Wednesday, January 21st, 2009 at 12:14 pm by AC Editorial Team
Ticket_1You work hard to get your customers, and everybody knows that it is easier to retain a customer than it is to get a new one. In this two-part post, we will focus on backend products and the important role they play in helping you retain your customers.
Obviously, selling a product to a customer one time does not help you to retain that customer. You need additional products to sell to each of your customers, and that is where a backend offer comes into play.
You may have a $20 ebook that is selling really well, and you may think that you are successful because of this. But if you don’t have something else to offer your customers, you may eventually tap that market dry. You need a backend product – in fact, you may need several backend products.
Let’s take a look at some of the most successful ways to promote a backend product:
Teleseminars
If you’ve sold an entry-level product, you can invite those customers to a free teleseminar that you are hosting. You can interview the creator of the mid-level product, and make sales of this product through the teleseminar. Later, you could host a teleseminar series for the backend product, inviting those who purchased the mid-level product.
Promote from Within
Promote your mid-level product with the entry-level product, and promote the high-ticket product with the mid-level product.
For example, if the entry-level product is an ebook, that ebook won’t usually give all of the detailed information concerning the topic or subject. So the customer who bought the entry-level product can be prompted, at some point, to purchase the mid-level product and learn more about the topic. The idea is to use the entry-level and mid-level products as promotional tools that lead the customer to the next, higher level product.
Offer Bonuses
You should offer bonuses that nobody else is offering, whether the product is your own or an affiliate product. This significantly increases the value of your product, and works especially well for high ticket items.
One-Time Offers
You’ve probably seen one-time offers. You purchase a product, and are taken to a page to purchase a related product for a one-time special price. If you leave that page, that special price offer – or special bonuses associated with that product purchase – will be gone forever.
OTOs usually work best after the purchase of a mid-level product. Immediately after the purchase of an entry-level product, the customer has not had a chance to see the quality of your product and, in many cases, has not yet built up enough trust in you to spend more money. By the time he/she buys a mid-level product, however, the customer has had the opportunity to see the quality of the products that you sell and will have much more trust in you.
Joint Ventures
Let those who have more experience, or those who can reach further into the market, help you to sell your high-ticket backend product. Bring joint venture partners into your plan. Let them start with the front-end product, and you will be amazed at what they can do for your sales.
In general, this is really possible only if you are the owner of the product, as opposed to being an affiliate, since you will need to pay commissions to your joint venture partners.
Diversify
One front-end or mid-level product may not be enough. Instead, try creating numerous different front-end and mid-level products that all lead to the high-ticket backend product. You will most likely make more sales this way.
For example, someone may not purchase your entry level ebook on organic gardening, but they may be highly interested in an ebook on herb gardening. Or it could be that they prefer an ebook on using herbs for medicinal purposes. All of these products could lead to an Organic Gardening membership website.
In the next post, we’ll look at developing an effective sales system for your backend products.
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