch, natural pest control, bi-weekly

mulch, natural pest control, bi-weekly yard maintenance, $1,000 a week. Main

yard maintenance, $1,000 a week. Main offer, get my team's number, generic

offer, get my team's number, generic mulch, normal pest control, bi-weekly

mulch, normal pest control, bi-weekly yard maintenance, $200 a week. Physical

yard maintenance, $200 a week. Physical product, a painting. Premium offer,

product, a painting. Premium offer, super productive packaging, 20-year

super productive packaging, 20-year insurance, plus gift wrapped, $1,000.

insurance, plus gift wrapped, $1,000. Main offer, normal packaging, one-year

Main offer, normal packaging, one-year insurance, and a sticker, $200.

insurance, and a sticker, $200. Digital product, newsletter, premium

Digital product, newsletter, premium maker, all previous issues, new issues,

maker, all previous issues, new issues, 24-hour early access, $1.99 a month.

24-hour early access, $1.99 a month. Main offer, new issues only, plus on

Main offer, new issues only, plus on time, $19 a month. Important notes. If

time, $19 a month. Important notes. If you treat the anchor like a fake, so

you treat the anchor like a fake, so will the customer. Some people hear

will the customer. Some people hear about this technique, try it, gloss over

about this technique, try it, gloss over the premium payment, and then say that

the premium payment, and then say that it doesn't work. If you do that, then

it doesn't work. If you do that, then the person never really considered it

the person never really considered it because you never really offered it. You

because you never really offered it. You just went through the motions. For this

just went through the motions. For this to work, you need to actually sell it,

to work, you need to actually sell it, and they have to actually consider it.

and they have to actually consider it. Only after they pause, hesitate, or ask

Only after they pause, hesitate, or ask for something else do you move on to the

for something else do you move on to the next thing. Make a premium offer you

next thing. Make a premium offer you actually want people to buy. A friend of

actually want people to buy. A friend of mine struggled to get this working. I

mine struggled to get this working. I only had to listen to one call to figure

only had to listen to one call to figure out the problem. He made up some BS that

out the problem. He made up some BS that he didn't really want them to buy. So,

he didn't really want them to buy. So, we tweaked the offer to something he

we tweaked the offer to something he would actually feel happy to deliver if

would actually feel happy to deliver if someone paid. And they did, tripling his

someone paid. And they did, tripling his profits. Actually present your premium

profits. Actually present your premium offer like you want people to take it.

offer like you want people to take it. And when you do, some will, and if they

And when you do, some will, and if they don't, you still anchored them. A proper

don't, you still anchored them. A proper anchor gets the gasp. When you do an

anchor gets the gasp. When you do an anchor upsell correctly, customers will

anchor upsell correctly, customers will have a mini panic attack. I call this

have a mini panic attack. I call this the gasp. Gasps used to really stress me

the gasp. Gasps used to really stress me out when I was selling, but then I

out when I was selling, but then I realized something huge. The bigger the

realized something huge. The bigger the gasp, the more they bought. Once you get

gasp, the more they bought. Once you get the gasp, come to the rescue. In the

the gasp, come to the rescue. In the story, I gave the gasp. Then the sales

story, I gave the gasp. Then the sales pro saved my ego by asking if I cared

pro saved my ego by asking if I cared about the designer. When I said no, he

about the designer. When I said no, he presented the next suit. Here's the key

presented the next suit. Here's the key point. He already had the 1/8 priced

point. He already had the 1/8 priced suit pulled up before my reaction. He

suit pulled up before my reaction. He knew I would probably gasp. And if your

knew I would probably gasp. And if your customers don't gasp, then they probably

customers don't gasp, then they probably find your premium offer reasonable. So,

find your premium offer reasonable. So, just ask if they want to use the card on

just ask if they want to use the card on file. Go for it. Just don't do a gasp of

file. Go for it. Just don't do a gasp of your own when they say yes. You're

your own when they say yes. You're welcome. You can buy me a beer later. To

welcome. You can buy me a beer later. To get more people to buy your main offer,

get more people to buy your main offer, make it a better deal. Only tweak a few

make it a better deal. Only tweak a few features from your premium offer to make

features from your premium offer to make your main offer. Every offer has

your main offer. Every offer has features. Some features matter more than

features. Some features matter more than others. You want the primary features to

others. You want the primary features to stay the same. Fewer people care about

stay the same. Fewer people care about the secondary features, so change those.

the secondary features, so change those. This allows customers to get the same

This allows customers to get the same primary features and a way better deal.

primary features and a way better deal. Most people just want a suit. A few

Most people just want a suit. A few people want a fancy suit. A suit is a

people want a fancy suit. A suit is a primary feature. The material, designer,

primary feature. The material, designer, etc. is secondary. After anchoring,

etc. is secondary. After anchoring, offering the primary feature for one

offering the primary feature for one fifth the price makes the main offer a

fifth the price makes the main offer a great deal. Summary. If you present a

great deal. Summary. If you present a more expensive offer before a less

more expensive offer before a less expensive offer, more people buy the

expensive offer, more people buy the less expensive offer than they would

less expensive offer than they would have on its own. Present anchor. Get

have on its own. Present anchor. Get gasp. Come to the rescue. Present core

gasp. Come to the rescue. Present core offer. Ask for payment. For the most

offer. Ask for payment. For the most effective anchor, make your premium five

effective anchor, make your premium five to 10 times more expensive than your

to 10 times more expensive than your core offer. Anchored customers spend a

core offer. Anchored customers spend a bit more than they plan to. Don't treat

bit more than they plan to. Don't treat the anchor like a fake or the customers

the anchor like a fake or the customers will too. You lose trust and waste time.

will too. You lose trust and waste time. Important. Some customers will buy the

Important. Some customers will buy the premium offer. Expensive premium offers

premium offer. Expensive premium offers adds profits even with just a few sales.

adds profits even with just a few sales. The main offer and the premium offer

The main offer and the premium offer should have the same primary features.

should have the same primary features. The premium offer has different

The premium offer has different secondary aka premium features. After

secondary aka premium features. After anchoring, offering the primary features

anchoring, offering the primary features for one fit the price makes the main

for one fit the price makes the main offer a great deal. It gives them

offer a great deal. It gives them basically the same thing for way less.

basically the same thing for way less. Free gift anchor upsell training. This

Free gift anchor upsell training. This thing can help you make insane amounts

thing can help you make insane amounts of profit overnight. Truly

of profit overnight. Truly life-changing. I made an additional

life-changing. I made an additional video for you on it. Don't worry, it's

video for you on it. Don't worry, it's free. Watch it at

free. Watch it at acquisition.com/training/money.

Rollover upsell. Want to just roll it forward? June 2014. I've been running a

forward? June 2014. I've been running a win your money back offer, attraction

win your money back offer, attraction offer number one, at my gym for the last

offer number one, at my gym for the last year, a $600 fitness program where

year, a $600 fitness program where members could win their money back if

members could win their money back if they hit a goal. It crushed. I sold tons

they hit a goal. It crushed. I sold tons of them. But there was a problem. Good

of them. But there was a problem. Good gyms have lots of recurring revenue. I

gyms have lots of recurring revenue. I had none. Most winners put their $600

had none. Most winners put their $600 towards 3 months membership. Fine. But

towards 3 months membership. Fine. But then they turnurned out before their

then they turnurned out before their first out-of- pocket payment. So I

first out-of- pocket payment. So I essentially sold buy six weeks, get

essentially sold buy six weeks, get three months free, then they'd leave.

three months free, then they'd leave. Not fine. That $600 thing was my only

Not fine. That $600 thing was my only source of income. So, even though I got

source of income. So, even though I got a bunch of people in the door, my

a bunch of people in the door, my revenue started at zero every month. It

revenue started at zero every month. It was stressful. I had to figure out a

was stressful. I had to figure out a better way to boost profit. That's when

better way to boost profit. That's when my friend Justin posted about how he

my friend Justin posted about how he added another 100 members to his

added another 100 members to his recurring revenue. He also attracted

recurring revenue. He also attracted customers with a win-win money back

customers with a win-win money back offer, but there was one difference. My

offer, but there was one difference. My customers left and his kept buying

customers left and his kept buying stuff. So, I invited myself over to Spy

stuff. So, I invited myself over to Spy Auto. He was totally cool with it. I

Auto. He was totally cool with it. I spent two days there and he and I ran

spent two days there and he and I ran some things differently, but nothing

some things differently, but nothing that explained why he was doing so much

that explained why he was doing so much better than me. Do you get lots of

better than me. Do you get lots of people wanting their money back? Yeah,

people wanting their money back? Yeah, he said. Then how do you deal with all

he said. Then how do you deal with all the free time you have to give away?

the free time you have to give away? Free time? Ha. I just roll over their

Free time? Ha. I just roll over their winnings into a year-long membership.

winnings into a year-long membership. What? Yeah, we have to do that so they

What? Yeah, we have to do that so they can spread the money out. Spread the

can spread the money out. Spread the money? What are you talking about?

money? What are you talking about? Seriously? What? You give it all up

Seriously? What? You give it all up front? He didn't wait for me to answer.

front? He didn't wait for me to answer. We just give them 50 bucks off per month

We just give them 50 bucks off per month for a year. So even if they want their

for a year. So even if they want their money back, they start paying

money back, they start paying immediately. Of course, I don't want

immediately. Of course, I don't want people not paying. Sort of business

people not paying. Sort of business doesn't have paying customers. He

doesn't have paying customers. He laughed. They still get their money

laughed. They still get their money back. It just takes a year. Boom. This

back. It just takes a year. Boom. This was it. The missing link in my money

was it. The missing link in my money model. This one thing, the rollover

model. This one thing, the rollover upsell, changed my life, thousands of

upsell, changed my life, thousands of gym owners lives, and the lives of our

gym owners lives, and the lives of our customers. The rollover upsell changed

customers. The rollover upsell changed everything. Now, instead of hoping

everything. Now, instead of hoping customers spend money again, I roll over

customers spend money again, I roll over the cost of what they just bought

the cost of what they just bought towards the next thing. And when paired

towards the next thing. And when paired with more expensive offers, it

with more expensive offers, it skyrockets 30-day profits. And although

skyrockets 30-day profits. And although I learned the rollover upsell this way,

I learned the rollover upsell this way, you don't need a win your money back

you don't need a win your money back offer to use it. You can roll over

offer to use it. You can roll over upsell anyone, anything, even stuff

upsell anyone, anything, even stuff people bought at other businesses.

people bought at other businesses. I'll explain later. Description:

I'll explain later. Description: Rollover upsells credit some or all of a

Rollover upsells credit some or all of a customer's previous purchase towards

customer's previous purchase towards your next offer. And this, in my

your next offer. And this, in my experience, gets way more people to take

experience, gets way more people to take it. So once I know how much credit to

it. So once I know how much credit to give, I figure out three things. Who to

give, I figure out three things. Who to upsell, what to upsell, and how to roll

upsell, what to upsell, and how to roll over the credit. For the who, I use

over the credit. For the who, I use rollover or upsells in four situations.

rollover or upsells in four situations. First, to re-engage customers who left a

First, to re-engage customers who left a while ago. Second, to rescue upsell

while ago. Second, to rescue upsell customers as a better alternative to a

customers as a better alternative to a refund. Third, to rescue other people's

refund. Third, to rescue other people's upset customers. And fourth, to upsell

upset customers. And fourth, to upsell regular customers. For the what,

regular customers. For the what, remember that you can upsell more what

remember that you can upsell more what they just got, something better or

they just got, something better or something new and different. To make

something new and different. To make money, roll their credit over to

money, roll their credit over to something more expensive.

something more expensive. For the how, you can apply all or part

For the how, you can apply all or part of the discount upfront or spread it

of the discount upfront or spread it over time.

over time. Examples of rollover upsells.

Examples of rollover upsells. Chiropractor re-engage old patients with

Chiropractor re-engage old patients with a win back campaign. Who? Customers with

a win back campaign. Who? Customers with six months since their last purchase.

six months since their last purchase. What? New plan. How? Upfront. Reach out

What? New plan. How? Upfront. Reach out to your old patients. Look at their

to your old patients. Look at their purchase history. Offer to apply some or

purchase history. Offer to apply some or all their past purchases towards

all their past purchases towards something more expensive than what they

something more expensive than what they bought. For example, hi Mrs. Banks. I

bought. For example, hi Mrs. Banks. I wanted to give your money back. Do you

wanted to give your money back. Do you have a minute? Great. Yeah. I want to

have a minute? Great. Yeah. I want to see how your back pain was going. Oh,

see how your back pain was going. Oh, I'm sorry to hear that. Well, I've got

I'm sorry to hear that. Well, I've got some good news. As a way of saying thank

some good news. As a way of saying thank you, I want to give you $500 of your

you, I want to give you $500 of your money back as credit towards staying

money back as credit towards staying painfree for good. Is that of any

painfree for good. Is that of any interest? Great. Let's get you in.

interest? Great. Let's get you in. Dentist,

Dentist, save your own upset customer with

save your own upset customer with rollover upsell.

rollover upsell. Who? Upset customer. What? Teeth

Who? Upset customer. What? Teeth whitening. How? Frontload $200 credit.

whitening. How? Frontload $200 credit. The person pays $200 for teeth cleaning

The person pays $200 for teeth cleaning but doesn't think their teeth got

but doesn't think their teeth got whiter. We explain they need to get more

whiter. We explain they need to get more than one and upsell teeth whitening

than one and upsell teeth whitening package which includes multiple sessions

package which includes multiple sessions and at home kit and multiple deep

and at home kit and multiple deep cleanings. You offer to credit the $200

cleanings. You offer to credit the $200 they paid for the cleaning towards the

they paid for the cleaning towards the whitening package software rescue cough

whitening package software rescue cough steal other people's upset customers.

steal other people's upset customers. Who competitors customers what service

Who competitors customers what service agreement? How rollover cost to break

agreement? How rollover cost to break old agreement?

old agreement? You find competitors upset customers and

You find competitors upset customers and credit their old purchase with them

credit their old purchase with them towards a new purchase with you. Roll

towards a new purchase with you. Roll over the amount they owe with them as a

over the amount they owe with them as a credit towards a longer agreement with

credit towards a longer agreement with you. Example: hi John, I saw your

you. Example: hi John, I saw your negative review on their product and it

negative review on their product and it really upset me. To make it up to you,

really upset me. To make it up to you, I'll credit whatever payments you have

I'll credit whatever payments you have left with them to switch to ours. This

left with them to switch to ours. This way, you don't lose a thing and you

way, you don't lose a thing and you start giving the benefits now. Fair

start giving the benefits now. Fair enough. Membership.

enough. Membership. Spread first purchase over a term. Who?

Spread first purchase over a term. Who? Current customers. What? 12-month

Current customers. What? 12-month membership. How? spread first purchase.

membership. How? spread first purchase. Somebody buys a small block of service

Somebody buys a small block of service or membership time. As soon as they do,

or membership time. As soon as they do, you can offer to apply the entire amount

you can offer to apply the entire amount towards more time, like 12 months. I can

towards more time, like 12 months. I can do the rollover upsell at any time. I

do the rollover upsell at any time. I just prefer to do it right then. When

just prefer to do it right then. When you do, you take the first purchase's

you do, you take the first purchase's cost and apply it as a discount over the

cost and apply it as a discount over the longer agreement. For example, a $600

longer agreement. For example, a $600 first purchase makes a $50 a month

first purchase makes a $50 a month rollover discount for 12 months.

rollover discount for 12 months. Important notes. Use rollover offers to

Important notes. Use rollover offers to attract new customers. For example, you

attract new customers. For example, you roll over some or all of what a

roll over some or all of what a customers paid somebody else towards

customers paid somebody else towards your thing. You can find leads for this

your thing. You can find leads for this by scraping contact information from

by scraping contact information from negative product reviews where

negative product reviews where available. Voila, a hot new leads list

available. Voila, a hot new leads list of people who want what you have. Bonus.

of people who want what you have. Bonus. Create a way for people to complain

Create a way for people to complain about products in your industry. Think

about products in your industry. Think of media where people can leave

of media where people can leave comments. Then roll over upsell all of

comments. Then roll over upsell all of them. Nasty. Do rollover upsells before

them. Nasty. Do rollover upsells before refunding.

refunding. This has saved me tons of customers and

This has saved me tons of customers and cash. If you did a bad job, hey, it

cash. If you did a bad job, hey, it happens. Roll over for a doover. If they

happens. Roll over for a doover. If they want something different, roll over

want something different, roll over their purchase toward that thing

their purchase toward that thing instead. Previous customers are still

instead. Previous customers are still customers. Upsell them. Reach out to old

customers. Upsell them. Reach out to old customers. Six plus months since their

customers. Six plus months since their last purchase. Look at how much they

last purchase. Look at how much they paid before. Decide how much you're

paid before. Decide how much you're willing to roll over. Offer it. Actually

willing to roll over. Offer it. Actually do this. I call these win back

do this. I call these win back campaigns. I made personalized videos

campaigns. I made personalized videos for 200 past customers offering them

for 200 past customers offering them $4,000 of credit to return. We got about

$4,000 of credit to return. We got about 20% of the people to take the offer. One

20% of the people to take the offer. One day recording videos got us an extra

day recording videos got us an extra $1.9 million in annual revenue. Worth

$1.9 million in annual revenue. Worth it. Add urgency to rollover upsells.

it. Add urgency to rollover upsells. Make them one time only. If you're

Make them one time only. If you're spicy, make the moment you present the

spicy, make the moment you present the offer the time to take it. A once-in-a-

offer the time to take it. A once-in-a- customer lifetime offer. They don't get

customer lifetime offer. They don't get to sleep on it. And yes, I know they

to sleep on it. And yes, I know they might not expect it. That's the point.

might not expect it. That's the point. You want a surprise and delight. So, if

You want a surprise and delight. So, if they want the credit, they got to take

they want the credit, they got to take it now. If not, no big deal. They can

it now. If not, no big deal. They can still pay full price later.

still pay full price later. How to price your rollover upsell. To

How to price your rollover upsell. To make money on a discounted offer, you

make money on a discounted offer, you must have profit left over after you

must have profit left over after you discount it. Since I prefer to make a

discount it. Since I prefer to make a profit, I try to make the upsell offer

profit, I try to make the upsell offer at least four times more than the

at least four times more than the rollover credit. So, even if I apply the

rollover credit. So, even if I apply the whole amount to the first purchase, it

whole amount to the first purchase, it discounts 25% at most. Remember, the

discounts 25% at most. Remember, the rules of discounting apply. Bigger

rules of discounting apply. Bigger discounts make you less profit per sale,

discounts make you less profit per sale, but they get more sales.

but they get more sales. You don't need to credit the entire

You don't need to credit the entire amount of their first purchase. You can

amount of their first purchase. You can roll over as much or as little of the

roll over as much or as little of the first purchase as you choose. I roll

first purchase as you choose. I roll over whatever amount I think would

over whatever amount I think would incentivize them to buy the next thing.

incentivize them to buy the next thing. Test to find the sweet spot. Pro tip, my

Test to find the sweet spot. Pro tip, my famous gift card play. You can use the

famous gift card play. You can use the rollover upsell as an attraction offer

rollover upsell as an attraction offer for new and current customers by

for new and current customers by advertising gift cards for 90% off.

advertising gift cards for 90% off. Example, $200 gift cards for $20. Limit

Example, $200 gift cards for $20. Limit them to two per customer and say they

them to two per customer and say they can only use them on other people. They

can only use them on other people. They buy them as gifts and give them to your

buy them as gifts and give them to your friends. This makes them a great holiday

friends. This makes them a great holiday offer. When customers buy the card, ask

offer. When customers buy the card, ask them who they want to make it out to and

them who they want to make it out to and if they'll make an introduction. Then

if they'll make an introduction. Then when they come in, roll their gift card

when they come in, roll their gift card over. Make the value of the card 20% of

over. Make the value of the card 20% of the price of whatever you want to sell

the price of whatever you want to sell next. In our example, we sell a $200

next. In our example, we sell a $200 gift card for 20 bucks. Then apply $200

gift card for 20 bucks. Then apply $200 of value to an offer with at least a

of value to an offer with at least a $1,000 price tag. People pay you to

$1,000 price tag. People pay you to refer their friends. It's pretty great.

refer their friends. It's pretty great. Plus, you get some pocket change from

Plus, you get some pocket change from the cards you sold. Summary points.

the cards you sold. Summary points. Rollover upsells credit some or all of

Rollover upsells credit some or all of customers previous purchases towards

customers previous purchases towards your next offer. To do rollover upsells,

your next offer. To do rollover upsells, figure out who to upsell, what's upsell,

figure out who to upsell, what's upsell, and how to roll credit over. Who to

and how to roll credit over. Who to upsell? Old customers, upset customers,

upsell? Old customers, upset customers, other people's upset customers, your

other people's upset customers, your current customers. What to upsell? More

current customers. What to upsell? More of something, better of something,

of something, better of something, something new, or something different.

something new, or something different. Just make sure you make a profit after

Just make sure you make a profit after applying the credit. How to roll the

applying the credit. How to roll the credit over. Full or partial purchase

credit over. Full or partial purchase price given upfront or spread it out.

price given upfront or spread it out. Price your next offer at least four

Price your next offer at least four times more than the credit you give.

times more than the credit you give. This makes it a 25% or lower discount to

This makes it a 25% or lower discount to get more takers. Add urgency. Make your

get more takers. Add urgency. Make your rollover upsell a onetime offer only.

rollover upsell a onetime offer only. Free gift. Rollover upsell training.

Free gift. Rollover upsell training. This is the upsell I use most

This is the upsell I use most frequently. It has elegant urgency built

frequently. It has elegant urgency built into it plus Goodwill. I made a video

into it plus Goodwill. I made a video for you going over some of the scripting

for you going over some of the scripting so that you can see me do it. It's free.

so that you can see me do it. It's free. No optin required. Watch it at

No optin required. Watch it at acquisition.com/training/money.

acquisition.com/training/money. Upsell offers conclusion. Solve rich

Upsell offers conclusion. Solve rich people problems. they pay better.

people problems. they pay better. Anytime you offer something next, you

Anytime you offer something next, you upsell. Upsells play a key role in money

upsell. Upsells play a key role in money models by getting more cash upfront for

models by getting more cash upfront for customers than you otherwise would have.

customers than you otherwise would have. And if your attraction offer already

And if your attraction offer already covers cost of getting customers and

covers cost of getting customers and delivering more money ain't a bad thing.

delivering more money ain't a bad thing. I showed you the four most powerful

I showed you the four most powerful upsells I use. The classic upsell, menu

upsells I use. The classic upsell, menu upsells, anchor upsells, and rollover

upsells, anchor upsells, and rollover upsells. They are core to my business

upsells. They are core to my business success. Upsells change everything. Many

success. Upsells change everything. Many businesses go from burning cash to

businesses go from burning cash to printing it overnight. But as you know,

printing it overnight. But as you know, business isn't all sunshine and

business isn't all sunshine and rainbows. Sometimes people say no. This

rainbows. Sometimes people say no. This leads us to the next component of a $100

leads us to the next component of a $100 million money model, downell offers.

million money model, downell offers. What to do when people say no. Author

What to do when people say no. Author note. Have a cool new upsell not

note. Have a cool new upsell not mentioned or see one in the wild? If so,

mentioned or see one in the wild? If so, I'd love to add it to the collection and

I'd love to add it to the collection and do a full video breakdown on it. Please

do a full video breakdown on it. Please send any cool ones you see to

send any cool ones you see to valueacquisition.com.

valueacquisition.com. You can follow the same five-step format

You can follow the same five-step format that I use in all these examples that I

that I use in all these examples that I give in this book and send any links

give in this book and send any links that would give extra info if you can.

that would give extra info if you can. I'll give you credit and publish the

I'll give you credit and publish the cool ones on my channels. Alex, section

cool ones on my channels. Alex, section four, downell offers. What to offer when

four, downell offers. What to offer when they say no? In the last section, we

they say no? In the last section, we used upsell offers to get people to buy

used upsell offers to get people to buy more stuff. If we did a good job, we've

more stuff. If we did a good job, we've turned a profit, too. Another step

turned a profit, too. Another step forward or beyond. Awesome. But what if

forward or beyond. Awesome. But what if they say no? We downell them.

they say no? We downell them. Downselling tweaks the original offer to

Downselling tweaks the original offer to find the highest value solution for the

find the highest value solution for the customer's budget. So, any offer you

customer's budget. So, any offer you make after someone says no is a downell.

make after someone says no is a downell. I downell in two ways. I change how much

I downell in two ways. I change how much they pay or what they get. For how they

they pay or what they get. For how they pay, I balance how much they pay now

pay, I balance how much they pay now with how much they pay over time. For

with how much they pay over time. For what they get, I change quantity,

what they get, I change quantity, quality, or offer something different.

quality, or offer something different. First, we cover my rules of downselling.

