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l The Questions We Ask Ourselves
* The Little Coin Dealer That Could
* Concentric Circles — Running Circles Around Your Competition
* How Monster Profits Are Really Made in Business
* The Market Test Approach
* The Source of All Great Wealth
* What’s better than Money When You Don’t Have Any?
* The Case of the Missing Capital
* The Power of a New Perspective

本周文章要览：

我们问自己的问题

小钱币商人能作到的

同心圆-----竞争中存在的利润环

企业中的巨额利润到底是怎么创造的

市场测试方法

所有大财富的源泉

当你没有钱的时候什么比钱更好？

缺少资本的案例

新视点的力量

The Questions We Ask Ourselves

点此在新窗口浏览图片 Most business owners and entrepreneurs I meet struggle throughout their life, asking themselves the wrong questions. They torment themselves worrying if, in fact, they are worthy of the goal they’ve pursued, that is, becoming a successful business owner, making a six figure income, out performing their competitors, staying successful until they retire, amassing reasonable net worth and so forth. In my opinion, that is the absolute wrong question to worry about. The correct AND ONLY question I think that you should ALWAYS ask yourself is:

“Is the goal worthy of me?”

You see, once you realize how much more you are fully capable of accomplishing, making, achieving, producing and so forth — from the same time, effort, opportunity or investment — you’ll start demanding, expecting and achieving many times more.

我们问自己的问题

我遇到的大多数东主和企业家们挣扎一生，问自己一些错误的问题。他们在折磨自己，烦扰于自己实现的目标是否值得，诸如：作为一个成功的企业主，赚取6位数的收入，打败自己的对手，把成功保持到退休，聚积合理的资本净值等等。在我看来，这是根本不需要担心的错误的问题。我认为你要经常问自己的唯一的正确的问题就是：“这个目标值得你去做吗？”

你看，一旦你意识到有多少你还能够完成、作出、达到、生产出来等等----从同样的时间、努力、机会或投资中----你就会开始要求、期望和完成更多倍。

The Little Coin Dealer That Could

I’d like to start this week’s issue of Making the Money Connection with a true life lesson for all business owners large or small who crave “monster-sized” business growth.

My story begins with a teeny, tiny brokerage firm that specialized in selling precious metals (gold, silver, platinum and gold stocks) and collectables. For years they struggled to get by following a limited-growth strategy of running weak ads in publications and feebly calling the resulting prospects.

When I got a hold of them, that all changed. I looked at all the effort, time and money they were wasting and changed their thought process from being tactical (meaning: just getting a one-time buyer) to strategic (bringing in people, then sell them a little, resell them more, resell them still more, and resell them again, again and again for life).

Previously their model was a hit and run, one-shot sale; then move on to the next and then the next prospect. This was, and always is, a very limited yield business strategy. To me, at least, a far better strategy was to consciously try to bring in quality prospects by educating them so thoroughly that they trusted us. Then, we’d only sell them a relatively small initial purchase — to get their feet wet and get them comfortable with us and the investment form. Once they felt good about us and the investment, then we’d progress them upward — from silver to gold, from gold to platinum, from platinum to rare coins and from rare coins to gold stocks. The bottom line? When I first met this little company, they had a few thousand prospects and were doing a paltry $300,000 a year. Within 24 months they were doing $500 million (a half billion dollars) a year and had 150,000 clients and 800,000 prospects. But the best part was that we didn’t spend a dime of our capital to engineer that amazing growth. We got ALL of our existing efforts and actions to perform many times better for us. Want a few “cool” examples?

Well, instead of spending money on advertising, we devised a way to only pay for results: in our case, prospect leads from all kinds of prime sources. We converted from paid advertising to joint ventures. For example, instead of paying someone $20,000 for an ad that might not pull in any results, we persuaded magazines, newspapers, newsletters and a whole host of desirable sources of great prospective investors to endorse us, promote us, recommend us and make us their preferred supplier. They got a fee “per lead.” And, in most cases, we worked out arrangements that we didn’t even pay them any money until after the leads converted to sales and profit for us. It was the ultimate “pay-as-you-go.”

小钱币商都能做

点此在新窗口浏览图片我想以一个生活中真实的故事来开始本周的话题“找出金钱的联系”，这个故事适用于所有不管是大型还是小型企业，他们都渴望企业发展成“巨型的”。

我的故事从一个小型的微不起眼的经纪公司讲起，这家公司专门经营贵重的金属（金、银、白金、黄金储备）和收藏品。多年来他们都采取有限的发展策略，在出版物上有很弱的广告，他们无力地跟进准客户。

当我来了之后，这一切改变了。我看到了他们正在浪费所有的努力、时间和金钱，我把他们的思维过程从战术性的（即：只抓住一次性的顾客）改变成了战略性的（吸引顾客，然后卖给他们一小点，下次卖给他们更多点，再下次更多，更多，更多，一直卖给他一生。）

起初他们的经营模式是打一枪换一地方式的，一次性的销售，然后换到下一个准客户，然后再下一个，这通常是一种有限生产的企业策略。对我而言，至少，一个更好的策略是有意识地培养优质准客户，通过全面教导使他们信任我们，。然后，我们只是卖给他们很少一些初级的产品----让他们尝试一下，对我们这些销售形式感觉舒服。一旦他们对我们和这种方式感觉良好，我们就会渐进一步销售----从银到金，从金到白金，从白金到稀有钱币，从稀有钱币再到黄金储备。结果呢？当我最初见这家小公司时，他们只有几千个顾客，一年也才作到30万美元吧。然而在接下来的2年内他们一年作到了5亿美元，拥有15万固定客户和80万准客户。不过最大的收获是我们没有花自己一分钱的资金去策划这种惊人的成长速度。我们使现有的努力和行为为我们创造了好多倍回报。想看几个“酷”的实际案例吗？

我们没有把钱花在广告上，而是设计了一种只为未来结果付帐的方法：在我们的案例中，主顾是各种主要的资源。我们从花钱做广告转向合资经营。例如：我们没有花2万美元去做一个可能不会产生任何结果的广告，而是去劝说杂志、报纸、实事通讯和潜在投资者，推销我们，推荐我们，并把我们作为他们的首选供应商。他们得到介绍的报酬。大多数情况下，我们要达成销售和有盈利才付钱，这就是最终的“现买现付”。

Concentric Circles – Running Circles Around Your Competition

Want another nifty strategy we developed? I taught the owner of the brokerage company all about “concentric circles” or the back end (in a minute, you’ll learn a lot more about that). It became the foundation for making him a $40 million personal profit in one year alone. What IS concentric circles? It’s an understanding that in any group of people a valuable “subgroup” will always go deeper and farther.

Let me give a quick example. We offered first-time prospective coin investors a very low risk way to see if coin investing and collecting was right for them. We let them purchase a nifty 2-coin “starter set” for a mere $19 on a totally money back basis. The first year we did it, nearly 100,000 people bought a starter set. We made virtually nothing on these initial “get acquainted” sales, but guess what happened next? Of those 100,000 people, 20,000 went on to purchase an initial $5,000 of coins each, on which we made a 20% profit. (That amounts to $100,000,000 in sales, and $20,000,000 in gross profit.) But it didn’t stop there. Out of the 20,000, 5000 bought $25,000 MORE coins. (That’s $125,000,000 more with $25,000,000 additional in gross profit.) PLUS 1000 of that last 5000 people bought an average of $100,000 MORE. Do the math.

Lessons learned? Well, first, don’t pay for advertising, if instead you can ever pay for results. Second, don’t be short-sighted and only focus on the initial sale (a lot more on this later in today’s issue … see Back end). Third, let the power and certainty of concentric circles work for you. Certainly, it’s a bit more sophisticated than these few paragraphs, but it’s not hard to grasp. Do it and you’ll prosper. It also dramatically changes your mindset, which is the real key to amassing far greater success and wealth in business. Think about it.

同心圆----竞争中存在的利润环

想知道我们开发的另一种醒目的策略吗？我教这个经纪公司老板的都是关于“同心圆”或后段的（一会，你就会了解更多）。这为他仅一年就创造4千万美元的个人收入打下了基础。什么是同心圆呢？这是一种理解，也就是在任何一个营销组织活动中，下面都会有一个有价值的“次营销组织活动”，依次往下深入发展。

