If you want your business to be robust and grow during down times and up, you need to develop a strong back-end marketing strategy.

First, what is a back-end marketing strategy? This is the marketing you engage in as part of the sales process. Back-end marketing is when you suggest other items when someone adds something to their shopping cart (cross-selling). It is happens when someone leaves your sales page and you give them a one time offer for something of a lower price (down-selling). It happens when you suggest adding something to their purchase, either another full product or service (up-selling) or something small and complementary (bump).

Back-end marketing also includes any and all follow up you do with your prospects and customers, such as email marketing and post card marketing.

Much of this can be automated, which makes it all the more attractive.

So how do you incorporate all these techniques into a powerful back-end marketing strategy?

First, you need to understand how your current products interrelate. What products and services logically balance each other? These are the products that you need to set up a cross-selling system for. Use the features in your digital shopping cart to suggest these products when one is placed in the shopping cart. Include promotions for these products in your follow-up autoresponder sequence for those who buy one of the products. Plan it out, implement and let it run on autopilot.

Next, you need to understand what products you don’t have that would be good to develop and harmonize with what you currently have. For example, if you sell dog collars, couldn’t you also sell dog leashes? If you sell an information product about parenting toddlers, couldn’t you also sell one about parenting tweens? You get the picture. Whenever you develop a new product, you should be thinking about other products you could create that interest people who purchase the one you are developing.

And, you don’t need to create all these cross-selling opportunities yourself. You can be come an affiliate for a product or service that complements your product and offer that as a cross sell.

Once you have your cross-selling strategy laid out, start thinking of ways to create down-sells for your more expensive products. Are there things you can remove from the package so you can offer it at a lower price point? You’d be surprised how many more sales you can make when you offer a lower-priced option.

Do the same with bumps and up-sells. What can you add to a package to enhance its value to your customers? Remember, at this point your customer already has his or her wallet open and is more likely to increase their current purchase than at any other time.

Developing a powerful back-end marketing strategy takes some forethought, but once you get started, you’ll find that thinking along these lines becomes easier and easier. And, when implemented, your profit margins should grow.

Back-end marketing is one of the topics covered in the Turbo-Charge Your Marketing blog and program. For more information like this, visit http://www.marketingturbocharge.com/blog. While there, remember to grab your copy of the “5 Ways to Turbo-Charge Your Marketing” report.

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