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CHAPTER 6 HOW TO GENERATE MILLIONS IN SALES & PROFITS

Then I sold him a medium fishhook. Then I sold him a larger
fishhook. Then I sold him a new fishing rod. Then I asked him
where he was going fishing, and he said down at the ocean,
so I told him he was going to need a boat, so we went down
to the boat department, and I sold him that twin engine
Sunseeker Predator 68.

Then he said he didn't think his Subaru would pull it, so I Took
him down to the automotive department and sold him that 4-
Wheel Drive Land Rover."

The manager says "You mean a guy came in here to buy a
fish hook and you sold him a boat and truck?!"

The young man said, "No, no, he came in here to buy a box
of sanitary pads for his wife and I said, "Well, since your
weekend's already screwed up, you might as well go fishing."

If you want to boost your sales and profits, you must train
your staff to do what the young man did, get every customer
to increase their ‘Average Dollar Purchase’. Why is McDonalds
the most successful and profitable fast food franchise in the
world? It is not because they have the best tasting burgers.
However, nobody can argue that they have one of the best
marketing and distribution systems in the world.

The staff at McDonalds are trained to maximize each of their
customer’s average dollar purchase. Go down to your nearest
McDonalds restaurant and ask for a cheeseburger. Would
they just reply, “ okay sir, that will be $2?” No way! They
would first ask if you would like to have a combo meal for
$6. If you agree, they would proceed to ask if you would like
to upsize the meal for another fifty cents. Is that all? They will
then ask if you would like to have an apple pie for another

182 SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES