Are You Selling To Your Existing Customers?
Do you know the difference between front-end and back-end sales? Have you heard of these terms but aren’t sure what they really mean?
Many new and existing small business owners are unaware of the distinction between the two, but understanding the difference will help you sell more to your current customers and generate more pure profit for your business.
Most small businesses focus their marketing and selling efforts on getting their first sale from a customer. This is known as the front-end sale.
The problem with this strategy is that first-time customers are by far the most expensive to acquire.
It is far easier and cheaper selling to previous customers because you have already built a relationship with them. If your products and services live up to your customers expectations and you give them good value and service, they are prone to buy from you again and again.
Is your marketing focused on attracting new customers or building relationships with current customers?
Backend sales are all about adding value to your customers’ purchases and showing them how their original, front-end purchase could improve through the addition of a number of backend products and services.
And by developing a backend system, you can even generate more profits while seemingly offering your front-end products at a much cheaper prices than your competitors.
Let’s take a look at how you can build a backend system you can use to increase your profits by maximizing the profits you generate per customer.
6 Steps To Build Your Backend System
- Provide Value – Always provide as much value in your current products and services as you can to build trust with your customers. Once trust is established, customers are more likely to make other purchases you recommend. Remember, you can even add value by lowering prices once your backend system is in place.
- Determine Backend Products – Coming up with supplemental products and services is a matter of brainstorming things your customers can use before, during, after or in combination with your current offerings. You can even contact competitors to sell their products and services or act as an affiliate.
- Promote Loss Leaders – Loss leaders are products used to attract leads and are relatively cheap so customers can make a low-risk purchase. Your loss leaders may take a loss at first, but should be designed to make back money and profits on the backend by working along with your backend products.
- Point Of Sale Offers – The point of sale opportunity is the perfect time to promote your backend products. Develop multiple backend products so you can suggest items that either complement or enhance the product that the customer is purchasing at the time.
- Build Your Customer List – If the customer isn’t interested in an additional purchase at the point-of-sale, the most important thing you can do is capture their information and add it to your customer list. Set up an email autoresponder to nurture these relationships long-term.
- Stay In Contact – Once your customers have opted-in to your list, they’ve joined your sales funnel and given you permission to market to them in the future. Set up a routine schedule for contacting them with a strategic mix of promotional and value-added content.
Ignoring your existing customers, especially first-time buyers, is one of the biggest mistakes in the book and is costing you a majority of your potential profits.
Think strategically about a front-end system that supports a more efficient and profitable backend and you will enjoy long-term growth.