hey everyone this is stefan from
projectlifemastery.com today I'm really
excited to interview Zack Greenfield
Zack is a friend and a mastermind group
that I'm a part of but um I mean
interviewing Zack today because he's
actually an Amazon seller he's had
massive success building a brand and
selling on Amazon he got started with
the amazing selling machine just like I
did
started in 2014 launched his first
product 2014 you guys did 1.1 million
dollars and gross sales so that's pretty
impressive um congratulations on that
first of all but just on it I just want
to thank you just for joining today and
excited to learn more about your story
yeah thanks for having exception it's
awesome to be here oh man sites near SAP
how did you get into selling on Amazon
and you know what what can you share
just above what you've learned along the
way and how it's changed your life
well um probably started like most of a
lot of other people as far as kind of
looking at my situation this was back in
probably October 2013 you know I was
working as a paramedic kind of living
paycheck-to-paycheck a very fulfilling
job but not something that's really
going to give me the lifestyle that I
want kind of take me to the next level
so similar might with my wife and we're
just thinking like what what can we
possibly do to change our situation and
I really didn't I really didn't have a
lot of ideas they don't really work with
a lot of people who were you know into
internet business or even just a
business in general I didn't even know
so emailed my brother and my brother
works an internet business and he knows
a lot about it and kind of explained to
my situation you know hey I'm sick
living paycheck to paycheck you know I
really want to make a change kind of
figure out something I can do that I'll
enjoy and actually you know make a
difference and also kind of give us
lifestyle we want and so he actually
knew about ASN and he always sends me
short emails back that I usually have
like the great advice on them that's you
know super short he's like you need to
give this a try I really think this
little you know work well for you and
for someone like me coming from not
knowing anything about the Internet
literally I mean I watched Netflix on
the Internet
surf on the internet but you know
nothing I don't really know the inner
workings of the Internet are well so to
me I kind of had that general like this
looks you know is this like a scam what
is this but you know he send it to me so
I was like you know what he send it to
me and I trust my brother so I had
nothing to lose at this point so um
that's that's how I got into really just
honestly I didn't even have a capital to
start with so yeah my wife has been
really supportive and we talked about
you know how are we gonna how are we
going to come up with a capital to do
this so we lived in a small town at the
time so we decided we'd sell our car
I'll come up with the capital and I
think that that sort of jump off the
cliff move really did it because at that
point it was like I know I can go back
this is what I got to do how to make
this work so wow that's pretty awesome I
mean you just just shows that if you're
committed enough to something and I
think often times I found people that as
I remember for myself when I got started
making money online and building an
online business I was so committed to it
I found that by making some of those
sacrifices and even people that I work
with they end up getting better results
and more success because they're more in
a position I think where it's a must and
it's like I'm important you've got to
make it happen your back is against the
wall and make me a powerful position to
be in to really really grow a business
absolutely that agree so that's cool so
you started with amazing sell machine um
really cool um yeah you you know went
through the training and everything and
you found I guess you know the product
that you wanted to sell did you start
having success right away or do you have
certain challenges that you encountered
or how was that process for you oh man I
mean challenges at every turn for me
because I didn't know anything about the
internet you know I saw a lot of these
guys you know they had come to SM doing
internet marketing and and I was gosh
can i really actually make it not
knowing anything about the internet and
there was definitely a big a lot of like
scare factor there for me um you know
here I just sold my car and it's like
what am I going to do if I don't if I
this and I'm like waiting over my head
and ultimately the modules are set up in
such a weight where it was like I'm like
one of those guys where when I search
for something on the internet like how
to do something I'll put for dummies at
the end of it you know because like I
don't know how to you know go about
doing this
I need step by step and it was actually
set up like in a perfect models were set
up perfectly action steps like I had
something to do after each module and I
found myself going through the modules
weight faster then yeah then you know
then I and I should have which is which
is fine but um you know there was a lot
of there was a lot of tough areas at
first you know just learning in general
how to contact suppliers like how to you
know how to find a product that would be
potentially good to sell I mean it's
like am I gonna choose a product it's
