Amazing Selling Machine 12 Review 2020 (by Non-Affiliate) Unbiased Honest Opinion

Amazing Selling Machine 12 Course Overview

Who Put This Course Together?

The Amazing Selling Machine is a 19 hour long course presented by Rich Henderson (right) and Mike McClary (left).

Their lessons are straight-to-the-point, no punches pulled honest and straight-forward.

Rich and Mike show the path they have both walked (not just talked about like some “gurus”).

Rich has been in the online marketing space for over 13 years, having an SEO and affiliate marketing background. He has been in the drop shipping space for over 6 years.

Mike and Rich are very practical in the course. If you follow all their steps, you can build a physical products business, end to end.

Mike is one of the very first successful students of the original ASM course that came out back in 2014. He had a comfortable office job, but wanted to spend more time with his family so he began to look for other ways he could make money so that he could both take care of his family financially and be with them.

Not Writing This Review for Money

Oh and by the way, I am not here to make money with this review. As mentioned earlier, I am not an affiliate for the ASM.

You'll find no affiliate links here. 

I chose to write this review because I wanted to give others a quick look through the ASM course so they can decide whether or not it’s for them. #educateddecision

For some it makes sense put in the 5 g's for ASM, but for those strapped for cash, it might make more sense to invest in a 2k course like the FBA Ninja.

What to Expect in this Course

The Amazing Selling Machine, is a course taught by two guys with actual experience on Amazon. (Not some course-selling guru fronting as an expert to get some quick sales)

They have a straight-to-business manner and don't use a lot of technical lingo. 

Mike and Rich tell you what you need to know in a simple, no-BS sort of way.

The course segments go into detail about how to build a massively successful business on Amazon, the ASM way.

You'll learn how to:

  • Select a low competition product
  • Connect with a supplier and ordering samples
  • Drive traffic using social media and Amazon paid advertising
  • Scale your brand by adding multiple products

Module 0: Welcome and Overview

The course starts at ground zero with Rich delivering the message on how to set up your Amazon seller account the right way, avoiding the common, sales-dropping mistakes.

Here's Outline of Module 0:

  • getting a 40,000 foot view of the entire course
  • navigating the ASM Dashboard (Where the course content, Badges and Q&A is located)
  • learning the only way to achieve amazing results
  • structuring your physical products business
  • suspension-proofing your amazon seller account

Got to hand it to Rich, he is very thorough.

Of all the modules, module 0 seems like the longest as it feels like it drags on forever.

Rich covers everything from reiterating why Amazon is an excellent business to start now to a complete (and I mean COMPLETE) overview of the entire ASM dashboard.

ASM October Badge Earners

I found the intro to be a little long, possibly getting caught up in the weeds of the details, but overall, Rich did an excellent job laying the foundation for the entire Amazing Selling Machine Course.

The ASM  Exclusive Q & A Forum

Module 1: Building Your Product Opportunity  List

Rich begins the module teaching the superiority of branding over selling a single product.

Then he dives into the 7 characteristics of what he calls “a hot product opportunity.” 

One characteristic is choosing a top level category, not a sub-category.

Rich shows the difference:

Rich also provides guidance to course members by offering a ASM exclusive list of products that he and ASM course members have learned through the school of hard knocks to avoid.

I really recommend that you stay away from products on this list, for all kinds of reasons, red tape being the biggest one.

Notice right away where Rich begins: the product. 

Now while it's not a terrible place to begin, but if you begin with the product as opposed to starting with the target audience who will be buying your product, the life-cycle of your product will be short-lived. 

So if you are a beginner, just learning to work the Amazon system well, Rich's product opportunity process is a good place to start.

Hell, I started there, but the products I started with are no longer in demand only a couple years later. 

Bottom Line: Rich shows a good way to start selling on Amazon, but ultimately it's only a beginner method. The long term FBA sellers playing in October 2019 are finding specific audiences to whom to sell exclusively-sourced products. 

Module 2: Profits, Product Sourcing and Professionalism

While my take on the module is below, here's an outline of what's covered:

While Rich does a great job going over the basic requirements of branding, he could have easily added an hour of training for the mid-level amazon seller, telling them how to go places that are not common to most amazon sellers(To see a course that shows how to find unique suppliers, check out Sophie Howard's Blue Sky Amazon Series)

He doesn't talk about going to your local businesses and saying,"Hey, I know you guys are always looking to sell more and I have experience selling on Amazon, and I wondered if that might interest you?" 

My Own Experience: I found another product by merely going to the grocery store and finding some locally-sourced, organic honey. Calling up Dale, the owner, I told him how much I liked his honey and how it benefits my health (local honey helps my allergies) and then put the idea in the back of his head of selling his product via Amazon so that others can experience the same benefit that I have. 

Nothing happened right away, but a couple months later, I reached out to him again and he and I started our partnership at that point because, as he told me, he couldn't get the idea of selling online out of his head. 

If you get your product from places that are uniquely sourced and you offer a solution for a specific group of people (i.e. people with pollen allergies), it has a number of advantages:

1. Your product will be hard to copy by your competition, whereas if you sell merely from Alibaba, your product source is available to every seller on Amazon! #easytocopycat

2. You now have a clear starting point for your Facebook ads and your Amazon Sponsored Ads. (When I launched the organic honey, I targeted groups on Facebook that were interested in natural medicine and I used Amazon Marketing Services to target people who were searching for allergy relief)

With my generation, the millennials, we are very interested in knowing that our products are responsibly sourced, not just the benefits or features. One seller who uses this strategy to the fullest can be found. 

P.S: In case you're wondering, the locally sourced honey took off like Musk's SpaceX Rocket!