现举一例。我们为第一次来的潜在钱币投资者推荐一种风险极低的方法，让他们明白钱币投资和收集是否适合他们。让他们花19美元买一种时髦的2币组合的“首发组”，建立在资金完全能收回的基础上。第一年我们这样做了，将近10万人买了一个首发组合。我们在“使他们熟悉和信赖的”销售中确实没有赚到什么，但是你猜接下来发生了什么？这10万人中有2万人每人继续购买了5千美元的钱币，我们因此赚取其中的20%纯利润（销售额共有1亿美元，总利润达到2千万美元）。但是事情并没有就此停止，这2万人中有5千人多买了2.5万美元的钱币（也就是多出了1.25亿美元的销售额，额外的利润有2千5百万了）。加上最后5千人中的1千人平均每人多买了10万美元的，你算算吧。

学会这课了吧？也就是，第一，不要花钱做广告，假如你能为可以预见的结果花钱的话是最好的；第二，不要目光短浅只注意最初的销售（更多的技巧会在随后的课中讲述）；第三，让同心圆的力量和确定性为你服务。当然，这远比这几段说的要复杂得多，不过也不难领会。按此去做你就会发达，你的思维方式会发生巨变，而这才是你积聚成功创造财富的关键。思考一下吧！

How Monster Profits Are Really Made in Business

How many ways do you think there REALLY are to grow any business? — 1000, 100? Well, good news! No matter what type, kind or size business professional practice or money-making ideas you have; there are just three (and only three) real ways to grow it:

1. Increase the number of clients or customers you sell to. (This of course is the main approach that almost everyone focuses solely upon.)

2. Increase the size of the transaction (once you’ve got their trust, getting a buyer to add more products or services — a larger size or higher quality version to their purchase — is surprisingly easy, once you learn how to do it).

3. Increase the number of times they come back and repurchase from you. If you ethically can compel your customers or clients to come back more often, it adds significantly to your profit picture.

Do the math with me here.

Take a hypothetical business that has 1000 customers who spend $100 each time they purchase and come back two times a year to purchase. That business does $200,000 a year. But increase these three categories by a mere 10%. (That means the 1000 customers rise to 1100, the $100 unit of sale grows to $110 and they start coming back 2.2 times a year instead of 2.)

Not much of an increase in any category, right? Well, look at the bottom line impact on your business: the 10% increase, 10% increase and 10% increase doesn’t produce a mere 10% combined growth in revenue; it’s a shocking 33 1/3%! By the way, particularly if your business has a constant fixed overhead, this could actually double or triple your actual personal profits and income. But it gets a whole lot better. Take these three numbers up a modest 25% each and your revenue almost triples. And if you actually doubled each figure — making the 1000 customers, 2000; the $100 unit of sale, $200; and the 2 purchases a year, 4 — your revenue grows a shocking 800%.

This is lesson number one about how to use the power of geometry to massively, yet safely, grow your business revenues and profits. Even better news is that you have available no less than100 wonderful methods to grow more customers or clients and. at least, 50 easy methods to increase the size (and corresponding profit) of every sale. In addition, you have dozens of great ways to get people coming back over and over again to spend more money with your business — even if you don’t think that you have anything else to sell them.

In upcoming issues, I’ll address a different application method in each of these three categories and teach you how to do it. We’re on a wonderful profit adventure together and this is just the beginning.

企业中的巨额利润到底是怎么创造的

你认为到底有多少种方法可以促进你企业的发展呢？-----1千种？1百种？啊，好消息！不管你有哪种专业的企业经验或赚钱方法，事实上只有3种方法可以促进企业发展：

1．增加你的客户或顾客数量（这当然是每个人都致力达到的主要方法了）。

2．增加交易额（一旦获得他们的信任，让买主买你更多的产品或服务----量和质上扩大购买---只要你学会如何做，是非常容易的）。

3．增加他们回头和重购的次数。如果你确实能，在道德的范围里，让你的顾客或客户经常做回头客的话，你的利润就非常可观了。

现在和我一起做算术。

假设一个企业有1千个顾客，他们每次花1百美元购买产品，每年来买两次，那么这家企业一年就有20万美元的收入。但是你把这三个数字分别加上区区10%（这意味着1000顾客增加到1100，销售中的每100美元增加到110美元，并且他们回来购买2.2次）。

这在每个领域都不是个大的增加，是不是呢？那么，看看最终对你企业的影响：10%的增加，10%的增加和10%的增加,可不是这么简单的在收入方面10%的增加，而是惊人的33 1/3%！顺便说一下，尤其是当你的企业的开支是固定时，这确实能使你的个人利润和收入翻两到三倍。不过这一切会更好，把这三个方面数字分别再增加25%，那你的收入就是原来的3倍了。如果你把每个数字都翻倍了-----比如由1000个顾客增加到2000，销售额由100美元增加到200美元，一年购买2次改为4次----你的收入会增加到惊人的800%。

