When businesses are set up properly, the optimum selling strategy is one that acquires as many customers as the allowable acquisition cost will allow. What that means is that new customers are brought in at breakeven or a loss. Thus, a healthy optimum selling strategy for the front end is never going to be profitable. All the profits, when you see the business from this perspective, come from the back end.
So how do you increase back-end sales? How do you get your customers to buy more frequently from you and pay more per purchase?
The answer is customer service. Doubling, tripling, quadrupling, or quintupling your back-end sales is a matter of good customer service, and good customer service involves only three things.
1. Knowing what your customers really want.
2. Finding out how you can do that for them.
3. Talking to them about what you are happy to do.
[Ed. Note: The above article was adapted from Michael Masterson's bestselling book Ready, Fire, Aim, published with permission from John Wiley & Sons. Get your copy today.]
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