Module 3: Ordering Your Inventory and Creating Your Brand

In this foundational module, Rich continues the supplier selection process and demonstrates how to create the skeletal Amazon listing.

The two main topics covered:

  • Choosing the best of the samples
  • Starting your product listing

Rich provides ample information on what to watch for when eyeing product samples (ahem, cough, cough, **quality**) and what is okay to let slide (like another business’s logo being on your sample product).

Showing how to set up your listing to Amazon will approve it quickly and without any hassle, Rich walks through how to initially set up a item entry in Amazon Seller Central.

Got to hand it to Rich here, he’s got a clear-as-tropical-waters way of explaining the preliminary listing set up process.

Rich opened my eyes to a few new things that I didn’t notice before, like the reasons why you only should enter the minimum amount of information at first.

Additional topics covered in this module:

  • Selecting a supplier without burning other
  • Acquiring your UPC (Universal Product Code)
  • Designing your packaging
  • Constructing an email list

Rich makes a big deal about getting samples, checking the product over for flaws and more. 

While I understand his concern, in my mind, it'd be pretty easy for the company to send me a high quality item and then send my customers cheap imitations. 

Because of that, I stopped getting samples after my first couple of products and instead, once my products were in stock at the warehouse, I bought a few and sent them to friends and family, asking them to send my their brutally honest criticism.

That way, I'd know the truth.

Module 4: Ensuring Your Launch’s Success

This module is basically a bunch of walkthroughs, demonstrating how to set up social media profiles.

Module 4 Heads Up:

While this lesson might be helpful for Generation X, I think for my generation, Gen Y, setting up these accounts and adding content (images, copy, GIFs and videos) is pretty much intuitive and so could safely skip this module without an issue

Though you might want to check out the videos on the LCP (lead capture page as Rich has some helpful optimization tips.

  • Setting up a simple brand Website using Wix
  • Constructing a brand Facebook Page
  • Building out a brand YouTube Channel
  • Building out a brand YouTube Channel
  • Starting a brand Pinterest Board
  • Initiating a brand Twitter Profile
  • Constructing a Lead Capture Page

Here's a module that really could easily be improved to fit the needs of mid-range sellers! 

Social media is one of the core elements of having an online presence in 2020. 

What I really had hoped Rich would have covered is the nuts and bolts of his media content strategy. 

In addition to showing the beginners how to get started, he could have easily talked for a few minutes about his ongoing posting tactics and hacks.

For example, I'd have included a 90 day content strategy as well as how to use a social media content management system to post to every platform in a coordinated manner (like Buffer or Hootsuite or Social Pilot, I've tried all three and Buffer works for me the best)).

Also, I'd have suggested ways I can create my own custom images quickly and easily using Sketch 3 (app) or Canva (online editor).

Module 5: The 8 Components of the Perfect Product Listing

In this module, Rich names the 8 components of a pristine product listing and walks through the process of creating it.

 Here’s 4 of them:

  • Researching Initial Keywords
  • Constructing a Traffic-Snatching Title
  • Creating a Compelling Product Listing
  • Calculating Profitable Product Pricing

Personally, I was amazed how rapidly Rich accomplished his keyword research, which he did through employing a proprietary research tool that enabled him to sort the keywords as well as invent a potent title that grabs the attention of both the consumer (through its readability) and the Amazon search engine (by containing crucial keywords).

Module 6: The Perfect Product Launch

In this module, Mike gives an overview of the ASM proprietary, proven process to successfully propel a product into the marketplace.

Three phase process: LB&R

  • Launch
  • Blitz
  • (and) Rank

Mike elaborates on the main components of this process, from the characteristics of traffic that Amazon’s search engine relishes the most to how to set up multiple, unique landing pages, which Amazon rewards you for.

Definitely the most helpful part of this module was the pre-launch checklist that Mike provided, it really increased my level of assurance that I was well-prepared for the fast-paced launches of my products.

It’s a confidence booster when you know that all your ducks are in a row.

Module 7: Advanced Marketing & Traffic Tools

In this module, Mike talks about the daily maintenance needed to run a successful drop shipping FBA business, from checking your listing to content marketing to emailing your subscribers.

Covered in this lesson:

  • Writing a List of Daily Business Tasks
  • Using Amazon Lightning Deals
  • Fine-Tuning your Amazon Ads

The daily agenda that Mike provides dramatically improved my efficiency by giving me a list of tasks that I used to train a VA to do, which boosted the autonomy of my business, enabling me to work more on my Amazon FBA business, rather than merely
inside it.

I found the Amazon ads setup process to be similar to setting up Google ads, which I am very familiar with because of my lead gen business.

As far as the lightning deals feature that Mike covers, I find it most useful when I need to reduce or eliminate my old inventory by offering the products at a moderate discount until the needed reduction of inventory has been accomplished.

(July 2020 update: Amazon does charge sellers for their inventory warehouse space and Amazon just this year decided that their warehousing storage fees will now adjust monthly, instead of every six months. This relatively recent change makes it extra important to have a freight forwarder.

To learn the importance of a freight-forwarder, Tim Sanders does a good job explaining how they fit into the process in his course, Private Label Masters.)

Module 8: Taking Your Business to the Next Level

In this short module, Mike and Rich offer advice about the future of your business, from managing inventory to adding additional products to deciding the end goal of your business.

You will learn about a little about:

  • Managing Your Inventory
  • Launching more Products
  • Scaling your business
  • Going Global
  • Deciding the End Game of Your Business: Cash Flow or Cash out

This is a good way to finish off the course and really an eye-opener for those new to running their own business.

Rich and Mike’s experienced opinions bolstered my confidence to expand my team and bring further automation into my business, so now it almost runs itself (I check stats once at the beginning of every month, but that’s about it) #virtualassistantsarethebest