以上第一课是关于如何利用几何学的力量去使你的企业大规模而又安全地增加收入和创造利润。更好的消息是你有至少100种美妙的方法来扩大你的顾客或客户数量，至少有50种简易的方法去增加每次的销售额（相应还有利润了）。此外，你会有几十种使顾客不断回头把更多的钱继续花到你企业的妙法----即便你认为自己没有什么新东西可以卖给他们。

在接下来的数期中，我将阐述这三个范畴中的每一个不同的应用方法，教会你怎么去做。你正处于一种奇妙的追求利润的冒险之旅，现在刚刚开始。

Try This Test - The Market Test Approach

One of the greatest marketing approaches that I’ve ever used for myself and my clients is called The Marketing Test Approach. It’s really easy to understand and it works almost everywhere and time it’s tried. Let me frame the basics for you so that you can try a version in your business.

The basic concept is introducing a way for new prospective clients to try out one or more of your products or services on a low risk or no-risk type basis. As literally part of a your “market test,” tell them — in your advertising, sales letter or sales presentation — that you want to see the difference “lowering the barrier to entry” makes to starting a business relationship with them. Then, offer them either a smaller starter package or version of your product or service … or a lower-priced, one-time-only offer … or a 30 to 90 day risk free trial … or let your imagination tell you. Then explain what the normal market value on this proposition is and why you are sharply reducing the cost or dramatically extending the risk protection for them — so they have nothing to lose trying out your product, service or company..

The key to the market test approach is letting your prospective buyer IN on the method to your “madness” and credibly explaining the rationale so it’s clear that you want to build a repeat buying relationship with them and will take ALL of the initial risk on this, instead of the other way around.

Does it really work? Well, every time I’ve done it, we’ve made at least 500% “up front” and millions on the back end (see next article). I’ve seen it used to sell services — heating and air conditioning, chiropractic and consulting. I’ve seen it used to sell products — gemstones, jewelry, books and clothing. And I’ve seen it used to build multi-million dollar businesses. But probably, the best element of this approach is how it clearly and advantageously distinguishes you and your company from all the other competitors out there. It builds a wonderful ethos that no other competition can penetrate. Try it out conservatively, maybe with a letter or an e-mail to a few hundred prospects, or have one of your salespeople test it on a few dozen prospects. I think that the results will impress you. Let me hear back from you with success stories.

试一下这个测验----市场测试法

我和我的客户们用过的一个最好的市场推广方法是市场测试法，这个方法容易理解而且何时何地都有效。我大致为你介绍一下你就可以在你的企业中进行测试了。

基本的理念是向你准客户推荐一种或几种风险低或没有风险的产品。作为你“市场测试”中的一部分，在你的广告、销售信和销售介绍中如实告诉他们你想看到“降低加入的门槛”会在开始和他们联系的过程中制造那些差别。然后，提供给他们小额的产品或服务……或一种更低价的，只是一次性的提供……或是30到90天免风险试用……或随你想出什么吧。然后向他们解释这种建议的一般市场价值，你不计成本为他们规避风险的原因-----因此他们试用你的产品或服务不会有任何损失。

市场测试法的关键是把你的准客户“疯狂”地引入进来，令人信服地解释清楚这个基本原理是要与他们建立重复购买关系，你将承担所有的风险，不是他们来承担所有的风险。

这确实可行吗？是的，我每当这样做了，我们 “前端”创收500%，而后端几百万（看下文）。我已经看到它被应用到销售服务中----暖气和空调，按摩疗法和咨询等；我已经看到它被用于销售产品中----宝石、珠宝、书和服装；我还看到它被用到创建千万美元的企业中去。不过这种方法中最好的成分或许就是如何清楚便利地让你和你的公司从其它竞争对手中脱颖而出。它使你们形成一种内在的凝聚力，没有对手可以渗透进去。适当地尝试一下，也许就是给你的几百个准客户写封信或发个邮件，或者让你的店员对几十个准客户进行测试。我想结果会让你吃惊的，让我来等你的成功消息吧。

The Source of All Great Wealth - How to Get Way, Way Out in Front

This article is going to be sooo obvious the moment you read it that you’ll hit yourself. But almost nobody thinks carefully about it — until someone like me tells them. So here goes.

In virtually any business, the real wealth almost always comes “on the back end.” In other words, acquiring the buyers or customers or clients in the first place is the hard part. That costs a lot of time, effort, expense and risk, but reselling them again and again requires the right strategy and effort to mine a perpetual or ongoing fortune.

Look at some examples:

Book, CD and DVD clubs let you choose your first 4 or 5 items for just a few dollars or less. Do you think that this is because they’ve figured out how to buy $19 CDs for 25 cents? Or is it because enough first-time buyers repurchase over and over again at full rate that they make a bundle on the back end? RIGHT!

How about insurance — over and over again? Or cell phones, satellite TV, cable and … truthfully, virtually any recurring product or service that needs someone to buy once — before they’ll come back over and over again.

Most business owners abstractly get this concept, but they rarely truly incorporate its mighty profit power into their entire business approach. But now YOU can.

Think in terms of reselling and reselling your customers or clients over and over again. Think in terms of every new customer and prospect becoming your virtually recurring profit annuity — IF you handle them properly.

Also think too that even if you currently don’t have a lot or even anything else to sell to them, you can source and offer to your current one-shot buyers a ton of related, complementary products and services, AFTER the initial sell to create sustaining future profit streams you can bank on.

Every business out there — maybe with the exception of undertakers — has a back end, and everyone has referrals as a back end. In future issues, I’ll give you a great template for figuring out and substantially growing your back end business. But today, merely recognize and review that it is (or can easily become) your fastest path to greater prosperity.

大财富的根源----如何远远的超越及处在最前端

这篇文章非常明显，你一旦阅读就会恍然大悟，但是却似乎从来没有人细心去思考，一直到有人例如我去告诉他们。我就讲吧。

几乎在每一个企业，真正的财富基本上都来自于“后段”，换句话说，获得买主或顾客或客户是最难的，那要花费很多时间、精力、花销和风险，但是要令他们重复购买是需要正确的策略和努力，从而去发掘一个永久的财富。

看一些例子：

书，CD 和 DVD俱乐部允许你只花几美元甚至更少就获得4到5样商品，你想出这因为他们已经计算出了如何花25美分去买19美元的CD吗？或者是因为第一次买的人会一次又一次来以全价购买从而他们后面就卖出了很多吗？对了！

保险怎么样呢？是不是重复地购买啊？手机，卫星电视，电报等等，说实在的，任何产品或服务是需要客户购买过一次，オ会重复购买的。

大多数企业主都从理论上知道这个理念，但是却很少真正把它的巨大创利力量引入到自己的整个企业发展中去，不过现在你能做了。

想着不断地向你的顾客或客户重复推销，想着你的每一位新顾客和准客户都在不断为你提供利润，当然你要处理得合适才行。

再想想即使你暂时没有太多东西甚至没有新东西可卖，你还可以寻找并提供给你的买主许多相关的补充的产品和服务，经过初次的销售你就建立了一个可以依赖的持续发展的利润来源。

每一家企业，或许承担者除外，都有一个后端，每个人都有推介作为后端。在将来的出版中，我将给你一个重要的模板来计算和充分发展你的后端企业。不过今天，只是意识到这是你发展繁荣的最快途径。

What’s Better Than Money When You Don’t Have Any?

When your business wants to grow — but you don’t have the capital to fund what you need — most business owners get frustrated. But you don’t have to; you can use your creative alternatives — and they are extensive.

First, ask yourself the $64,000 questions: If you had the money, how would you use it? What would you spend it on? In other words, how would you invest or deploy it?

For example, do you want to run ads, hire a sales force or build an Internet website or e-commerce division? Do you want to expand your inventory, product offerings? Or do you need more technology — software, computers and so forth? What is the purpose of your capital requirements — that is, where would that money go to?

Once you’re clear, realize that you can persuade plenty of businesses and people to provide you with the equivalent of what your money would be used for. But instead of paying them upfront cash, they’ll take a more creative compensation or payment alternative. Here are some good examples to stimulate your mind.

