Finally…
Ashton’s birthday is August 6th.
Mine is August 8th.
Ava’s birthday is August 30th.
Needless to say, August is a busy month.
I’m happy September is here.
Four months left in another wild, weird year.
122 days, to be exact.
Anywho…
On Sunday, we celebrated Ava’s 8th birthday with family/cousins at the water park.
On Monday, her actual birthday, Amanda & I picked the kids up from school.
And took them to the Build-a-Bear store.
I was amazed by how every square inch of the store was maximized for profit.
When you walk in, you pick out a bear (no stuffing), which ranged anywhere from $15 – $45.
They had a 2 for $45 special running.
After that, the kids had the option of selecting a sound to put in their stuffed animal, ranging from $5 – $8.
Add a heartbeat for $6.50.
The next station was them putting the stuffing inside.
Which had an additional option/upsell, the kids could pick a scent to put in the animal, which was $4.
Ashton chose cotton candy.
Ava chose bubble gum.
Then it was time to accessorize with clothing, shoes, wigs, glasses, wands, and other accessories, ranging from $15 – $60.
The final stop was the birth certificate.
Surprisingly, there was no charge for this.
At the checkout, the lady asked if the kids wanted a backpack for $9 – $10.
Or a house (cardboard box) which was $1 or $2.
She then offered us 4 $10 gift cards for $20.
We declined those.
Total cost for two stuffed animals = $108.
That is a real life sales funnel.
It was brilliantly executed, too.
Not only that, they provided a fun experience.
The kids had a blast customizing their stuffed animals each step of the way.
It’s no surprise they did $339 million last year.
Two questions for you to ponder…
How can you maximize your profits with upsells/upgrades?
How can you provide an exceptional experience for your customers/clients?
Model Build-a-Bear, as they have it dialed in.
It was quite impressive.
Impact Over Income,
Adam
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