First, we cover my rules of downselling. They apply to all my downell processes.

They apply to all my downell processes. Then, when we dive into individual

Then, when we dive into individual offers, you can hit the ground running

offers, you can hit the ground running and downell like a pro. How not to

and downell like a pro. How not to downsell. A real story from a friend. I

downsell. A real story from a friend. I was buying a car and the salesman tried

was buying a car and the salesman tried to upsell car insurance. The cost of the

to upsell car insurance. The cost of the insurance when he first started was

insurance when he first started was $5,000. I said no, but then he lowered

$5,000. I said no, but then he lowered the price. And I said no again. He kept

the price. And I said no again. He kept lowering the price until the same

lowering the price until the same insurance he first offered for $5,000

insurance he first offered for $5,000 was now only 400 bucks. I still said no.

was now only 400 bucks. I still said no. At first, I said no because it was too

At first, I said no because it was too much money. By the end, I said no

much money. By the end, I said no because I didn't trust the guy. The

because I didn't trust the guy. The entire experience felt dirty. Then I

entire experience felt dirty. Then I wondered, was he ripping me off on the

wondered, was he ripping me off on the car, too? Now, I didn't want to buy the

car, too? Now, I didn't want to buy the car from him either. People lower the

car from him either. People lower the price to close a sale. But even if you

price to close a sale. But even if you close this one sale, the customer will

close this one sale, the customer will question every price you offer from that

question every price you offer from that point going forward and whoever they

point going forward and whoever they tell. You trade trust for a buck. Not

tell. You trade trust for a buck. Not worth it. Note, you can offer something

worth it. Note, you can offer something different for less. You just can't offer

different for less. You just can't offer the same thing for less. If he had

the same thing for less. If he had offered different insurance for less

offered different insurance for less rather than the same insurance for less,

rather than the same insurance for less, he probably would have kept her trust

he probably would have kept her trust and closed the sale. The rules of

and closed the sale. The rules of downselling. Remember, they said no to

downselling. Remember, they said no to this offer, not all offers. Sometimes, a

this offer, not all offers. Sometimes, a lot of times, people say no, and that's

lot of times, people say no, and that's okay. Just because they rejected this

okay. Just because they rejected this offer doesn't mean they've rejected you.

offer doesn't mean they've rejected you. It hurts when someone rejects you. I get

It hurts when someone rejects you. I get it. But see it for what it is. An

it. But see it for what it is. An opportunity to find out what they really

opportunity to find out what they really want. and profit from it. Instead of

want. and profit from it. Instead of hiding your head in the sand, stand your

hiding your head in the sand, stand your ground and make another offer. No means

ground and make another offer. No means no for this thing, not no for

no for this thing, not no for everything.

everything. Downsells are trades. When downelling,

Downsells are trades. When downelling, you work with the customer to find

you work with the customer to find combinations of giving and getting until

combinations of giving and getting until you get a match. If you're going to give

you get a match. If you're going to give something, get something.

something, get something. Personalize, don't pressure. Figure out

Personalize, don't pressure. Figure out what they like and don't like. Then

what they like and don't like. Then offer more of what they like and less of

offer more of what they like and less of what they don't with a price to match.

what they don't with a price to match. You're personalizing here. If someone

You're personalizing here. If someone refuses my large soda upsell, I can

refuses my large soda upsell, I can offer alternatives. I could ask if they

offer alternatives. I could ask if they want a small, a juice, or a coffee. Am I

want a small, a juice, or a coffee. Am I being offensive by asking? Absolutely

being offensive by asking? Absolutely not. In fact, if I can better serve

not. In fact, if I can better serve them, it would be offensive not to offer

them, it would be offensive not to offer the same thing in new ways. In a perfect

the same thing in new ways. In a perfect world, you've got tons of different

world, you've got tons of different things to sell, so everybody buys

things to sell, so everybody buys something. In the real world, you limit

something. In the real world, you limit downells to what you've got. Otherwise,

downells to what you've got. Otherwise, you create a 100 businesses worth of

you create a 100 businesses worth of products and problems. A silly choice.

products and problems. A silly choice. So, just think of downselling more like

So, just think of downselling more like a 100 ways to offer the stuff you

a 100 ways to offer the stuff you already have. Don't drop your price just

already have. Don't drop your price just to get somebody to buy. First off,

to get somebody to buy. First off, dropping your price is not really

dropping your price is not really downselling. It's discounting. If

downselling. It's discounting. If someone wants what you have and just

someone wants what you have and just doesn't want to pay the price, tough

doesn't want to pay the price, tough cookies. On the other hand, you can

cookies. On the other hand, you can offer them to pay less now and pay more

offer them to pay less now and pay more money over time, a payment plan. But

money over time, a payment plan. But whatever you do, don't just change the

whatever you do, don't just change the price to get someone to buy because

price to get someone to buy because customers talk about price. By all

customers talk about price. By all means, test prices. Plan to offer your

means, test prices. Plan to offer your thing at a specific price to a specific

thing at a specific price to a specific number of people ahead of time. That's

number of people ahead of time. That's way different than charging somebody

way different than charging somebody less in the moment just because you felt

less in the moment just because you felt scared of losing the sale in the moment.

scared of losing the sale in the moment. Customers talk. If they find out someone

Customers talk. If they find out someone else got the same thing for less just

else got the same thing for less just because you'll upset people. And it also

because you'll upset people. And it also becomes an ethical problem, at least to

becomes an ethical problem, at least to me. Avoid it. Next up, I use three

me. Avoid it. Next up, I use three simple and brutally effective downell

simple and brutally effective downell processes. Payment plan downells, how

processes. Payment plan downells, how they pay. Trial with penalty, how they

they pay. Trial with penalty, how they pay. Feature downells, what they get.

pay. Feature downells, what they get. These downell processes boost 30-day

These downell processes boost 30-day profit even further. They do it by

profit even further. They do it by making even more sales when customers

making even more sales when customers would have said no. And I love them

would have said no. And I love them because with just a couple tweaks, you

because with just a couple tweaks, you can fit them into your business and reap

can fit them into your business and reap the rewards today. Free gift. Downell

the rewards today. Free gift. Downell offers video training. People say no.

offers video training. People say no. Don't get flustered. Get focused. Know

Don't get flustered. Get focused. Know what you're going to offer next. I made

what you're going to offer next. I made a video to go over this chapter in

a video to go over this chapter in detail for you. Enjoy it free at

detail for you. Enjoy it free at acquisition.com/training/money.

acquisition.com/training/money. Payment plan downells. How much can you

Payment plan downells. How much can you put down today? August 2013. It was my

put down today? August 2013. It was my first real month in business. I had

first real month in business. I had exactly one month's rent and savings

exactly one month's rent and savings left in my name, and I had never gotten

left in my name, and I had never gotten a stranger to give me money. And now I

a stranger to give me money. And now I had to get dozens of strangers to give

had to get dozens of strangers to give me money in the next few weeks just to

me money in the next few weeks just to keep the lights on. I only made a few

keep the lights on. I only made a few sales the first week. If I kept that up,

sales the first week. If I kept that up, it meant going hungry very soon. I had

it meant going hungry very soon. I had nightmares about going back home a

nightmares about going back home a failure. The idea was unbearable. I got

failure. The idea was unbearable. I got desperate. The next morning, a lead

desperate. The next morning, a lead walked in and I went through my normal

walked in and I went through my normal pitch. She said, "I can't afford it.

pitch. She said, "I can't afford it. Normally, I'd just give up, but I really

Normally, I'd just give up, but I really needed the money." So, in desperation, I

needed the money." So, in desperation, I blurted out, "Okay, when you get paid,

blurted out, "Okay, when you get paid, the first," she said. Okay, just put

the first," she said. Okay, just put half down now and half when you get

half down now and half when you get paid. I can't afford that either. She

paid. I can't afford that either. She said, "Okay, do you really want to do

said, "Okay, do you really want to do this program?" "Yeah," she said. "I do."

this program?" "Yeah," she said. "I do." "Okay, what if you do three payments and

"Okay, what if you do three payments and just put the a third down today?" "I

just put the a third down today?" "I still can't do it." Hm. What can you do?

still can't do it." Hm. What can you do? Honestly, nothing. But I can pay for the

Honestly, nothing. But I can pay for the whole thing on the first. My rent was

whole thing on the first. My rent was due on the fifth. Bingo. Sounds good.

due on the fifth. Bingo. Sounds good. Just give me your card and I'll charge

Just give me your card and I'll charge you on the second. That work? Yeah,

you on the second. That work? Yeah, great. Two weeks later, I ran the card

great. Two weeks later, I ran the card and it worked. My first ever payment

and it worked. My first ever payment plan, a success. Hallelujah.

plan, a success. Hallelujah. Payment plan downsells work no matter

Payment plan downsells work no matter how many zeros the price tech has. I've

how many zeros the price tech has. I've made tens of millions of dollars with

made tens of millions of dollars with them and I still use them to this day.

them and I still use them to this day. But payment plans are a gamble, so you

But payment plans are a gamble, so you have to know how to use them. I know how

have to know how to use them. I know how to use them, and I'll show you exactly

to use them, and I'll show you exactly how, too. Payment plans are a gamble

how, too. Payment plans are a gamble because they can make money in one way,

because they can make money in one way, but they can lose money in two. They

but they can lose money in two. They make you more money when you get more

make you more money when you get more customers and those customers complete

customers and those customers complete their payments. They make you less money

their payments. They make you less money when people cancel before you turn a

when people cancel before you turn a profit. You lose the most money when

profit. You lose the most money when people who would have paid in full take

people who would have paid in full take a payment plan and then cancel early.

a payment plan and then cancel early. This chapter maximizes how much money

This chapter maximizes how much money you make from payment plans and

you make from payment plans and minimizes the money you lose. I take the

minimizes the money you lose. I take the bet when I know I'll win. With this

bet when I know I'll win. With this playbook, you can too. Description. When

playbook, you can too. Description. When most people think downell, they think of

most people think downell, they think of a lower amount, lower quality, cheaper,

a lower amount, lower quality, cheaper, and so on. Fair enough. But I like to

and so on. Fair enough. But I like to downell by offering the same product

downell by offering the same product again. I know it sounds crazy, but hear

again. I know it sounds crazy, but hear me out. Instead of offering a different

me out. Instead of offering a different thing, I spread the cost by charging

thing, I spread the cost by charging some of it upfront and putting the rest

some of it upfront and putting the rest into scheduled payments. I call this a

into scheduled payments. I call this a payment plan downell. Let's go over how

payment plan downell. Let's go over how they work. Many people reject offers

they work. Many people reject offers because they cost too much. Sometimes

because they cost too much. Sometimes true, but in response to this, business

true, but in response to this, business owners and other sales professionals

owners and other sales professionals will immediately discount or sell

will immediately discount or sell cheaper stuff just to get them to say

cheaper stuff just to get them to say yes. However, a huge percentage of the

yes. However, a huge percentage of the time, it costs too much really means

time, it costs too much really means this costs too much upfront. In other

this costs too much upfront. In other words, people think discounts work

words, people think discounts work because people pay less for the product,

because people pay less for the product, but when you peel it back a layer, it's

but when you peel it back a layer, it's really because they pay less in the

really because they pay less in the moment. So, payment plans get the best

moment. So, payment plans get the best of both worlds. They get more buyers

of both worlds. They get more buyers because customers pay less in the

because customers pay less in the moment. They also boost your profits

moment. They also boost your profits because customers still pay full price

because customers still pay full price over time. My payment plan downells

over time. My payment plan downells process takes up to seven steps. The

process takes up to seven steps. The process shifts from getting paid more

process shifts from getting paid more upfront to getting paid more over time.

upfront to getting paid more over time. I stop when they buy. Here are the

I stop when they buy. Here are the steps. Step one, reward for paying in

steps. Step one, reward for paying in full rather than punish for paying over

full rather than punish for paying over time. Step two, offer thirdparty

time. Step two, offer thirdparty financing, credit card, and layaway

financing, credit card, and layaway options. Step three, offer half now,

options. Step three, offer half now, half later. Step four, check to see if

half later. Step four, check to see if they still want the thing. Step five,

they still want the thing. Step five, offer to split into three payments. Step

offer to split into three payments. Step six, offer to evenly spread the

six, offer to evenly spread the payments. Step seven, offer a free

payments. Step seven, offer a free trial. Let's go through them in order.

trial. Let's go through them in order. Example of payment plan downell process.

Example of payment plan downell process. Step one. Step one, reward for paying in

Step one. Step one, reward for paying in full rather than punish for paying over

full rather than punish for paying over time. If I take on the risk of a payment

time. If I take on the risk of a payment plan, I increase the price. Normally,

plan, I increase the price. Normally, businesses do it by charging interest,

businesses do it by charging interest, but I do it by offering a discount if

but I do it by offering a discount if they pay in full. Think about how

they pay in full. Think about how businesses normally charge interest.

businesses normally charge interest. They basically say, "It's $10 if you get

They basically say, "It's $10 if you get it right now, but it's $15 if you pay

it right now, but it's $15 if you pay over time because we charge $5 interest.

over time because we charge $5 interest. No fun." Instead, I say, "It's $15, but

No fun." Instead, I say, "It's $15, but it's $10 if you prepay it. You save five

it's $10 if you prepay it. You save five bucks." That's what most people do. To

bucks." That's what most people do. To do this, I present the price with

do this, I present the price with interest included. Then I offer

interest included. Then I offer prepayment as a way to get a discount.

prepayment as a way to get a discount. This way, we make the offer friendlier

This way, we make the offer friendlier and benefit from a price anchor. Same

and benefit from a price anchor. Same math, better feels. If they said no, I

math, better feels. If they said no, I start downelling. But even still, I try

start downelling. But even still, I try to get paid first. Step two, offer third

to get paid first. Step two, offer third party financing, credit card, and

party financing, credit card, and layaway options. Third party financing.

layaway options. Third party financing. This means another company pays me now

This means another company pays me now and the customer has to pay a payment

and the customer has to pay a payment plan with that other company. Car

plan with that other company. Car dealers do it all the time. The dealer

dealers do it all the time. The dealer gets the money from the financing

gets the money from the financing company today and the customer pays the

company today and the customer pays the financing company tomorrow. Note, it

financing company tomorrow. Note, it takes work to get third party financing

takes work to get third party financing set up, but totally worth the effort.

set up, but totally worth the effort. Credit card. Just ask, "Would you rather

Credit card. Just ask, "Would you rather I decide your payment terms or you

I decide your payment terms or you decide?" They say normally that they'd

decide?" They say normally that they'd prefer to decide. And when they do, I

prefer to decide. And when they do, I tell them to use a credit card. That

tell them to use a credit card. That way, I can pay today and then they can

way, I can pay today and then they can pay the credit card company over time.

pay the credit card company over time. It's wild to me that this reframe works,

It's wild to me that this reframe works, but it does. I don't judge. I do.

but it does. I don't judge. I do. Layaway. Layaway means paying off the

Layaway. Layaway means paying off the product before getting it. Customers can

product before getting it. Customers can make as many installments as they want.

make as many installments as they want. They can take any reasonable amount of

They can take any reasonable amount of time to pay, but they only get the

time to pay, but they only get the product after they've paid in full. This

product after they've paid in full. This is by far the most flexible for them and

is by far the most flexible for them and the lowest risk to us. If they say no to

the lowest risk to us. If they say no to these, I move to step three. Step three,

these, I move to step three. Step three, offer half now, half later. I start by

offer half now, half later. I start by asking, "When's the next time you get

asking, "When's the next time you get paid?" After I ask, "Want to just put

paid?" After I ask, "Want to just put half down today and the rest when you

half down today and the rest when you get paid?" If they can't do that, I ask,

get paid?" If they can't do that, I ask, "What's the most you can put down

"What's the most you can put down today?" When they offer an amount, I

today?" When they offer an amount, I say, "Great. We'll put that down today

say, "Great. We'll put that down today and put the rest when we get paid." Fair

and put the rest when we get paid." Fair enough. I like scheduling payments off

enough. I like scheduling payments off paycheck since that's when most people

paycheck since that's when most people get paid every two weeks. This boots

get paid every two weeks. This boots 30-day profit far more than monthly

30-day profit far more than monthly payments. If they can't do those, I

payments. If they can't do those, I pause to make sure they actually want

pause to make sure they actually want it.

it. Step four, check to see if they still

Step four, check to see if they still want the thing. No payment plan will

want the thing. No payment plan will satisfy a customer who doesn't want the

satisfy a customer who doesn't want the thing. So, make sure the person actually

thing. So, make sure the person actually wants your thing before putting more

wants your thing before putting more effort into selling it. I might say

effort into selling it. I might say something like, "Got it. So, money's

something like, "Got it. So, money's tight right now. real quick. I just want

tight right now. real quick. I just want to make sure on a scale from 1 to 10.

to make sure on a scale from 1 to 10. How bad do you want to do this? If they

How bad do you want to do this? If they say eight or above, keep offering

say eight or above, keep offering payment plans and say, "Awesome. Don't

payment plans and say, "Awesome. Don't worry. We're going to figure a way out

worry. We're going to figure a way out to make this happen for you." If they

to make this happen for you." If they say seven or below, ask why not a 10?

say seven or below, ask why not a 10? And then say something like, "You're

And then say something like, "You're right. I think we may have something

right. I think we may have something that could be a better fit for you."

that could be a better fit for you." Then you sell them something different,

Then you sell them something different, which I'll cover in feature downells a

which I'll cover in feature downells a little later. Step five, offer split

little later. Step five, offer split into three payments. If they said 8 to

into three payments. If they said 8 to 10 on the scale, I can downell from half

10 on the scale, I can downell from half down to a third down. I offer a three

down to a third down. I offer a three payment option. 1/3 now and 1/3 of the

payment option. 1/3 now and 1/3 of the next two paychecks or 1/3 now and 1/3

next two paychecks or 1/3 now and 1/3 next two months. Step six, often evenly

next two months. Step six, often evenly spread payments. If they still can't

spread payments. If they still can't manage it, I evenly spread payments over

manage it, I evenly spread payments over the rest of their service. For instance,

the rest of their service. For instance, gym launch was 16 weeks long, so I

gym launch was 16 weeks long, so I charge them each week 16 times in total.

charge them each week 16 times in total. If that still creates problem, I move on

If that still creates problem, I move on to step seven. Offer a free trial. I

to step seven. Offer a free trial. I offer free trials in a special way, so I

offer free trials in a special way, so I dedicated the next chapter to it. But

dedicated the next chapter to it. But the sale ends here, at least for now.

the sale ends here, at least for now. This payment plan downell process makes

This payment plan downell process makes up to nine offers. And if you think that

up to nine offers. And if you think that sounds crazy, you're probably making way

sounds crazy, you're probably making way less money and serving way fewer

less money and serving way fewer customers than you could. Important

customers than you could. Important notes. Seesaw downselling. If you prefer

notes. Seesaw downselling. If you prefer fewer steps or have less experienced

fewer steps or have less experienced salespeople, then you can use this

salespeople, then you can use this payment plan downell process. Instead of

payment plan downell process. Instead of asking for the full amount, just ask,

asking for the full amount, just ask, "Would you rather have giant monthly

"Would you rather have giant monthly payments or tiny ones?" They'll say

payments or tiny ones?" They'll say tiny. Then you say, "Normally, it cost

tiny. Then you say, "Normally, it cost X." And if you prepay it today, you'll

X." And if you prepay it today, you'll get a huge discount and zero monthly

get a huge discount and zero monthly payments that work. This frames the

payments that work. This frames the payment plan as negative and highlights

payment plan as negative and highlights the benefits of prepaying. Then if they

the benefits of prepaying. Then if they say they can't afford it, say the more

say they can't afford it, say the more they can put down now, the lower their

they can put down now, the lower their monthly payments. If you can't afford it

monthly payments. If you can't afford it upfront, I totally get it. We'll just

upfront, I totally get it. We'll just adjust the down payment until you get

adjust the down payment until you get the monthly rate you like. This still

the monthly rate you like. This still incentivizes bigger down payments to get

incentivizes bigger down payments to get their monthly payments lower. If they

their monthly payments lower. If they still say no, ask if they still want the

still say no, ask if they still want the product. If they do, pull your chair to

product. If they do, pull your chair to their side of the table and walk them

their side of the table and walk them through the options. The sale becomes a

through the options. The sale becomes a team effort. Straightforward.

team effort. Straightforward. Payment plans have built-in upsells.

Payment plans have built-in upsells. Make periodic offers for the original

Make periodic offers for the original paid full discount during the payment

paid full discount during the payment plan. If they pay off the balance, they

plan. If they pay off the balance, they can still get the original prepaid

can still get the original prepaid discount. This works exceptionally well.

discount. This works exceptionally well. Customers forget they have the option.

