A while back, I bought a water filter that, well, sucked.
It was nothing like the ad said it’d be.
And it cost a considerable amount of time arguing with their customer service to get anyone on the phone who would actually do something about it.
Not a very fun experience, let me tell ya.
But it was still kind of useful, in a way.
How?
Because it got me to thinking.
There’s not an ice cube’s chance in hell I’ll buy from them again.
I don’t care how good their marketing is.
I don’t care how good their guarantee or prices are, either.
Frankly, getting a shoddy product like this is like buying underwear, opening the package, and seeing some crusty old “skid marks” on them.
In other words…
No matter how good the packaging is… no matter how stellar the underwear manufacturer’s reputation is… and no matter what kind of great deal you got on those underwear… you’re not going to be a happy camper, are you?
If you don’t burn the accursed things, you’ll return them.
And, you may even get a hankering to tell everyone you know about that particular brand of underwear so you make sure THEY never buy from that company, either.
All of which could cost “Skid Mark, Inc.” a lot of dough.
Not just in front end sales.
But also in lost repeat sales, too.
Which brings me to the point:
The REAL moolah is in the back-end sales (the second, third, fourth, fifth, sale you make to the same customer).
And let’s face it.
That ain’t happening selling skid marked products.
Ben Settle
P.S. I know I’ve already beat this horse to death by now, but I’m launching “The Crackerjack Selling CD Club” on Tuesday (November 3rd).
When you join, you get a free copy of my “Crackerjack Selling Secrets” book. And, if you join Tuesday, you’ll get another (extremely valuable) teaching revealing 5 ways to increase your sales by using simple stories.
It took me 7 years to figure these storytelling secrets out.
But you get them free if you join Tuesday.
To be notified when the doors open, go to:
