| If you want your business to be robust and grow | | | | Next, you need to understand what products you don't |
| during down times and up, you need to develop a | | | | have that would be good to develop and harmonize |
| strong back-end marketing strategy. | | | | with what you currently have. For example, if you sell |
| First, what is a back-end marketing strategy? This is | | | | dog collars, couldn't you also sell dog leashes? If you |
| the marketing you engage in as part of the sales | | | | sell an information product about parenting toddlers, |
| process. Back-end marketing is when you suggest | | | | couldn't you also sell one about parenting tweens? |
| other items when someone adds something to their | | | | You get the picture. Whenever you develop a new |
| shopping cart (cross-selling). It is happens when | | | | product, you should be thinking about other products |
| someone leaves your sales page and you give them | | | | you could create that interest people who purchase |
| a one time offer for something of a lower price | | | | the one you are developing. |
| (down-selling). It happens when you suggest adding | | | | And, you don't need to create all these cross-selling |
| something to their purchase, either another full product | | | | opportunities yourself. You can be come an affiliate for |
| or service (up-selling) or something small and | | | | a product or service that complements your product |
| complementary (bump). | | | | and offer that as a cross sell. |
| Back-end marketing also includes any and all follow up | | | | Once you have your cross-selling strategy laid out, |
| you do with your prospects and customers, such as | | | | start thinking of ways to create down-sells for your |
| email marketing and post card marketing. | | | | more expensive products. Are there things you can |
| Much of this can be automated, which makes it all the | | | | remove from the package so you can offer it at a |
| more attractive. | | | | lower price point? You'd be surprised how many more |
| So how do you incorporate all these techniques into a | | | | sales you can make when you offer a lower-priced |
| powerful back-end marketing strategy? | | | | option. |
| First, you need to understand how your current | | | | Do the same with bumps and up-sells. What can you |
| products interrelate. What products and services | | | | add to a package to enhance its value to your |
| logically balance each other? These are the products | | | | customers? Remember, at this point your customer |
| that you need to set up a cross-selling system for. | | | | already has his or her wallet open and is more likely to |
| Use the features in your digital shopping cart to | | | | increase their current purchase than at any other time. |
| suggest these products when one is placed in the | | | | Developing a powerful back-end marketing strategy |
| shopping cart. Include promotions for these products in | | | | takes some forethought, but once you get started, |
| your follow-up autoresponder sequence for those who | | | | you'll find that thinking along these lines becomes easier |
| buy one of the products. Plan it out, implement and let it | | | | and easier. And, when implemented, your profit margins |
| run on autopilot. | | | | should grow. |