A past client had zero marketing money. So we got 1000 magazine, newspapers, TV and radio stations to run ads for us, selling a starter sized unit of our product for a $3 purchase. The advertising media put up over 20 million dollars in advertising to us for free, so we let them keep all the money from the first purchase (the $3 sell). We got enormous exposure and a million people who purchased for the first time. But we also got 100% of the back end or repurchases too! And 500,000 out of the million people kept repurchasing over and over again. (They averaged 10 times with an average $3 a purchase or $30 each on the back end.) It did so well that we made 80% gross profit. In fact, a NYSE listed company asked us to sell the company for tens of millions of dollars. Give YOU any ideas?

Or, a friend of mine needed a sales force, but he had no money to pay for salaries, travel and so forth. So he did three brilliant things. He found three people locally who sold non-competitive products to the same market he was targeting, and offered them twice the normal commission to take on his product, too. They did and sold millions of dollars worth.

But he didn’t stop there. He found a large, well capitalized telemarketing company whose main activity was calling home owners at night. Since they hardly used their daytime hours, they were delighted to use their sunk-cost fixed overhead and sell my friend’s “business to business” product for him during their normally light day time hours — and receive half the profit (which was four times the normal compensation they’d make). My friend didn’t care because every sale that they generated was pure windfall profit for my friend — and, of course, my friend also got 100%, of the back end.

Another friend found a huge older, mature-industry business that had over 100,000 square feet of unused storage warehouse capacity. My friend needed 75,000 square feet of warehouse storage, but was low on capital. He persuaded the other company to furnish him with their unused space, in exchange for a small share of the sales he generated with the new products that he was able to inventory. By the way, my friend persuaded the manufacturer of the new products to ship him their merchandise on a creative “consignment” basis that he only paid for what he sold — 90 days after he sold it.

Still another exciting story is about a friend who wanted to be in the music business, selling cassettes at grocery stores and mini-marts, but he had no capital. However, he learned my theory — that there’s always someone out there who needs what you want or need, even worse than you need or want it, and who will be eager to make it happen for you.

So he went out and found a huge music distributor who lost a major account and eagerly wanted to replace the business. He easily persuaded them to furnish and put up hundreds of thousands of dollars worth of tapes for him to distribute and sell on general terms, so he could offer the grocers better payout terms than their current suppliers. Both sides prospered mightily.

Or how about barter? (In a future issue, I’ll get deeper into this.) You can trade whatever product or services you sell or make for whatever you need. I’ve traded my consulting or seminar-type products for expensive trips, cars, jewelry, furnishings and services for my office.

When they didn’t have capital, I’ve seen people make deals to get needed products or services, such as giving the provider a share of future sales in exchange for the needed items — for a period of time or up to a multiple over the market value of the product or service furnished.

For example, once a friend got a software company to give him $200,000 of needed enterprise software in exchange for giving them 3% of his future sales for 18 months or $400,000, whichever came first.

There’s always a way to do it without capital. Just think about what you’d do with the money IF you had it … And who you can persuade to furnish you what you want or need for something “soft” (meaning future payments, profit shares, trade exchange and so forth).

Absolutely nothing can financially stop you once you master this liberating philosophy.

当你什么也没有时什么比金钱更好？

当你的企业想发展而你又没有所需资金时，多数企业主会感到沮丧。但是你没有必要这样，你可以使用创造性的选择，而且有很多。

首先，问自己6.4万美元的问题：如果你有这笔钱，你会怎么用？你会花在什么上面？换言之，你会怎么投资或分配它？

例如，你想去登广告，雇用一队销人员还是建一个网站或电子商业部门？你是想扩大存货，产品供应，还是想提高技术----软件，电脑等？你的资金需求的目的是什么，也就是说这笔钱将走向何处？

一旦你弄清楚了，你就会意识到很多企业和个人可以提供给你象你的金钱用向同等多。但是没有付给他们之前的现金，他们选择了一种更加创造性的补偿或选择性的付款。下面几个好的事例可以激励你的想法。

一个原先的客户没有一点销售资金，我们找到了1000份杂志，报纸，电视和广播站来为我们做广告，以每单位3美元的初始价格出售。广告媒体为我们提供2千万美元的免费广告，因此我们让他们拿走第一次购买的钱。我们得到了很多的关注，第一次有上百万的人来购买产品，不过我们同样也获得了100%的后端或重购机会，上百万人中有50万人保持着一次次的重复购买（他们的后端是10倍3美元或30美元）。进展如此好以至于我们创造了80%的总利润。事实上，一个纽约证券交易所的上市公司让我们把公司以几千万美元的价格卖给他们。给你有启发吗？