Customers forget they have the option. So, when we give it to them, some jump

So, when we give it to them, some jump at the opportunity. Also, give your

at the opportunity. Also, give your sales guys the same bonus to close the

sales guys the same bonus to close the balance to incentivize the follow-up.

balance to incentivize the follow-up. And remember, if you give people the

And remember, if you give people the option to pay slower, they will pay

option to pay slower, they will pay slower. If you incentivize them to pay

slower. If you incentivize them to pay faster, they will pay faster. So, if you

faster, they will pay faster. So, if you want them to pay faster, give them a

want them to pay faster, give them a good reason to. In other words, you can

good reason to. In other words, you can extend the prepayment discount for the

extend the prepayment discount for the first 30 days of their relationship with

first 30 days of their relationship with you, and that gives you 30 more days to

you, and that gives you 30 more days to collect more cash upfront. Get fewer

collect more cash upfront. Get fewer decline payments. Align payment

decline payments. Align payment schedules with paycheck schedules. If

schedules with paycheck schedules. If you charge on days people get paid, they

you charge on days people get paid, they have a higher chance of paying. Also,

have a higher chance of paying. Also, people's paychecks get deposited at

people's paychecks get deposited at different times. So, if at first it gets

different times. So, if at first it gets declined, run it a few times that day. I

declined, run it a few times that day. I learned the strategy from John, my early

learned the strategy from John, my early mentor. I often recoup a third of my

mentor. I often recoup a third of my declined payments by adding this little

declined payments by adding this little process.

process. How to make sure payment plans make you

How to make sure payment plans make you money. After implementing payment plans,

money. After implementing payment plans, your close rate should increase. Duh.

your close rate should increase. Duh. But if the number of paid in fools goes

But if the number of paid in fools goes down, you have a problem. You just put

down, you have a problem. You just put people who would have paid in full on

people who would have paid in full on payment plans. So, you want to close

payment plans. So, you want to close more points overall, but with the same

more points overall, but with the same percentage of appointments paying in

percentage of appointments paying in full. Example, if I talk to 10 leads, I

full. Example, if I talk to 10 leads, I might sell three. If I have a downell, I

might sell three. If I have a downell, I might sell three more for a total of

might sell three more for a total of six. So, in the second scenario, I get

six. So, in the second scenario, I get my upfront cash from the first three and

my upfront cash from the first three and the payment plans from the second three.

the payment plans from the second three. This makes sure that downells properly

This makes sure that downells properly increase your 30-day profits. Another

increase your 30-day profits. Another reason to start high before working your

reason to start high before working your way down. Profitwell, a company that

way down. Profitwell, a company that manages subscriptions, reported churn

manages subscriptions, reported churn data from 14,000 businesses. They

data from 14,000 businesses. They uncovered this valuable gem. Across all

uncovered this valuable gem. Across all businesses, the billing cadence affected

businesses, the billing cadence affected monthly churn. Monthly, as in 12 times a

monthly churn. Monthly, as in 12 times a year billing, resulted in 10.7% monthly

year billing, resulted in 10.7% monthly cancellation rates. Quarterly billing as

cancellation rates. Quarterly billing as in four times per year billing resulted

in four times per year billing resulted in 5% monthly cancellation rates and

in 5% monthly cancellation rates and annual billing one time per year billing

annual billing one time per year billing resulted in 2% monthly cancellations. I

resulted in 2% monthly cancellations. I already present pricing in order of most

already present pricing in order of most cash upfront at least. So it just so

cash upfront at least. So it just so happens this also makes customers more

happens this also makes customers more valuable over the long term. So start

valuable over the long term. So start high fewer bigger payments and work your

high fewer bigger payments and work your way down. Bottom line changing how

way down. Bottom line changing how customers pay can make a massive

customers pay can make a massive difference in how long they stay. We go

difference in how long they stay. We go in more depth on continuity and churn in

in more depth on continuity and churn in section six, continuity offers. Summary

section six, continuity offers. Summary points. Payment plan downells spread the

points. Payment plan downells spread the cost of a product by charging some of it

cost of a product by charging some of it upfront and putting the rest into

upfront and putting the rest into scheduled payments. Payment plans get

scheduled payments. Payment plans get more buyers to like discounts, but can

more buyers to like discounts, but can also boost profits because they agree to

also boost profits because they agree to pay full price over time. Payment plans

pay full price over time. Payment plans only grow your business if they get more

only grow your business if they get more customers and those customers actually

customers and those customers actually pay. Step one, present at full price,

pay. Step one, present at full price, then offer a discount if they pay in

then offer a discount if they pay in full. Step two, third-party financing,

full. Step two, third-party financing, then credit card option, then layaway

then credit card option, then layaway option. Step three, split the payment in

option. Step three, split the payment in two. Schedule on their paycheck dates.

two. Schedule on their paycheck dates. Step four, ask if they still want the

Step four, ask if they still want the product on a scale from 1 to 10. You

product on a scale from 1 to 10. You want eight or greater. Step five, split

want eight or greater. Step five, split the payment in three. Split on their

the payment in three. Split on their paycheck dates or monthly. Step six,

paycheck dates or monthly. Step six, schedule equal payments across a

schedule equal payments across a specified period of time. Step seven,

specified period of time. Step seven, offer a free trial in exchange for

offer a free trial in exchange for putting a card down covered in the next

putting a card down covered in the next chapter. Seesaw downelling gradually

chapter. Seesaw downelling gradually shifts from paid in full to equal

shifts from paid in full to equal payments. Payment plan upsell. They get

payments. Payment plan upsell. They get the original discount price if they pay

the original discount price if they pay the balance today. align payment

the balance today. align payment schedules with paycheck schedules to get

schedules with paycheck schedules to get fewer declined payments. At the end of

fewer declined payments. At the end of all of this, if someone still refuses to

all of this, if someone still refuses to pay anything, then we offer them a free

pay anything, then we offer them a free trial in exchange for their card. But

trial in exchange for their card. But it's not an ordinary free trial. I do in

it's not an ordinary free trial. I do in a special way. It took me years to

a special way. It took me years to perfect it. So, that's where we're going

perfect it. So, that's where we're going to go to next, and you're going to love

to go to next, and you're going to love it. Free gift. Down offers video

it. Free gift. Down offers video training. Properly designed payment

training. Properly designed payment plans almost always make you more sales

plans almost always make you more sales and more money. I recorded myself

and more money. I recorded myself actually doing the step downs so you can

actually doing the step downs so you can model them for whatever you sell. For

model them for whatever you sell. For those of you who like to learn in

those of you who like to learn in multiple formats, which I recommend, you

multiple formats, which I recommend, you can watch it. I made it for you at

can watch it. I made it for you at acquisition.com/training/money.

Trial with penalty. If you do XYZ, I'll let you start for free. Spring 2018. Gym

let you start for free. Spring 2018. Gym Launch was scaling fast with 100

Launch was scaling fast with 100 employees in counting. Leila needed

employees in counting. Leila needed better HR solutions to manage it all.

better HR solutions to manage it all. After months of sales calls with

After months of sales calls with prospective HR companies, she found one

prospective HR companies, she found one she liked. And to my surprise, it wasn't

she liked. And to my surprise, it wasn't anything special. It looked like all the

anything special. It looked like all the others. Yeah, the software is

others. Yeah, the software is complicated, she said. They got me.

complicated, she said. They got me. Seriously, how they manage that? They

Seriously, how they manage that? They had a trial offer with a weird spin. And

had a trial offer with a weird spin. And it was pretty smart. What' they offer?

it was pretty smart. What' they offer? They said if I did their training, I'd

They said if I did their training, I'd get free onboarding. But if I skipped

get free onboarding. But if I skipped the training, I'd have to pay for it. So

the training, I'd have to pay for it. So what'd you do? I went through the

what'd you do? I went through the training, of course. So they took your

training, of course. So they took your card, you did the training, and then you

card, you did the training, and then you didn't have to pay for the onboarding.

didn't have to pay for the onboarding. Yep. She smirked. And now I can actually

Yep. She smirked. And now I can actually use the complicated software, too. Light

use the complicated software, too. Light bulb moment. Wait, you said no. Then

bulb moment. Wait, you said no. Then they downsold you a free trial on the

they downsold you a free trial on the condition they could penalize you if you

condition they could penalize you if you didn't use it. Basically, I mean, it

didn't use it. Basically, I mean, it makes sense. It forced me to learn and

makes sense. It forced me to learn and now I don't want to learn anyone else's

now I don't want to learn anyone else's complicated software. So, we're sticking

complicated software. So, we're sticking with them. You're right. That is pretty

with them. You're right. That is pretty smart. The software company used trial

smart. The software company used trial with penalty as their attraction offer,

with penalty as their attraction offer, but I prefer it to downell trials. So, I

but I prefer it to downell trials. So, I only downell the trial if they say no to

only downell the trial if they say no to my first offer. And if you do it the way

my first offer. And if you do it the way I'm about to show you, it only changes

I'm about to show you, it only changes what they pay today, not how much they

what they pay today, not how much they pay in total. Description. In a trial

pay in total. Description. In a trial with penalty offer, customers can try

with penalty offer, customers can try your product or service for free so long

your product or service for free so long as they meet your terms. For comparison,

as they meet your terms. For comparison, when your money back offers, attraction

when your money back offers, attraction offer number one, give customers the

offer number one, give customers the chance to get their money back if they

chance to get their money back if they meet your terms. In trial with penalty

meet your terms. In trial with penalty offers, customers only pay if they don't

offers, customers only pay if they don't meet them. Ideally, the terms should be

meet them. Ideally, the terms should be things that make excellent customers.

things that make excellent customers. So, they'll mirror the actions and

So, they'll mirror the actions and results used in your win your money back

results used in your win your money back offer. But this time, we use avoiding

offer. But this time, we use avoiding fees rather than winning money back to

fees rather than winning money back to incentivize adherence. So, trial with

incentivize adherence. So, trial with penalty isn't here's my thing, see if

penalty isn't here's my thing, see if you like it. It's here's my thing. You

you like it. It's here's my thing. You get it for free so long as you do this

get it for free so long as you do this stuff, which makes you a perfect fit for

stuff, which makes you a perfect fit for my next offer. And if you don't, then

my next offer. And if you don't, then you have to pay for it. To do a trial

you have to pay for it. To do a trial with penalty downell, you must consider

with penalty downell, you must consider what they have to do to avoid the fee

what they have to do to avoid the fee and how you charge them. Normally, you

and how you charge them. Normally, you get one chunk of people to buy your main

get one chunk of people to buy your main offer. So, offer that first and the rest

offer. So, offer that first and the rest you'll get on this downell. Let's say

you'll get on this downell. Let's say you normally close three out of 10

you normally close three out of 10 people on your upfront cash offer. Now,

people on your upfront cash offer. Now, you downell another four on a trial with

you downell another four on a trial with penalty. Then, after the trial finishes,

penalty. Then, after the trial finishes, upsell three of them. You go from three

upsell three of them. You go from three sales to six, doubling your customers.

sales to six, doubling your customers. If you only have one offer, you lose to

If you only have one offer, you lose to everyone who says no. Downselling trials

everyone who says no. Downselling trials with a penalty gives people another

with a penalty gives people another chance to say yes. I'm still irritated

chance to say yes. I'm still irritated at the thousands of customers I've lost

at the thousands of customers I've lost on free trials over the years before

on free trials over the years before learning this, but now we can save them.

learning this, but now we can save them. The trial with penalty makes it happen.

The trial with penalty makes it happen. Examples: Business to consumer offer.

Examples: Business to consumer offer. 28-day kick that habit blueprint. To get

28-day kick that habit blueprint. To get the trial for free and avoid the penalty

the trial for free and avoid the penalty fee, you must attend all your consulting

fee, you must attend all your consulting calls, post your progress pictures in

calls, post your progress pictures in the group once a week, journal daily in

the group once a week, journal daily in our app, attend feedback sections,

our app, attend feedback sections, attend feedback sessions and

attend feedback sessions and transformations, aka upsell

transformations, aka upsell opportunities. Businessto business offer

opportunities. Businessto business offer 5-day get your first five customers

5-day get your first five customers challenge. To get the draw for free and

challenge. To get the draw for free and avoid the penalty fee, you must send 100

avoid the penalty fee, you must send 100 outbound messages per day. Report stats

outbound messages per day. Report stats on those outbound messages. Attend the

on those outbound messages. Attend the daily training. Post in the group once

daily training. Post in the group once you've done your homework. Attend your

you've done your homework. Attend your graduation call. Upsell opportunity

graduation call. Upsell opportunity software $500 onboarding for HR software

software $500 onboarding for HR software then $99 per month thereafter trial with

then $99 per month thereafter trial with penalty. You don't have to pay $500

penalty. You don't have to pay $500 upfront but you must attend onboarding

upfront but you must attend onboarding which is three 60-minute Zoom calls

which is three 60-minute Zoom calls upsell opportunities. Do the homework

upsell opportunities. Do the homework activate your employer profile. Get your

activate your employer profile. Get your employees set up by the end of the third

employees set up by the end of the third call. Otherwise, you pay the fee.

call. Otherwise, you pay the fee. Important notes. What they get for free

Important notes. What they get for free and what they have to do to avoid the

and what they have to do to avoid the fee. You'll need to know what your terms

fee. You'll need to know what your terms of service will be. The valuable parts

of service will be. The valuable parts will either be your bare bones offer

will either be your bare bones offer like the decoy offer or your win your

like the decoy offer or your win your money back offer. Either work. I'd

money back offer. Either work. I'd recommend giving more rather than giving

recommend giving more rather than giving less if you can afford it. The criteria

less if you can afford it. The criteria should activate and retain customers.

should activate and retain customers. You can swipe these directly from when

You can swipe these directly from when your money back attraction offer number

your money back attraction offer number one. Breaking up fees versus one lump

one. Breaking up fees versus one lump fee. Say you have a $500 product with 10

fee. Say you have a $500 product with 10 things to do. I'd rather bill $50 for

things to do. I'd rather bill $50 for each mess up than one $500 fee for their

each mess up than one $500 fee for their first mess up. On the other hand, if

first mess up. On the other hand, if missing once really messes up their

missing once really messes up their success, you want the fee to reflect

success, you want the fee to reflect that. I've seen both work. How to

that. I've seen both work. How to downell the trial. Here's a graphic to

downell the trial. Here's a graphic to show how I downell a trial with penalty

show how I downell a trial with penalty in five steps. Step one, offer the trial

in five steps. Step one, offer the trial last. If someone makes it clear they

last. If someone makes it clear they don't want your first offer, then

don't want your first offer, then downell the trial with penalty. Here's

downell the trial with penalty. Here's how it might sound. Hm, that sure is a

how it might sound. Hm, that sure is a pickle. I'll tell you what, how about we

pickle. I'll tell you what, how about we just get you started for free? Would you

just get you started for free? Would you be okay with that? We can just help you

be okay with that? We can just help you out, and if you like it, you can stay.

out, and if you like it, you can stay. Let me get your ID and we get the

Let me get your ID and we get the process started. Fair enough. Great.

process started. Fair enough. Great. Step two, always get a card. Record

Step two, always get a card. Record their info, hold on ID, and motion for

their info, hold on ID, and motion for their credit card, saying, "What card do

their credit card, saying, "What card do you want to use?" They have to leave a

you want to use?" They have to leave a card. If they bulk, just say, "That's

card. If they bulk, just say, "That's how we've always done it." If they still

how we've always done it." If they still refuse, wish them a lovely day and show

refuse, wish them a lovely day and show them out. Pro tip: If someone doesn't

them out. Pro tip: If someone doesn't agree to put their card down and do the

agree to put their card down and do the work, I won't sell them. They complain

work, I won't sell them. They complain more and convert less. Not worth the

more and convert less. Not worth the hassle. Step three, always selling and

hassle. Step three, always selling and paying. Ask directly, "If this program

paying. Ask directly, "If this program got you the result, will you stay

got you the result, will you stay longterm?" You want them to agree to

longterm?" You want them to agree to staying longterm if you get them

staying longterm if you get them results. If they say no, there's no

results. If they say no, there's no point in giving them a trial. Then we

point in giving them a trial. Then we frame the conversation as if they'll

frame the conversation as if they'll stay longterm, even if we haven't

stay longterm, even if we haven't started billing them yet. So, if they

started billing them yet. So, if they say no, but want more explanation, say

say no, but want more explanation, say something like this. I don't want you to

something like this. I don't want you to try it. I want you to get results. And

try it. I want you to get results. And out of integrity, I want to set

out of integrity, I want to set realistic goals. You're not going to hit

realistic goals. You're not going to hit your long-term goals during this trial,

your long-term goals during this trial, but you will establish the habits to

but you will establish the habits to help you get them. and we're going to

help you get them. and we're going to help you do that for free. But if you

help you do that for free. But if you want to get your long-term results,

want to get your long-term results, you're going to have to stay on after. I

you're going to have to stay on after. I just want to make sure that you're not

just want to make sure that you're not looking for a quick fix because I

looking for a quick fix because I ethically can't promise you that. Once

ethically can't promise you that. Once they agree, move on to step four.

they agree, move on to step four. Explain the fees after getting their

Explain the fees after getting their card. I'll say something like, "We will

card. I'll say something like, "We will do our part so long as you do yours."

do our part so long as you do yours." That's fair, right? So, now I just ask

That's fair, right? So, now I just ask that you bet on yourself. If you miss or

that you bet on yourself. If you miss or skip any stuff, your results will

skip any stuff, your results will suffer. We charge to keep you on track.

suffer. We charge to keep you on track. If you miss, no big deal. You'll get

If you miss, no big deal. You'll get dinged a little fee, but it'll get you

dinged a little fee, but it'll get you back on track. If you follow through,

back on track. If you follow through, then you get all this for free. So, this

then you get all this for free. So, this is the best way we can get you amazing

is the best way we can get you amazing results and keep it free for you. Best

results and keep it free for you. Best of both worlds. Note, if you explain the

of both worlds. Note, if you explain the fees before you get the card, you'll get

fees before you get the card, you'll get more resistance. So, explain after with

more resistance. So, explain after with a little this is how we've always done

a little this is how we've always done it attitude. People still have to agree

it attitude. People still have to agree to the fees, but you'll get a higher

to the fees, but you'll get a higher take rate doing it this way. I always

take rate doing it this way. I always have customers initial separately next

have customers initial separately next to the fee clause to force my sales guys

to the fee clause to force my sales guys to explain it to them. Step five, make

to explain it to them. Step five, make check-ins required. First, we explain

check-ins required. First, we explain all criteria so they understand the

all criteria so they understand the costs and benefits of adhering. Then, we

costs and benefits of adhering. Then, we draw attention to the check-ins, our

draw attention to the check-ins, our upsell opportunities. Yep. And you agree

upsell opportunities. Yep. And you agree to attend each of these three check-ins.

to attend each of these three check-ins. First, we do X so that you can. Second,

First, we do X so that you can. Second, we do Y so that you can. Third, we do Z

we do Y so that you can. Third, we do Z so that you can. Obviously, we charge if

so that you can. Obviously, we charge if you miss these because it's the only way

you miss these because it's the only way that you can get results. How I upsell

that you can get results. How I upsell from a trial.

from a trial. When someone takes a trial, one of three

When someone takes a trial, one of three things happen. They like it, they hate

things happen. They like it, they hate it, or they don't use it. Here's how I

it, or they don't use it. Here's how I upsell them from each of these

upsell them from each of these scenarios. If they like it, this is the

scenarios. If they like it, this is the easy one. You already have them set up

easy one. You already have them set up for automatic billing. Great. Meet with

for automatic billing. Great. Meet with them anyways. You can still offer a

them anyways. You can still offer a longerterm or higher value version of

longerterm or higher value version of your service or both. Successful

your service or both. Successful customers tend to get even more value

customers tend to get even more value out of your better and more profitable

out of your better and more profitable stuff. Two, if they hate it, turn that

stuff. Two, if they hate it, turn that frown upside down. Ask them what they

frown upside down. Ask them what they would have liked to be different. Tell

would have liked to be different. Tell them they're totally right and that

them they're totally right and that you're angry at yourself for missing

you're angry at yourself for missing this. Do not blame them. Only one person

this. Do not blame them. Only one person can be angry and it needs to be you. Ask

can be angry and it needs to be you. Ask if they'll give you a chance to make it

if they'll give you a chance to make it up to them because of how outraged you

up to them because of how outraged you are at their experience. And now since

are at their experience. And now since you better understand their needs that

you better understand their needs that they're a better fit for your highle

they're a better fit for your highle thing. Then offer to them yes, this is a

thing. Then offer to them yes, this is a sale. I can get about half of these

sale. I can get about half of these people to buy. Three, if they didn't use

people to buy. Three, if they didn't use it, reach out to people multiple times

it, reach out to people multiple times before they get to this point. Explain

before they get to this point. Explain that you need to meet with them. Offer

that you need to meet with them. Offer to wave the fee if they do meet with

to wave the fee if they do meet with you. Now you can try and get them back

you. Now you can try and get them back on track or off something better for

on track or off something better for them. I don't like billing non-starters

them. I don't like billing non-starters personally. A small fee isn't worth a

personally. A small fee isn't worth a one-star review. But hey, it's your

one-star review. But hey, it's your choice. Tweak your trial to get the most

choice. Tweak your trial to get the most customers. If no one takes your trial,

customers. If no one takes your trial, lower the requirements or penalties. If

lower the requirements or penalties. If people take your trial but don't follow

people take your trial but don't follow through, emphasize explaining how fees

through, emphasize explaining how fees help them. And make sure to include your

help them. And make sure to include your sales meeting as mandatory. If people

sales meeting as mandatory. If people don't stay on the back end, better

don't stay on the back end, better emphasize the value of staying and

emphasize the value of staying and paying. Get better at delivering and

paying. Get better at delivering and make sure that what you saw on the back

make sure that what you saw on the back end makes sense with what you saw on the

end makes sense with what you saw on the front end. If you start printing money,

front end. If you start printing money, don't stop. Let people make up for

don't stop. Let people make up for goofs. People often get discouraged

goofs. People often get discouraged after getting build, but you can offer

after getting build, but you can offer an opportunity to make it up. This does

an opportunity to make it up. This does a great job of getting people back on

a great job of getting people back on track and converting, but if they miss

track and converting, but if they miss it, you're justified in billing.

it, you're justified in billing. Just call it a trial. Even though the

Just call it a trial. Even though the trial with penalty has some special

trial with penalty has some special features, you should just call it a free

features, you should just call it a free trial. Otherwise, people may get scared

trial. Otherwise, people may get scared and confused. No one wants to be

and confused. No one wants to be penalized. And if they ask you why you

penalized. And if they ask you why you free trials this way, just reply with,

free trials this way, just reply with, "This is how we've always done it." Or,

"This is how we've always done it." Or, "People just get best results this way."

"People just get best results this way." Pay less now or pay more later versus

Pay less now or pay more later versus trial with penalty. I use pay less now

trial with penalty. I use pay less now or pay more later as a downell for

or pay more later as a downell for physical products or onetime services.

physical products or onetime services. And I use trial with penalty as a

And I use trial with penalty as a downell for recurring products or

downell for recurring products or services. Also, I've only made this work

services. Also, I've only made this work in businesses where the customer has to

in businesses where the customer has to do work to get results. If you find

do work to get results. If you find other types of businesses these work,

other types of businesses these work, let me know.

let me know. Discounts get cards on file. Some people

Discounts get cards on file. Some people get weird when you offer free stuff and

get weird when you offer free stuff and ask for a card. And if you have a super

ask for a card. And if you have a super low price, it justifies asking for the

low price, it justifies asking for the card. The small price means the card

card. The small price means the card will probably work when the automatic

will probably work when the automatic payment starts. So instead of free

payment starts. So instead of free month, you might offer first month for a

month, you might offer first month for a dollar, then $X per month when it

dollar, then $X per month when it recurs. So you can have a $1 trial

recurs. So you can have a $1 trial rather than a free trial. It works the

rather than a free trial. It works the same way. Summary points. In a trial

same way. Summary points. In a trial with penalty offer, customers can try

with penalty offer, customers can try your product or service for free so long

your product or service for free so long as they meet your terms. Trial with

as they meet your terms. Trial with penalty downell offers get yeses from

penalty downell offers get yeses from people who would have said no. To do

people who would have said no. To do them, get the card, get the commitment,

them, get the card, get the commitment, explain what they have to do to get

explain what they have to do to get results and the meetings they must

results and the meetings they must attend and what happens if they don't.

attend and what happens if they don't. Trials with penalties get more paying

Trials with penalties get more paying customers than normal free trials

customers than normal free trials because they use your product more and

because they use your product more and actually get value from it. Use the same

actually get value from it. Use the same refund criteria from when your money

refund criteria from when your money back attraction offer one to create your

back attraction offer one to create your trial with penalty criteria. This way at

trial with penalty criteria. This way at the end of the trial they've done the

the end of the trial they've done the stuff that makes great long-term

stuff that makes great long-term customers and advertise your business

customers and advertise your business for free. You can break up fees by

for free. You can break up fees by criteria or you can charge a lump fee. I

criteria or you can charge a lump fee. I like breaking them up. You make money by

like breaking them up. You make money by getting people results and turning them

getting people results and turning them into customers, not nickel and dimming

into customers, not nickel and dimming them with fees. Use mid-trial check-ins

them with fees. Use mid-trial check-ins to make more offers. If they love it,

to make more offers. If they love it, give them more of what they love. If

give them more of what they love. If they have problems with it, swap it for

they have problems with it, swap it for what makes sense for them. If they

what makes sense for them. If they aren't using it, offer them the ability

aren't using it, offer them the ability to make it up to avoid the fees. Free

to make it up to avoid the fees. Free gift. Free trial training. Not all

gift. Free trial training. Not all businesses can do free trials, but if

businesses can do free trials, but if you can, it's a hell of a downell.

you can, it's a hell of a downell. There's obviously right and wrong ways

There's obviously right and wrong ways to do them, and right and wrong

to do them, and right and wrong businesses do them in. I made a free

businesses do them in. I made a free video for you covering this chapter and

video for you covering this chapter and as many details as I could. You can

as many details as I could. You can watch it at

watch it at acquisition.com/training/money

acquisition.com/training/money for free. Enjoy feature downells. Why

for free. Enjoy feature downells. Why don't we try this instead?

don't we try this instead? I can't remember one in 2019. This new

I can't remember one in 2019. This new downell tripled my close rate from 25%

downell tripled my close rate from 25% to 75% last quarter. And even crazier,

to 75% last quarter. And even crazier, more people bought the main thing, he

more people bought the main thing, he said between

said between ou started offering a payment plan or a

ou started offering a payment plan or a discount. Neither. Payment plans take

discount. Neither. Payment plans take too long and discounts devalue my

too long and discounts devalue my product. Huh. We talk about a high

product. Huh. We talk about a high ticket product, right? Yep. Geez, what

ticket product, right? Yep. Geez, what are you doing? I lower the price, but I

are you doing? I lower the price, but I justify it by cutting a feature. That

justify it by cutting a feature. That way, I'm not discounting. So, what

way, I'm not discounting. So, what feature did you cut? My full money back

feature did you cut? My full money back guarantee. I never thought of guarantees

guarantee. I never thought of guarantees as a feature. Super. Wait, you downell

as a feature. Super. Wait, you downell by removing your guarantee? Yep. Works

by removing your guarantee? Yep. Works great. When we get a price objection, we

great. When we get a price objection, we just say, "If you don't want the option

just say, "If you don't want the option to get your money back, you can pay less

to get your money back, you can pay less or you can keep your money back

or you can keep your money back guarantee. Which would you prefer?" Once

guarantee. Which would you prefer?" Once they understand what they give up, they

they understand what they give up, they often say, "Screw it. I'd rather get the

often say, "Screw it. I'd rather get the guarantee and get my money back." Ah, so

guarantee and get my money back." Ah, so they only see the value of the guarantee

they only see the value of the guarantee after you remove it. And that also

after you remove it. And that also explains why so many people were buying

explains why so many people were buying the main thing. Clever. Then I followed

the main thing. Clever. Then I followed up. How do the numbers break down?

up. How do the numbers break down? Before I only had one full price option.

