Backend Selling System to Increase Show Rates, Close Rates, and Sales Call Quality

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Back-end selling is one of the most critical undermined areas currently in all funnels that we’re seeing across all high-ticket product and service-based businesses.

A lot of people have this illusion that all of the selling is going to be done on the front end.

Let me give you a good example of this with call funnels. People always complain about the fact that somebody doesn’t watch a VSL and then shows up and talks to their sales team.

People do things like, “Oh, I had a webinar and it didn’t go that well.” But again, after the opt-in occurs, they do nothing prior to the webinar or in the call funnel prior to the call to dramatically increase the probability of conversion at the conversion event.

So what ends up happening is when you only focus on front-end selling, you end up being put into a position where you fail to have sales calls or sales conversion events.

What ends up happening is all those sales conversations turn into education calls, which is not what you want.

That’s typically when your salespeople complain about things like, “Oh, these leads are too cold. The leads are too early in the process.”

You see really long sales cycles. You see really low show rates. Research shows that without following best practices, B2B sales calls can experience no-show rates as high as 40%, while implementing proper pre-call engagement strategies can reduce this to 20% or better.

All of that, literally all of those symptoms, are signs that you are currently failing with backend selling.

One thing that I’ve done tremendously well is I’ve documented so much of all of my back-end selling tactics. What I’m going to do in this blog is I’m going to walk you through at a high level what these things are and what all needs to be in place for you to actually have a fully built, extremely effective backend selling system.

If your business is already generating $100k+ per month, My Inner Circle is where you break through to the next level. Inside, I’ll help you identify and solve the bottlenecks holding you back so you can scale faster and with more clarity.

What Backend Selling Systems Are and Why They Matter for High Ticket Sales

Back-end selling is essentially a sequence of specific actions that we want to have in place.

That way, by the time our sales conversion event occurs, like a sales call or a webinar or a challenge funnel or a live event or even after somebody buys something low ticket, in between the time that we’re trying to ascend them to a high ticket offer, we want to make sure that our back-end selling system is dialed in.

So let me go through this with you literally step by step.

If we use a call funnel as a great example of this, we have a few things that occur. We have the person that goes from an ad over to the VSL page.

They then are in most instances going to apply and then they’re going to book a call.

Now right after that occurs, this is where most people really mess up with what they do from here. They have like a pretty basic email sequence and that’s really it.

Then the call occurs and then their salespeople complain when the person who shows up for that call isn’t framed well and that call ends up being an education call.

What we have to do is essentially in between the call and the call being booked, we got to add several steps.

So let me go through what those steps are.

Confirmation Page Breakout Videos to Answer Common Questions Before Sales Calls

First of all, we have our confirmation page best practices. We have an entire SOP on this inside of both my master internet marketing community and my inner circle program.

And of course, we just do it for all our clients.

This is incredible. I have a few pieces where I talk about this concept called breakout videos and confirmation page best practices in general, but it all starts here.

Typically, what we’ll do is we’ll have anywhere from about five to twenty of these videos that we call breakout videos.

Now breakout videos, all they do is answer very direct questions.

All we like to do with the breakout videos is answer some of the most common questions that the salespeople say, “Hey, I’m tired of having to answer these questions on sales calls. This would be really good if they knew this kind of stuff ahead of time.”

Some great examples of this, like whatever you talk about in your VSL that you’re tired of people not knowing before the call, reiterate them inside of breakout videos.

These are usually about a minute to three minutes long. We see some of them like very few come out to about five minutes in length. But again, that’s more rare.

What happens at a much more frequent rate is we have these one to three-minute videos that are essentially just go to the sales team, ask them specifically like, “Guys, what are you frustrated with having to talk about? What do you wish people knew ahead of time?”

And then you as the business owner in this case, you can also guess some of these things too. And you can determine what are the things that I want people to know beyond the things that I think people are just talking about on calls.

You got to also be able to successfully guess a few.

And this is another major key here with these videos. They have to be effective.

How the Right Information Makes Leads Prioritize Buying Your High Ticket Offer

The goal of back-end selling is to be able to make the lead who just booked the call or just opted into the webinar or just bought that low ticket thing or whatever it is that they just did, our goal is to make them prioritize buying the high ticket thing.

And prioritization is not something to undermine as a tactic.

Prioritization means that the lead genuinely cares about showing up because they know that this specific result bridge that you’re going to take them over is something they must do.