gonna sell one to two a day I don't know
you know and that's where a lot of the
community that ASM provides really fell
on the plate as well because I had
Facebook you know I had the ASM
community and man I just was on there
probably I mean I if I go back and look
at my post I'm sure I've hundreds of
posts on there like how do I do this and
responsive I mean I was getting like
three and four responses you know within
20 minutes amazing and so that was a
huge part of you know getting getting
through my big obstacle of not having
really good grasp of Internet knowledge
and our product didn't when I first
chose the product there was a lot of
indecisiveness at first yeah I'm sure I
went through like how to choose a
product but really there were so many
products I could do now and it was
trying to make myself not be afraid of
the competition or is this one too
popular and and you know a lot of those
things I can't just go ask people on a
Facebook group
like hey sure to choose this guys cuz
then you know that's just not how it
works and so ultimately came down to had
being able to come make a decision stand
by it and just persist and sales were
not we're not heavy right away
it took took a lot of work utilizing the
tools ASM provided to really you know
get off the ground and and get slimed
where we wanted to yeah I can relate to
that
I don't know which which incentive you
signed up for you said - from 2013 this
is yeah the thing was ASM - it was
October October 2013 I think is when it
was I'm somewhere around there I think
it was ASM - okay cool yeah I did David
prove things a lot like they've always
changed it and everything yeah we cool
but I think my girlfriend I we got my
girlfriend I both did it together um and
we got I think it was maybe sm4 but we
didn't start going through it until
earlier this year in like February I
think I launched my first product in
February or to get one but um for her
they're like everything was brand new
for her you know jeez he's going to
university she just had a 95 job yeah
kind of heard about this stuff for me
and it was brand new business for me as
well like I've already I've done a lot
of internet stuff before to dos I have a
lot of confidence and things like yeah I
found that the way they laid it out like
the first module that I found useful was
that they had a lot of success stories
where they interviewed just like regular
people who had you know started with
nothing made a lot of money selling on
Amazon it's become amazing amazing
success stories and I found that just by
going through those first it gave a lot
of like both of us my girlfriend as well
like a lot of confidence in this and a
lot of belief on that you know you can
make this happen if these people can do
it and I can do it as well one thing
that they all said was just like follow
the training just go through that and
kind of what you spent into like you're
really active and committed on the
Facebook and the forum they had just
like if anything I think the more you
put into it the more you get out of it
right so it's like you you take
advantage of things as much you know as
much as possible and you're going to get
way more out of it which is really cool
and you know sure enough I think once
you start having some success you have
like this great confidence about
yourself and everything and it just
makes it much much easier for your
second product the third product and
it's really cool so absolutely I agree
100% hundred-percent and follow the
trainer especially agree with because I
I didn't have any other choice I
couldn't stray from the training because
I didn't know what else to go let the
trick
especially for me not having an
experience was that was a moss so well
awesome so you launched in 2014 in
February
I guess you launched one product and no
mind sharing a little bit about the
success that you've had and ever you
guys are maybe like how many products
you've launched since or sure so we got
the product ready I think we probably
made our first order in January um and I
really got involved with kind of doing a
facebook launch not ads but just kind of
with my friends and people that I knew
any quite a few people on Facebook that
were willing to you know help me out by
you know buying you know when I when we
launched um so we launched February 2014
I think for the first probably month or
so was just me really busting it out
trying to trying to do press releases I
was writing press releases every
probably three days and you know I was
getting on my facebook I was following
up with people I've sitting on my email
tool you know just all the stuff that
they they teach in those first there's
first critical months and I'm you know
after the whole you know friends buying
it you know someone like boom I had this
big burst of 30 and I'm checking out the
keywords and stuff then I think we
probably did around like three to five a
day and you know my goal was like oh
we're gonna like have this huge party if
I hit 10 a day and I did you know within
a probably a month
we were doing about 10 a day and then it
just started exploding from there and
we're doing within that month we did 10
and then 20 and 30 by the end of that
month and then it got him to the summer
months and we started doing probably 60
to 70 a day and then the biggest jump
was in Christmas we were doing about 500
