The two-step sales model and how to use front-end and back-end products

Normally, advertising is created to directly inform potential customers about products or services. The initial assumption is that upon seeing such advertising, the customer should immediately make a purchase. This is an example of a one-step sale, meaning it happens in a single step (one touch). However, considering that the public is accustomed to all sorts of advertising influences, it is very difficult nowadays to capture someone's attention in a single touch. Today, there are sales strategies built on multiple touches that work many times more effectively than a one-step approach.

We will analyze the two-touch sales method. Recently, there have been many examples of two-step sales models. Take, for instance, organizations offering services in the «Forex» market or foreign language learning websites. They usually offer a free book or brochure, as well as a free seminar or first lesson.

The first touch offers something free as a sample.:

Samples and test drives;
Free consultations;
Free first lessons;
Free audio and video recordings of seminars;
Brochures and books as gifts;
Lite version;
Free product demo;
Inexpensive introductory product.

Then, during the second interaction—when you have the opportunity to evaluate their quality and service—you’re in a more trusting frame of mind, and they offer you a product at a minimal price. The goal here is simply to sell something. Plus, you’ve already shown interest the first time around, which means you’re already part of the interested target audience and are more likely to buy than in a one-step system. Of course, not everyone will buy, but the conversion rate could be 1-10%, which is better than nothing. Essentially, during the first touchpoint, we’re paying for customers’ attention to us and getting nothing in return. That’s normal—not all customers will become buyers anyway. But that’s not necessary, since the multi-step touch mechanism kicks in next, which will lead to even higher conversion rates—but we’ll discuss that in future articles.

We need to understand what we can advertise as very cheap and attractive – that will be our front-end product. That is, the product that our potential client will react to through advertising (call, come, visit the website). Front-end category products are not initially intended to generate profit in our business, as they are free or cheap, but to attract clients. Back-end products – these are products through which the company generates the main share of its income.

For example, supermarkets often attract customers with the most in-demand products (bread, milk, cheese, meat, etc.). When you come for the essentials, you also buy everything else that catches your eye along the way. As a result, you leave with not only a nearly overflowing cart but also a nearly empty wallet. At McDonald's, the front-end products are hamburgers, while fries, pies, and drinks are the back-end products.. This is precisely what the restaurant earns money on. That's why McDonald's advertisements show delicious and appetizing burgers, and when you visit, they offer you to purchase fries, drinks, ketchup, etc. But there's also an up-sell system at play here, which I'll talk about.

Business direction	Front-end product	Back-end product
Dentistry	Oral cavity scan and diagnosis, free consultation	Dental treatment
Plastic windows	Free measurements and installation	The plastic windows themselves
Kitchen furniture	Free visualization and parameter selection	Stone kitchen countertops, built-in appliances
Banking services	Opening accounts for individuals and legal entities	Account maintenance and additional services (transfers, safe deposit boxes, currency exchange, etc.)

In the same way, you should advertise very profitable offers for the client. Perhaps with discounts and bonuses, and you will earn on back-end products.

Imagine how your ad would look in the classifieds section or in search engine queries if, with the standard set of phrases«construction materials»Instead of «best building materials,» «quality building materials,» «cement with delivery,» «building materials wholesale,» «we have all building material manufacturers,» use «Free video tutorial. How to avoid being scammed by construction companies and teams.» Confident that after such an enticing offer, you will be given contact email and name without much thought in exchange for the video tutorial. Of course, in the video tutorial, besides exposing deceptive sales methods for low-quality materials and work by construction teams, offer your honest services. You will be able to make multiple contacts with offers and useful information to the email addresses.

P.S.: Of course, competitors will try to copy you, but it will take a lot of time, so use the knowledge you've gained right now. Below, write your type of business and what Front-end and Back-end products you already have. If you are only considering the use of this two-step sales system, then indicate what they will be.

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