3 Steps To eCommerce Success: What Most Amazon Sellers Get Wrong In Business

We're gonna cover scaling past a million. And.

I mean this with all respect.

Amazon sellers tend to be spoiled entrepreneurs. We've got it really easy.

Okay, Ryan, what's up? Let's talk about, I don't know, one piece.

We're talking about nuggets.

Nuggets.

Nuggets are where all the money is. If you sell nuggets, source them from China and you put it on Amazon, you just give lots of nuggets away for free and then you get reviews on your nuggets, that's it. That's where all the nuggets are.

That's the number one tip for selling on Amazon, 100%.

Nuggets are where it's at. It's the next trend.

Okay, so assuming you're selling nuggets, you talk about building audience for nuggets.

Uh huh, yeah, yeah. So you think about who buys nuggets. I mean, you sell a lot of nuggets. Liron. So I mean, who's the primary customer for your nuggets?

It's a millennial.

And why are they so passionate about nuggets?

Because nuggets allow them to.

Nuggets allow them to express their freedom.

This is your resident Amazon expert right here.

Oh, thank you.

I follow his posts for what's working on Amazon. Good shit, man. Thank you, thank you.

So in this session you've already heard an introduction to him. It's going to be Mr. Ryan Moran. So let's put our hand together for Mr. Ryan.

Love you too, bud. We're gonna cover scaling past a million. And.

I mean this with all respect.

Amazon sellers tend to be spoiled entrepreneurs. We've got it really easy. Number one, the thing that we all obsess over this world is where you take your sales. I call it a sales channel. And the big braingasm that I have to get entrepreneurs to get is that in most worlds, this is not called Amazon. We in this world get really good at this piece. And so the way that you're going to grow past a million is either you develop the other legs of the stool or you now take the one thing that is the most profitable and the most valuable thing in your business, which is that system, and you apply it to something else, like another business. Most people who live in this world are not really entrepreneurs. They're Amazon channel managers. It's real humbling.

The second part of this.

Is the product. This gets stuck. And the reason it gets stuck is because when you're an Amazon channel manager, you think about product is what Amazon wants.

So There's a mental shift that happens after hitting this wall about half a dozen times, where for a while, if you're obsessed with Amazon, you don't even think about product. You think about what Amazon says has volume. It is not something that is scalable, that is not something that is sellable. There is no one. None of the keynotes at this event got big, famous, respected or rich by selling the exact same thing as everybody else. Now there are times when there's a new trend, when there's a new market and you create a similar product to someone else. But then what has to exist is, is the person that you target has to be different. And that's the third part of this. Over here is.

Audience. Audience is who cares about you if you are in this world. Kind of the symptom of being in this world if you are only here.

No one cares about you if you go away. And so there's this tenseness around what if Amazon makes a change. The problem here, the problem is when you've only got these two dialed in, you are now at the mercy of everyone else who's doing the exact same things. This is when we start to complain about competitors dropping their price. This is when we start trying to out review the next person. This is when we start over analyzing where we rank for specific keywords. Because we know deep down nothing is different here. There's no reason why someone is selecting us. This is where it gets dog eat dog. This is where people say, oh, I don't talk about my products. That's adorable.

When you've got this.

Audience and product and you don't have this, you got audience and product, you know what you have.

You got fans. Right here is actually where profit margin is made. Right here between audience and sales channel.

If you just have fans, you've got a really, really great group of people and you're broke.

If you just have revenue, then you make a lot of sales and you get to say you have a seven figure business and you're broke. If you have audience in a sales channel, you have really high profit margins, but you don't have scale when you bring all of them together. This magic circle, this magic section right here, this is a brand.

This is a business. This is something you can scale. That is something that is what people are buying. When you get acquired, if for nothing else, start to practice the collection of turning sales into customers and they're different. Peter Drucker had two functions of business get customers, keep customers.

Taking a sale on Amazon is neither of these Two, it's taking a sale because every single person has bought something from Amazon, opened up the box. Someone said, I really like that. And you say, yeah, I got it on Amazon. Most people are not willing to do the work of audience and product.

They go to where the money is and they start trying to elbow everybody else out of the way and take a piece of the pie. I'm interested in looking at how we make the pie bigger because all of that is just systems that other people know. And I don't really want to be good at those things. I want to build real businesses. First, you have to decide who you are. You have to start getting out of the things that you were doing all the time. And you do that by mentoring people who are better than you at it, which requires you to become a leader. It requires you to Actually, my first ever event, first person I booked to speak, was Gary Vaynerchuk. He was still big, but he wasn't like he is now. I've been following Gary for 10 years. My dream ever since I was a kid was to own the Cleveland Indians. I heard this dude say he wanted to own the New York Jets. I was like, you're my guy. I'm going to find out what you do because you're 10 years older than me and you're ahead of me. And the thing he said was, if you want to go from million to 100 million, it's about people. There isn't an app. There is no algorithm. You have to tap into your emotional intelligence skills more than your mental intelligence skills. You cannot think your way into going faster. You scale human beings. That requires you to become a leader, which just like launching your first product sucks for a while, and then you get better at it, and you get better at it.