to 700 a day running out wrapping the
left like frantically trying to get
stuff in and flying it over with DHL
Express to try to get it from China in
three days and um first started now you
know it was slow and it was me wondering
if we were gonna if it was really going
to happen but persistence was absolutely
the number one key thing was persisting
and just
you do that press releases ignore the
competition and and then yeah by the end
of the year I think during that summer
we were doing around 30 to 40 km month
and then Christmas time we I think we're
doing 263 K a month for a couple months
about on average so it was pretty insane
well so you can find like obviously I've
heard Christmastime you got to have a
lot of inventory this because that time
of the year but did you find whether
certain things when you look back some
critical things that you did that were
responsible in having that big boost or
was it more just two changes different
seasons and what would you say have been
the biggest things um as far as boosting
you know Amazon keeps a lot of their
their analytics secret so but for me I
really have a strong belief that our
press releases really help to get the
word out I wrote a lot of press releases
you know just basically creative writing
and missing things about the product
kind of researching things in the
barbecue market and and it was that in
in the customer service really a lot of
it was you know these the reviews people
wrote about a customer service was I
mean we do we use some the ASM email
tool and I kind of played with that to
try to basically just talk to customers
like I would just talk to your body like
I've talked to you you know and not I
didn't want to I don't wanted to be at
the summit this big company it was just
like well this is who it is it's me and
I'm just talking to a customer they
don't like it you know I'm just going to
give them their money back and took care
of them that's what we did we got really
great response from that and I think was
a mixture of so mixture of customer
service and really working on our URL
all the tools ASM provides at the URL
boosters and press release tool and make
sure of that and then really just
choosing a good product in getting good
images there were times when we would
have lols and when you get when when
everything is going good and selling
well you tend to kind of not be as
creative and then when you get this low
then you're like what can I do what can
I do to get those sales back up or what
can I do to increase sales from like 10
to 20 so we would change our product
image and we
to make it more dynamic and we would we
would add things into the image to make
it just spruce up make it look really
good like better than the other images
and sure enough little things like that
would just make a difference huge
difference in conversion rates not only
that but title and in bullet points - it
came down to you know the copywriting in
images as well so um I mean those are
those are probably the few things I
would say did the most you guys still
tend to focus on improving those things
like you're always trying to find a way
to improve your images description title
etc yeah all the time
um because what you'll find then what I
found actually is that once you find
something that works really good it's
going to be copied right away and then
you got to be creative and think of
other things you know um but it was
really just mess playing around with my
title you know looking at what my
percentages were for conversions when I
went to have my title this one way and
then what it was when I changed it you
know so I could hardly tell if it was my
time Luna and any images as well you
know I mean I really think the image is
huge because that's the one thing people
see when they first look for the product
is that image you know and so it's got
to be like it's kind of stellar you know
it's got a little gray it's gotta be
like come here that looks so cool and
you want to click on it um so that was
probably like that in the copywriting
like huge I think right cool um how
about just reviews have you found that
just getting more and more reviews would
equate to more sales or reserve certain
point where you county did matter as
much or I think I remember this actually
because once we got to 30 reviews
it seemed that things started to take
off and they were some of those reviews
were from friends some of them were
organic reviews you know but they were
totally honest reviews some people would
even mention things that they thought
could be improved which was actually
really helpful and and they're getting
the reviews it is tough to get reviews
you know the right way you know and part
of that was our email tool like sending
emails to people and you know getting
them to open the email and getting them
to go leave a review you know an honest
unbiased review on your crowd
you know and letting them know that hey
if you do have any issues which come to
me and I'll take care of it that some is
a big thing is trying to find ways to
get to get people to open the emails and
leave reviews but ultimately I think it
if you can find the right you know
copywriting the final purchase for your
product you can do it I mean absolutely
so yeah it kind of reminds me I remember
um I two friends that sell an Amazon
they're a couple and they're literally
well they said it and even at the last
