How to Sell Your Zero-Cost Hidden Assets for Cash

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I’ve recently come across some excellent examples of companies that have successfully converted zero-cost (or at least zero marginal cost) ‘hidden’ assets into cash.   In no particular order:

1) Anthony Robbins converts room placement into cash

At the recent Anthony Robbins Unleash The Power Within event in Sydney, ticket prices varied from around $1,500 “Standard” tickets to $3,000 “Diamond” tickets, the principal difference being seating position.   Diamond people got to sit up the front.

This is a great example of adding value and increasing profit, while holding costs steady.
2) Graphic Design and Printing Business turns faster service into cash

Marc Dussault, MD of Jay Abraham Asia Pacific, tells a story about his days as the owner of a printing and graphic design business.    He noticed that different printing jobs were produced in different timeframes, but that all clients were being charged the same.

He began by monitoring what proportion of jobs were being produced within a certain timeframe, then added two levels of “Express” service (with additional fees).

This strategy gave clients a guaranteed express service and added additional revenue, without affecting the cost structure of the business.

3) Mazda Charges a Premium for Yellow

My project manager Philipp Hartle is the proud owner of a new Mazda 3 SP23.  He tells me that for one of their models, Mazda offered a “limited edition” yellow colour…for $2,000 extra.  Apparently, they were snapped up like hotcakes.

Same pattern: more revenue, zero or little change in cost structure.

So how does this relate to you?

The above examples involve taking a “first in best dressed” or optional item and placing a value on it.  You can add value by guaranteeing greater immediacy (UPW), speed (Printing) or exclusivity (Mazda).

The same types of hidden assets no doubt exist in your business – if you choose to look.

Will

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