It’s something they need. It’s something they have to demand of themselves. It’s something that they have to prioritize.

So simply put, what makes you prioritize something? Information.

And not just any information, the right information.

As an example, all over the world, specifically mainly in the Middle East, we see conflict. We see all kinds of chaos. We see war.

But has that inspired you to actually do anything? I’m sure there might be less than one percent of you reading this that actually took some kind of action on that information.

Maybe you bought some anti-radiation medicine just in case. Maybe you started becoming a prepper and you started buying a bunch of supplies just in case of some world-altering event. Maybe an even smaller quantity of you decided to go and buy a bunker.

You see what I’m saying? That kind of information, although changes lives and definitely is information that can make you do something, most of you, ninety-nine plus percent of you I’m sure, maybe even greater than that, didn’t do anything with that information.

Now what if you went to a skin care doctor like a dermatologist, and they said, “Sir, I noticed you got a little something here, and I want to take a look at it.”

I want to be able to drill down further on this. I’m a little concerned about that spot.

I bet you more than half of you immediately would schedule a follow-up to get that looked at, to go get whatever scans are going to be done, to go get whatever tests, to go get your blood work.

I guarantee you that information is actionable for a majority of you reading this right now.

So the difference in what kind of information that we have to get to people is it has to be information that puts them into action.

You understand?

When we don’t get people information that inspires action, simply put, we got them the wrong information. And it’s that simple.

So even if you do some of these actions that I’m talking about here, if you fail in getting the person, if you fail simply put, even more simpler than that, if you fail to influence your statistics, like your show rate, like your close rate, like your sales cycle shortening, like your AOV going up for more people paying in full, you whiffed on what I’m going to talk to you about right now, and you failed to make it a priority for people.

Just because you do it doesn’t mean you did it right.

And you reading this right now for free, it’s obviously important to note I’m not going to drill down and tell you every single thing you need to make for your business that’s going to make people show up at a higher priority.

You have to be able to guess that and ideally you have to be able to pay. There’s information available about my inner circle program that’s built for people trying to get substantially richer.

There’s minimum qualifications you have to meet if you want my one-on-one help, weekly group calls, a ton of SOPs that are well organized, unlimited access to AI Jeremy and a bunch of course content, and plenty of examples of confirmation page videos that had thirty plus percent lifts in show rate.

We had a guy who just joined into the inner circle a week and a half ago, as an example, where all he did was focus on these back-end selling systems.

He saw a thirty nine percent lift. He was the biggest one yet and he was the newest member to just recently join in.

This person saw one hundred seventy eight grand in a week and a half from that thirty nine percent lift in his show rate.

You understand how extreme that is? That man absolutely crushed what he paid to be in that program a week and a half into it. And that’s great for him.

Now that’s the whole point of what I’m trying to emphasize. I’m going to tell you what to do, but I’m not going to drill down on it.

For those of you who want that drill down information, make sure to check those links. I digress though.

These videos, again, if they fail to make the impact that you’re looking for, make sure you drill, I can’t stress it enough, talk to your sales team and see what you missed.

Guess better about what people need to know and talk about things that are a little bit uncomfortable to a degree.

How Sharing Refund Rates and Dispute Rates Builds Trust with Cold Leads

For some of the videos, a good example, I’ll give you one good example as an example of something that has a really high impact.

When we see people make a content piece going over their dispute rate and their refund rate for whatever high ticket product or service they have, that’s one of the most transparent ways that you can increase trust dramatically.

That helps make it trusting. That helps make it something that can escalate the level of trust an individual has with you in your business almost immediately.

When have you ever seen content from somebody that you just opted into a funnel for that you’re going to spend thousands or tens of thousands of dollars with that immediately says, “Okay, here’s my refund rate. Here’s my dispute rate.”

They don’t just say it. They literally log into their payment processor and show it to you.

Some of you guys, you have such poor dispute rates and refund rates, you can’t do that tactic because you’re operating poorly.

And so as an example, you can start to see that from the outside in, there’s probably Reddit threads about you. There’s probably people talking online somewhere complaining about how you’re not good.

There’s probably people who have never even bought your product somewhere in a better case scenario that just are part of that spectrum where from a perception view they’re a part of the hating class that’s never going to believe anything that you say.

By the way, for the hating class, I don’t know why you’re reading this. You shouldn’t even be here.

Now back to talking to people trying to get wealthy, which is the demographic I’m trying to talk to here.

