With a backend sales, there is a lag between the initial sale and backend sale. This lag time can be a few days or even weeks or months.<\/p>\n\n\n\n
How Is That Different From An Upsell?<\/b><\/h2>\n\n\n\n
An upsell, on the other hand, are offers you make to your customer immediately after the initial sale but before they complete their order.<\/p>\n\n\n\n
How Do Customers Buy From The Backend?<\/b><\/h2>\n\n\n\n
The reason why money is in the backend is because you’ve already spent advertising dollars to get the customer. So the cost of selling to them again is minimal.<\/p>\n\n\n\n
In fact, as high as 35% of your existing customers are likely to buy from you again. That is, if you’ve nurtured the relationship properly.<\/p>\n\n\n\n
To nurture this relationship, you\u2019ll need to move from accelerated trust to gradual trust. This is usually done through a follow up sequence.<\/p>\n\n\n\n
What Is a Follow Up Sequence?<\/b><\/h2>\n\n\n\n
The follow up sequence (FUS) is typically a series of emails that a customer gets which ascends them up to the next level of sale.<\/p>\n\n\n\n
This simply means selling them more products.<\/p>\n\n\n\n
The FUS is designed to increase customer lifetime value from your existing customers, thereby off-setting your marketing spend. Remember this is the reason why the money is in the backend?<\/p>\n\n\n\n
But, the FUS is not just a series of emails to sell stuff.<\/p>\n\n\n\n
A proper strategic follow up sequence does a few things right.<\/p>\n\n\n\n
First it, builds gradual trust in the relationship.<\/p>\n\n\n\n
Gradual trust<\/a> is that level of trust that\u2019s built over time. It welcomes the new buyer to the company mission and indoctrinates them into the lifestyle.<\/p>\n\n\n\n Let’s take a look at an example email follow up from Bulletproof Coffee<\/a>.<\/p>\n\n\n This email is one of the first that you get when you place an order.<\/p>\n\n\n\n It does a couple of things.<\/p>\n\n\n\n First, it starts a dialog as a way of building trust.<\/p>\n\n\n\n It does this by specifically calling out a way for you to share your thoughts, by clicking on a link.<\/p>\n\n\n\n Which is a cleaver way to have your audience segment themselves based on their answers and to get a better understanding of them.<\/p>\n\n\n\n But before it even does that, it reassures you that you\u2019re O.K. with the copy:<\/p>\n\n\n\n \u2026weather you\u2019re looking to boost your mental performance, lose weight or just get more out of every area of your life\u2026<\/p>\n<\/blockquote>\n\n\n\n That pretty much covers everyone doesn\u2019t it? Or at least everyone that fits into the Bulletproof tribe.<\/p>\n\n\n\n Second, it bolsters the level of trust by telling you what to expect\u2026 telling you that you\u2019re going to get more emails, about five times per week.<\/p>\n\n\n\n And finally it makes a few asks of you that are little trust nuggets. By asking you to whitelist the email, connecting on Facebook and Twitter.<\/p>\n\n\n\n All of these combined help to strengthen the level of trust you have with them.<\/p>\n\n\n\n A good follow up sequence continues to strengthen trust overtime, before asking for the next sale.<\/p>\n\n\n\n One way to do this, that most health supplement businesses fail at, is using the FUS to reinforces the commitment.<\/p>\n\n\n\n Most marketers don\u2019t realize that health supplements are a lifestyle choice. In order to get the benefits of taking them one needs to be committed and develop a habit of taking them. And of course believe in the idea of taking supplements.<\/p>\n\n\n\n For some it\u2019s easy. They are already in the subclass of health enthusiasts that are taking more then five different supplements. But others are augmenting their health journey.<\/p>\n\n\n\n The lion share of why people take a supplement looks like this:<\/p>\n\n\n\n 45% of people take supplements in order to improve their health or themselves.<\/p>\n\n\n\n 33% want to maintain their current level of health.<\/p>\n<\/blockquote>\n\n\n\n So the reinforcement of the commitment to take this new bottle on a daily basis needs to look something like this in the follow up sequence.<\/p>\n\n\n\n For a monthly subscription based health supplement product the FUS also supports extending the length of continuity.<\/p>\n\n\n\n On average people stick for about three or four months before dropping off of monthly continuity.<\/p>\n\n\n\n If you can extend that by just one additional month that\u2019s a ton of profit to the bottom line.<\/p>\n\n\n\n People need a little nudge, even hard core health supplement nuts.<\/p>\n\n\n\n A strong FUS reinforces the reasons why you\u2019re on recurring continuity which taps into the consistency principal.<\/p>\n\n\n\n The principle of commitment and consistency<\/a> is one of six persuasion principles from Dr. Robert Cialdini<\/a> and it goes like this:<\/p>\n\n\n\n Principle: Our actions and promises must align with our inner choices.<\/p>\n\n\n\n When what we did or said we would do (i.e our commitments ) are not aligned with our beliefs<\/a> or self story, there is an inner friction that just doesn\u2019t feel right with us until we restore alignment. In short we need our commitments to be consistent with our inner beliefs<\/a> of ourselves.<\/p>\n\n\n\n If you want to learn more about the other five persuasion principles, here\u2019s a great video explaining all six.<\/p>\n\n\n\n![\"backend](\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/07\/bulletproof-example1.png\")
<\/figure>\n<\/div>\n\n\n\n
One Area Every Health Business Overlooks<\/b><\/h2>\n\n\n\n
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It\u2019s Easy to Fall Off The Wagon<\/b><\/h2>\n\n\n\n