The most important part of your newly reformulated selling strategy is back-end sales. It is unquestionably the biggest single mechanism that can guarantee your success and multiply your wealth. It's also the most frequently undervalued and overlooked leverage point remaining in modern business.
Let's dissect the concept of a back end under our marketing microscope for a few minutes. I think you'll find this exercise particularly enriching.
What do I mean by back end? It is all the products or services you sell and resell to customers or clients after they have made their initial purchasing transaction with you.
Virtually every enterprise I look at is, or should be, a back-end business, whether it's commercial, consumer or professional, because the bulk of the sales, cash flow and current profit comes from utilizing and then better utilizing a back end.
We'll start with some simple examples and then move onto more sophisticated or subtle examples.
* A grocery store is a back-end business because the store's real profits come from customers who keep coming back once or twice a week to buy.
* A dry cleaner is a back-end business, since people on average come back with their clothes once or twice a month.
* A doctor is a back-end professional, unless he or she is a specialist who only sees you one time. So is a dentist or chiropractor.
Any enterprise that depends upon customers, clients or patients coming back continuously, or even intermittently, is a back-end business. With a back-end business, your goal has to be to make it easy, attractive or appealing as possible to get as many people as possible to start doing business with you.
Whether or not you make a dime, or even lose a small amount on the generation of that first customer transaction, you know statistically that the majority of people who start buying from you will return some minimal number of times in the future.