Back to this. These videos, they are extreme by themselves for what they do.

This is generally one of the first actions that we see people take, but that’s the best part about this first specific action in the back-end selling system is this doesn’t have a cost to it.

So when you take this action, you can generally do it first and it creates a pretty much immediate impact.

Value Dense Email Sequence Strategy to Warm Up Leads Before Conversion Events

All right. Now once you have these videos, what you got to do next is you got to have what we call value dense email sequences.

We have an entire piece on this topic too.

Value dense emails are essentially taking this exact set of videos that you just made and turning them into email sequences.

We ideally want to take those same questions. We want to assume that someone’s not actually going to watch every single thing that we put on that page, but we want to assume that that information is high impact enough to make emails out of them.

We also of course want to pepper in things like testimonials. We of course want to pepper in case studies.

But one tip, I was recently at Tai Lopez’s farm. That’s where we’re flying out from right now. And he sat down and he asked me, he was like, “Jeremy, if you could give one piece of advice all these marketers I’m on a call with right now, what would it be?”

And I told him straight up, I said, “Stop emphasizing all these audacious testimonials you got that come off as unbelievable to people. You don’t want to only highlight…”

It’d be like, as an example, me saying, “Oh, in my inner circle, let me tell you about the million dollar a month earners.” Let me tell you about the guy that joined in that was at two point five million a month and added four hundred thousand in revenue after a month of being in there.

I don’t want to talk about those. A majority of you aren’t close to two point five million a month.

You’re either on this site doing a couple hundred grand a month looking to get to your first million dollar a month or the few of you that are reading this that are at your million dollar months already and you’re trying to tack on the next million a month.

That result is inspiring to you but it doesn’t feel relatable and close.

In comparison, the testimonial as an example that I articulated towards the front end of this blog talking about confirmation page sequence videos and breakout videos, that guy, he was doing about two hundred thousand a month.

That person added one hundred seventy eight thousand dollars in revenue in a week and a half of being in the inner circle.

Now most of you sitting there at two to four hundred thousand a month, that’s still an unrealistic expectation for you.

What’s even more realistic are people who join in where it takes like two to three months for them to make tens of thousands of dollars as an example.

And not everybody makes that money that fast. It’s like I’d rather talk about the people who have more of like a mediocre and realistic result and I want to pepper in results that are on both end of the spectrums in between.

Why Showing Realistic Results Builds More Trust Than Best Case Testimonials

What people are looking for when they look at results is not best case scenarios.

Usually they’re looking for worst case scenarios about how poorly they can get treated.

Imagine as an example as an email subject line something along the lines of “how we make this safe for you” and you just have a whole email talking about people who didn’t succeed with your offer and what you did to help make it right.

Like that’s where you could talk about your refund rate. That’s where you can talk about your dispute rate.

If I go as an example and I discuss some of the clients that we’ve had over the years as an agency, I’ll give you a great example right now.

We had a person that we just took on about two months ago and all we did for this person was come in, launch a call funnel for them via paid ads.

They refused to do a webinar. They refused to do low ticket to high ticket. They refused to do challenge funnels. This person just wanted to do call funnels.

And as a result of just wanting to do call funnels, this is a very very hot pressing issue for a lot of businesses that are organic only. They think that something that works organically, they can just roll over to paid.

That’s not how it works. You got to roll over the full system to paid. You got to do all of what I’m discussing here, plus more in some instances, especially with very sophisticated demographics.

We did our job really well. We brought in one hundred thirty qualified applicants who said, “I have ten thousand dollars to invest into this offer.”

They also said that they had the extra money that was needed to take action on what was taught in that offer.

We had one hundred sixty six applicants that were qualified in total, one hundred thirty of which booked calls.

We spent about forty thousand in ad spend. The cost per booked call was in the two to three hundreds give or take the specific campaign and audience that we were testing.

We got great feedback from the sales team on lead quality. We got great feedback on the fact people were coming through well framed from doing all these things we’re discussing.

But at the end of the day, their sales team, they only closed two people.

Those two people resulted in about twenty thousand dollars in total revenue. They spent forty thousand on ad spend. They spent about fifteen thousand on us.

That puts them about fifty thousand in the hole with twenty thousand in a return minus commissions. They realistically were down about forty thousand.

My point is what we did to make that right in that example is first of all, we just fired the client.

We just said, “Look, your sales team isn’t good. We’re not in the agency business to do deals with people that need to acclimate and learn to do better. We want to have winning deals immediately because we get all our money off revenue shares when we do an agency deal.”