又例如：我的一个朋友需要一队销售人员，但是他没有钱去支付他的诸如薪水，旅行等方面的费用。那么他就做了三件出色的事情，他找到三个在同一个市场卖毫无竞争力的商品的当地人，提供给他们双倍的佣金也去销售他的产品，结果他们售出了价值上百万美元的商品。

但是他没有就此打住，他找到了一个大型的资金雄厚的电话推销公司，他们的主要活动是夜晚给业主打电话。因为他们很少利用白天时间工作，所以他们很高兴利用自己的空闲的白天时间为我的朋友推销“从企业到企业”的产品，他们获得一半的利润（相当于他们获得的平常补偿的四倍）。我的朋友也不介意，因为他们为他创造的全是额外收入，当然我的朋友获得了后端的100%。

另一个朋友发现了一个大型的完善的老工业企业，那里有10万平方英尺的废弃仓库。我朋友需要7.5万平方英尺的仓库，但是资本很少。他就劝另一家公司把不用的空间让出来储存新产品，把销售的所得资金中的一小部分给这家公司作为回报。顺便说一下，在一个创造性的“委托”基础上，我这个朋友劝产品的生产商先运给他产品，他卖掉了货才付钱给生产商，而且是在他卖出90天之后。

还有一个激动人心的故事，有个朋友想从事音乐行业，在杂货店和小商店销售盒式录音带，但是他没有资金。不过他学会了我的理论，即总有人在那里急你所需，或比你更急或更需要，那么他就会为你创造奇迹。

因此他出去找了一个大型音乐经销商，他损失了一个大客户，急需弥补，因此这个朋友很轻松地说服他们把价值成千上万美元的录音带以普通的价格卖给他，因此他能提供给杂货商更优惠的销售价格，这样双方都大大受益。

Or事实物交易怎么样呢？（下一期将深入探讨）你可以拿你卖的任何产品或服务做交易，也可以弥补你需要的任何东西。我就拿我的咨询或研讨班的录像带作过交易，换回的是昂贵的旅行，小汽车，珠宝，我的办公设备和服务。

没有资金的时侯，我见过有人通过交易获得需要的产品或服务，比如以将来销售额提成给供应商来换取所需货物----提供一段时间或者一直达到原先货物或服务的几倍市值为止.

例如，一个朋友曾经让一家软件公司提供给他价值20万美元的企业用软件，作为交换，他把未来18个月销售额中的3%或40万美元提成给这家公司。

没有资金也总有一种解决办法的，就想想假如你有这笔资金你会做什么吧，再想想你能说服谁给你提供你的想要或所需，仅仅为了某种“软性的东西”（即将来的报酬、利润提成、贸易互换等等）。

一旦你掌握了这种思想开明的哲学，就没有任何经济原因能够阻止你了。

The Case of the Missing Capital - A Case Study to Motivate You

I’ve got a wonderful case study success story from one of the original founding team of Palm Pilotâ that’s appropriate to share as the concluding article of today’s issue. When Palm started out, they had very little marketing money. But I had inspired one of the founding team members to adopt the exact same mindset I talked about in the previous article. Back then many electronic and technology trade publications really didn’t have the fullest grasp of the fast-paced developments and evolving breakthroughs happening on the technology scene. But the founding team at Palm Pilotâ was in the catbird’s seat, squarely immersed on the cutting edge.

So my “student” took a lesson from the Capital Substitute Strategy and made a “killer deal” with a number of the key technology publications. He and his team continuously alerted, updated and educated all the various magazines editorial staff on the relevant new technology developments and breakthroughs, in exchange for the publications writing quality, positive articles on Palm Pilot.â The strategy worked wonderfully. I think that my student said they got over a dozen major articles … with no PR budget, no advertising expense — only the cashless, capital substituting strategy that I’ve just taught to you. If it worked for Palm Pilot,â the same basic strategy can work for your business, too.

Differing from most other advisors, experts, consultants or newsletter editors that you’ve seen, I believe that little shifts in thinking can produce massive changes in your results. I don’t deal in incremental, linear type growth or thinking. It really IS easier to grow your business and income geometrically and exponentially, instead of in small, little steps.
Trust me on this and together we will have a wildl