TAS 162 : (Hot Seat) Why Are My Sales Slow and How to Increase Them?

 

Hey, hey! What’s up everybody! It’s wonderful to have you back on another episode of The Amazing Seller. On today’s show, Scott has invited his buddy, Chris Schaeffer to join him for a very special, first time experience. Scott and Chris are going to be doing what Scott’s come to refer to as a “hot seat.” They’re going to take a real product, sold by a real TAS community member, and are going to evaluate the strategies being used to sell the product. This is the same format Scott’s going to do at an upcoming live event in Denver, Colorado, so listen in to get a taste for how this event could benefit YOUR product sales.

 

The product is live, the listing is good, but it’s not selling very well.

 

Today’ Scott Voelker is doing a “hot seat” where he and Chris Schaeffer are evaluation a real  Amazon product to help increase sales. Ebony has submitted her product for evaluation because she’s got plenty of reviews, a good product listing, and can get to page 1 with PPC, but the minute she stops doing Pay Per Click campaigns, the product drops to page 3 or worse. What should she do? Scott and Chris have some very helpful insights for Ebony that are likely to help you do it right the first time, so be sure you take the time to listen.

 

Consider seasonal products a second time.

 

On this “hot seat” session of the Amazing Seller, Scott and his friend Chris Schaeffer are evaluating a product that isn’t selling very well in hopes that they can increase its ranking on Amazon and increase sales. As they look it over, it’s clear that this is a seasonal product, which is not entirely bad, but it’s also not a product you can expect to have consistent sales all year round, which would be very nice, wouldn’t you say? So when you’re thinking about selling a seasonal product, you might want to think again before you pull the trigger. Or, you may want to consider other products you could offer to fill in the gap during the down times.

 

Depth of market is the HUGE issue for most products that don’t sell as expected.

 

When Scott Voelker talks about product research, one of the terms you’ll hear him use over and over is “depth of market.” What does he mean? He’s talking about determining whether or not there is actually “room” in a particular product market for you to introduce another of the same type of thing and legitimately expect that you’ll be able to gain a significant foothold. If you don’t do your market research well and for a long enough period of time, you may be setting yourself up for frustration. On this episode Scott and his friend Chris Schaeffer give a good amount of time to the process of market research, so make sure you listen so you can understand how to do it the right way!

 

What kind of 2nd product should you offer?

 

Today’s “hot seat” participant has a product that isn’t selling as well as she’d hoped. One of the solutions to the issue may be to offer a second product to her offerings. That way she could either bundle it with her original product to offer a completely new product, or she could choose a product that offsets the down-time of her original product, which is seasonal. Scott’s got some good insights into how you should think about the process of choosing a second product, and he’s going to share it with you on this episode, so be sure to listen!

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OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

 

• [0:25] Scott’s introduction to the podcast!
• [1:20] Scott’s first “Hot Seat” session, featuring a real Amazon seller and his friend,. Chris Schaeffer.
• [2:21] How you can get in on Scott’s FREE live workshop.
• [2:55] Introduction of Chris and Ebony, today’s participants.
• [7:08] Ebony’s situation and product story.
• [8:43] Chris’ first thoughts about Ebony’s approach: two things.
• [9:20] Depth of market could be a problem.
• [9:45] Seasonality could be an issue as well.
• [10:44] The importance of the key product research tasks.
• [14:50] Scott’s suggestion about adjusting the approach.
• [15:35] Another approach from Chris regarding tweaking the PPC campaign.
• [20:20] Why Chris would not give up on this product.
• [24:04] What is the strategy to try to get the product to page #1?
• [28:01] A good product, a great listing, and how to get more exposure.
• [28:40] Choosing other products for your ideal customer to buy.
• [32:10] How these hot seat events will work in a live setting (coming up).
• [35:20] A new resource for you on every episode of the podcast!

RESOURCES MENTIONED

• Jungle Scout - www.TheAmazingjSeller.com/JS - affliate link
• www.TheAmazingSeller.com/live - register for upcoming hot seat events
• www.TheAmazingSeller.com/workshop
• www.TheAmazingSeller.com/129 - PPC tips and strategies
• Google Trends