What Should I Sell On The Back End?

Jay Topp, founder of Real Growth, answers on video. Transcript:

So what should I actually sell on the back end? And I love this process of discovery and offer creation. Most people think I need to have this perfectly nailed before I write my book, but the truth is you need the feedback of the sales environment and actually working with clients in order to build a truly compelling offer. We need the repetitions in order to make the refinements to create something great.

And so typically, it depends on where somebody's coming in their business. Some people will come in, they already have a community and group running. It's like, awesome, let's just funnel it into that. But then most people don't. Most people are working sort of one-to-one or not working with too many clients consistently in general. And so the way I like to begin is to do the first 5 to 10 back-end sales one-on-one, much easier to pitch.

And then what you do, might do one-on-one with those guys for 12 weeks. And inside of that, you get really clear on what's required in order to create the transformation for those people. And then you upsell them into an ongoing community. And then from there on, you start selling people into that community with core content, potentially with Vox access, potentially with some one-on-one check-ins or just full community support.

And you can put in a CMS, customer support manager, to help with growing that group. But typically, it's like a 12- to 20-week sort of program with a mix of content, calls, community as the core sort of mechanisms of the product itself. But at the end of the day, it's all about the outcome. And the means at which you use to achieve that outcome is completely up to you because people don't pay for courses or for video content or for calls.

They pay for results, speed, and the certainty of those results. And so we love to have good conversations and really break down this to first principles thinking of like, okay, this is what our target market wants to achieve. What are the ways that we can get them there? How do we strip that down so they just have to focus on the most important things? You get that result, so it's less workload on the coach and also less workload on the student.