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The point is that they would get people to just agree that they don't want anything else.

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Welcome to the Jim Secrets Podcast where we talk about how to get more customers,

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how to make more per customer, and how to keep them longer.

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And the many failures and lessons that we have learned along the way.

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I hope you enjoy and subscribe.

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What's going on everyone? Happy Saturday. I want to give you a quick and tactical training.

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This is one of my favorite stories of all time from selling stuff.

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And this comes from the vaults of Richard Swartz and Mano Swartz furriers.

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They're a fourth generation furrier in Baltimore and they took over the entire market.

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Really the larger like Maryland and Pennsylvania market.

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Just simply doing the boring work and being better at the everyday things.

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And so Richard Swartz, unbeknownst to him, was a mentor of mine in terms of,

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I just observed a lot of the things that he did in his business.

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And I started doing Back of Napkin Math when I was 17 or 18.

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And I was like, do this guy. He'lls it.

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And he wants, and I probably can still it.

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And I learned so many things from him.

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But one of them was getting people to say no to say yes.

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All right. So this is a very, very real world tactical

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tidbit that you can use to close sales.

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Now, there's a specific type of sale that this really applies to, which is a lot of times

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bolt on or upsells. And these upsells can be incredibly important to the business in terms

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of driving bottom line profit, liquidating acquisition costs.

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And so usually these are sales that are not complex sales.

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These are not necessarily core offer sales.

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These are sales within the finished world that might be attributed to supplement sales or

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meal sales. Or if you were in retail, it'd be like getting someone to buy a scarf with the outfit.

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Or just anything along those lines, you know, getting someone to buy

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orthotics if you're in the physical therapy space.

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Or if you're in the dental space, getting somebody to buy a special kind of extra braze

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or special toothpaste or whatever, or if you're in the beauty space, you know,

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knights here, who's that go with your service package, whatever it is, right.

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The point is that usually there's going to be, you know, one or multiple things

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you're going to want to go with your core offer, right?

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The reason that this little trick I learned from him is so powerful

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is that it closes like crazy, all right?

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So if you're used to having like 20, 30% of people take upsells,

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that is a normal amount where people take upsells.

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And the reason he gets 90% plus to take his upsells is because they don't know they're being sold.

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All right? And so here's the trick and here's how it works.

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And I mean, you can take this to the bank like it works, okay?

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And I'll give you the example that they used at Manor.

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And so somebody would come in and so every year if you bought a fur coat,

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you would have to store it, right? And they made, they killed it on the storage.

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But anyways, so people would come in.

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So basically they'd sell someone a car essentially because that's how much a, you know,

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a fur coat is. They'd sell someone a car.

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And then every year they would maintain that personal relationship by getting them to come back in

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and store the coat during the summer, because it's not good to, you know, keep

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really expensive fur in, you know, the heat or whatever, right?

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That's at least part of the picture.

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And so everybody brings their fur in to get stored in condition.

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So they brush them, you know, and I was one of the guys who was brushing them in the

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fricking warehouse and like spreading these things down.

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It was my number one.

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But I got to learn a lot while I was there.

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And so, anyway, we brushed these coats.

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And so one of the things, one of the promotions you ran as an incentive

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was get a free pair of fur earmuffs when you store your coat for winter.

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All right, so you've got some, excuse me.

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Real quick guys, you guys already know that I don't run any ads on this and I don't sell anything.

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And so the only ask that I can ever have if you guys say that you help me spread the words

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we can have more entrepreneurs, make more money, feed their families, make better products,

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and have better experiences for their employees and customers.

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And the only way we do that is if you can rate and review and share this podcast.

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So the single thing that I have to do is you can just leave a review,

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but take 10 seconds or one type of the thumb.

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It means the absolute world to me and more importantly, it may change the world to someone else.

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And so tons of people would come in because they wanted these true real fur earmuffs

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by bringing them in.

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And so what it ended up happening is David, his son, would the person would come in

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and they'd say, I want to do this and can I get the fur for earmuffs?

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And so he would show them the fur earmuffs and then say, well,

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what we're going to do is store and condition your coat.

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You don't want anything else to do you.