Before I only had one full price option. So if 100 people got on a call, 25

So if 100 people got on a call, 25 bought. Now 35 people buy the main thing

bought. Now 35 people buy the main thing and 40 take the downell. So it upped

and 40 take the downell. So it upped your full price buyers total close rate

your full price buyers total close rate and cash up front. Nice. Yeah, it

and cash up front. Nice. Yeah, it changed my life. He said, "The last two

changed my life. He said, "The last two chapters covered payment plan downells

chapters covered payment plan downells and trial with penalty. We downsold by

and trial with penalty. We downsold by keeping the overall price the same, only

keeping the overall price the same, only changing when and how they paid. In this

changing when and how they paid. In this chapter, we cover feature downells. With

chapter, we cover feature downells. With these, we downell by lowering the price.

these, we downell by lowering the price. But instead of a discount, which makes

But instead of a discount, which makes the same stuff cheaper, we'll lower the

the same stuff cheaper, we'll lower the price by changing what they get.

price by changing what they get. Description. Feature downells lower

Description. Feature downells lower prices by changing what customers get. I

prices by changing what customers get. I do them by offering less quantity, lower

do them by offering less quantity, lower quality, lower price alternatives, or

quality, lower price alternatives, or cutting optional components. All

cutting optional components. All features have a price and a value. If

features have a price and a value. If you remove something, the price goes

you remove something, the price goes down, sure, but the value goes down,

down, sure, but the value goes down, too. What features you remove and how

too. What features you remove and how much you lower the price affect how good

much you lower the price affect how good of a deal the person gets. This change

of a deal the person gets. This change in your offer's price to value affects

in your offer's price to value affects how people buy. People want to get the

how people buy. People want to get the best deal for them. For instance, if you

best deal for them. For instance, if you remove stuff they hate and lower the

remove stuff they hate and lower the price a little, they get a better deal.

price a little, they get a better deal. If you remove stuff they love and lower

If you remove stuff they love and lower the price a little, they get a worse

the price a little, they get a worse deal. Both get people to buy. In the

deal. Both get people to buy. In the story, customers love the guarantee. The

story, customers love the guarantee. The guarantee had far more value than its

guarantee had far more value than its price. So even if they said no at first,

price. So even if they said no at first, removing the guarantee instantly showed

removing the guarantee instantly showed its value. Customers saw the higherp

its value. Customers saw the higherp priced offer as a better deal. So after

priced offer as a better deal. So after seeing the downell option, they bought

seeing the downell option, they bought the first offer. People will see the

the first offer. People will see the value in the thing you removed after

value in the thing you removed after they see the difference in price. As in,

they see the difference in price. As in, people weigh how much money they save

people weigh how much money they save against the value they lose. So clever

against the value they lose. So clever feature downelling gets customers to

feature downelling gets customers to re-upsell themselves on more expensive

re-upsell themselves on more expensive offers. This means you want to remove

offers. This means you want to remove features from highest to lowest value.

features from highest to lowest value. Since people want more value for their

Since people want more value for their money, this incentivizes customers to

money, this incentivizes customers to make the highest value purchase for

make the highest value purchase for them. Feature downells have a simple

them. Feature downells have a simple formula. Take something away, lower the

formula. Take something away, lower the price, and in so many words, ask, "How

price, and in so many words, ask, "How about now?" Feature downell examples.

about now?" Feature downell examples. Feature downselling product and service

Feature downselling product and service quantity. For services, this might mean

quantity. For services, this might mean a lower amount, fewer sessions, less

a lower amount, fewer sessions, less time, or shorter duration. For products,

time, or shorter duration. For products, it means fewer of them. Product quantity

it means fewer of them. Product quantity downell. Instead of a three-month

downell. Instead of a three-month supply, how about we just start with one

supply, how about we just start with one service quantity downell? Instead of

service quantity downell? Instead of four sessions per month, why don't you

four sessions per month, why don't you just start at two? Feature downselling,

just start at two? Feature downselling, product quality. Think older versions,

product quality. Think older versions, less reliable materials, materials of

less reliable materials, materials of lower social status, etc. Product

lower social status, etc. Product quality downell. Instead of leather

quality downell. Instead of leather seats, we can do vinyl. How's that

seats, we can do vinyl. How's that sound? Feature downselling. Service

sound? Feature downselling. Service quality. This means a lot of things.

quality. This means a lot of things. I'll give you a few ways I change

I'll give you a few ways I change quality of services. Hint, this also

quality of services. Hint, this also works to increase service quality.

works to increase service quality. Service quality downell. Instead of five

Service quality downell. Instead of five minute response times, why don't we

minute response times, why don't we start you at overnight response times?

start you at overnight response times? You'll save some money and you'll still

You'll save some money and you'll still get your answers just with a small

get your answers just with a small delay. More service quality features.

delay. More service quality features. Time availability come specific times

Time availability come specific times versus whenever you want. Days of week,

versus whenever you want. Days of week, Monday, Wednesday, Friday versus any

Monday, Wednesday, Friday versus any day. Times of day, 9 to5 versus 24

day. Times of day, 9 to5 versus 24 hours. Amount of time, 15 minute support

hours. Amount of time, 15 minute support calls versus 60-minute support calls.

calls versus 60-minute support calls. Location availability. This one location

Location availability. This one location versus all locations we own.

versus all locations we own. Cancellations. Reschedule fees versus

Cancellations. Reschedule fees versus reschedule whenever you want for free.

reschedule whenever you want for free. Speed of response. Reply in minutes

Speed of response. Reply in minutes versus hours versus days. Speed of

versus hours versus days. Speed of delivery. Wait in line versus priority

delivery. Wait in line versus priority versus same day next day versus next

versus same day next day versus next week.

week. Service ratio. One-on-one versus one to

Service ratio. One-on-one versus one to many versus many to one. Communication

many versus many to one. Communication method. Tech support versus chat support

method. Tech support versus chat support versus video call support. Provider

versus video call support. Provider qualifications. Owner versus longtime

qualifications. Owner versus longtime employee versus new employee. Live

employee versus new employee. Live versus recorded. Watch it happening now

versus recorded. Watch it happening now versus watch it after it happens later.

versus watch it after it happens later. DIY versus DWI versus DFY. Do it

DIY versus DWI versus DFY. Do it yourself versus done with you versus

yourself versus done with you versus done for you. Expirations.

done for you. Expirations. Works forever versus works for X time

Works forever versus works for X time versus works only at specific times.

versus works only at specific times. Personalization. Generic versus made

Personalization. Generic versus made just for you. Insurance guarantee length

just for you. Insurance guarantee length of time for one year versus for life.

of time for one year versus for life. Coverage specific bad thing happens

Coverage specific bad thing happens versus any bad thing happens. Terms

versus any bad thing happens. Terms unconditional versus only if you do X,

unconditional versus only if you do X, Y, and Z. That should get you started.

Y, and Z. That should get you started. Downselling by removing entire features.

Downselling by removing entire features. Rather than lowering quantity or

Rather than lowering quantity or quality, you remove the feature itself.

quality, you remove the feature itself. In the story, he removed the guarantee.

In the story, he removed the guarantee. Removing entire feature downell. Instead

Removing entire feature downell. Instead of priority chat, email support, and

of priority chat, email support, and calls, why don't we just keep chat and

calls, why don't we just keep chat and email support, but drop the calls to

email support, but drop the calls to save you some money. You'll still get

save you some money. You'll still get your answers. It'll just save us time,

your answers. It'll just save us time, and we can pass those savings on to you.

and we can pass those savings on to you. Feature downselling, done for you to do

Feature downselling, done for you to do it yourself. If someone says no to all

it yourself. If someone says no to all your service downells, you can sound

your service downells, you can sound sell another product that solves the

sell another product that solves the same problem. Done for you to do it

same problem. Done for you to do it yourself product downell.

yourself product downell. Chiropractor, instead of chiropractic

Chiropractor, instead of chiropractic adjustments, let's just start you with

adjustments, let's just start you with some tools you can use on yourself at

some tools you can use on yourself at home. Then you'd sell home massage

home. Then you'd sell home massage tools, foam rollers, mats, etc. Painter,

tools, foam rollers, mats, etc. Painter, if you can't afford me painting your

if you can't afford me painting your house, why don't I just give you the

house, why don't I just give you the paint and lease you one of our spray

paint and lease you one of our spray machines for a daily rate? Alex Ramoszi,

machines for a daily rate? Alex Ramoszi, instead of me and my team buying your

instead of me and my team buying your company and actively growing your

company and actively growing your business, why don't you just attend a

business, why don't you just attend a workshop? Cough. Go toacquisition.com.

workshop? Cough. Go toacquisition.com. Important notes. Remember, never

Important notes. Remember, never negotiate the price. People who demand

negotiate the price. People who demand to pay less for the same thing are

to pay less for the same thing are business terrorists. I don't negotiate

business terrorists. I don't negotiate with terrorists. If they want to pay

with terrorists. If they want to pay less now, I offer a payment plan but

less now, I offer a payment plan but plan. If they want to pay less overall,

plan. If they want to pay less overall, offer a feature downell. But I don't let

offer a feature downell. But I don't let anyone pay less just because. Maintain

anyone pay less just because. Maintain the position of a helper guide.

the position of a helper guide. Remember, feature downselling means

Remember, feature downselling means trying to find the best deal for them.

trying to find the best deal for them. This keeps the conversion collaborative

This keeps the conversion collaborative rather than competitive. If you act

rather than competitive. If you act pushy, your offers will exhaust

pushy, your offers will exhaust customers faster. If you stay a helpful

customers faster. If you stay a helpful guide, you can downell as many offers as

guide, you can downell as many offers as necessary without exhausting the

necessary without exhausting the customer. Tweak your feature downell

customer. Tweak your feature downell process. We have the job of making the

process. We have the job of making the product have the highest value to cost

product have the highest value to cost in the eyes of the customer. But in the

in the eyes of the customer. But in the beginning, you won't know much about the

beginning, you won't know much about the customer's preferences. So, as you solve

customer's preferences. So, as you solve the same problems for the same type of

the same problems for the same type of customer, you learn what they find the

customer, you learn what they find the most valuable. Once you do, you can

most valuable. Once you do, you can standardize your feature downell

standardize your feature downell process. Feature downells close more

process. Feature downells close more people when you have feature

people when you have feature combinations set ahead of time. How I

combinations set ahead of time. How I standardize my downell process. First, I

standardize my downell process. First, I cut something valuable and lower the

cut something valuable and lower the price a little. I do this to get them to

price a little. I do this to get them to reconsider the original offer or price.

reconsider the original offer or price. If that fails, I continue removing

If that fails, I continue removing features and lowering the price until

features and lowering the price until they buy. I'd rather people buy

they buy. I'd rather people buy something than get nothing. Name your

something than get nothing. Name your feature combinations. Name the most

feature combinations. Name the most expensive combination after a status

expensive combination after a status your customer would find aspirational.

your customer would find aspirational. The whale package, the total

The whale package, the total transformation, the high roller, etc.

transformation, the high roller, etc. Look at airlines. Make your version of

Look at airlines. Make your version of first class, business class, economy. I

first class, business class, economy. I name my cheapest combination the

name my cheapest combination the minimum. I like it because it implies

minimum. I like it because it implies they have to at least get that. If

they have to at least get that. If someone rejects all other packages, I

someone rejects all other packages, I just say, "So, nothing more than the

just say, "So, nothing more than the minimum package then?" To get them to

minimum package then?" To get them to say no to say yes. Like the classic

say no to say yes. Like the classic upsell, temperature check after two

upsell, temperature check after two downells, just like the payment plan. If

downells, just like the payment plan. If you make two changes in a row and they

you make two changes in a row and they still refuse, make sure they really want

still refuse, make sure they really want the thing. I'd say something like, "Got

the thing. I'd say something like, "Got it real quick. Just want to make sure."

it real quick. Just want to make sure." On a scale from 1 to 10, how bad do you

On a scale from 1 to 10, how bad do you want this? If they say it or above,

want this? If they say it or above, start payment plan down selling.

start payment plan down selling. Awesome. Don't worry. We're going to

Awesome. Don't worry. We're going to figure out a way to make this happen for

figure out a way to make this happen for you. If they seven or below, then you

you. If they seven or below, then you say, "What would a 10 look like?" Then

say, "What would a 10 look like?" Then recombine the features and try and

recombine the features and try and accommodate their 10. Note, this means

accommodate their 10. Note, this means you can alternate between payment plans

you can alternate between payment plans and feature downells. When you use both,

and feature downells. When you use both, you become very difficult to refuse.

you become very difficult to refuse. After each downell, ask deal or fair

After each downell, ask deal or fair enough. This works astonishingly well.

enough. This works astonishingly well. Fewer people will see you the change in

Fewer people will see you the change in your offer for them and then say no,

your offer for them and then say no, that's not fair. Listen to how I present

that's not fair. Listen to how I present the feature down cells on episode 202 of

the feature down cells on episode 202 of my podcast, The Game: How to Close

my podcast, The Game: How to Close Everyone, Downselling Like a Pro, which

Everyone, Downselling Like a Pro, which you can listen to on Spotify or Apple or

you can listen to on Spotify or Apple or iTunes or wherever you listen to

iTunes or wherever you listen to podcasts. Free orientations boost

podcasts. Free orientations boost do-it-yourself feature downells. Once

do-it-yourself feature downells. Once someone has refused all my done for you

someone has refused all my done for you offers, I ask, "Even though we're not

offers, I ask, "Even though we're not going to work together on X, I still

going to work together on X, I still want to help. How about you just come in

want to help. How about you just come in for a free orientation on X tomorrow?"

for a free orientation on X tomorrow?" At the end of the orientation, I offer a

At the end of the orientation, I offer a DIY product that solves the same problem

DIY product that solves the same problem as the done for you service. For

as the done for you service. For example, I offered a free orientation to

example, I offered a free orientation to people who refused my fitness offer. Of

people who refused my fitness offer. Of the people who showed up to the

the people who showed up to the orientation, about half, almost all of

orientation, about half, almost all of them bought supplements. It got me money

them bought supplements. It got me money from people who had otherwise said no.

from people who had otherwise said no. Free money for a little extra work.

Free money for a little extra work. Feature downell your guarantees. If you

Feature downell your guarantees. If you already have a guarantee, make removing

already have a guarantee, make removing it part of your feature downell process.

it part of your feature downell process. People value security, so removing it

People value security, so removing it gets many to realize its value. This

gets many to realize its value. This often flips an initial no back to a yes.

often flips an initial no back to a yes. Feature downell current customers.

Feature downell current customers. Customers who use all the features they

Customers who use all the features they pay for, keep paying longer than

pay for, keep paying longer than customers who don't. So once you see a

customers who don't. So once you see a customer isn't using a feature, offer a

customer isn't using a feature, offer a lower price, only paying for the

lower price, only paying for the features they use. Do this proactively.

features they use. Do this proactively. They'll either tell you they want to

They'll either tell you they want to keep it and might start using it again,

keep it and might start using it again, or they'll be happy you gave them a

or they'll be happy you gave them a better deal. It takes work, but it beats

better deal. It takes work, but it beats them actually cancelelling. Fun fact,

them actually cancelelling. Fun fact, customers we've down into a lower

customers we've down into a lower package just for them have the second

package just for them have the second highest LTV of all my customers. When

highest LTV of all my customers. When people have a product they like at a

people have a product they like at a price they find fair, they tend to keep

price they find fair, they tend to keep paying for it. Barter with reviews,

paying for it. Barter with reviews, testimonials, and referrals. Bartering

testimonials, and referrals. Bartering is the oldest form of exchange, my sharp

is the oldest form of exchange, my sharp rock for your rapid skin. And I love

rock for your rapid skin. And I love bartering. If I get a price objection,

bartering. If I get a price objection, sometimes I offer discounts in exchange

sometimes I offer discounts in exchange for advertising. Example, I'll knock a

for advertising. Example, I'll knock a hundred bucks off if you one, leave them

hundred bucks off if you one, leave them a review on all sites. Two, leave me a

a review on all sites. Two, leave me a video testimonial. Three, make a public

video testimonial. Three, make a public social post at the beginning, middle,

social post at the beginning, middle, and end of our program showing your

and end of our program showing your progress. Four, introduce me to two

progress. Four, introduce me to two friends who you'd want to do this with.

friends who you'd want to do this with. Deal. To me, the advertising worth more

Deal. To me, the advertising worth more than the $100 discount. To them, the

than the $100 discount. To them, the $100 is worth less than the advertising.

$100 is worth less than the advertising. Win-win. Summary points. Feature

Win-win. Summary points. Feature downells lower prices by removing stuff.

downells lower prices by removing stuff. You take something away, lower the

You take something away, lower the price, and ask, "How about now?" Typical

price, and ask, "How about now?" Typical feature downells offer less quantity,

feature downells offer less quantity, lower quality, cheaper alternatives, or

lower quality, cheaper alternatives, or remove features altogether. People tend

remove features altogether. People tend to see the value in what you removed

to see the value in what you removed after see the price difference. This may

after see the price difference. This may get more people to take the more

get more people to take the more expensive offer. If you remove stuff

expensive offer. If you remove stuff they hate and lower the price a lot,

they hate and lower the price a lot, more people will take the downell. If

more people will take the downell. If you remove stuff they love and lower the

you remove stuff they love and lower the price a little, more people take the

price a little, more people take the original offer. The first downell gets

original offer. The first downell gets them to reconsider my first offer. the

them to reconsider my first offer. the rest of my downsells get to consider the

rest of my downsells get to consider the best deal for them. If a prospect

best deal for them. If a prospect rejects multiple downsells, see if they

rejects multiple downsells, see if they still want your thing before continuing.

still want your thing before continuing. If a prospect likes a combination of

If a prospect likes a combination of features but still doesn't like the

features but still doesn't like the price, start payment plan downelling.

price, start payment plan downelling. Very effective. Feature downell current

Very effective. Feature downell current customers before they cancel. You can

customers before they cancel. You can discount customers in exchange for them

discount customers in exchange for them advertising your business. Free gift

advertising your business. Free gift feature downell training. No opt-in.

feature downell training. No opt-in. Understanding features within services

Understanding features within services and products gives you a huge advantage.

and products gives you a huge advantage. It can help you make your stuff super

It can help you make your stuff super profitable while staying attractive to

profitable while staying attractive to the customer. This is one of my favorite

the customer. This is one of my favorite topics and I made you an additional

topics and I made you an additional training that covers it. You can watch

training that covers it. You can watch it as always at

it as always at acquisition.com/training/money.

acquisition.com/training/money. Downell offers conclusion. Everybody

Downell offers conclusion. Everybody buys something. Downsells give you

buys something. Downsells give you another shot at getting customer by

another shot at getting customer by turning nos into yeses. For that reason,

turning nos into yeses. For that reason, it's less about having a 100 different

it's less about having a 100 different products with the same offer and more

products with the same offer and more about having 100 different offers for

about having 100 different offers for the same product. But no matter what,

the same product. But no matter what, the offer is never the same stuff for

the offer is never the same stuff for cheaper. We just keep tweaking the offer

cheaper. We just keep tweaking the offer until we make it the best deal for them.

until we make it the best deal for them. The extra cash explodes our 30-day

The extra cash explodes our 30-day profits and blows us past our goals. So,

profits and blows us past our goals. So, we've used attraction offers to get

we've used attraction offers to get customers to buy once. We've used

customers to buy once. We've used upsells to get them to buy the next

upsells to get them to buy the next thing. And now, I've showed you the

thing. And now, I've showed you the three most powerful downsell processes

three most powerful downsell processes in case they say no. Payment plan

in case they say no. Payment plan downsells, trial with penalty, and

downsells, trial with penalty, and feature downells. Next, we've got the

feature downells. Next, we've got the final stage of a $100 million money

final stage of a $100 million money model. Continuity offers. How to keep

model. Continuity offers. How to keep them buying for good. Section five,

them buying for good. Section five, continuity offers. You can shear sheep

continuity offers. You can shear sheep for a lifetime, but you can only skin it

for a lifetime, but you can only skin it once. John, an early mentor. I've been a

once. John, an early mentor. I've been a continuity guy my entire life. Personal

continuity guy my entire life. Personal fitness, then gyms, then gym licensing,

fitness, then gyms, then gym licensing, then supplements, then software, and now

then supplements, then software, and now with acquisition.com. Lots of stuff.

with acquisition.com. Lots of stuff. Needless to say, I'm a fan. Main reason.

Needless to say, I'm a fan. Main reason. When you do continuity, right, you get

When you do continuity, right, you get more customers and make more from them.

more customers and make more from them. Continuity offers provide ongoing value

Continuity offers provide ongoing value that customers make ongoing payments for

that customers make ongoing payments for until they cancel. They boost the profit

until they cancel. They boost the profit from every customer and give you one

from every customer and give you one last thing to sell. Continuity offers

last thing to sell. Continuity offers are awesome because you sell once but

are awesome because you sell once but get paid again and again. Let me

get paid again and again. Let me explain. Let's say you offer a $1,000

explain. Let's say you offer a $1,000 thing to 100 people and 10 buy. You make

thing to 100 people and 10 buy. You make $10,000. 10 times $1,000. Now, let's say

$10,000. 10 times $1,000. Now, let's say you offer the same thing to 100 people,

you offer the same thing to 100 people, but you make $1,000 thing $50 a month

but you make $1,000 thing $50 a month instead. At 50 bucks, we can get 40 out

instead. At 50 bucks, we can get 40 out of the 100 people to buy. And if you

of the 100 people to buy. And if you keep those people for 20 months, you

keep those people for 20 months, you still make $1,000 from every customer.

still make $1,000 from every customer. So, you go from making $10,000 now and

So, you go from making $10,000 now and $0 over time to $2,000 now and $40,000

$0 over time to $2,000 now and $40,000 over time. And as an added bonus, in the

over time. And as an added bonus, in the first example, if you only sold 10

first example, if you only sold 10 customers, you'd only have 10 customers

customers, you'd only have 10 customers to upsell later. If you used a

to upsell later. If you used a continuity offer and sold 40 customers,

continuity offer and sold 40 customers, you'd have four times the customers to

you'd have four times the customers to upsell later. A massive difference. This

upsell later. A massive difference. This illustrates the pros and cons of

illustrates the pros and cons of continuity. You can attract more

continuity. You can attract more customers compared to something more

customers compared to something more expensive, but you make way less money

expensive, but you make way less money now. That makes it tough to use an

now. That makes it tough to use an attraction offer on its own. Even if you

attraction offer on its own. Even if you have more money-making potential

have more money-making potential tomorrow, continuity attraction offers

tomorrow, continuity attraction offers leave you strapped for cash today. By

leave you strapped for cash today. By making continuity offers last, we get

making continuity offers last, we get the best of all worlds. We get cash

the best of all worlds. We get cash today from attraction offers, upsell

today from attraction offers, upsell offers, and downell offers. We get a

offers, and downell offers. We get a little cash today and a tons of cash

little cash today and a tons of cash tomorrow from continuity offers. To be

tomorrow from continuity offers. To be clear, you can make continuity offers

clear, you can make continuity offers wherever and however you want. They can

wherever and however you want. They can attract new customers, upsell, downell

attract new customers, upsell, downell current customers, and re-engage old

current customers, and re-engage old customers. Also, only some stuff makes

customers. Also, only some stuff makes sense for a continuity offer. It's silly

sense for a continuity offer. It's silly for someone to pay for a one-day

for someone to pay for a one-day workshop forever. It makes sense for

workshop forever. It makes sense for them to pay until they cover the cost

them to pay until they cover the cost and that makes it a payment plan. At the

and that makes it a payment plan. At the same time, you probably make a mistake

same time, you probably make a mistake to offer a single price, even a big

to offer a single price, even a big price, to provide a service forever. If

price, to provide a service forever. If your customers get ongoing value, it

your customers get ongoing value, it probably makes sense for them to make

probably makes sense for them to make ongoing payments. The three continuity

ongoing payments. The three continuity offers. All offers depend on getting

offers. All offers depend on getting customers to buy it, but continuity

customers to buy it, but continuity offers depend on getting customers to

offers depend on getting customers to keep buying. I get them to do both by

keep buying. I get them to do both by combining bonuses, discounts, and fees.

combining bonuses, discounts, and fees. Offer one, continuity bonus offers.

