Brutal Bonuses – How to Decrease Your Sales With One Easy Tactic
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And here’s your host, Matt Hardy.
Today I want to talk about the correct ways to use bonuses in your sales tactics.
The more ingenious title is: “Brutal Bonuses – How to Decrease Your Sales With One Easy Tactic.”
Every Christmas, when my family gets together, we do a Yankee Swap.
For those of you who don’t know what that is:
In Yankee Swap everyone brings a wrapped, unmarked gift to the gathering. Everyone is given a number as they arrive, and they select and unwrap gifts from the pile in that order — but there’s a twist.
The person who gets the number 1 will pick a gift from the pile and open it for all to see.
The person who receives number 2 then chooses a gift and opens it, and has to decide whether to keep it or swap it for the first player’s gift.
You keep going in order with everyone getting a chance to open a new gift or swap it for any other gift someone has already opened.
Yankee Swap has been the cause in all sorts of strange gifts: from bizarre Hawaiian shirts to anything that might make someone feel really awkward opening.
One year someone had a dark wood carving of a weird face with a snake on its chin, an eagle on his head and had the back looked like a seahorse.
The sticker on bottom of it said that it was made in Africa.
I can only assume it was the African idol of Barrenness and Poverty.
“Oh that’s a fantastic gift. I certainly don’t have one of those.
To be honest, I thought I could handle both those areas on my own if I wanted too, but I appreciate that you thought I might need some help – thanks.
I couldn’t think of a better gift for someone who has everything.
Oh but wait – there’s more??
Ahhh yes, no African idol of barrenness and poverty would be complete without the additional idol of early onset adult incontinence.
That’s wonderful. Having both really completes the collection and covers just about everything.”
For those who got a good gift in Yankee Swap, it was a great bonus gift on top of whatever else they had already got at Christmas.
Alcohol in various forms from wine to Russian Prince vodka (as an aside, you can see one of our previous podcasts for just how awesome that is) would come into play from time to time.
But for someone who was left with the idol of Barrenness & Poverty, it wasn’t a bonus that you really valued.
At most you might get a good laugh from it before you threw it in the garbage.
I just didn’t have the heart to re-gift that one.
But it can be the same when you offer bonuses as a tactic to increase sales.
If you have a good bonus people will love it and buy more.
If you give a bad bonus (like the idol of barrenness & poverty), people won’t buy at all.
So what makes a good bonus?
Well my inquisitive friend, lucky for you that’s exactly what we’re going to cover.
Today we’re going to cover the number one guideline to follow when adding a bonus to your products.
And that guideline is: Make sure the bonus is related to the product itself.
It’s no surprise here that liquor companies are usually pretty good about this.
When they give a bonus, it’s often – yes, you guessed it! – more liquor.
Oftentimes, they will give an extra little bottle of liquor along with the original product.
Other bonuses include such things as: shot glasses, tumblers, soft coolers and so on.
Corona even used to give away straw cowboy hats with the purchase of their product.
Can you see the common thread with all of these bonuses?
They all tie in and are related to the use of the products.
The bonus booze is giving you more of what you already wanted.
The glasses and tumblers help you to use their product immediately after purchase.
The soft coolers allow you to keep your drinks cold while in transport.
The straw cowboy hat keeps your head from getting scorched while you drink your Coronas on the beach overlooking crystal blue water – just like in their commercials.
The bonuses are all closely related to the product itself and the good times you plan to have.
Nobody’s offering a negative bonus like a coupon for dry cleaning after your friend has had too much and unloads on the carpeted floor of your truck.
I’m on a number of different email lists and I’m often blown away by some of the bonuses people offer.
Some seem to feel that the more they pile on, the greater the chance of making a sale.
But if it’s all unrelated garbage and you keep piling it on, the person you’re making the pitch to ends up devaluing the lot of it and will just move on without buying.
A bonus needs to be related and compliment the product for it to really add value.
For example, we offer a training product on how to setup and use a pay per click advertising source, and as a bonus, we offer over $200 in free advertising credits for that exact advertising source. (You can see it here)
If you’re having trouble coming up with a good bonus, start by asking yourself the question: “What would my customer find valuable to have while using my product?”
When in doubt, just flat-out ask your customers.
Here’s to giving bonuses that will result in prosperity – not poverty and barrenness.
Want more customers, more sales, and more business? If you need to grow and develop your business, we have the answer. Visit BizDevShots.com now and click on the Biz Growth Solutions tab at the top of the page to find your solution.
I hope you got something out of this podcast.
An idea you can use.
A different thought or viewpoint.
Or maybe you found it mildly amusing.
At any rate, can you refer this podcast to one other person you think might find it entertaining or useful?
Because I want to help as many people as I can, in as short a time as possible.
Here’s something to listen to while you think about it…
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