ESM event that I went to the seminar
they they all talk about importance of
customer support having a really good
customer service but what my friend said
was that I guess like I live here in
Canada and you know because the glass is
similar in a lot of ways but the
customers are like blown away by the
customer service when you provide really
good customer support because they've
never encountered that before as I guess
a lot of businesses in the US and even
in Canada it's like a lot of businesses
don't offer good customer support this
is kind of like screw you after you you
buy the flawed right went I will into
you know refund the person make sure
everything's right with them and you
take that extra time and even you know
you leave a comment on someone's review
you know just thanking them for leaving
the review uh you know people really
appreciate that and depending on your
product if you have a product where you
can get VP customers or you have a brand
multiple products then you're gonna get
that person and keep buying from you
again and again and again so I
definitely think it's really important I
totally agree 100% with that yeah I I
know I haven't gone to this extent yet I
know if you do this but I have some
friends that sell on Amazon and they've
got a whole like a call center um they
they actually call their customers cuz
an Amazon provides that info calls them
up and says hey you know if you receive
the product with everything ok with it
um you know great you know and you can
just asking for review to like that I
think that's an important thing is just
don't be afraid to ask hey you know what
you know leave an honest review good or
bad because if it is if it is bad you
want that is feedback on what we can do
better to improve the Frog so just even
asking for the review I think is really
important I totally agree and that's
that's one of the one of the big things
to actually for all of a sudden
extra view I actually tried the calling
oh yeah yeah I'd be calling during
summer I do it and a man let me tell you
like I totally bombed that one like but
I I think it was because like there's
such an art to like Holly Rio and I and
I was just like no I'm just gonna be
like I'm just gonna be cool bro and they
all they talked and just in it didn't
pan out for me work you know a couple
times but the times it did work the cost
for each fun to see on the phone and
talk and talk and you know - and then it
got to the point where our sales were
such to where I could there's no way you
know yeah I have heard about the call
centers don't actually know a couple
people that have awesome success with
them it just it's just something that I
haven't revisited yet yeah yeah it is
there's definitely a method to it even
though I guess offering a coupon code
you know hey I could give you a coupon
to your next purchase yeah but yeah
there's definitely I'm not a phone
person like I'm not a customer support
guy at all in any way like I find um I
have a whole team that handles all my
customers but I just and if you're
getting frustrated or whatever inside I
have something else do that for me yeah
let me let me ask you about the other
thing you mentioned just going back to
the press releases so for people that
aren't aware about that um so you're
running up a press release about your
product and I guess or just submitting
it to different directories and either
is it with you find the benefit from
that like actually getting picked up by
media outlets and having stories or just
the the traffic that you would get from
those being I guess on search engines or
all that sort of stuff
um for me um I haven't found my press
releases getting picked up playing crazy
big news outlets or anything but what I
have found is that when I search for my
product in Google my press release has
come up first
except for Amazon of course Amazon's
tend to come up first but it was on the
list admit that my listing on Amazon but
um I was seeing a lot of fun of our
press releases were coming up first for
like those keywords that I was putting
in them and when we started a size
variation on our product you know
obviously I wrote a press release
announcing that and we got a ton of
traffic to that and even found it on
forums then like look the company's
releasing a new size and
how to link to the press release and so
that's when I that was probably the one
time I was like wow these press releases
really are doing something and you know
when you're creating content you're
creating like information about your
company so sometimes what people will
tend to do and I take this too is I go
to Amazon I look for a product and I'll
go to Google to see if I can find some
more information about it maybe if I can
find it for a better deal or who knows
but I mean that's usually enough with
the case I usually end up going back to
Amazon
maybe if I want to find out about it or
the company a little more and so that's
what I think people did I think the
press release is really helpful and well
you know I can't say like on what level
but I do know that when I search for my
products in Google that my all my press
releases come up and they really help
they're really helpful information in
them as well um you guys just stick with
one backer story you speak with that one
product right you launch other products
since then or what you guys done since