Offer one, continuity bonus offers. Offer two, continuity, discount offers.

Offer two, continuity, discount offers. Offer three, the waved fee offer. Now

Offer three, the waved fee offer. Now that we've got that covered, you can't

that we've got that covered, you can't get customers to stick to your

get customers to stick to your continuity unless they've started. So,

continuity unless they've started. So, let's start there. Free gift continuity

let's start there. Free gift continuity and continuity offers training. Almost

and continuity offers training. Almost every business I've built has been

every business I've built has been driven by continuity. It's a snowball

driven by continuity. It's a snowball that grows and grows. I made a video for

that grows and grows. I made a video for you that outlines more training on the

you that outlines more training on the topic. You can watch it free without

topic. You can watch it free without giving your email at

giving your email at acquisition.com/training/money.

acquisition.com/training/money. Continuity bonus offers. If you like

Continuity bonus offers. If you like this, you're going to love what I have

this, you're going to love what I have next. Fall 2019. I taught gym owners how

next. Fall 2019. I taught gym owners how to sell six week challenges, and they

to sell six week challenges, and they were making money handover fist. But

were making money handover fist. But some of them weren't that good at

some of them weren't that good at converting people into continuity after

converting people into continuity after the challenge. Then out of the blue, I

the challenge. Then out of the blue, I saw a gym that used to struggle posting

saw a gym that used to struggle posting numbers way higher than some of our best

numbers way higher than some of our best performers. Naturally, I investigated.

performers. Naturally, I investigated. Dude, your numbers are insane. How do

Dude, your numbers are insane. How do you get so many members? I asked.

you get so many members? I asked. I'm not really doing the sixe challenge,

I'm not really doing the sixe challenge, he said. Wait, what do you mean? You're

he said. Wait, what do you mean? You're marketing six week challenges though,

marketing six week challenges though, right? Yeah, but I offer them something

right? Yeah, but I offer them something else when they come in. Okay, help me

else when they come in. Okay, help me understand. So, we go through the normal

understand. So, we go through the normal pitch. We explain the price, yada yada.

pitch. We explain the price, yada yada. As soon as they say they're interested,

As soon as they say they're interested, we ask if they want to get it for free.

we ask if they want to get it for free. Of course, they say yes. Then I tell

Of course, they say yes. Then I tell them that if they become a member, we'll

them that if they become a member, we'll make it free, which they love. And on

make it free, which they love. And on top of that, if they become members,

top of that, if they become members, they also get member exclusive bonuses.

they also get member exclusive bonuses. Members get better class times,

Members get better class times, attaining booth, VIP events, all sort of

attaining booth, VIP events, all sort of cool stuff. It converts like crazy.

cool stuff. It converts like crazy. Last, we upsell a discounted prepaid

Last, we upsell a discounted prepaid membership. How's that go? I asked.

membership. How's that go? I asked. Well, for anyone who joins, we

Well, for anyone who joins, we immediately say, 'Want to see even more

immediately say, 'Want to see even more money? They lean in. We offer a prepaid

money? They lean in. We offer a prepaid discount and bonus for 6 months of

discount and bonus for 6 months of membership. This is awesome. Does anyone

membership. This is awesome. Does anyone even take the original challenge offer

even take the original challenge offer anymore? Some do. Sure. Can't be mad

anymore? Some do. Sure. Can't be mad about more upfront cash, he said. I dig

about more upfront cash, he said. I dig it. Break down some of your numbers,

it. Break down some of your numbers, would you? He continued. Before, we'd

would you? He continued. Before, we'd get 34 out of 100 to sign up for the

get 34 out of 100 to sign up for the challenge. Then a few weeks later, we

challenge. Then a few weeks later, we convert half, 17 to stay. Now, we only

convert half, 17 to stay. Now, we only get like 15 to sign up for the

get like 15 to sign up for the challenge, but we get 40 straight into

challenge, but we get 40 straight into continuity. And of those 40, about eight

continuity. And of those 40, about eight of them take the six-month prepaid

of them take the six-month prepaid upsell. So, let me get this straight.

upsell. So, let me get this straight. You tripled membership sales and you

You tripled membership sales and you still get upfront cash from challenges.

still get upfront cash from challenges. And you stack even more upfront cash

And you stack even more upfront cash from prepaid memberships. He could

from prepaid memberships. He could barely contain his grin, and for good

barely contain his grin, and for good reason. His tiny tweak was genius.

reason. His tiny tweak was genius. Description: With continuity bonuses,

Description: With continuity bonuses, you give the customer an awesome thing

you give the customer an awesome thing if they sign up today. Typically, the

if they sign up today. Typically, the bonus itself has more value than the

bonus itself has more value than the first continuity payment. That's all

first continuity payment. That's all there is to it. Bonus, adding value. For

there is to it. Bonus, adding value. For products, you can give away many small

products, you can give away many small things or one big product that

things or one big product that complements the subscription. For

complements the subscription. For services, you give away to find program,

services, you give away to find program, onboarding, setup, or feature that adds

onboarding, setup, or feature that adds value. Discount, lowering costs.

value. Discount, lowering costs. Remember, anything you offer for free,

Remember, anything you offer for free, you can also offer as a discount. Free

you can also offer as a discount. Free stuff and discounts both affect how we

stuff and discounts both affect how we make decisions. So, we want to do both

make decisions. So, we want to do both to get the benefits of both. When making

to get the benefits of both. When making continuity offers, I get more people to

continuity offers, I get more people to start if I add more good stuff bonuses

start if I add more good stuff bonuses and take away more bad stuff discounts.

and take away more bad stuff discounts. And of course, it all works better with

And of course, it all works better with a dash of urgency if they join now.

a dash of urgency if they join now. Also, you can offer the bonus as a

Also, you can offer the bonus as a standalone purchase, or you can only

standalone purchase, or you can only make it available if they buy your

make it available if they buy your continuity. Either works on their own.

continuity. Either works on their own. Continuity offers get less cash now, and

Continuity offers get less cash now, and that makes it tough for getting

that makes it tough for getting customers profitably. But the way I use

customers profitably. But the way I use them, we can still hit our 30-day profit

them, we can still hit our 30-day profit goals. Here's how. First, I like to do

goals. Here's how. First, I like to do all my big cash attraction offers,

all my big cash attraction offers, upsell and downell offers. Then,

upsell and downell offers. Then, continuity offers get a little bit of

continuity offers get a little bit of cash for the first month's payment.

cash for the first month's payment. Then, I offer people who bought one

Then, I offer people who bought one month a discount on prepaying more

month a discount on prepaying more months. This further boosts 30-day

months. This further boosts 30-day profits, giving me more cash to

profits, giving me more cash to advertise and stacks recurring revenue.

advertise and stacks recurring revenue. Not too shabby.

Not too shabby. Author note, no successful continuity

Author note, no successful continuity business I've seen has a standalone

business I've seen has a standalone membership offer. They all have other

membership offer. They all have other bells and whistles to upsell. Main

bells and whistles to upsell. Main reason continuity offers are tough to

reason continuity offers are tough to advertise profitably. Nobody wants to

advertise profitably. Nobody wants to make a recurring commitment to something

make a recurring commitment to something they haven't tried. To make up for this,

they haven't tried. To make up for this, businesses attract customers with stuff

businesses attract customers with stuff like trials. Then once people join, they

like trials. Then once people join, they upsell other features and longerterm

upsell other features and longerterm prepayment options. This gets them the

prepayment options. This gets them the cash they need to advertise while

cash they need to advertise while building their recurring revenue.

building their recurring revenue. Examples of getting people to start on

Examples of getting people to start on continuity.

continuity. Physical product. Pet food continuity

Physical product. Pet food continuity offer. Onetime bonus. Get every dog toy

offer. Onetime bonus. Get every dog toy you've ever made for free and $800 value

you've ever made for free and $800 value when you sign up for monthly dog food

when you sign up for monthly dog food shipments for $59 a month. Monthly

shipments for $59 a month. Monthly bonuses. You'll get a new dog toy every

bonuses. You'll get a new dog toy every month as a member.

month as a member. Service. Short-term accelerator offer.

Service. Short-term accelerator offer. Onetime bonus. Short-term accelerator

Onetime bonus. Short-term accelerator costs $1,000 on its own. Get it free

costs $1,000 on its own. Get it free when you become a member for $100 a

when you become a member for $100 a month. Bonus package. The VIB community

month. Bonus package. The VIB community enjoys first inline access to our

enjoys first inline access to our events, longer support hours, and better

events, longer support hours, and better support reps. Digital products offer.

support reps. Digital products offer. Onetime bonus. Get all my past 40

Onetime bonus. Get all my past 40 newsletters valued at $15,880 by

newsletters valued at $15,880 by becoming a member today only for $399

becoming a member today only for $399 per month after a 30-day trial. Limited

per month after a 30-day trial. Limited discount plus lifetime bonus. And if you

discount plus lifetime bonus. And if you pay today, you can unlock a lifetime

pay today, you can unlock a lifetime discount to $200 per month. Get early

discount to $200 per month. Get early digital access and a physical copy every

digital access and a physical copy every month. Note, use the elements from the

month. Note, use the elements from the feature downells to create better

feature downells to create better bonuses. Important notes. Focus on the

bonuses. Important notes. Focus on the bonus, not the membership. Join my

bonus, not the membership. Join my membership program isn't nearly as

membership program isn't nearly as compelling as get this free viable

compelling as get this free viable thing. So advertise that. then explain

thing. So advertise that. then explain the rest after they show interest.

the rest after they show interest. Bonuses kind of work like upsells. More

Bonuses kind of work like upsells. More of the same. You get two years of past

of the same. You get two years of past newsletters for free by becoming a

newsletters for free by becoming a member. Complimentary. You get nutrition

member. Complimentary. You get nutrition services for free when you sign up for a

services for free when you sign up for a fitness membership. Upgrade. You get a

fitness membership. Upgrade. You get a gold membership when you buy a bronze

gold membership when you buy a bronze membership. Limited availability.

membership. Limited availability. Keep your bonuses related to your core

Keep your bonuses related to your core offer. If the bonus is too different,

offer. If the bonus is too different, you'll attract the wrong customers. For

you'll attract the wrong customers. For instance, don't advertise a free t-shirt

instance, don't advertise a free t-shirt to upsell tech services, but advertising

to upsell tech services, but advertising a free t-shirt to upsell t-shirt

a free t-shirt to upsell t-shirt printing makes sense. Make bonuses

printing makes sense. Make bonuses things you already have and do. For

things you already have and do. For instance, the past 2 years of

instance, the past 2 years of newsletters cost no extra time, but are

newsletters cost no extra time, but are super of high value. And onboarding is

super of high value. And onboarding is something that you have to do with a

something that you have to do with a client anyways, so you might as well

client anyways, so you might as well slap a price on it and give it to them

slap a price on it and give it to them as a bonus. If you value it, they will,

as a bonus. If you value it, they will, too. Physical bonuses and digital

too. Physical bonuses and digital products and digital bonuses with

products and digital bonuses with physical products. If I have a digital

physical products. If I have a digital membership, I might offer a hat, shirt,

membership, I might offer a hat, shirt, or tool, etc. related to the offer. If I

or tool, etc. related to the offer. If I have a physical product or service, like

have a physical product or service, like a boxing gym membership, offering to

a boxing gym membership, offering to live stream classes can get more people

live stream classes can get more people to sign up. This strategy often lowers

to sign up. This strategy often lowers the cost of getting customers more than

the cost of getting customers more than the cost of the bonus. And that's the

the cost of the bonus. And that's the point. Also, if some people take the

point. Also, if some people take the bonus and run, the lower advertising

bonus and run, the lower advertising cost still make up for it. If customers

cost still make up for it. If customers are too expensive, give it a try. Use

are too expensive, give it a try. Use realistic bonus pricing. The bigger the

realistic bonus pricing. The bigger the value anchor on your bonus, the more

value anchor on your bonus, the more compelling the offer. But you also have

compelling the offer. But you also have to make that anchor believable. Some

to make that anchor believable. Some business owners make up ridiculous

business owners make up ridiculous values. Don't do this. It won't anchor

values. Don't do this. It won't anchor the customer and you'll lose trust with

the customer and you'll lose trust with them. This is a great opportunity to

them. This is a great opportunity to give away products you've sold before.

give away products you've sold before. You can anchor their actual prices as

You can anchor their actual prices as real discounts and bonuses.

real discounts and bonuses. You can bonus your customers by giving

You can bonus your customers by giving them titles. Consider giving customers

them titles. Consider giving customers titles after they stay 3, 6, or 12

titles after they stay 3, 6, or 12 months and beyond. Titles like silver,

months and beyond. Titles like silver, gold, diamond, double diamond, etc. A

gold, diamond, double diamond, etc. A good friend of mine does this, and after

good friend of mine does this, and after a while, she found her customers cared

a while, she found her customers cared more about the title than the other

more about the title than the other bonuses. She told me that they even

bonuses. She told me that they even introduced themselves to her by their

introduced themselves to her by their title. So, if you can't think of

title. So, if you can't think of something to give them, at the very

something to give them, at the very least, you can call them something

least, you can call them something special.

special. You can make free bonuses, discounts,

You can make free bonuses, discounts, and make discounts, free bonuses. Free

and make discounts, free bonuses. Free bonus. Become a member for $200. Then

bonus. Become a member for $200. Then you get this $1,000 program as a free

you get this $1,000 program as a free bonus. Steep discount. Get the $1,000

bonus. Steep discount. Get the $1,000 program for a dollar when you become a

program for a dollar when you become a member for $200. When making your

member for $200. When making your continuity offer, anchor the bonuses

continuity offer, anchor the bonuses first. Sell them the benefits of the

first. Sell them the benefits of the amazing bonus, not your continuity

amazing bonus, not your continuity offer, the bonus. Then use your highv

offer, the bonus. Then use your highv value bonus as an anchor. It may shock

value bonus as an anchor. It may shock them and that's okay because then when

them and that's okay because then when you ask, "Do you want to know how you

you ask, "Do you want to know how you can get this for free?" If they do,

can get this for free?" If they do, which they will explain how become a VIP

which they will explain how become a VIP member today and you'll get it all as a

member today and you'll get it all as a free gift for joining or you can just

free gift for joining or you can just buy it for x very big number. Which

buy it for x very big number. Which would you prefer? More bonuses get more

would you prefer? More bonuses get more people to join. After you ask them if

people to join. After you ask them if they want to know how to get it for

they want to know how to get it for free. You tell them they can get it when

free. You tell them they can get it when they join. Then you say, "On top of

they join. Then you say, "On top of that, when you become a member, you'll

that, when you become a member, you'll get amazing thing one, Amazing Thing

get amazing thing one, Amazing Thing Two, and Amazing Thing three. Mention

Two, and Amazing Thing three. Mention the individual dollar values of each to

the individual dollar values of each to anchor the value. Stacking bonuses this

anchor the value. Stacking bonuses this way gets more people to join your

way gets more people to join your community. Making bonuses available only

community. Making bonuses available only to those who join. If you want to force

to those who join. If you want to force everyone into continuity, then offer

everyone into continuity, then offer continuity as the only option. In other

continuity as the only option. In other words, make the bonuses only available

words, make the bonuses only available if they join the membership. pricing for

if they join the membership. pricing for continuity versus upfront cash. For

continuity versus upfront cash. For whatever reason, some people pick

whatever reason, some people pick onetime payments over continuity, even

onetime payments over continuity, even with higher onetime payments. So, offer

with higher onetime payments. So, offer a higher onetime payment option. This

a higher onetime payment option. This way, some customers will make you more

way, some customers will make you more money today, while others stack

money today, while others stack recurring revenue for you tomorrow. We

recurring revenue for you tomorrow. We change the price depending on our goals.

change the price depending on our goals. I've tested this a ton, at least for me,

I've tested this a ton, at least for me, the data on this range looks clear.

the data on this range looks clear. Check it out. To get 50% to choose

Check it out. To get 50% to choose continuity, make your standalone offer

continuity, make your standalone offer 1.33 times more. Example, 3.99

1.33 times more. Example, 3.99 standalone offer is 2.66 66 a month or

standalone offer is 2.66 66 a month or 199 per month membership

199 per month membership to get 60% to choose continuity. Make

to get 60% to choose continuity. Make the standalone offer 1.66 times more.

the standalone offer 1.66 times more. Example 4.99 standalone offer which is

Example 4.99 standalone offer which is 333 a month or the 199 membership to get

333 a month or the 199 membership to get 70% to choose continuity. Make the

70% to choose continuity. Make the standalone offer two times more. Example

standalone offer two times more. Example $600 standalone is $399 a month or $1.99

$600 standalone is $399 a month or $1.99 per month membership to get 80% to

per month membership to get 80% to choose continuity. make the standalone

choose continuity. make the standalone offer 2.33 times more. Example, $6.99

offer 2.33 times more. Example, $6.99 standalone membership, which is 4.66 a

standalone membership, which is 4.66 a month or $1.99 per month as a

month or $1.99 per month as a membership. To get 90% to choose

membership. To get 90% to choose continuity, make the standalone offer

continuity, make the standalone offer 2.66 times more. That's $799 as a

2.66 times more. That's $799 as a standalone offer, which is 532 a month

standalone offer, which is 532 a month or$1.99 a month if you become a member.

or$1.99 a month if you become a member. I got these members from testing a lot

I got these members from testing a lot of different standalone offers versus

of different standalone offers versus continuity pricing across thousands of

continuity pricing across thousands of gyms.

gyms. You may have to figure this out for

You may have to figure this out for yourself with your own pricing. The

yourself with your own pricing. The exact numbers matter less than the

exact numbers matter less than the principle. The smaller the standalone

principle. The smaller the standalone price compared to the continuity price,

price compared to the continuity price, the more people buy the standalone. The

the more people buy the standalone. The larger the standalone price compared to

larger the standalone price compared to the continuity, the more people choose

the continuity, the more people choose continuity. If you want more cash

continuity. If you want more cash upfront, make bonuses and continuity

upfront, make bonuses and continuity plus bonuses separate offers. Make the

plus bonuses separate offers. Make the bonus only offer a single payment that's

bonus only offer a single payment that's 33 to 266% more expensive than the first

33 to 266% more expensive than the first month of continuity plus bonus offer.

month of continuity plus bonus offer. The bigger the price difference, the

The bigger the price difference, the fewer standalone purchases you'll have,

fewer standalone purchases you'll have, but the more money you'll make upfront

but the more money you'll make upfront from each. Based on the data I just

from each. Based on the data I just shared, people pay 33% more to avoid

shared, people pay 33% more to avoid continuity. In other words, even if you

continuity. In other words, even if you charge 33% more for a onetime purchase,

charge 33% more for a onetime purchase, half will buy it. If you want even more

half will buy it. If you want even more cash, offer bulk prepaid discounts. B

cash, offer bulk prepaid discounts. B continuity upsells boost 30-day profits

continuity upsells boost 30-day profits by a lot. Let's say you offer buy five

by a lot. Let's say you offer buy five months, get one free. Only one out of

months, get one free. Only one out of every eight people have to take that

every eight people have to take that upsell to raise 30-day profits by 50%.

upsell to raise 30-day profits by 50%. That can make or break your money

That can make or break your money bottle. Note, the laws of discounting

bottle. Note, the laws of discounting apply. The larger the discount, the more

apply. The larger the discount, the more people will take it. If you want

people will take it. If you want commitments, you can pair the bonus with

commitments, you can pair the bonus with a commitment. For example, only allow

a commitment. For example, only allow customers to get the bonus if they join

customers to get the bonus if they join and commit for 3, 6, or 12 months plus.

and commit for 3, 6, or 12 months plus. You'll get more people to commit this

You'll get more people to commit this way, but fewer will take it, at least

way, but fewer will take it, at least compared to giving it to everyone. In

compared to giving it to everyone. In the beginning, keep it simple. Just

the beginning, keep it simple. Just offer bonuses standalone and continuity

offer bonuses standalone and continuity month-to-month. Summary points. When it

month-to-month. Summary points. When it comes down to it, offering real

comes down to it, offering real discounts and then following with your

discounts and then following with your valuable free bonuses makes people

valuable free bonuses makes people excited about your offer. Then, if they

excited about your offer. Then, if they agree to your continuity offer, you can

agree to your continuity offer, you can further upsell blocks of time to boost

further upsell blocks of time to boost your 30-day profits even more. With

your 30-day profits even more. With continuity bonuses, you give the

continuity bonuses, you give the customer an awesome thing if they sign

customer an awesome thing if they sign up today. Typically, the bonus itself

up today. Typically, the bonus itself has more value than the first continuity

has more value than the first continuity payment. If you use continuity as an

payment. If you use continuity as an attraction offer, advertise what you

attraction offer, advertise what you give away, not what you sell. Make your

give away, not what you sell. Make your bonus related to your core offer so you

bonus related to your core offer so you engage the right leads. If possible,

engage the right leads. If possible, make your bonuses stuff you already have

make your bonuses stuff you already have and do. This way, you don't need to

and do. This way, you don't need to change your business or create new

change your business or create new products. More people start continuity

products. More people start continuity if you add more bonuses and discounts.

if you add more bonuses and discounts. To add bonuses, add more good stuff only

To add bonuses, add more good stuff only if they sign up. To discount, take away

if they sign up. To discount, take away the cost of actual products, services,

the cost of actual products, services, and features you sell. Sell the value of

and features you sell. Sell the value of the bonus before telling them how they

the bonus before telling them how they can get it for free. Offer bonuses as a

can get it for free. Offer bonuses as a standalone option for more cash upfront.

standalone option for more cash upfront. If you want half the people to take the

If you want half the people to take the standalone offer, price it 33% above

standalone offer, price it 33% above your continuity. Boost offering cash

your continuity. Boost offering cash even more by offering a continuity

even more by offering a continuity discount if they buy in bulk. Free gift

discount if they buy in bulk. Free gift continuity bonus offers training. There

continuity bonus offers training. There are so many ways to structure bonuses to

are so many ways to structure bonuses to drive more continuity sales. I made a

drive more continuity sales. I made a video for you that covers this chapter

video for you that covers this chapter and other creative ways I've seen them

and other creative ways I've seen them used. You can watch for free at

used. You can watch for free at acquisition.com/training/money.

