2. Utilizing (and Creating) the Right 'Frame of Mind'

Having popcorn on it's own may not mean much to people, but having it while enjoying a movie is something entirely different. It's this 'frame of mind' that cinemas are taking advantage of by providing the popcorn when you really want it!

They're selling it when and where you're most ready to buy it. If they tried to sell you popcorn an hour before or after the movie screening, they would have a hard time convincing you to buy their over-priced popcorn. Similarly, if they tried to sell you the same over-priced popcorn on the side of the road, you'd probably laugh at them.

This is a very important concept to understand. Timing is everything! It's easiest to sell to a customer when he is ready to buy! Not when you're ready to sell. (And yes, there are ways to get the customer 'ready,' which I'll discuss shortly.)

The other 'frame of mind' they're using is something that they themselves have created over the years. That is… people now expect to pay higher prices the moment they step into a movie theatre. It's almost as if they've suddenly stepped into another world where paying higher prices is 'normal' and even 'acceptable.'

3. Upselling and Backend Marketing

Moreover, the theatres continue to build on another 'frame' that the customer is in. He has just paid $6 to $12 for his movie ticket. He is in the "buying" frame of mind. And, while he is in this buying mood, the theatre decides to continue that 'flow' and "upsell" him. In other words, they offer him additional products that would enhance his 'movie-going' experience.

Since people already believe that popcorn will add to their entertainment, it becomes an easy sell.

Consider another existing frame that people are "on a night out" and want to enjoy the evening and be entertained, the 'cost' of the additional popcorn and soda become insignificant since the popcorn and soda adds to the overall entertainment value.

It's similar to when people go to Las Vegas, or when they're on vacation. Many of them don't worry so much about paying higher prices for stuff while they're on vacation or on a 'getaway.' It's almost as if they've stepped into another world where price is not that big of an issue anymore. Pleasure, satisfaction, comfort, and entertainment are their primary concerns.

But, the theatres don't stop with just popcorn. They continue to build on that flow and momentum by tempting the customer with sodas and other goodies. Most people who buy popcorn would want something to wash it down with, especially since popcorn is a salty snack.

I have often seen people walk into the theatre with a bucket of popcorn, sit down, start eating, and then get up again to go buy a soda.

How can you use this in your business?

During 'check out,' offer the customer an upgrade to your additional product, or provide additional "related" products that he may be interested in buying. You can do this through your 'order page.' And, you can also do it after the initial order, through your 'thank you / download' page by placing links to additional products that he may find useful.

Since the customer is 'in the buying mood' right now, with credit card in hand, it's the best time to offer him other useful products. Again, you're selling to him when he's ready to buy.

Also, how many products can you offer as backends (in the future) that would be easy sells to your existing customers?

Take some time out to really think about this one. In most cases, there are a ton of related products that we can offer to our customers - things we normally wouldn't think to sell to them.

Here's another great example of backend selling…

We used to have a theatre in our area where you could see fairly new movies (about a few weeks old) for just $1.50 to $2.00. They had made special arrangements with the copyright holders.

Naturally, this theatre didn't make its money by selling movie tickets. The bulk of its income came from the over-priced popcorn, sodas and other snacks. :-)

It's no wonder that one of the most effective online marketing strategies is to offer customers an inexpensive front-end product (or even something for free) and then continue the flow by offering them bigger, higher-ticket items in the future.

It's the 'baby steps' strategy… get them to take a 'small' risk less action first, be it subscribing to a free report, or buying an inexpensive front-end product. Then, build on that by getting them to take a slightly bigger action.

Each time they take a step towards you and are rewarded for it, they are more likely to take the next bigger step in the future. You can build on the momentum over time, and condition them to keep taking action.