we launched size variations on a current
product which was which was much needed
that separate list by the way or is that
all it's all it's all in one left
standing then we had kind of a side
start deal so it was a huge demand for I
think most of our negative reviews were
because people wanted a different size
and then we launched two more products
after that and actually not right away I
would say probably almost a year after
we launched our first product than we
launched a second one and I would have
to say that's probably something that I
should have done earlier if I could go
back but I was so focused on that one
product you know and and then we just
recently a few months ago launched a
third product as well and um and
basically you know just kind of trying
to I think it's really important to be
that a system down you know your system
of doing things that works for you and
that has worked for your product and
sort of apply it to your next products I
think is really helpful so that's what
I'm trying to do with our our two other
products right now well and you guys
strictly right now to sell in the US or
any guys branch go in any other markets
um we're in Canada as well but purely
just exported from u.s. to Canada and
then we just are about to go live in
Japan we we just saw everything the
customs process took a while but Amazon
made it really easy and they have this
go-between guy that kind of communicates
and helps you along like baby steps
because I mean that's a really foreign
market for me and they made it so easy
to just to go in and you know were able
to access millions of people over there
as well with premium priced products you
know Tokyo is a very expensive place and
so that's that's where we're at right
now we've done US Canada and Japan now
so so is it just it
I'm only some of the u.s. right now I
live in Canada um and obviously each
mark age platforms totally different in
terms of the demand and reviews all that
sort of stuff but we found the process
and you mentioned Japan it's been pretty
easy but um yeah I mean how do you found
it easy has it been pretty simple um I
guess you have to sync inventory to that
your fulfillment centers there too right
hmm yeah we developed a good
relationship with a shipping company
that we use to ship stuff from we use
Shapiro's to ship from China to the US
and they can also take care of Japan as
well the only thing I would say so far
because we haven't actually started
selling yet over there I would say the
hardest thing so far as each time it
takes time for them to approve your
product and what you want to sell and
then you also have to hire a go-between
guy over there that's in charge of doing
customs paperwork and kind of he's kind
of like the mediator there for Americans
selling stuff in Japan but so far it's
just that's really been the only
drawback his time but I really can't
speak to selling in Japan just because I
haven't gone live yeah or Kolkata
okay cool um all right let me ask you
about that this is one thing a lot of
people ask about is just suppliers
manufacturers you mentioned I think that
you found your your suppliers in China
which a lot of people they go overseas
any tips or advice that you can give
with that a lot of people for example I
met refused Alibaba
but you know that's a place a lot of
people use but even just I guess
communicating with them things you look
for you know maybe you've been working
with maybe your supplier for over a year
now building that relationship anything
around that absolutely I think
relationship is a huge thing
building a relationship with supplier to
start with though Alibaba
I like Alibaba because there's a whole
lot of those like the trade assurance
they have a lot of things in place for
your protection which is really
important especially when you don't
always know what you're getting into
them gilt China I mean my first payment
to China was by Western Union and if you
can imagine how I felt I basically felt
like well here's my entire car and I'm
never gonna see it again and all the
mines from China and so that's kinda how
I felt at first um just cuz some of them
have some of them don't have PayPal yet
or you source different payment methods
but um I would have to say that I didn't
I sort of adopted my own method of
communicating with them when I first
approached them these bigger companies
they're used to people that are selling
in Walmart coming to the company so
they're used to these big businesses so
when I first did my contacted in with
was that I I kind of made myself like in
a sound like an established company I
was like you know we're you know company
based out of the US we're interested in
doing a market test so basically that
was kind of my word for for ordering a
smaller amount was testing the market
we'd like to test the market for this
new product that we film sell really
well I'm just kind of putting you know
being very professional at first but the
one thing about the the China
communicating with Chinese suppliers
they really like to use emojis I found
out and so after we established you know
so as soon as you talk to them on
Alibaba you get interests then a new
artist I give him your stagnating they
give you yours and you talk on the stack
usually just chatting and manage is
super into the emoji so I found that
once one side was by kind of comfortable