Continuity discount offers. If you sign up today, you get xtime free. Spring

up today, you get xtime free. Spring 2018. Leila and I had just moved into

2018. Leila and I had just moved into one of the nicer Austin suburbs. On our

one of the nicer Austin suburbs. On our afternoon walk, a neighbor smiled and

afternoon walk, a neighbor smiled and waved us over. It looked like she wanted

waved us over. It looked like she wanted to make welcome to the neighborhood

to make welcome to the neighborhood small talk. I hate small talk. But as I

small talk. I hate small talk. But as I got closer, I got more interested. The

got closer, I got more interested. The yard was perfect. A Ferrari stuck out

yard was perfect. A Ferrari stuck out the garage for spring cleaning. the

the garage for spring cleaning. the patio table littered with cigarettes and

patio table littered with cigarettes and beer cans. Huh? Hi there. Welcome to the

beer cans. Huh? Hi there. Welcome to the neighborhood. Let me get the husband. I

neighborhood. Let me get the husband. I smiled through gritted teeth. Here we

smiled through gritted teeth. Here we go. Out came the character in backwards

go. Out came the character in backwards hat flip-flops with a strong Midwest

hat flip-flops with a strong Midwest accent. Speaking a mile minute in the

accent. Speaking a mile minute in the widest grin you've ever seen.

widest grin you've ever seen. Hey, brother man. Nice to meet you. I

Hey, brother man. Nice to meet you. I can tell you're no doctor or lawyer

can tell you're no doctor or lawyer living here. So young. What kind of

living here. So young. What kind of hustle you got? He also got straight to

hustle you got? He also got straight to the point. Relief. I told him a bit

the point. Relief. I told him a bit about my gyms, launching gyms, the rise

about my gyms, launching gyms, the rise of gym launch. He nodded with approval.

of gym launch. He nodded with approval. He said he liked having another business

He said he liked having another business owner on the street. "What about you?" I

owner on the street. "What about you?" I asked. He smirked. "Trash?" "What?"

asked. He smirked. "Trash?" "What?" "Trash?" He saw my confused look and

"Trash?" He saw my confused look and continued. "All right, so you see, I

continued. "All right, so you see, I knew from my time working trash, there

knew from my time working trash, there wasn't much competition. Big commercial

wasn't much competition. Big commercial places and all went to the same place

places and all went to the same place for the trash needs. So, what'd you do?"

for the trash needs. So, what'd you do?" "Well, I had a truck. I took my credit

"Well, I had a truck. I took my credit card and I gambled. I went to all the

card and I gambled. I went to all the big apartments and said I'd do their

big apartments and said I'd do their trash for a whole year free if they

trash for a whole year free if they contracted me to do the next 5 years

contracted me to do the next 5 years paid." It worked good enough. They all

paid." It worked good enough. They all made me their trash man before I knew

made me their trash man before I knew it. Dang, I said. You fronted an entire

it. Dang, I said. You fronted an entire year. Uh-huh. And I'll tell you what, it

year. Uh-huh. And I'll tell you what, it was the toughest thing I ever did. No

was the toughest thing I ever did. No one would invest in my business, not

one would invest in my business, not even my family. They all called me

even my family. They all called me crazy. But after that one year mark

crazy. But after that one year mark passed, the cash came flooding. I ate

passed, the cash came flooding. I ate real fat then. And after a few years

real fat then. And after a few years using that plan, I sold the whole

using that plan, I sold the whole shebang for a pretty penny. Nice, man. I

shebang for a pretty penny. Nice, man. I never would have thought there was so

never would have thought there was so much money in trash. There's cash in

much money in trash. There's cash in trash, baby. What can I say? Oh yeah,

trash, baby. What can I say? Oh yeah, you want a beer or what? Needless to

you want a beer or what? Needless to say, we stayed friends to this day.

say, we stayed friends to this day. Listening to his success showed me the

Listening to his success showed me the sheer power of a simple offer done

sheer power of a simple offer done right. That said, let's go over some

right. That said, let's go over some important stuff so you can make it work

important stuff so you can make it work like he did. Also, if you think this

like he did. Also, if you think this looks like buy X, get Y free done

looks like buy X, get Y free done continuity style, then you'd be right.

continuity style, then you'd be right. However, there are enough differences

However, there are enough differences specific to continuity that it just

specific to continuity that it just divided its own chapter. Description. To

divided its own chapter. Description. To make a onetime continuity discount, you

make a onetime continuity discount, you give products or services away for free

give products or services away for free if the customer commits to buying more

if the customer commits to buying more products and services over time. This

products and services over time. This can attract loads of potential customers

can attract loads of potential customers and make an easy sale anyone can close.

and make an easy sale anyone can close. If you look around, you'll see this

If you look around, you'll see this software in many different industries.

software in many different industries. It works. Think internet, pool cleaning,

It works. Think internet, pool cleaning, gym memberships, landscaping, and

gym memberships, landscaping, and anything rentalable. I mentioned common

anything rentalable. I mentioned common ones, but you can make this work in any

ones, but you can make this work in any business so long as you know two things.

business so long as you know two things. First, how you apply the discount. I do

First, how you apply the discount. I do it five ways. And second, your

it five ways. And second, your cancellation policy because people don't

cancellation policy because people don't always keep their commitments. Examples:

always keep their commitments. Examples: I discount in four ways. upfront, at the

I discount in four ways. upfront, at the end, an even spread, or after the first

end, an even spread, or after the first month or two. So, let's walk through

month or two. So, let's walk through each. Upfront, you apply the discount

each. Upfront, you apply the discount upfront and push out the term, as in the

upfront and push out the term, as in the official time starts after the free time

official time starts after the free time ends. This works best in industries who

ends. This works best in industries who have successful history of enforcing

have successful history of enforcing contracts, cell phones, storage, real

contracts, cell phones, storage, real estate, equipment, or anything with

estate, equipment, or anything with collateral. Two notes. First, if you

collateral. Two notes. First, if you have historically high churn, then skip

have historically high churn, then skip this one and consider the others.

this one and consider the others. Second, this does not get customers

Second, this does not get customers profitably. It gets customers but delays

profitably. It gets customers but delays cash. So if you want more profitable

cash. So if you want more profitable options, continue on.

options, continue on. Two, at the end. You can apply the

Two, at the end. You can apply the entire discount at the end and push out

entire discount at the end and push out the term. So long as they make every

the term. So long as they make every payment on time, they get a bonus time

payment on time, they get a bonus time equal to the value of the discount. They

equal to the value of the discount. They earn their free time. Third, spread over

earn their free time. Third, spread over time. Apply the discount across the

time. Apply the discount across the term. Say you give three months free for

term. Say you give three months free for a one-year commitment. At $200 per

a one-year commitment. At $200 per month, you've discounted $600. By

month, you've discounted $600. By spreading that $600 over 12 months, they

spreading that $600 over 12 months, they get a 600 divided by 12 months equals

get a 600 divided by 12 months equals $50 discount each month. You can also

$50 discount each month. You can also tell them that if they made all their

tell them that if they made all their payments on time, they can keep the

payments on time, they can keep the discount for life after the term is

discount for life after the term is over. Fourth way, after the first or

over. Fourth way, after the first or second payments,

second payments, they pay a few times and then they get

they pay a few times and then they get their onetime discount. This way, you

their onetime discount. This way, you collect a bit of cash to cover

collect a bit of cash to cover advertising and some delivery costs. I

advertising and some delivery costs. I prefer to do it by presenting the offer

prefer to do it by presenting the offer as first and last or last month upfront

as first and last or last month upfront or adding some sort of activation fee

or adding some sort of activation fee before getting the bonus value. It

before getting the bonus value. It ensures your customer used the valid

ensures your customer used the valid form of payment. A small but important

form of payment. A small but important detail when you run a business.

detail when you run a business. Important notes. Highest value per word

Important notes. Highest value per word note in this book. Skip this if you hate

note in this book. Skip this if you hate money. Bill weekly. Weekly. Every 2

money. Bill weekly. Weekly. Every 2 weeks. Every four weeks. Every 12 weeks,

weeks. Every four weeks. Every 12 weeks, etc. Here's why. There are 12 months in

etc. Here's why. There are 12 months in a year, but the year has 13 four-week

a year, but the year has 13 four-week cycles. That's an 8.3% difference. If I

cycles. That's an 8.3% difference. If I offer my thing at $100 every four weeks

offer my thing at $100 every four weeks versus $100 a month, the same number of

versus $100 a month, the same number of people will buy, but I make 8.3% more

people will buy, but I make 8.3% more annually. To put this in perspective, if

annually. To put this in perspective, if your business has 20% margins, this

your business has 20% margins, this skyrockets annual profit by 41%. And the

skyrockets annual profit by 41%. And the best part is you don't do any more work,

best part is you don't do any more work, just change a few words. What else can

just change a few words. What else can you do legally that makes so much money

you do legally that makes so much money for so little work? This has literally

for so little work? This has literally made me millions in pure profit. So

made me millions in pure profit. So yeah, do it. Don't eat into the term

yeah, do it. Don't eat into the term with discounts, extend them. Let's say

with discounts, extend them. Let's say you offer 3 months free when you sign up

you offer 3 months free when you sign up for a year. That could mean they pay for

for a year. That could mean they pay for 9 months then get three free, so 12

9 months then get three free, so 12 months total. Or that could mean they

months total. Or that could mean they pay 12 months and get three free, 15

pay 12 months and get three free, 15 months total. I prefer with extending

months total. I prefer with extending the term. Then I can feature downell to

the term. Then I can feature downell to a shorter one.

a shorter one. Get 3% more revenue for four extra

Get 3% more revenue for four extra words. Yeah, it's X plus a 3% processing

words. Yeah, it's X plus a 3% processing fee. In my life, I've never had anyone

fee. In my life, I've never had anyone not buy because of a processing fee. But

not buy because of a processing fee. But 3% added to your topline for no extra

3% added to your topline for no extra work goes straight to your bottom line.

work goes straight to your bottom line. If you run a 10% margin business and add

If you run a 10% margin business and add 3%, you just added 30% to your profit.

3%, you just added 30% to your profit. Worth it. And this works especially well

Worth it. And this works especially well when paired to get two forms of payment.

when paired to get two forms of payment. Recurring businesses lose mountains of

Recurring businesses lose mountains of cash because of payment processing

cash because of payment processing problems. First, customers don't cancel,

problems. First, customers don't cancel, but their payment information changes or

but their payment information changes or expires. Second, customers max out cards

expires. Second, customers max out cards or have insufficient funds. We fix both

or have insufficient funds. We fix both issues with the same solution. I ask

issues with the same solution. I ask them if they want a 3% discount, a

them if they want a 3% discount, a pretty standard processing fee. Do you

pretty standard processing fee. Do you want to save the processing fee?

want to save the processing fee? Awesome. Give us a second for payment in

Awesome. Give us a second for payment in case anything happens to the first one.

case anything happens to the first one. If they ask why, which they rarely do,

If they ask why, which they rarely do, just say, "We only have the processing

just say, "We only have the processing fee because it costs us manh hours to

fee because it costs us manh hours to get new information every month from our

get new information every month from our customers. So, if you save us time, we

customers. So, if you save us time, we pass the savings on to you. Get AC if

pass the savings on to you. Get AC if you can. If you get a second form of

you can. If you get a second form of payment, try to get a

payment, try to get a short for automated clearing house. This

short for automated clearing house. This is a form of payment that links directly

is a form of payment that links directly to their bank account. It's the cheapest

to their bank account. It's the cheapest way to transact besides cash. If you

way to transact besides cash. If you don't know what a is, look it up. Gift

don't know what a is, look it up. Gift cards. Give the discounted time in the

cards. Give the discounted time in the form of a physical gift card. You can

form of a physical gift card. You can mail it to them if they're out of the

mail it to them if they're out of the area. The customer can apply the

area. The customer can apply the discount whenever they want after their

discount whenever they want after their first three payments or so. Then you can

first three payments or so. Then you can say they can also gift that to a friend

say they can also gift that to a friend if they want. And now you've got a lead

if they want. And now you've got a lead magnet. Beyond that, many people simply

magnet. Beyond that, many people simply forget to use it. In that instance, you

forget to use it. In that instance, you just got a full price signup. Nice.

just got a full price signup. Nice. Try giving a lifetime discount at your

Try giving a lifetime discount at your most common turn point. You advertise

most common turn point. You advertise the lifetime discount, but you make

the lifetime discount, but you make customers earn it. They get a lower rate

customers earn it. They get a lower rate if they stay past X period. Make X month

if they stay past X period. Make X month your average customer drop off. Let's

your average customer drop off. Let's say you know every customer stays four

say you know every customer stays four months on average. You tell everyone

months on average. You tell everyone upfront they get a lifetime discount

upfront they get a lifetime discount after month four. As the time

after month four. As the time approaches, tell them their new lower

approaches, tell them their new lower rate is right around the corner. Real

rate is right around the corner. Real world example. I saw a rice company

world example. I saw a rice company selling a lot of rice. They offered

selling a lot of rice. They offered three pricing options. One, a onetime

three pricing options. One, a onetime price. Two, a 5% off subscription. and

price. Two, a 5% off subscription. and three, 15% off if you stayed on the

three, 15% off if you stayed on the subscription for five straight months.

subscription for five straight months. You earned the lifetime lower rate. I'm

You earned the lifetime lower rate. I'm sure they figured out that that was just

sure they figured out that that was just beyond where most people canceled.

beyond where most people canceled. Cancellations.

Cancellations. You need to have a cancellation policy

You need to have a cancellation policy figured out ahead of time. There are

figured out ahead of time. There are many common ones. 30 or 60 days notice,

many common ones. 30 or 60 days notice, cancellation fees, cancel any time, etc.

cancellation fees, cancel any time, etc. Since everyone comes into my continuity

Since everyone comes into my continuity offers on a discount of some kind, this

offers on a discount of some kind, this is my favorite. Just make the

is my favorite. Just make the cancellation fee equal to the discount

cancellation fee equal to the discount they agreed to. So if they got $600 in

they agreed to. So if they got $600 in discounts by committing, they can pay

discounts by committing, they can pay $600 whenever they want to cancel. This

$600 whenever they want to cancel. This is very simple to explain.

is very simple to explain. Make sure customers know how to cancel.

Make sure customers know how to cancel. If customers have nowhere to complain

If customers have nowhere to complain inside your business, they will

inside your business, they will definitely complain outside of your

definitely complain outside of your business. If you have no obvious way for

business. If you have no obvious way for them to cancel, more people will vanish

them to cancel, more people will vanish and complain. By having a clear way for

and complain. By having a clear way for them to contact you, then you can have a

them to contact you, then you can have a real chance to save it. Small businesses

real chance to save it. Small businesses don't get rich by making stuff hard for

don't get rich by making stuff hard for their customers. If you make it easy,

their customers. If you make it easy, you'll suffer fewer onestar reviews and

you'll suffer fewer onestar reviews and have a chance to save them when they do

have a chance to save them when they do because you'll know about it. If a

because you'll know about it. If a customer wants to cancel, ask to do an

customer wants to cancel, ask to do an exit interview. Some people like to

exit interview. Some people like to vent. Let them get more angry about the

vent. Let them get more angry about the problem than them. They may try to calm

problem than them. They may try to calm you down. Sometimes they'll save

you down. Sometimes they'll save themselves. If they complain about

themselves. If they complain about something that you can solve, by golly,

something that you can solve, by golly, solve it. If they wanted a better

solve it. If they wanted a better product, do a rollover upsell into

product, do a rollover upsell into higher level of service if you have one

higher level of service if you have one to offer. I've had many people buy a

to offer. I've had many people buy a lowerc cost offer, then complain because

lowerc cost offer, then complain because they wanted a higher cost feature. So, I

they wanted a higher cost feature. So, I offer the higher cost feature and then

offer the higher cost feature and then they buy. Yes, it happens and yes, it

they buy. Yes, it happens and yes, it works. Use cancellation fees to the

works. Use cancellation fees to the customer's advantage. I might say, I'll

customer's advantage. I might say, I'll wave your cancellation fee if you come

wave your cancellation fee if you come in and tell me what I could do better.

in and tell me what I could do better. This gives customer a real reason to

This gives customer a real reason to give feedback. Then I can use their

give feedback. Then I can use their feedback to fix the problem or offer

feedback to fix the problem or offer something better suited for them. At the

something better suited for them. At the very least, they'll have nicer things to

very least, they'll have nicer things to say about the business if I actually try

say about the business if I actually try to solve the problem. I routinely save a

to solve the problem. I routinely save a third to half of customers that agree to

third to half of customers that agree to exit interviews.

exit interviews. Summary points. Continuity discount

Summary points. Continuity discount offers give continuity time for free if

offers give continuity time for free if the customer signs up today.

the customer signs up today. Front-loaded discounts convert more

Front-loaded discounts convert more customers but may have higher churn.

customers but may have higher churn. Backloading discounts convert fewer

Backloading discounts convert fewer customers but they have lower churn.

customers but they have lower churn. Spreading the discount keeps cash

Spreading the discount keeps cash flowing while providing the full

flowing while providing the full discount. Use gift cards to give the

discount. Use gift cards to give the discount to new customers and allow them

discount to new customers and allow them to gift it to a friend or use it on

to gift it to a friend or use it on themselves at a later date. You get a

themselves at a later date. You get a full price signup and a referral. Allow

full price signup and a referral. Allow customers to earn a lifetime discount at

customers to earn a lifetime discount at your month of greatest churn to

your month of greatest churn to encourage customers to stick through it

encourage customers to stick through it for a lifetime lower rate.

for a lifetime lower rate. Lights cancellation terms get more

Lights cancellation terms get more people to sign up but more people to

people to sign up but more people to leave. Harsher terms get fewer people to

leave. Harsher terms get fewer people to sign up but fewer to leave. I prefer

customers cancel by paying the discount they got with their commitment. This

they got with their commitment. This puts them back to the month-to-month

puts them back to the month-to-month rate. Make sure customers know how to

rate. Make sure customers know how to cancel. If a customer wants to cancel,

cancel. If a customer wants to cancel, ask for an exit interview. Incentivize

ask for an exit interview. Incentivize them by saying you'll wave the

them by saying you'll wave the cancellation fee if they do. You'll

cancellation fee if they do. You'll often be able to save or upsell them

often be able to save or upsell them from the conversation. At the very

from the conversation. At the very least, you'll understand what went wrong

least, you'll understand what went wrong so you can do better.

Free gift. Continuity discount offers training. Like bonuses, discounts are

training. Like bonuses, discounts are only limited by your creativity. In this

only limited by your creativity. In this chapter, I give you the building blocks.

chapter, I give you the building blocks. I also made you a video covering some of

I also made you a video covering some of the creative ways I've seen used and

the creative ways I've seen used and work. As usual, you can watch for free

work. As usual, you can watch for free at acquisition.com/training/money.

at acquisition.com/training/money. Waved fee offer. You can sign up

Waved fee offer. You can sign up monthtomonth with the setup fee or I'll

monthtomonth with the setup fee or I'll wave it if you commit to a year.

wave it if you commit to a year. January 2021. For years, I've heard

January 2021. For years, I've heard stories about the legend of this high

stories about the legend of this high ticket sales guy. Today, I finally got

ticket sales guy. Today, I finally got to meet him. But then it got weird.

to meet him. But then it got weird. You'd think a man with a reputation like

You'd think a man with a reputation like his would love working, but not him. In

his would love working, but not him. In fact, his views about work nearly

fact, his views about work nearly opposed mine. He aimed to work as little

opposed mine. He aimed to work as little as possible, and those lifestyle guys

as possible, and those lifestyle guys tend to put me off. But he had his

tend to put me off. But he had his legendary reputation for a reason. So,

legendary reputation for a reason. So, it made me all the more interested. I'd

it made me all the more interested. I'd rather make a few million bucks a year

rather make a few million bucks a year with zero employees and cool customers

with zero employees and cool customers than build some gigantic business that

than build some gigantic business that panders to anyone willing to give me a

panders to anyone willing to give me a buck. He said, "I don't need to feed my

buck. He said, "I don't need to feed my ego. I just collect monthly payments and

ego. I just collect monthly payments and chill." Yeah, right. Monthly payments. I

chill." Yeah, right. Monthly payments. I was like, "That sounds less chill than

was like, "That sounds less chill than up front. Don't you have to deal with

up front. Don't you have to deal with churn, backouts, and all the other

churn, backouts, and all the other hassles of continuity?" I said, "Nope,

hassles of continuity?" I said, "Nope, not really. The way I sell is so simple,

not really. The way I sell is so simple, you'll kick yourself once you hear it."

you'll kick yourself once you hear it." He said, "I'm all ears." I tell

He said, "I'm all ears." I tell customers they have two options. You can

customers they have two options. You can go monthtomonth with a big setup fee. It

go monthtomonth with a big setup fee. It covers the cost of getting you started,

covers the cost of getting you started, but you can leave whenever, or if you

but you can leave whenever, or if you commit to a year, I'll wave the fee. And

commit to a year, I'll wave the fee. And I make the fee huge so buyers commit to

I make the fee huge so buyers commit to avoid it. I also have them initial. They

avoid it. I also have them initial. They understand they can quit early if they

understand they can quit early if they pay the fee. behaved. Why such a big

pay the fee. behaved. Why such a big fee? I asked. It costs a lot to quit in

fee? I asked. It costs a lot to quit in the beginning, so that keeps them

the beginning, so that keeps them engaged. And I chimed in, and once they

engaged. And I chimed in, and once they pass that point, it costs about the same

pass that point, it costs about the same to cancel as it does to stick it out.

to cancel as it does to stick it out. So, they just stick it out. Bingo.

So, they just stick it out. Bingo. Description:

Description: Waved fee offer works like this. First,

Waved fee offer works like this. First, you ask the customer to pay a startup

you ask the customer to pay a startup fee as part of joining a month-to-month

fee as part of joining a month-to-month program. Typically, I do three to five

program. Typically, I do three to five times my monthly rate. Then, you offer

times my monthly rate. Then, you offer to discount the entire fee if they

to discount the entire fee if they commit to a longer term. But if they

commit to a longer term. But if they cancel inside the term, they pay the

cancel inside the term, they pay the fee. Customers can choose to pay a

fee. Customers can choose to pay a significant fee and keep the option to

significant fee and keep the option to quit at any time or they can commit the

quit at any time or they can commit the 12 months and get the fee waved.

12 months and get the fee waved. Many will commit to avoid the big fee.

Many will commit to avoid the big fee. We take a greater risk if they pay

We take a greater risk if they pay monthtomonth, but they take a greater

monthtomonth, but they take a greater risk if they commit. If a customer

risk if they commit. If a customer chooses month-to-month, we lower our

chooses month-to-month, we lower our risk with the startup fee, but we lower

risk with the startup fee, but we lower their risk yeartoear by waving those

their risk yeartoear by waving those fees. And if they commit and want to

fees. And if they commit and want to quit early, then okay. They pay as if

quit early, then okay. They pay as if they had chosen month-to-month from the

they had chosen month-to-month from the beginning. Very simple. Bottom line,

beginning. Very simple. Bottom line, customers will stay longer if leaving

customers will stay longer if leaving costs more than staying.

costs more than staying. Example, since the offer focuses more on

Example, since the offer focuses more on pricing, it'll look the same in all

pricing, it'll look the same in all continuity businesses. The following

continuity businesses. The following examples pulls from the story to give

examples pulls from the story to give you a closer look at the mechanics.

you a closer look at the mechanics. Waved fees with commitment. Commitment

Waved fees with commitment. Commitment length 12 months. Monthly rate $1,000

length 12 months. Monthly rate $1,000 per month. Fee $5,000 if they pay

per month. Fee $5,000 if they pay month-to-month. So, option A, pay

month-to-month. So, option A, pay onetime fee of $5,000 plus $1,000 for

onetime fee of $5,000 plus $1,000 for the first month, then pay $1,000 per

the first month, then pay $1,000 per month thereafter. Cancel whenever you

month thereafter. Cancel whenever you want. Option B, wave the $5,000. If you

want. Option B, wave the $5,000. If you commit to 12 months, pay $1,000 per

commit to 12 months, pay $1,000 per month. Only pay the $5,000 if you break

month. Only pay the $5,000 if you break your commitment early.

your commitment early. Important notes, fees get them to start.

