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This time we’re talking with a real high flyer when it comes to selling on Amazon and dominating niche markets. Not only does he have a degree in economics, but he is also an inspiring trainer, which is why he’s been invited to speak on stages around the world in places such as Singapore, Malaysia, as well as closer to home. So it’s a real pleasure to say welcome to Greg Cesar.
Thank you. Thank you for having me.
Well, it’s great to have you. Let’s start by asking a little bit more about you and your background and how you got started.
Yeah, absolutely. I graduated college and went out and got myself a corporate job, like everyone else is supposed to do, and my goal was to work up the corporate ladder and become president of a company somewhere. And one day I had a boss tell me, “When I tell you to do something, you do it.” And I instantly realized that I was unemployable. I said, “There’s just no way I can go work for someone who’s going to tell me that.”
So in 1997 or ’98, I bought a product from television. It was some work at home thing and I had it for a couple months. And when I quit my job, I said, “Well, let’s start this internet thing everybody keeps talking about.” And I started consulting local businesses on, “Hey, you’ve got to advertise and market on the internet.” And they all thought I was crazy. I actually had one guy say to me, “This internet thing is not going to be any good until the year 2050.” And-
I wanted to say, “Where did you get that figure from?” So it wasn’t the easiest thing back then and-
I was going to say, this is the early days of the internet too, right?
Oh, this was the days, if you wanted to rank number one on Yahoo, all you had to do was put a letter or a number in front of your domain, and you’d be number one in a day or two.
My daughter’s making $38 a day on Amazon.” And here’s the crazy part, she was eight years old at the time.
And I said to myself, “God dang it, if an eight year old is kicking my butt on Amazon, what the heck do I got to be afraid of?” And so I said I’m going to get started. And the thing about it was I sat and I asked myself, what’s the fastest and quickest thing that I could sell? And I said, “Well, I’ve been selling information. Why don’t I take one of my courses and why don’t I see if I could sell that?” But I didn’t want to go on the Kindle side. I had done Kindle and Kindle is amazing, but the price points on Kindle are very low. You’re talking $3, $4, $5, $9 a product. So I said, “I want to sell a $50 product. I want to sell a $90 product. So how do I do that?” I said, “I got it. I can’t make it an ebook, I have to make it a course, and I have to make it physical. And if I do that, people will pay me.”
So I took my course and I recorded it. I turned it into an audio and put it on a cd. And I said, “Well, let’s see if anyone’s going to buy it.” And sure enough, within the first day, I made $9. Within the first two months, I was at $3,000 a month in sales. And then it just went up from there. So it was something that was really, I saw an eight year old kid doing it and said, “If they can do it, I can do it.” And that is what motivated me to get started.
That’s amazing. I mean you’ve had an incredible success, obviously with everything that you’ve been doing online, but to see that you’ve been inspired by an eight year old, I mean there’s something in that, Greg, to be fair.
I tell people, you never know when your next opportunity is going to come. And that’s the second opportunity I’ve had that has come from a kid. Another one was, we were running ads in newspapers and I saw a 16 year old kid who was doing it successfully. Well, who do you think I called? I called a 16 year old and said, “Hey, show me what you’re doing.” There is no shame in the game. Whoever has the knowledge, I’m going to take it. The age doesn’t matter. So in a lot of people, they would’ve said, “Oh, that’s a kid. I’m not going to listen to a kid.” I say, “It doesn’t matter. It’s whomever’s doing it successfully is who you want to learn from.”
Absolutely. And Amazon, as you say, a lot of people are tempted to get into Amazon, because it has a lot of customers, you don’t have to set up a website, they’ll handle all the shipments, all the fulfillment, all the returns if necessary. It’s all done for you. But I guess the barriers to entry can sometimes put people off. What do you say to people to motivate them to take those steps that are necessary to get their products onto Amazon?
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