with them then it was just like all
these emojis started going back and
forth and super funny and they're cool I
mean they're into building a
relationship with with you and they're
actually I've actually come to really
have a lot more respect and enlight for
this Chinese Chinese culture they sort
of they send us gifts for Christmas and
sum them gifts and for different
holidays and cycads it's becoming like
they've consumed became a good friend my
supplier has I actually talked her off
and on on the sky even when I don't have
orders to make
and Trust is the big thing because it's
not it's not there at first you don't
know what your spy is going to do you'll
always think they're trying you know we
always have a tendency to think like
okay they're trying to connive us for
something and it's not always the case
we had something we have to be careful
of I think but I would say is some more
important advice would be to come when
you get quotes I compare quotes I mean
that's you got a computer in just go to
one supplier you know I've got such a
great feeling I'm going to go with them
even if you get a long grave let me just
get the shop around you have to go to
other suppliers like is there product
quality like you know one of the things
that we do when we're looking at our new
product is well say well we need this to
be top level quality and we have a very
strict testing process blah blah and if
you say that they'll tell you they'll be
like well this this isn't the highest
quality product but we do all are
cheaper than everyone else and you can
sometimes they'll actually change you
know change the product in certain ways
if you want but that's one thing that's
really important to do is really demand
that high quality because the whole goal
in this is to provide value for people
we're not just here to make money we're
here to provide value and that didn't
mean finding a product that has flaws
and making it better and so it's really
important to China because you can get
some bad stuff from China is to demand
that quality develop a good relationship
with your supplier comparequotes and
communicate often with them develop a
familiarity with their methods a longer
longer that you're with them the better
deals you get the larger orders you make
the better deals you get and I think
it's really important to to communicate
well and to kind of have a good bearing
of current pricing on size' cool totally
agree and just be clear for people that
are watching this as well your private
leaving your products as well that's pot
in esm so you're basically finding
products and clean your own packaging
your labeling improving it in some way
it's alright yeah absolutely we are
products quite generic actually it's one
of those products that
can slap a label on the cell basically
and we saw that as we were as we were
grown so we actually opened our own bolt
for our product so we had a designer
design our own pattern everything again
you don't write beginning or after sir
um we did no we did that probably a year
after we launched it wasn't something
that I was financially prepared to do
and it wasn't something I wanted to be
convinced that you know I waited till I
built the brand basically and that
people were familiar with the brand and
now how can I set myself apart I think
some people can do that at the beginning
but it's not always cost-effective I
think it's like you know don't try to go
don't try to invest tons and tons of
money on this brand-new product that you
don't even know if it's if it's kind of
sell it you know establish it a little
bit or than and then think about you
know making it more unique to you yeah
and so um to make those improvements or
do that mold you just work with your
existing supplier for that or get I find
any supplier out it how did that work I
did I didn't really know how to go about
it at first so I closed the zero best so
I actually asked my supplier hey you do
people open mold and how can you change
this it's years ago yeah people people
can change it as much as they want we
don't do it very often but you can and
so I got a price on it and then of
course I didn't want them selling it so
I I ended up getting a lawyer off of a
desk that specialized in non-disclosure
agreements and I had him draft up a
nondisclosure agreement and then I had
it sent to China and then they designed
it I signed it it was official and I
sent it back the lawyer so you could
look it over in a little very cheap it
was under $200 feedback well that's all
just for the legal part of it and you
know and it was that easy and then we
had our new mold design within couple
notes that's awesome
yeah I mean I that's a really good idea
because I guess at the beginning when
you're private labeling when the
challenges is that oftentimes you know
differentiating from the other products
can be a little bit challenging it's
often using the product images or the
reviews or the color or features or
whatever it is but if you can add a
certain point for your own
custom unique variation of that product
and that's a great way to differentiate
yourself and save yourself apart now
market absolutely that's a big that's a
big part of it is setting yourself apart
in whatever way whether it be customer
service which is always visible on top
but you know images everything I totally
agree
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