So what we chose to do in that example is we gave that client back their fifteen thousand dollars and we made sure that we continued to support them without spending additional dollars to help make back that money they were in the hole on.

In this particular instance, the point I’m trying to emphasize is I could talk about the deals that have spent fifty thousand in ad spend in the first thirty days and made two point five million in the first thirty days, but that happened once out of hundreds of deals I’ve done in my career.

I could talk about the deals that have done millions of dollars a month that started at a couple hundred grand over a handful of months, but again, those are best-case scenarios.

What most people are looking for when they go to Yelp or when they go on to some review-based platform like Trustpilot or Google reviews or just the reviews that you have in your business period is how poorly could I get treated.

So as an example of a great value dense email sequence that helps build trust and lifts the prioritization in this individual’s mind, they get the right information and they say to themselves, “That makes a lot of sense for me.”

And it addresses something that they genuinely care about knowing, which in this case is safety and how poorly they could get treated, plus all the other value dense emails that we recommend you make.

But again, imagine you send up to six of these a day, which is what we currently recommend.

 I don’t necessarily say you start with six a day. You want to incrementally work your way up in the quantity of emails you send until you see a diminishing return in open rates. Industry research confirms that email engagement metrics like open rates and click-through rates decline as frequency increases, making it essential to monitor performance and find your optimal sending cadence.

You also want to make sure you follow local applicable regulations and laws. TCPA guidelines, as an example, inhibit you from sending outside of a specific set of hours for the local time zones of individuals.

Same thing with California regulations as an example. And of course, you Europeans reading this, you guys got the GDPR over there and you know how strict that is.

So if you send up to six a day, make sure you work your way up to that and make sure you’re following the time constraints that are necessary to not get fined.

How Sales Team Manual Outreach Personalizes Information for Booked Leads

Now at this point, you can imagine there’s a lot of information that you’ve successfully got off initially.

Some of you guys, you believe in the logic. And this works for those that have monster sales teams that don’t care in the first place about whether people come through frame.

Speed to lead, right? If you have a set of setters or closers that dial leads rapidly and are trying to close people as soon as they come in, well obviously they’re not going to have the opportunity to go through this consumption process for just these two steps alone.

And that’s going to force your salespeople to have more education calls.

Now if you got a great sales team that doesn’t care about people coming through well-framed, then so be it. Go ahead and try to reach out to them right away.

When I have salespeople reach out, I want to be clear when I say this.

There’s kind of two things that happen in congruence at the same damn time as this. We will have the setters or the closers do some manual outreach.

And with that manual outreach, there’s really one simple goal.

With the confirmation page best practices and with the value dense email sequences and with this other step we’ll talk about here in a moment, the hammer them content campaign, we have a disadvantage.

With marketing, we’re doing a spray and pray. We’re just trying our best to get the necessary information in front of people, but we don’t actually know what information they actually need that’s going to make it a priority for them.

We give them an overload of information. We give them a ton of extra stuff.

Now when we do that, again, it’s a spray and pray. We’re just trying our best to do as many things as we can. That way, we influence the sales process.

What setters and closers can do with manual outreach is they can tailor all of this information for the person’s needs.

They can look at the application data because let’s be honest, your marketers, the people in your business, they might get application data, but what’s the probability that they’re actually contextually communicating and tailoring information relative to a person’s answers?

There’s a very low probability of that.

So as a result, the salespeople before the call, that’s their number one function and role is I need to get people tailored information.

So if somebody says in their application a specific thing and the salesperson can look at that and say, “Well I got three pieces of content that I think would be perfect for that person if I got them that information.”

Great. Go grab those three things and send the person a selfie message. Pull out your phone as a salesperson and say, “Hey, what’s going on, I saw you booked a call with us on Tuesday at three PM. I looked at your application data and I saw you said this. I got three killer pieces of information that can help you right now get what you need. I got them in an SOP. I got them in content and I got a gamma doc.”

Those are all the sales assets and trust assets. Your sales people need to have a list of things that they can send off to people that is organized.

That way they can just go and copy and paste that stuff and shoot it off ideally from an iPhone and or email. Both work great, but we don’t want it to look automated.

That’s also why we want to do the messages. They do great at making sure you’re not a robot.

You understand?

So this happens simultaneously once the confirmation content gets sent out.