Important notes, fees get them to start. People get value out of commuting

People get value out of commuting immediately because they avoid the fee.

immediately because they avoid the fee. People want to avoid fees. So more

People want to avoid fees. So more people sign up to continuity. Mission

people sign up to continuity. Mission accomplished. Fees get them to stick.

accomplished. Fees get them to stick. People will stick for the same reason

People will stick for the same reason they started. By sticking they avoid the

they started. By sticking they avoid the fee. People quit for millions of

fee. People quit for millions of reasons. But incurring an additional and

reasons. But incurring an additional and larger fee in order to cancel their

larger fee in order to cancel their original reason for quitting immediately

original reason for quitting immediately shrinks compared to the value of

shrinks compared to the value of avoiding the fee. In English, if the

avoiding the fee. In English, if the cost to quit exceeds the cost to stay,

cost to quit exceeds the cost to stay, they'll probably stay.

they'll probably stay. Presenting the fee. justify the fee by

Presenting the fee. justify the fee by explaining the cost of taking on new

explaining the cost of taking on new customers for long-term programs.

customers for long-term programs. Basically, if they want short-term

Basically, if they want short-term flexibility, they pay their own setup

flexibility, they pay their own setup costs. But if they commit to staying

costs. But if they commit to staying long-term, we pay their setup costs for

long-term, we pay their setup costs for them. If someone asks for additional

them. If someone asks for additional reasoning, just say, "It costs us money

reasoning, just say, "It costs us money to get you started. If you only want to

to get you started. If you only want to test us out, you cover those costs. If

test us out, you cover those costs. If you commit to longer, I'll cover them."

you commit to longer, I'll cover them." If more than 5% of people want to cancel

If more than 5% of people want to cancel early, look into it. Pricing

early, look into it. Pricing incentivizes stick, but can't and

incentivizes stick, but can't and shouldn't overcome a terrible product.

shouldn't overcome a terrible product. You want to nudge them, not handcuff

You want to nudge them, not handcuff people into paying for something they

people into paying for something they hate. Then they'll just hate you.

hate. Then they'll just hate you. If you want more cash up front, have a

If you want more cash up front, have a smaller fee. A smaller fee encourages

smaller fee. A smaller fee encourages people to go month-to-month. A larger

people to go month-to-month. A larger fee encourages people to make the

fee encourages people to make the commitment. But if you need more cash up

commitment. But if you need more cash up front, you can make the fee one and a

front, you can make the fee one and a half to three times the monthly rate.

half to three times the monthly rate. When you do this, more people will take

When you do this, more people will take it and you'll get more cash upfront.

it and you'll get more cash upfront. Drop the fee after the customer fulfills

Drop the fee after the customer fulfills the commitment. If someone stays the

the commitment. If someone stays the entirety of their commitment, then wants

entirety of their commitment, then wants to cancel, they have earned their free

to cancel, they have earned their free cancellation. It doesn't stick forever.

cancellation. It doesn't stick forever. This makes it equitable. I prefer this

This makes it equitable. I prefer this offer for commitments of one year and

offer for commitments of one year and longer. The longer the commitment, the

longer. The longer the commitment, the better this works. It works especially

better this works. It works especially well with services that take a long time

well with services that take a long time to work. Think SEO, investing, weight

to work. Think SEO, investing, weight loss, etc. It keeps people committed

loss, etc. It keeps people committed when they get emotional.

when they get emotional. Cancellation fees for a cause.

Cancellation fees for a cause. If you want to keep customers extra

If you want to keep customers extra motivated, you can donate their fee to a

motivated, you can donate their fee to a cause that they are against. Example,

cause that they are against. Example, what cause do you absolutely hate?

what cause do you absolutely hate? Great. If you cancel early, I will be

Great. If you cancel early, I will be donating your setup fee to them. This

donating your setup fee to them. This gives them two reasons to stay. First,

gives them two reasons to stay. First, because they don't want to shout the

because they don't want to shout the cash. Second, because they don't want it

cash. Second, because they don't want it to go to a cause they hate. Summary

to go to a cause they hate. Summary points. Waved fee offers present a

points. Waved fee offers present a month-to-month option with a fee or wave

month-to-month option with a fee or wave the fee if they commit. I typically make

the fee if they commit. I typically make the fee three to five times my monthly

the fee three to five times my monthly rate. At minimum, the commitment length

rate. At minimum, the commitment length should be a year. The larger your fee,

should be a year. The larger your fee, the more buyers will offer the

the more buyers will offer the commitment. The smaller your fee, the

commitment. The smaller your fee, the more upfront cash you'll get. If the

more upfront cash you'll get. If the customer meets the commitment, the fee

customer meets the commitment, the fee officially goes away.

officially goes away. Free gift. Wave fee video training. Wave

Free gift. Wave fee video training. Wave fees are so so so effective. I can't

fees are so so so effective. I can't wait for you to actually use them and

wait for you to actually use them and see for yourself. To make sure you feel

see for yourself. To make sure you feel confident doing them on your own, I made

confident doing them on your own, I made a video walking you through them. As

a video walking you through them. As usual, you can watch for free

usual, you can watch for free atacquisition.com/training/money.

Continuity offers conclusion. The only thing better than getting someone to buy

thing better than getting someone to buy once is getting them to buy again.

once is getting them to buy again. Continuity offers provide ongoing value

Continuity offers provide ongoing value that customers make ongoing payments for

that customers make ongoing payments for until they cancel. Many businesses use

until they cancel. Many businesses use continuity offers to attract customers

continuity offers to attract customers for less, but it crashes 30-day profits.

for less, but it crashes 30-day profits. This makes profitable advertising

This makes profitable advertising difficult. I use continuity offers

difficult. I use continuity offers differently. I make them last. I start

differently. I make them last. I start with profitable attraction offers, then

with profitable attraction offers, then make my upsell and downell offers, then

make my upsell and downell offers, then I offer continuity. And if they accept,

I offer continuity. And if they accept, I upsell bulk payments of time or

I upsell bulk payments of time or product at a discount. Then they

product at a discount. Then they automatically enter continuity after

automatically enter continuity after they've used up their bulk purchase.

they've used up their bulk purchase. This way, I make even more cash and I

This way, I make even more cash and I get the recurring cash benefits of the

get the recurring cash benefits of the other continuity customers. Continuity

other continuity customers. Continuity offers work with rewards or punishment.

offers work with rewards or punishment. I prefer rewards and two of the three

I prefer rewards and two of the three continuity offers I explained to use

continuity offers I explained to use them, but there will always be times

them, but there will always be times when a more traditional contract makes

when a more traditional contract makes sense. In those situation, I like wave

sense. In those situation, I like wave fee offers. In the next section, we will

fee offers. In the next section, we will create our $100 million money model by

create our $100 million money model by combining all four offer types.

combining all four offer types. Attraction offers, upsell offers,

Attraction offers, upsell offers, downell offers, and continuity offers.

downell offers, and continuity offers. Let's put a bow on it. Author note, last

Let's put a bow on it. Author note, last call. have a cool continuity offer. If

call. have a cool continuity offer. If you do, I'd love to see it. You can send

you do, I'd love to see it. You can send it to valueacquisition.com.

it to valueacquisition.com. Just follow the five-step format I use

Just follow the five-step format I use in all the examples in this book and

in all the examples in this book and send any links that you can so I can

send any links that you can so I can check it out. I'll give you credit and

check it out. I'll give you credit and I'll publish the cool ones on my

I'll publish the cool ones on my channel.

channel. Section six, make your money model. How

Section six, make your money model. How to take over your entire market.

to take over your entire market. Looking back at the evolution of Gym

Looking back at the evolution of Gym Launch's $100 million money model today,

Launch's $100 million money model today, I accidentally discovered the Gym Launch

I accidentally discovered the Gym Launch licensing money model. I went from

licensing money model. I went from flying around and filling gyms to

flying around and filling gyms to licensing the stuff I used when I did

licensing the stuff I used when I did it. This way, gym owners could do it

it. This way, gym owners could do it themselves. Looking back, it all started

themselves. Looking back, it all started with a decoy offer. I attracted new

with a decoy offer. I attracted new customers with lots of free books,

customers with lots of free books, courses, video training, live training,

courses, video training, live training, and so on. All the stuff on growing a

and so on. All the stuff on growing a gym. Each product came with its own free

gym. Each product came with its own free call to help gym owners use it. On the

call to help gym owners use it. On the call, I'd offer a decoy offer. Now that

call, I'd offer a decoy offer. Now that you've got the plan, you could do it on

you've got the plan, you could do it on your own for free. Or the premium offer.

your own for free. Or the premium offer. We can help you implement all this stuff

We can help you implement all this stuff for $16,000 over 16 weeks. If they took

for $16,000 over 16 weeks. If they took the premium offer, they'd get a treasure

the premium offer, they'd get a treasure trove of money-making tactics. Tactics

trove of money-making tactics. Tactics that took me years to figure out. People

that took me years to figure out. People bought left and right. And whoosh, my

bought left and right. And whoosh, my decoy offer took me to $476,000 per

decoy offer took me to $476,000 per month in 3 months. Not a typo. But I had

month in 3 months. Not a typo. But I had a problem. Since I only had one thing to

a problem. Since I only had one thing to sell, I knew my revenue would plateau

sell, I knew my revenue would plateau fast. I needed an upsell to raise

fast. I needed an upsell to raise profits or gym launch would stagnate.

profits or gym launch would stagnate. So, I crafted an upsell offer for the

So, I crafted an upsell offer for the more advanced gym owners. I called it

more advanced gym owners. I called it gym lords and priced it at $42,000 per

gym lords and priced it at $42,000 per year. I used the classic upsell to offer

year. I used the classic upsell to offer advanced playbooks and services and a

advanced playbooks and services and a community to share best practices as a

community to share best practices as a continuity bonus. I started by offering

continuity bonus. I started by offering a hefty $6,000 discount for anyone who

a hefty $6,000 discount for anyone who prepaid. Many gym owners paid upfront

prepaid. Many gym owners paid upfront with the money that I had just made

with the money that I had just made them. For the ones who didn't, I offered

them. For the ones who didn't, I offered a payment plan downell. If they said no,

a payment plan downell. If they said no, I went with 10,000 down and spread the

I went with 10,000 down and spread the rest over time. If they said no again,

rest over time. If they said no again, I'd go for $800 a week spread over 52

I'd go for $800 a week spread over 52 weeks. If they said no again, I said

weeks. If they said no again, I said they could start for free. I'd use a

they could start for free. I'd use a continuity discount to frontload the

continuity discount to frontload the free time for as long as it took them to

free time for as long as it took them to finish off the first offer. Then they'd

finish off the first offer. Then they'd roll right into my continuity for the

roll right into my continuity for the upsell. This way, their payment stayed

upsell. This way, their payment stayed continuous. And zoom, the classic upsell

continuous. And zoom, the classic upsell plus continuity bonus plus payment plan

plus continuity bonus plus payment plan downell plus continuity discount took me

downell plus continuity discount took me to 1.5 million a month. I had another

to 1.5 million a month. I had another thing to sell. Woo! And it exploded gym

thing to sell. Woo! And it exploded gym lunch's money model to the next level.

lunch's money model to the next level. But I still had work to do. Even though

But I still had work to do. Even though the upsell downell process worked well,

the upsell downell process worked well, some gym owners kept saying no. So I

some gym owners kept saying no. So I went back to the drawing board. I came

went back to the drawing board. I came up with a more personalized menu upsell

up with a more personalized menu upsell with different levels of service.

with different levels of service. Offered done for you advertising, done

Offered done for you advertising, done for you sales training. I offered

for you sales training. I offered turnkey campaigns that made quick cash.

turnkey campaigns that made quick cash. And finally, I offered a minimum package

And finally, I offered a minimum package continuous access to the original gym

continuous access to the original gym launch materials with tech support for a

launch materials with tech support for a discounted monthly rate. If they didn't

discounted monthly rate. If they didn't want the whole package, I used feature

want the whole package, I used feature downells to find the best option for

downells to find the best option for them. Almost everyone stayed for

them. Almost everyone stayed for something. And wham, menu upselles plus

something. And wham, menu upselles plus fees or downselles took me to $2.3

fees or downselles took me to $2.3 million per month, all within 14 months.

million per month, all within 14 months. Then we started Prestige Labs and

Then we started Prestige Labs and integrated it with Gym Launch, a totally

integrated it with Gym Launch, a totally different business with its own money

different business with its own money model. By month 20, we were raking in

model. By month 20, we were raking in $4.4 million per month. It was

$4.4 million per month. It was life-changing, and it only took a few

life-changing, and it only took a few darn good products and a hundred million

darn good products and a hundred million dollar money model to do it. Author

dollar money model to do it. Author note, when I started, I didn't know any

note, when I started, I didn't know any of this money model stuff. It only looks

of this money model stuff. It only looks clean looking back. But I hope this

clean looking back. But I hope this simplifies things so you take much less

simplifies things so you take much less time than it took me. Description: A

time than it took me. Description: A money model is a deliberate sequence of

money model is a deliberate sequence of offers. It's what you offer, when you

offers. It's what you offer, when you offer, and how you offer it to make as

offer, and how you offer it to make as much money as you can as fast as you

much money as you can as fast as you can. Ideally, to make enough money from

can. Ideally, to make enough money from one customer to get in service at least

one customer to get in service at least two more customers in less than 30 days,

two more customers in less than 30 days, and it rarely looks clean, but I break

and it rarely looks clean, but I break $100 million money malls into three

$100 million money malls into three stages. Stage one, get cash. Attraction

stages. Stage one, get cash. Attraction offers get more customers for less.

offers get more customers for less. Stage two, get more cash. Upsell and

Stage two, get more cash. Upsell and downell offers make more money from them

downell offers make more money from them faster. Stage three, get the most cash.

faster. Stage three, get the most cash. Continuity offers maximize their total

Continuity offers maximize their total money spent. I break my $100 million

money spent. I break my $100 million money model down into these stages

money model down into these stages because money model growth happens

because money model growth happens alongside the growth of a business. In

alongside the growth of a business. In other words, if you try to start a

other words, if you try to start a bootstrap business from zero on your own

bootstrap business from zero on your own with a finished money model, it will

with a finished money model, it will collapse on top of you. In fact, none of

collapse on top of you. In fact, none of my businesses started with a fully

my businesses started with a fully forged money model. They all start at

forged money model. They all start at stage one. even acquisition.com. In my

stage one. even acquisition.com. In my experience, money models evolve like

experience, money models evolve like this. First, I get customers reliably.

this. First, I get customers reliably. Then, I make sure they pay for

Then, I make sure they pay for themselves reliably. Then, I make sure

themselves reliably. Then, I make sure they pay for other customers reliably.

they pay for other customers reliably. Then, I start maximizing each customer's

Then, I start maximizing each customer's long-term value. Then, I spend as many

long-term value. Then, I spend as many advertising dollars as I can to print as

advertising dollars as I can to print as much money as possible. My money model

much money as possible. My money model is developed this way because I make

is developed this way because I make sure each stage pays for the next. We

sure each stage pays for the next. We keep improving each stage until it gets

keep improving each stage until it gets reliable. Also, this means financial and

reliable. Also, this means financial and operational reliability. So, fair

operational reliability. So, fair warning, when your money model starts

warning, when your money model starts working, your business starts breaking.

working, your business starts breaking. Part of the game. So, I suggest you find

Part of the game. So, I suggest you find someone who can build and lead the team

someone who can build and lead the team to make your vision a reality. When I

to make your vision a reality. When I did, I married her. I hope the same luck

did, I married her. I hope the same luck finds you. Author note, I want to make

finds you. Author note, I want to make myself abundantly clear. Lots of $100

myself abundantly clear. Lots of $100 million money models exist. Dare I say,

million money models exist. Dare I say, $100 million money model exists for

$100 million money model exists for every $und00 million business. Remember,

every $und00 million business. Remember, plenty of businesses make gobs of money

plenty of businesses make gobs of money in plenty of ways. I just show the ways

in plenty of ways. I just show the ways that I've actually done it. Example,

that I've actually done it. Example, money models. Gym launch money model

money models. Gym launch money model breakdown services. Stage one,

breakdown services. Stage one, attraction offer, decoy offer, free

attraction offer, decoy offer, free do-it-yourself versus premium 16K done

do-it-yourself versus premium 16K done with you licensing. Stage two, upsell

with you licensing. Stage two, upsell offer, classic upsell. Once you know how

offer, classic upsell. Once you know how to get them, you got to know how to keep

to get them, you got to know how to keep them. $42,000 per year, 36k prepaid for

them. $42,000 per year, 36k prepaid for advanced business services. Stage two

advanced business services. Stage two continued downell offer, payment plan

continued downell offer, payment plan downell. Seesaw downell start at 10K

downell. Seesaw downell start at 10K with the rest spread over 52 weeks.

with the rest spread over 52 weeks. Final payment plan offer 800 per week

Final payment plan offer 800 per week for 52 weeks. Stage three continuity

for 52 weeks. Stage three continuity offer menu close plus feature downell

offer menu close plus feature downell full package 800 per week. Feature done

full package 800 per week. Feature done for you advertising $300 a week. Feature

for you advertising $300 a week. Feature gym sales daily training $200 per week.

gym sales daily training $200 per week. Feature monthly new releases 500 per

Feature monthly new releases 500 per week. Feature original licensed

week. Feature original licensed materials with tech support 100 per

materials with tech support 100 per week. Minimum package 100 per week.

week. Minimum package 100 per week. Micro Jim's money model breakdown. Local

Micro Jim's money model breakdown. Local business. Stage one attraction offer.

business. Stage one attraction offer. Win your money back. Pay to enter

Win your money back. Pay to enter fitness challenge. Win money back if you

fitness challenge. Win money back if you meet goals. Stage one downell offer.

meet goals. Stage one downell offer. Payment plan downell. Split pay. Three

Payment plan downell. Split pay. Three pay. Free trial with penalty. Stage two

pay. Free trial with penalty. Stage two upsell offer. Menu upsell. You're not

upsell offer. Menu upsell. You're not going to get the best results without

going to get the best results without the right supplements. Supplement

the right supplements. Supplement bundles. Big bundle personalized to

bundles. Big bundle personalized to goal. Stage two downell offer. Feature

goal. Stage two downell offer. Feature downell. Supplements. Big bundle. Small

downell. Supplements. Big bundle. Small bundle. monthly subscription. Stage

bundle. monthly subscription. Stage three, continuity offer rollover upsell

three, continuity offer rollover upsell plus lifetime discount $50 off per month

plus lifetime discount $50 off per month with a 12-month commitment. Newsletter

with a 12-month commitment. Newsletter digital product stage one attraction

digital product stage one attraction offer free trial $0 then $3.99 a month

offer free trial $0 then $3.99 a month after 30 days. Stage two and three

after 30 days. Stage two and three upsell and continuity. Pay less now, pay

upsell and continuity. Pay less now, pay more later, plus lifetime discount. Pay

more later, plus lifetime discount. Pay $2.97 now and keep that rate for life.

$2.97 now and keep that rate for life. Author note, I love this offer. It's

Author note, I love this offer. It's nasty. It combines free trial, pay less

nasty. It combines free trial, pay less now, pay more later, lifetime discount,

now, pay more later, lifetime discount, and is an attraction offer, an upsell

and is an attraction offer, an upsell offer, and a continuity offer. A

offer, and a continuity offer. A six-headed money-making monster. This is

six-headed money-making monster. This is just a taste of how creative you can get

just a taste of how creative you can get by combining these. And finally, example

by combining these. And finally, example four, dog food, physical product. Stage

four, dog food, physical product. Stage one, attraction offer. Buy X, get Y

one, attraction offer. Buy X, get Y free. Buy four months of food, get two

free. Buy four months of food, get two months free. Stage two, upsell offer.

months free. Stage two, upsell offer. The classic upsell, just like the Ron

The classic upsell, just like the Ron Car story. Do you want monthly? Do you

Car story. Do you want monthly? Do you want dog toys? How about dog vitamins?

want dog toys? How about dog vitamins? Stage three downell offer. Feature

Stage three downell offer. Feature downell. Just the premium food. Then you

downell. Just the premium food. Then you don't want anything else, do you? Stage

don't want anything else, do you? Stage three, continuity offer. Automatic

three, continuity offer. Automatic renewal after the first bulk purchase.

renewal after the first bulk purchase. After 6 months, it continues to monthto

After 6 months, it continues to monthto month. Cancel anytime. Bingo, bango.

month. Cancel anytime. Bingo, bango. Make your own money model.

Make your own money model. Step one, start with an attraction

Step one, start with an attraction offer. The goal is to turn strangers

offer. The goal is to turn strangers into customers and cover our costs. So

into customers and cover our costs. So figure out what you're going to sell,

figure out what you're going to sell, then figure out the best way to present

then figure out the best way to present it. The attraction offer has my top

it. The attraction offer has my top favorites. Want your money back?

favorites. Want your money back? Giveaways, decoy offers, buy XKY free,

Giveaways, decoy offers, buy XKY free, pay less now or pay more later. Then

pay less now or pay more later. Then advertise it. If you get leads who turn

advertise it. If you get leads who turn into customers, you're on your way.

into customers, you're on your way. Figuring out what works best may take up

Figuring out what works best may take up to a year. If you want to learn more

to a year. If you want to learn more about advertising, make sure to check

about advertising, make sure to check out my second book, $100 million leads.

out my second book, $100 million leads. Step two, pick an upsell offer. The goal

Step two, pick an upsell offer. The goal is to get 30-day profits well above our

is to get 30-day profits well above our cost of getting a customer and

cost of getting a customer and delivering what you offer them.

delivering what you offer them. Remember, once you solve a problem,

Remember, once you solve a problem, another appears. Those problems also

another appears. Those problems also need solutions. You solve the problems

need solutions. You solve the problems your attraction offer creates with

your attraction offer creates with upsell offers. So, pick the upsell offer

upsell offers. So, pick the upsell offer that best matches the problem you solve

that best matches the problem you solve and how you solve it. The upsell offer

and how you solve it. The upsell offer section gives you my four favorites. The

section gives you my four favorites. The classic upsell, menu upsell, anchor

classic upsell, menu upsell, anchor upsell, rollover upsell. Then you make

upsell, rollover upsell. Then you make your offer at their time of greatest

your offer at their time of greatest need. And remember, make your offer at

need. And remember, make your offer at their time of greatest need. Step three,

their time of greatest need. Step three, pick a downell offer. The goal is to get

pick a downell offer. The goal is to get customers who said no to your last offer

customers who said no to your last offer to say yes to another offer. This way,

to say yes to another offer. This way, you sell way more people than you

you sell way more people than you otherwise would, so you make more total

otherwise would, so you make more total cash from the same number of leads. The

cash from the same number of leads. The downell offer section shows you my three

downell offer section shows you my three favorites. If you want to keep your

favorites. If you want to keep your price the same, change how they pay with

price the same, change how they pay with payment plan downells or trials. If you

payment plan downells or trials. If you want to charge less, change what they

want to charge less, change what they get with feature downells. And best of

get with feature downells. And best of all, you can alternate between them in

all, you can alternate between them in the same sale. The more flexible you

the same sale. The more flexible you make your offers, the more people will

make your offers, the more people will buy them.

buy them. Step four, pick a continuity offer. The

Step four, pick a continuity offer. The goal here is to get one last sale in our

goal here is to get one last sale in our 30-day window and stack recurring cash.