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And they would say, no, I don't want anything else, but the conditioning was an upset.

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And it's almost even the way I presented it to you now.

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It's like, well, you're going to store your condition to your coat.

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But storing the coat versus storing and doing the brush down and doing the shampooing

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of the coat is obviously an extra service.

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But it immediately added a couple hundred bucks to every single coat.

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And they were doing thousands of coats.

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And so, anyhow, the point is that they would get people to just agree that they don't want anything

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else. So think about how you can use this strategy.

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There's many ways you can use it.

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But the something else is the easiest that I can ever see.

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So let's say you say, hey, this is what you're going to take for this weight loss program.

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These are the four supplements you're going to need to take.

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Now, you might have more supplements.

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You're like, you don't want to buy anything else to you.

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And then they're going to automatically.

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A lot of times I was like, you don't want to buy any more stuff to you.

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And then they're like, no, no, no, I don't want to get anything else.

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And by doing that, you automatically close the sale that you just recommend it.

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And you can do the same thing in a different way, which would be like,

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hey, you don't want to pay full retail for that.

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And they're going to be like, no, no, no, no, it's like, cool.

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So you want me to send it with this discount to the address I have on file.

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And they'll be like, okay, yeah, let's do that, right?

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And so by doing that, you're getting them to say, yes, by saying no.

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And the thing is, is people are so contrarian.

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People always feel like they're being sold.

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They actually use that psychological, like it's subconscious.

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Like they can't even think they're not even making the thought process.

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Like they're agreeing because they're so pre-programmed to try and not

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to buy things that they end up buying things.

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And so you use that psychological bias to your advantage.

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It's one of the most powerful techniques I've ever seen in sales.

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Most people get 20 to 30% uptake on their upsells.

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If you use an assumed closed tactic like this,

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you can literally see 90% plus take rights on this.

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Right? And so to wrap up the story,

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when they give them the earmuffs at the barrier, they would say, well,

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now that you have those, you're going to need to store those in condition

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as well. So that'll be an extra or whatever.

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And so what ended up happening is that people would get the free earmuffs,

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but you'd have to pay to get a store to conditions to cover the cost of the fair.

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So it was just kind of hilarious because what ended up happening is you give it to them.

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They'd have it in their hand and be like, well, you still need to store it because

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you just bought your code here and you're not going to keep these out.

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So to be to be congruent with the story of needing to store the codes,

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they had to wrap it right underneath the jacket and they would take both of them in the back.

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And so people would come in, they'd get the earmuffs, they'd hold onto them,

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and they'd put them right back on the coat and they'd say, he don't want us to do anything else

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besides, you know, storing your conditioning to do. And they're like, no, no,

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not on anything else. Like, okay, well, we'll get that taken care of.

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And then they'd expect the code real fast.

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But like, I want to take care of this button. It's kind of loose.

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I want us to sew this little seam here and be like, yeah, sure.

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You want anything else to be right? No, no, no.

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And so every time, it's one of these things, they just bust out of the hook.

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But people are so subconsciously wired to try and say no to upsells

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that they would say yes by saying no.

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And so you can try and utilize that in your business.

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I think it works very well with kind of like hand-to-hand small upsells.

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But a lot of these little small upsells can be massive profit drivers in the business.

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This is kind of like your fries and coke situation that I'm talking about here.

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Like this is a lot like, you don't think your money on the burger,

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you make your money on the fries and the coke because there's the high profit margin.

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Things even though it's not the core offer.

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And a lot of times there's huge pockets of profit that most,

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especially most small business owners,

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and especially if you're running like a brick and mortar, be a service business

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that you're missing out on.

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So I highly recommend using that strategy if you're like,

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oh man, I wish I could use this in my business.

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You can just use your brain and be creative because winners always think,

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man, I wonder how I could use that in my business.

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And losers think that wouldn't work in my business.

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My business is different.

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So decide which one you are and then execute accordingly.

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Otherwise, lots of love.

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If you guys are going to be amazing Saturday,

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but that was the value for you.

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If it is, you know, drop a tag or like,

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or do all the fun stuff.

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And I hope to see you all in the next podcast.

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All right, good soon.

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Bye.