Guess what? Its the same thing!!

by Darrell Hagan 3 replies
I was just thinking back to my days as an auto mechanic and comparing different sales tactics between the Brick & Mortar world of auto repair and the virtual world of Internet Marketing.

When I was in the auto repair business, I owned my own shop. I attended many different seminars etc. regarding the selling aspect of the business.

Alot of topics were covered and alot of different approaches to winning the customer were discussed. Did you know that there is an equivalent to IM backend sales in the auto repair world?

Its called Upselling. The basic idea is that while your customer's car is in your shop for repairs or whatever, you look for other needed or sometimes not really needed items or services to perform and then sell these to the customer. Or offer free oil changes and (hopefully) sell other services.

It was never referred to as backend sales, but its the same thing.

Many of the seminars I attended and the sales coaches all had one common theme: Try something, analyze results, track sales, rinse & repeat. The "something" might be a summer special on oil changes or coolant system flushes. Or maybe a free giveaway. Or just a different advertising method.

Computing the "conversion rate" was simple: keep track of approximately how many people knew about your offer and count sales of same. This was usually done by running a printed coupon ad and counting coupons or something similar. Sometimes a live radio broadcast was done and a head count taken. Then a sales count.

It was never called a "conversion rate", but its the same thing.

And finally, we had alot of regular customers, some who were almost too loyal .

So I guess that those customers could be called our opt-in list since they made the choice to use us for their auto repair needs. Same thing.

So I guess that in IM we're all using mostly time-honored and proven business methods, just the audience is much bigger and the medium is different.....

When I think of it that way, it gives me more confidence because I guess I've done it all before, sort of.

Sorry if I'm wasting bandwidth but I thought it was kind of a cool perspective and wanted to share.....

- Darrell
#main internet marketing discussion forum #guess #thing
Avatar of Unregistered
  • Profile picture of the author BIG Mike
    Banned
    [DELETED]
    {{ DiscussionBoard.errors[35366].message }}
    • Profile picture of the author Susan Hope
      It's also done in pubs and bars..

      "Would you like a packet of crisps with that beer Sir?"

      crisps = chips for any USAers not yet aware LOL


      Cheers!!

      Sue
      Signature
      One-to-One WordPress Coaching Service Available at Low Hourly Rate - Let the frustration end now! WordPress Installs, Theme Design, Site Tweaks & other WordPress services available
      Find me on Pinterest: PINTEREST
      {{ DiscussionBoard.errors[35380].message }}
      • Profile picture of the author Chris Lockwood
        Actually, an upsell is not the same as backend sales.

        When they try to sell you an extra product or service with today's order, that's an upsell.

        The backend is when you come back in the future.
        {{ DiscussionBoard.errors[35626].message }}
        • Profile picture of the author dbh
          Originally Posted by Chris Lockwood View Post

          Actually, an upsell is not the same as backend sales.

          When they try to sell you an extra product or service with today's order, that's an upsell.

          The backend is when you come back in the future.
          Such is true. But in our business, we had many customers who came into the shop looking for specific services and then noticed our other products and services and often purchased same themselves or referred others. Now thats backend.

          Oh well, at least in this job my hands stay clean

          - Darrell
          {{ DiscussionBoard.errors[36599].message }}
Avatar of Unregistered

Trending Topics