I often get “surprise” sales. That means that someone buys a product that I didn’t even promote in my emails or with a partner.
How would you like to wake up to sales notifications every morning or have them pop up in your inbox throughout the day, whether you’re working or not? In this post, I’ll explain how to make that happen without hardly any more work on your end. Best of all, this is a system you set up once for each product but continues to work for you going forward with only minor upkeep.
What are backend sales and why are they so advantageous?
To make this happen, you want to take advantage of the fact that people are more likely to buy from you again after the initial purchase. Your job is to simply give them more opportunities to buy. This concept is called backend sales. After the initial sale, the customer heads to the download page, and should also receive an email with the purchase and download information. These are the first 2 places you want to take advantage of to make more sales. To repeat, the 2 places that all of your new customers see after a
- The download page (there can also be an intermediate “thank you” page)
- The first email after purchase
Start with the download page. Before sharing the link where they can download the product they just purchased, present them with a great offer for a related product. This can be on the download page itself or on a “thank you” page that people see before they get to the download page. The offer could be something you’ve created or it could be something you’re an affiliate for. The important part is that it is related to the original purchase and that it’s a good value.
Next, you promote the same offer in the download email and in a follow-up email or two. Follow-up emails are called autoresponders but your email service provider might call them automations, sequences, drips, or something else.
EVERY product should come with autoresponders! Autoresponders after a purchase (and also after a person subscribes to your free offer) are your most-opened emails so don’t omit these. They help you create a deep relationship with your new subscribers and customers that is crucial to future sales.
Those emails don’t have to be pushy. Share a great tip for using the product they already purchased, or remind them to download it and put it to good use. Then casually mention the additional offer.
Tip: You can apply this concept to your free offer, too.
Think in terms of funnels
Overall, you should think in terms of funnels. A funnel is just a sequence that you lead subscriber/buyer through. Offers on a download/thank-you page and in your autoresponders are part of your funnel. But when you get more advanced, you can offer pre-sale bumps and upsells.
- Pre-sale bumps: These are usually in a box on the checkout page with a checkbox and short description of an offer that can be added to the initial sale. A pre-sale bump is usually 20-30% of the cost of your product and should be an easy add-on, a no-brainer for your customer. You need special software to do pre-sale bumps–your shopping cart software may offer them.
- Upsells: These are pages that appear AFTER the sale and let people buy a related product that can be less than or more than the initial product. As with pre-sale bumps, you need software to offer upsells.
Always think where you can lead the customer next. Don’t think of this as overly commercial. Remember, your products are for their benefit, too.
Other ways to sell to existing customers and subscribers
These backend sales are only part of your sales process. It’s just that they’re automated and often overlooked. They also come when people are primed to buy.
But of course, you should make offers regularly throughout the year in broadcast emails. Regular contact with your subscribers and customers is essential to maintaining a relationship with them and keeping the money flowing in.
If you don’t do anything else, make it a point to put these two strategies in place — an offer on the thank-you/download page and an offer in follow-up autoresponder emails — and start watching the additional sales come in. From there the sky is the limit.
Create a combination of helpful content to share (such as blog posts like this) and offers. Some of these offers will go out as solo emails, while others work well mixed with other content or in the P.S. The offers can be a combination of your own product/services and affiliate promotions.
Remember the minor upkeep that I mentioned at the beginning of the blog post? It simply means that you take some time every few months to look through those autoresponder messages and download pages to make sure the offers you’re promoting are still available, not out of date, and a good fit for your target audience. Spend a few minutes at the end of your workday here and there to fix and improve part of your backend. If you’re feeling ambitious, you could even add a new bump or upsell to make even more sales.
Have you implemented backend sales? What was the result? If not, is this something you could do? Leave a comment and please share this blog post with others using the social media buttons.