| Hopefully you have already read Part I of the 101 | | | | grow and truly succeed, you must create an |
| marketing strategies article on the front end and | | | | ongoing back end system. An ongoing back end |
| back end of your small business. If you haven't, | | | | system is a method of marketing to your |
| you may want to find it and take a look, as the | | | | customer database that is planned out and that |
| information builds from one article to the next. | | | | you can repeat over and over again. And, the |
| A quick review: When you create your front end | | | | more products and services you have in the back |
| you want to market to your target market, you | | | | end, and the higher the price goes for some of |
| want to let people try you out easily (make it a | | | | the premium products or services, the higher the |
| low risk for them), and you want your offer to | | | | average lifetime value of your customer can |
| be irresistible, outrageous even, so that they | | | | become. So, your job is to continually create new |
| know they will have tremendous value and | | | | products and services to offer, create packages |
| benefit no matter what. Don't skimp on this, you | | | | and bundles, and find ways to create tremendous |
| must go all the way with it, which is easy to do if | | | | value with high end products and services as well. |
| you have a great back end that is systematically | | | | If you don't currently have the products or |
| connecting with your clients and customers, | | | | services to continuously and frequently make |
| making consistent sales and building your business. | | | | offers to your own database, then, until you can |
| What is the back end? It is what you sell to the | | | | create them, you can offer related products or |
| client or customer after the original purchase. The | | | | services from other people, you can joint venture |
| front end is the headache, the hard part, most of | | | | with complimentary businesses, etc. And, often, it |
| the money and profit is in the back end. The | | | | makes sense to continue doing that even after |
| most expensive part of any business is getting a | | | | you have your own products and service to offer |
| new client, once they get to know you and trust | | | | to your database. |
| you, it becomes easier to sell them more. That is | | | | This is one of the secrets to successful |
| the essence of relationship marketing. Once the | | | | businesses everywhere - you must have an |
| client or customer grows to like you and trust | | | | ongoing systematized back end, and you must |
| you, as long as you are responsible and really | | | | have an outrageous and ongoing front end. Very |
| deliver on all of your promises, making your | | | | few businesses ever take the time to plan this |
| clients' lives richer and better, they will continue to | | | | out, effectively implement it and keep it going - |
| buy from you. | | | | and it's one of the reasons that very few |
| Your company's own customer database is its | | | | businesses ever truly succeed. You must put your |
| biggest asset, and more often than not, it is the | | | | focus on both at the same time and continually |
| single most under utilized area of any small | | | | improve them if you want to build a solid and |
| business. In order to be one of the few | | | | successful business. |
| entrepreneurs or small business owners who | | | | |