How’s Your Back End? 

Got your attention, didn’t it?

Your back end should be worth far more than your front end.

Every business has a front end. That is the initial product or service presented to or sold to customers. Of course, this is where the usual small business begins. However, the true goal of any business should be to sell more to more customers.

The sales process should be shopper TO buyer TO customer TO return customer TO raving fan.

Of course, this process obviously produces far more in sales than the single sale. However, it does not occur all by itself!

Any business which does not gather the contact information of its customers will have a very difficult time and great expense turning shoppers into raving fans. From your copy of the “The 88 Marketing Tips That Will Change Your Life!” you will notice that (#15) “Your list is everything!” Your customer list is the most valuable asset any business owns . . . IF it collects the information and IF it employs it skillfully!

When I consult with a business about its marketing, I first look for “unmined gold.” One of the first places I look is at the business’s list. If that business is not developing its list, I insist that it begin quickly, since that list is so important!

. . . On to your back end!

Once a person enters your sales and marketing funnel, you must be in a position to offer that customer more products or services. These additional products or services are your back end. Your back end should be worth many times what your front end is worth.  But you have to develop the affinity bond, your relationship with your customer, before he or she is prepared to follow your lead in making additional purchases from you.

To learn more about the Lifetime Value of a customer, a measure of the effectiveness of your back end, stick around.

To your business success!

Paul Elliott
Marketing With Unbelievable Guarantees!™
http://www.MarketingSuccessBlueprint.com/blog

© 2008, Paul Elliott, All rights reserved world wide.