30-day window and stack recurring cash. So, I try to include continuity in every

So, I try to include continuity in every business eventually. My three favorites

business eventually. My three favorites are continuity bonuses, continuity

are continuity bonuses, continuity discounts, and wave fee offers.

discounts, and wave fee offers. Sometimes the best timing for continuity

Sometimes the best timing for continuity offers happens after the first 30 days,

offers happens after the first 30 days, and that's okay. It's better to make the

and that's okay. It's better to make the offer at the right time than to try and

offer at the right time than to try and force it at the wrong time. Author note

force it at the wrong time. Author note for bootstrap businesses, you have to

for bootstrap businesses, you have to get customers at a profit. Unless you

get customers at a profit. Unless you get outside investors, start with a

get outside investors, start with a fortune, or have an endless source of

fortune, or have an endless source of free customers, achieving a money model

free customers, achieving a money model is the only way you can profitably

is the only way you can profitably scale. Otherwise, you run out of cash

scale. Otherwise, you run out of cash and go out of business before you even

and go out of business before you even have a shot. Important notes: perfect

have a shot. Important notes: perfect one offer at a time. It's tempting to

one offer at a time. It's tempting to implement a whole money model at once.

implement a whole money model at once. Don't stick to your stage. Pick one

Don't stick to your stage. Pick one offer, try it, keep doing it until it

offer, try it, keep doing it until it works reliably, then after it's

works reliably, then after it's reliable, do it so many times it gets

reliable, do it so many times it gets automatic, then go to the next stage.

automatic, then go to the next stage. Patience is still the fastest way to get

Patience is still the fastest way to get to your goal. So, you'll need to measure

to your goal. So, you'll need to measure in quarters, not weeks. You either build

in quarters, not weeks. You either build it right or you build it again and again

it right or you build it again and again and again. Building again, no matter how

and again. Building again, no matter how fast, still takes longer than building

fast, still takes longer than building it right the first time. I know that one

it right the first time. I know that one from experience.

from experience. Raise prices in stages. Make new offers

Raise prices in stages. Make new offers cheap at first. Then, as you get yeses,

cheap at first. Then, as you get yeses, raise the price. Lots of early yeses get

raise the price. Lots of early yeses get customer feedback and make the product

customer feedback and make the product better. Then, as the offer gets

better. Then, as the offer gets reliable, start raising the price and

reliable, start raising the price and keep raising the price until the extra

keep raising the price until the extra cash from the S's doesn't make up for

cash from the S's doesn't make up for the nose. Simple scales, fancy fails.

the nose. Simple scales, fancy fails. Get as much as you can out of what you

Get as much as you can out of what you have. Remember, it's less about having

have. Remember, it's less about having 100 products to offer and more about

100 products to offer and more about having a 100 ways to offer your product.

having a 100 ways to offer your product. Think more ways to sell the same thing,

Think more ways to sell the same thing, not more things to sell. If I offer

not more things to sell. If I offer personal training, I can offer one, two,

personal training, I can offer one, two, three, four sessions per week. This

three, four sessions per week. This turns one product into many offers.

turns one product into many offers. Important

Important affiliate products can fill money model

affiliate products can fill money model gaps. An affiliate relationship just

gaps. An affiliate relationship just means you sell other people's stuff for

means you sell other people's stuff for a commission. If you don't have anything

a commission. If you don't have anything to offer and want to start a business,

to offer and want to start a business, you can offer somebody else's stuff. If

you can offer somebody else's stuff. If you have a single offer and want to add

you have a single offer and want to add more offers to your money model, you can

more offers to your money model, you can also offer somebody else's stuff. If you

also offer somebody else's stuff. If you have a $100 million business and want to

have a $100 million business and want to make more money without adding

make more money without adding operational headache, you can offer

operational headache, you can offer somebody else's stuff, too. In short,

somebody else's stuff, too. In short, you can always offer somebody else's

you can always offer somebody else's stuff in your money model. Here's a few

stuff in your money model. Here's a few examples.

examples. service. A dental agency sends their

service. A dental agency sends their dentist clients to a braces

dentist clients to a braces manufacturer. The manufacturer sends

manufacturer. The manufacturer sends them a commission for each dentist they

them a commission for each dentist they send. More money, no extra work. Voila.

send. More money, no extra work. Voila. Local business. Massage therapist sells

Local business. Massage therapist sells clients somebody else's home massage

clients somebody else's home massage tools, exercise bands, medicine balls,

tools, exercise bands, medicine balls, etc. The customer pays through the

etc. The customer pays through the therapist and the other company ships it

therapist and the other company ships it directly to them. A few extra words, a

directly to them. A few extra words, a lot extra money. No extra service

lot extra money. No extra service delivered. Digital product. An educator

delivered. Digital product. An educator tells his clients to use a specific

tells his clients to use a specific customer service software. The software

customer service software. The software company sends the consultant a

company sends the consultant a commission for every signup.

commission for every signup. Turn attraction offers into continuity

Turn attraction offers into continuity offers with automatic renewal. This

offers with automatic renewal. This makes a two for one. For example, if you

makes a two for one. For example, if you do a buy 6 months, get 6 months free

do a buy 6 months, get 6 months free offer, they can automatically roll into

offer, they can automatically roll into a month-to-month subscription at the end

a month-to-month subscription at the end of 12 months. This gets the benefit of

of 12 months. This gets the benefit of attraction and continuity offers both. A

attraction and continuity offers both. A small tip with big implications. You can

small tip with big implications. You can mix and match offers however you want. I

mix and match offers however you want. I present offers this way because it's how

present offers this way because it's how I use them. But if you recall, I learned

I use them. But if you recall, I learned many of them from people use them

many of them from people use them differently than me. Many of these

differently than me. Many of these offers you can use anywhere. You can use

offers you can use anywhere. You can use upsell tactics in your attraction offer.

upsell tactics in your attraction offer. You can install a downell process with

You can install a downell process with every offer. You can use a continuity

every offer. You can use a continuity offer to attract new customers. There

offer to attract new customers. There are no rules. You can do whatever you

are no rules. You can do whatever you want. I show you stuff one way, but I

want. I show you stuff one way, but I fully expect you to use it in another.

fully expect you to use it in another. So, start with the way I suggest it.

So, start with the way I suggest it. Then, as you get better, experiment.

Then, as you get better, experiment. It's how I learn the stuff. It's how

It's how I learn the stuff. It's how you'll learn it, too. Summary. A money

you'll learn it, too. Summary. A money model is a deliberate sequence of

model is a deliberate sequence of offers. Money models have three stages.

offers. Money models have three stages. Get cash, attraction offers, get more

Get cash, attraction offers, get more cash, upsells and downells, get the most

cash, upsells and downells, get the most cash, continuity offers. To make your

cash, continuity offers. To make your own money model, start an attraction

own money model, start an attraction offer. Once it gets you customers in

offer. Once it gets you customers in cash, add an upsell offer. From there,

cash, add an upsell offer. From there, add downell offers to get even more

add downell offers to get even more people to buy. Then, finally, add your

people to buy. Then, finally, add your continuity offer. Do not try and

continuity offer. Do not try and implement a full money model at once. It

implement a full money model at once. It will break your business. It's less

will break your business. It's less about having 100 products to offer and

about having 100 products to offer and more about having 100 ways to offer your

more about having 100 ways to offer your product. To sell more stuff without

product. To sell more stuff without starting 100 businesses, offer stuff

starting 100 businesses, offer stuff from other businesses and let them

from other businesses and let them deliver it. Affiliate relationships can

deliver it. Affiliate relationships can fill the gap in your money model without

fill the gap in your money model without the headache of delivery. Price new

the headache of delivery. Price new offers low enough that you will get lots

offers low enough that you will get lots of yeses. Use customer feedback to

of yeses. Use customer feedback to improve your product. Then start raising

improve your product. Then start raising the price until you stop making more

the price until you stop making more money. A $100 million money model

money. A $100 million money model eliminates cash as a bottleneck for

eliminates cash as a bottleneck for growth. Mission accomplished. Free gift.

growth. Mission accomplished. Free gift. Make your own money model step-by-step

Make your own money model step-by-step training. Woo, there is a lot in this

training. Woo, there is a lot in this chapter. It's also arguably the most

chapter. It's also arguably the most important one in the book. So, to make

important one in the book. So, to make sure you don't get stuck, I made you a

sure you don't get stuck, I made you a video walking through this process step

video walking through this process step by step. As usual, you can watch it for

by step. As usual, you can watch it for free. No optin needed at

free. No optin needed at acquisition.com/training/money.

10 years and 10 minutes. The best thing a human can do is help another human

a human can do is help another human being no more. Charlie Mer

being no more. Charlie Mer where money model fits in the grand

where money model fits in the grand scheme of things. My first book, $100

scheme of things. My first book, $100 million offers, answered the question,

million offers, answered the question, what should I sell? Answer: An offer so

what should I sell? Answer: An offer so good people feel stupid saying no. My

good people feel stupid saying no. My second book, $100 million leads,

second book, $100 million leads, answered the next natural question, how

answered the next natural question, how do I find these people? Answer: You

do I find these people? Answer: You advertise. This book, $100 million Money

advertise. This book, $100 million Money Models, answers the next natural

Models, answers the next natural question, how do I get them to buy it?

question, how do I get them to buy it? Answer, a money model. What we covered.

Answer, a money model. What we covered. We covered a lot, and I think organizing

We covered a lot, and I think organizing what we learned into one place helps it

what we learned into one place helps it sink in. So, I make this the back of

sink in. So, I make this the back of napkin list of what we covered and why.

napkin list of what we covered and why. Number one, a money bottle is a series

Number one, a money bottle is a series of offers designed to increase how many

of offers designed to increase how many customers you get, how much they pay,

customers you get, how much they pay, and how fast they pay it. Two, a good

and how fast they pay it. Two, a good money model makes more profit from a

money model makes more profit from a customer than it costs to get and

customer than it costs to get and service them in the first 30 days.

service them in the first 30 days. That's the bare minimum. Three, a $100

That's the bare minimum. Three, a $100 million money model makes more profit

million money model makes more profit from one customer than it costs to get

from one customer than it costs to get and service many customers in the first

and service many customers in the first 30 days, which removes cash as a limiter

30 days, which removes cash as a limiter to scaling your business. Four, money

to scaling your business. Four, money models have four types of offers.

models have four types of offers. Attraction offers, upsell offers,

Attraction offers, upsell offers, downell offers, and continuity offers.

downell offers, and continuity offers. Five, attraction offers get customers by

Five, attraction offers get customers by offering something free or at a

offering something free or at a discount. Often, they also make money by

discount. Often, they also make money by offering a better deal at a higher

offering a better deal at a higher price. We covered five. A, win your

price. We covered five. A, win your money back. You set a goal for the

money back. You set a goal for the customer and tell them how to reach it.

customer and tell them how to reach it. If they reach it, then they qualify to

If they reach it, then they qualify to get their money back or get it back as

get their money back or get it back as store credit. B, giveaways. You

store credit. B, giveaways. You advertise a chance to win a big prize in

advertise a chance to win a big prize in exchange for contact information and

exchange for contact information and anything else you want. After picking a

anything else you want. After picking a winner, you offer everyone else the big

winner, you offer everyone else the big prize at a discounted price. C. Decoy

prize at a discounted price. C. Decoy offers. You advertise a free or

offers. You advertise a free or discounted offer. When the lead asks to

discounted offer. When the lead asks to learn more, you also present a more

learn more, you also present a more valuable premium offer. The premium

valuable premium offer. The premium offer includes more features, benefits,

offer includes more features, benefits, bonuses, guarantees, and so on. D. Buy

bonuses, guarantees, and so on. D. Buy X, get Y free. You offer customers free

X, get Y free. You offer customers free stuff in exchange for buying other stuff

stuff in exchange for buying other stuff for money. The more free stuff, and the

for money. The more free stuff, and the higher its value, the more people buy.

higher its value, the more people buy. E. Pay less now or pay more later. You

E. Pay less now or pay more later. You give people a choice to pay full price

give people a choice to pay full price later or pay a discounted price now and

later or pay a discounted price now and get additional bonuses.

get additional bonuses. Upsell offers are whatever you offer

Upsell offers are whatever you offer next. Typically more, better, or newer

next. Typically more, better, or newer versions of what they just bought. These

versions of what they just bought. These get you more cash fast. We covered four.

get you more cash fast. We covered four. A, the classic upsell. You offer a

A, the classic upsell. You offer a solution to the customer's next problem

solution to the customer's next problem the moment they become aware of it. You

the moment they become aware of it. You can't have X without Y. B, menu upsells.

can't have X without Y. B, menu upsells. You tell customers which options they

You tell customers which options they don't need, then tell them which they do

don't need, then tell them which they do and how to get their value from it. You

and how to get their value from it. You don't need that. You need this. C.

don't need that. You need this. C. Anchor upsells. You offer your most

Anchor upsells. You offer your most expensive thing first. If the customer

expensive thing first. If the customer bulks, you offer a much cheaper and

bulks, you offer a much cheaper and still acceptable alternative. No

still acceptable alternative. No worries. If you don't care about X, this

worries. If you don't care about X, this may be a better fit for you. D. Rollover

may be a better fit for you. D. Rollover upsells. You credit some or all of the

upsells. You credit some or all of the customer's previous purchases towards

customer's previous purchases towards your next offer. Since you already spent

your next offer. Since you already spent $500, I'll just credit that towards

$500, I'll just credit that towards staying for a full year.

staying for a full year. Seven. Downell offers are whatever you

Seven. Downell offers are whatever you offer after someone says no. And by

offer after someone says no. And by turning nos into yeses, you make more

turning nos into yeses, you make more money. We covered three. A payment plan

money. We covered three. A payment plan downells. You offer the same product at

downells. You offer the same product at the same price, but they pay some now

the same price, but they pay some now and the rest over time. When do you get

and the rest over time. When do you get paid? Let's do half now and half then.

paid? Let's do half now and half then. B. Trial with penalty. You let customers

B. Trial with penalty. You let customers try your product or service for free so

try your product or service for free so long as they meet your terms. If they

long as they meet your terms. If they do, they have a better chance of

do, they have a better chance of becoming paying customers. If they

becoming paying customers. If they don't, they pay. If you do X, Y, and Z,

don't, they pay. If you do X, Y, and Z, I'll let you start for free. C. Feed

I'll let you start for free. C. Feed your downells. You lower prices by

your downells. You lower prices by changing what the customer gets. I offer

changing what the customer gets. I offer lower quantity, lower quality, lower

lower quantity, lower quality, lower price alternatives, or cut optional

price alternatives, or cut optional components entirely. If you're okay

components entirely. If you're okay without a guarantee, I can knock off 400

without a guarantee, I can knock off 400 bucks. Eight, continuity offers. Provide

bucks. Eight, continuity offers. Provide ongoing value that customers make

ongoing value that customers make ongoing payments for until they cancel.

ongoing payments for until they cancel. These boost the profit of every customer

These boost the profit of every customer and give you one last thing to sell. We

and give you one last thing to sell. We covered three. A, continuity bonus

covered three. A, continuity bonus offers. You give the customer an awesome

offers. You give the customer an awesome thing if they sign up today. Typically,

thing if they sign up today. Typically, the bonus itself has more value than the

the bonus itself has more value than the first continuity payment. If you sign up

first continuity payment. If you sign up today, you also get XYZ valuable thing.

today, you also get XYZ valuable thing. B. Continuity discount offers. You give

B. Continuity discount offers. You give the customer free time now or later if

the customer free time now or later if they sign up today. C. Waved fee offers.

they sign up today. C. Waved fee offers. First, you ask the customer to pay a

First, you ask the customer to pay a starter fee as part of joining a

starter fee as part of joining a month-to-month program. Then, you offer

month-to-month program. Then, you offer to discount the entire fee if they

to discount the entire fee if they commit to longer term. If they cancel

commit to longer term. If they cancel inside the term, they pay the fee. Nine,

inside the term, they pay the fee. Nine, you build money models one stage at a

you build money models one stage at a time. Once I get customers reliably,

time. Once I get customers reliably, then I make sure they pay for themselves

then I make sure they pay for themselves reliably. Then I make sure they pay for

reliably. Then I make sure they pay for other customers reliably. Then I start

other customers reliably. Then I start maximizing each customer's long-term

maximizing each customer's long-term value. Then I print as much money as I

value. Then I print as much money as I can. Bottom line, the knowledge in these

can. Bottom line, the knowledge in these bullets brought me more free and

bullets brought me more free and profitable customers than I've known

profitable customers than I've known what to do with. If executed, they will

what to do with. If executed, they will do the same for you. And with that, cash

do the same for you. And with that, cash will no longer constrain your business.

will no longer constrain your business. I hope this book helps you grow your

I hope this book helps you grow your dream as big as you darn well please.

dream as big as you darn well please. Also, since you are one of the few who

Also, since you are one of the few who actually finish what you start, I want

actually finish what you start, I want to leave you with a parting gift, some

to leave you with a parting gift, some closing remarks that got me through hard

closing remarks that got me through hard times.

times. Final thoughts. You don't become

Final thoughts. You don't become confident by shouting affirmations in

confident by shouting affirmations in the mirror. You become confident by

the mirror. You become confident by giving yourself a stack of undeniable

giving yourself a stack of undeniable proof that you are who you say you are.

proof that you are who you say you are. Outwork your self-doubt.

Outwork your self-doubt. This was an actual post I made on July

This was an actual post I made on July 25th, 2020 before I made my life public.

25th, 2020 before I made my life public. The image contrasts where I used to

The image contrasts where I used to sleep on the floor 7 years earlier with

sleep on the floor 7 years earlier with me on a private jet. Ila snapped this

me on a private jet. Ila snapped this when I wasn't looking and I was like,

when I wasn't looking and I was like, "Damn, I look super pensive." Anyways,

"Damn, I look super pensive." Anyways, this is the second time we've taken a

this is the second time we've taken a private jet. And it was dope. They

private jet. And it was dope. They figure if you go down with the ship,

figure if you go down with the ship, your seatelt won't save you regardless.

your seatelt won't save you regardless. To every hard mother ever who is

To every hard mother ever who is disappointing their parents, wives,

disappointing their parents, wives, husband, fake friends, and everyone else

husband, fake friends, and everyone else who doubts you, number one, I'm your

who doubts you, number one, I'm your biggest fan. Number two, it's about to

biggest fan. Number two, it's about to get real, so get hard fast. Number

get real, so get hard fast. Number three, you cannot lose if you do not

three, you cannot lose if you do not quit. I used to repeat that to myself

quit. I used to repeat that to myself over and over again when I didn't want

over and over again when I didn't want to keep doing it. If you feel hopeless,

to keep doing it. If you feel hopeless, welcome to entrepreneurship. If you feel

welcome to entrepreneurship. If you feel like you'll never make it, you're on the

like you'll never make it, you're on the right path. If you feel like you're a

right path. If you feel like you're a disappointment to everyone who you know,

disappointment to everyone who you know, keep moving because the end of the

keep moving because the end of the rainbow isn't a pot of gold. It's you.

rainbow isn't a pot of gold. It's you. The real you that's been underneath all

The real you that's been underneath all along whispering in your ear, "Just one

along whispering in your ear, "Just one more step, one more call, one more

more step, one more call, one more sale." When I say I'm your biggest fan,

sale." When I say I'm your biggest fan, it's because I was there. And I know you

it's because I was there. And I know you because I know exactly what it feels

because I know exactly what it feels like. Having both 100% confidence and a

like. Having both 100% confidence and a th000% doubt at the same time. Here's

th000% doubt at the same time. Here's all you got to do. Just keep moving,

all you got to do. Just keep moving, keep fighting, keep improving. Your time

keep fighting, keep improving. Your time will come. Success is the only revenge.

will come. Success is the only revenge. So right now you might be back where I

So right now you might be back where I was when I started working in a concrete

was when I started working in a concrete coffin under blinding fluorescent lights

coffin under blinding fluorescent lights wanting to escape. You might be

wanting to escape. You might be overwhelmed by all the stuff you have to

overwhelmed by all the stuff you have to do to succeed. But with that

do to succeed. But with that uncertainty, know that every

uncertainty, know that every entrepreneur past and present shoulders

entrepreneur past and present shoulders that burden with you. I've been there.

that burden with you. I've been there. They've been there. You're not alone. I

They've been there. You're not alone. I share these stories as I experienced

share these stories as I experienced them so you can benefit from them as I

them so you can benefit from them as I have. So here's my promise. Follow the

have. So here's my promise. Follow the lessons. The money will come. Be one of

lessons. The money will come. Be one of zero. Alex Ramosi,

zero. Alex Ramosi, founderacquisition.com.

founderacquisition.com. P.S. I've got some free goodies for you

P.S. I've got some free goodies for you for finishing what you started. Free

for finishing what you started. Free goodies. Nom nom nom. Kind of like the

goodies. Nom nom nom. Kind of like the previews after the credits finish. If

previews after the credits finish. If you're still with me, I want to give you

you're still with me, I want to give you a bunch of goodies. Number one, if

a bunch of goodies. Number one, if you're struggling to figure out who to

you're struggling to figure out who to sell to, I released a chapter called

sell to, I released a chapter called Your First Avatar. You can get it for

Your First Avatar. You can get it for free at acquisition.com/avvatar.

free at acquisition.com/avvatar. Just pop in your email and we'll send it

Just pop in your email and we'll send it over. Two, if you're struggling to

over. Two, if you're struggling to figure out what to sell, you can go to

figure out what to sell, you can go to Amazon or wherever you buy books and

Amazon or wherever you buy books and search Alexi and $100 million offers. It

search Alexi and $100 million offers. It should get you on the right path. Three,

should get you on the right path. Three, if you're struggling to get people

if you're struggling to get people interested in what you sell, you can go

interested in what you sell, you can go to Amazon or wherever you buy books and

to Amazon or wherever you buy books and search Alexi and get $100 million leads.

search Alexi and get $100 million leads. It should also put you on the right

It should also put you on the right path. Four, if your company's doing over

path. Four, if your company's doing over a million in Ibida, aka profit. We'd

a million in Ibida, aka profit. We'd love to help you scale. It brings us so

love to help you scale. It brings us so much pleasure to know companies have

much pleasure to know companies have grown much and bigger and faster than

grown much and bigger and faster than mine because they avoided many of the

mine because they avoided many of the mistakes that I did. If you want us to

mistakes that I did. If you want us to look under the hood and see if we can

look under the hood and see if we can help you, go to acquisition.com.

help you, go to acquisition.com. Number five, if you want a job at

Number five, if you want a job at acquisition.com or in one of our

acquisition.com or in one of our portfolio companies, we love hiring from

portfolio companies, we love hiring from Mosnation. Our best returns come from

Mosnation. Our best returns come from investing in great people, go to

investing in great people, go to acquisition.com/careers/openjob

acquisition.com/careers/openjob and you can see all available openings.

and you can see all available openings. Six, to get the free book downloads and

Six, to get the free book downloads and video trainings that come with this

video trainings that come with this book, go to

book, go to acquisition.com/training/money.

acquisition.com/training/money. Seven, if you like listening to podcasts

Seven, if you like listening to podcasts and want to hear more, my podcast at the

and want to hear more, my podcast at the time of this writing is top five in

time of this writing is top five in entrepreneurship and top 15 in business

entrepreneurship and top 15 in business in the US. You can get there by

in the US. You can get there by searching Alexi wherever you listen or

searching Alexi wherever you listen or by going to acquisition.com/mpodcast.

by going to acquisition.com/mpodcast. I share useful and interesting stories,

I share useful and interesting stories, valuable lessons, and the essential

valuable lessons, and the essential mental models I rely on every day to

mental models I rely on every day to make more money. Number eight, if you

make more money. Number eight, if you like to watch videos, we put a lot of

like to watch videos, we put a lot of resources into our free training

resources into our free training available for everyone. We intend on

available for everyone. We intend on making it better than any paid stuff out

making it better than any paid stuff out there and let you decide if we

there and let you decide if we succeeded. You can find our videos on

succeeded. You can find our videos on YouTube or wherever you watch videos by

YouTube or wherever you watch videos by searching Alexi. And if you like short

searching Alexi. And if you like short form videos, check out the byite-sized

form videos, check out the byite-sized content we pump out daily at

content we pump out daily at acquisition.com/media.

acquisition.com/media. You'll see all the places we post, and

You'll see all the places we post, and you can pick the ones you like most. And

you can pick the ones you like most. And last, thank you again. Please be one of

last, thank you again. Please be one of those givers and share this with

those givers and share this with entrepreneurs by leaving a review. It

entrepreneurs by leaving a review. It would mean the world to me. I'm sending

would mean the world to me. I'm sending you business building vibes from my

you business building vibes from my desk. I spent a lot of time there, so

desk. I spent a lot of time there, so it's a lot of vibes. May your desire be

it's a lot of vibes. May your desire be greater than your obstacles.

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$100M Money Models Audiobook