So you start to move from operator of all things to a leader of all things. That requires you to lead yourself and to lead a vision that actually reflects what you are there to do. That's when you can do things like scale or sell. That's when you're financially free. It's when you have f you money. It's when you're done at that. That point when you make that switch, that's the switch that most entrepreneurs don't want to make. And it's the reason why most people never grow past seven figures. You, if you want to do that, then you go put in the hard work of creating those relationships and getting really, really clear about who you want to be in the world and then start putting in the pieces that allow you to scale past seven figures. I'm gonna hang for as long as you guys wanna hang, and then I'm gonna go hear John Mackey. But thank you all for being here today. I appreciate it. Hey. Hi. Hey.

I had to come shake your hand.

You are such an inspiration. Than right here. All right. Sounds good, man. Appreciate it. Take care with you. Oh, you bet. All right, cool. Thanks, guys.

Thanks for coming from Poland for your YouTube channel. I watch pretty much every.

Oh, good. Tell C Money that sometimes. Sometimes we're discouraged when we get, like. We only get like 900 views. Yeah.

The wine took to us very good.

Oh, good. Well, thanks. It's. Help us so much. I appreciate it. Here you go, man. Thank you so much. You bet. Hey, guys.

What's going on?

You guys want to hang out?

We're going to do like, 4 million, and everything that you said stings. Really?

Really?

When did you. When did that hit you and you realized that or did you do it from the very beginning?

Those two things, I couldn't tell you when it hit.

I don't know. I think I might be better at some. At noticing really stupid trends. Yeah. Like, are we all doing right? Is this what's going on? No. For sure. So I don't know. I don't know when the light switch came on.

I think I'm just willing to suck at something and then admit it.

Yeah.

I wish I had a better answer for you. I mean, what matters for you is, like, when did you realize it? You just did.

Well, I mean, the thing is those two concepts, especially if you're coming from just the sales channel. Right. Those two things are very, like, organic.

Very.

I don't want to say arbitrary, but easy to define.

Yeah. The other part. Is there. Is there? Sales channels are easy for you to manipulate. Yes. Like, you can make Amazon your bitch.

Exactly.

You can't make a customer your bitch.

Exactly.

So there's fear of rejection. You have to actually be good. That's risky because most of you know you're not good. Yep. And that's. That's humble pie. Be like, oh, shit. My product actually isn't any different or better. And I actually don't care about my customer at all.

The thing is, we know it.

I knew it all along. Do you really know it? If you don't say it? It's like, I mean, we are really good at tricking ourselves. But you're right, we're really good at pushing it way back there. I mean, like, oh, if they're buying from me, then I must be Doing it better than other people and so you find ways to justify it, but that's not, it's not a real business. Right. And so you can keep doing it and have a nice little cash flow business, but you'll never be a real entrepreneur.

This was so kind of great to hear this from you because I just, you know, we hear the same perspective, I think so many times just focusing on the sales channel. My wife and I are definitely the sale, the Amazon sales distribution kind of managers and we're doing about 40k a month now, which is great for us. At what point should I do that? And then also kind of going off?

What? Yeah, I mean, you should.

So just, you know, if, you know, we don't care about the, you know, caring about the customer or, you know, having product that's not really superior, do we just completely shift into something else or.

No, you find a way to care about your customer.

Okay. Yeah.

People can be really interesting, especially when they want to give you money.

That's a really interesting conversation. You asked. The first part was how do I or when do I start building the audience? Yes, it was yesterday.

Okay.

The next, next best time is now. Right? And like I said this morning, an audience does not mean you have millions of people. It means going super micro. It is, it is emailing your customers and asking for feedback and calling one on the phone. It starts at the super micro. That's how it grows. It does. It does not grow by you sponsoring this influencer and then hoping your brand grows because now all you got was people who don't give a fuck about you at scale. We as human beings are tribal. So if you think about your immediate impact is your tribe. Like your job is to take care of the tribe and you as a tribe take care of the next outer ring of the tribe. That's like you and your immediate team taking care of your customers because they have families and tribes too.

And then there's ripple effects and you realize how epically powerful you are, that you have people who report to you for a specific mission. If you treat it that way, if it is to pay them as little as possible and to maximize sales, then it is always you against everybody else, which you can do. You'll just never be happy. But if you think about it like this is your immediate group and you're taking care of them and it is your job to take care of them and they take care of other people. Do you have any idea how much people crave that? Today it's like, ugh, world just opens up for you.

Oh, that Moran guy? Moron. Yeah, he's moron. Definitely a scam artist. Yeah. Yeah. So what's a good product to sell?

Good stuff. C. Money. Thanks for being here. Thank you.

Good stuff, guys. If you're selling on Amazon, biggest mistake people make is they think that it's all about the product. And this is bad news for Internet entrepreneurs because they want to think that there's a hack, that there's an algorithm, that there's some river of money in sales that they can plug into. And it exists. It's called people. Money comes from other people's bank accounts. And if you don't have people that you are serving, it's gonna be really, really hard to sell product. You've heard the old adage that it's seven times harder to get a new customer than it is to get a customer to buy from you again. And yet Amazon sellers are particularly bad at getting people to choose them and to follow up with them. So a target your person before they even hit Amazon, who's the person that you are marketing to? Go get in front of them. You can do that through influencers, you can do that through advertising, you can do that through putting up Facebook groups, you can do that through social media. However you do it, if you're thinking about products before people, you're toast. If you're thinking about people, the products become real clear and the sales process becomes real easy.