A back-end product can be a powerful way to augment your sales and pump up your income, as well as cement new customer relationships.
One thing I resisted for a very long when first starting to promote and manage my own translation services was the concept of my own talents and efforts as “products.” I don’t sell products, I thought to myself, indignant, I sell my time, which has enhanced value because of my training and knowledge as a translation professional.
But the fact is, my time is a product. My time is treated as a product by my clients; it’s divided into different configurations for which I charge different fees. Once I realised this, it became a lot easier to promote and market my services, because instead of thinking of every service as a personal slice of my very, very valuable existence, but rather as a product I was selling.
This also allowed me to incorporate the concept of a “back-end” product or service into my marketing. A Back-End Product is the product you offer up to a customer when they’ve already bought one from you – it’s a powerful concept because once someone has already hired you, they are much more likely to do it again – so striking while the iron is hot, as they say, is crucial.
So how do you get people to buy back-ends? After all, if you convince them to buy that second product, you’ve doubled the impact of their first purchase from you. Here are a couple of strategies you can employ that I’ve known to work.
The Check Out: When they’ve clicked “buy,” take them to the checkout page – but first offer them your back-end. It should be something that is a good complement to the product or service they’ve already purchased from you, so it feels like an organic set instead of a money-grab.
The Reminder: A few days after their first purchase, send out an email asking how things are going and asking if they need anything else – and include a link to the back-end along with a reason why it’s a great idea to add it on.
Why Back-Ends Matter
Don’t think of back-end products as excess time or inventory you’re trying to get rid of. If you think of it that way, so will your customers. Instead, think of your back-ends critically and think of real, legitimate reasons why your customers would want them and benefit from them. Then, using that, think of ways to pair them up with your front-line offerings – ways where they naturally augment what your customer has already decided to pay for. This way, not only will it be easier for you to convince them of the back-end’s value, you won’t have to twist your copy into spirals to convince them – and yourself – that the back-end isn’t a scam.
A back-end product is an effective way to maximise your sales – there’s really simply no reason at all not to include this strategy in your business.
Image courtesy evolllution.com