Retargeting Content Campaign Strategy with 15 to 20 Frequency Before Sales Calls

In addition to that, the other thing we’re going to do at the same time is we are going to run the hammer them campaign.

The hammer them campaign, for all those unfamiliar, we got plenty of content on this. You can go to my site and I got information dedicated to propaganda campaigns. This is an example of a propaganda campaign.

We’re going to take anywhere from thirty to fifty different pieces of short form and we’re going to take anywhere from about fifteen to thirty pieces of long form and we are going to hammer people prior to them showing up to the call.

We’re going to do this via social media retargeting. Studies show that Calendly users who implemented automated reminder campaigns decreased no-show rates by an average of 28%, demonstrating the powerful impact of consistent pre-call touchpoints.

So Facebook, Instagram, you can do this on TikTok with the vertical content. You can also do this on YouTube. You could do it on LinkedIn.

We typically do it on Facebook and Instagram more than anywhere else.

You’re going to create a little pocket audience of people. Depending on the scale that some of you are operating at, you might have to add some supplementary audiences to what I’m about to discuss to have enough people to actually retarget aggressively.

I like to do this specifically with an audience of people who just took an action prior to the sales conversion.

So as an example, I need a hundred people minimum that are in an audience to retarget here. That realistically means I need about one hundred fifty people in order to successfully get one hundred due to match rate issues.

You’re rarely ever going to have one hundred percent match rate. So if you only have one hundred people, you likely aren’t actually going to have the necessary quantity of people to see these campaigns have any reach at all.

You have to have the minimum quantity of people in here.

So as an example, if you have a call funnel, you need at least one hundred fifty people within seventy two hours to be able to hammer just those specific people.

This is a seventy two hour campaign. Our goal is to keep this content in front of them with a minimum frequency, ideally of fifteen to twenty.

This fifteen to twenty frequency is meant to have enough impressions with unique pieces of content to be able to influence the person’s psyche pre-call to get information in front of them that answers questions, frames them well, handles objections before they occur, sets proper expectations, and just again gets people necessary information that helps make it a priority.

That’s all it really is.

How Backend Selling Systems Turn Education Calls into Sales Conversations

So long story short, with the right content, with the right value dense email sequences, with sales people doing the right things before the call, and with the best practices for our confirmation page content, what we then do is we obviously funnel the person to the conversion event.

So at this point, this is where we want to officially funnel these individuals to the call.

At this stage, this is the best time where you’re actually probable to have a sales conversation.

Sales conversations do not occur if education is required.

This is typically where people mess up. They don’t give enough information prior to the call that the person consumes that actually makes an impact.

So they end up having education calls.

As I said before, usually what most people will do is they’ll have the call booked and they’ll jump straight over to the call happening.

That’s why you have the problems that you have.

Treat it like your show rate problems, your closing rate problems, the lack of people willing to pay in full, your inability to close people in a tight time frame.

All these are symptoms of a disease that’s happening in your business right now as a result of your failure to implement backend selling systems.

I’ve originated this concept. I believe deeply in this concept and I’ve seen tremendous impact from this concept.

I can’t stress it enough. These specific things independently of each other can have huge impacts on revenue and these statistics that matter to you in your current high ticket conversion mechanisms.

Why Backend Selling Works for Call Funnels Webinars Challenge Funnels and DM Ads

It works for call funnels. It works for webinars. It works for challenge funnels. It works for low ticket to high ticket. It works for DM ads.

Every common funnel that people run, it works tremendously well for.

I’d love to see you implement these things. I have so much content that goes in-depth on each one of these topics.

I just want to be fair though in saying this. This is really important you understand.

I withhold about ninety percent of what I actually can tell you and show you about these things because my goal is obviously to get you far enough along where you can see an impact to be able to easily justify getting into my paid programs which you can find information for.

Take action on these with the surface level descriptions and explainers that I’ve just provided to you and you have a high probability to still get some kind of result that lets you see signs of life.

I understand everybody out there is full of empty promises and that you have low belief in people like me telling you that I have such great information in my paid stuff.

So my intention with all this content is to bribe you. I want you to get a result with the stuff that I show you for free.

And I want you to be able to make some cash with it so you buy my stuff with house money.

Or I want these things to come off so obvious to you for the impact that they can create that you can easily justify getting into it even if you haven’t got a result with it yet.

You and I both know what we just talked about here makes sense.

Don’t be lazy or let your people be lazy and mess this up for you.

This makes a huge impact in your business and there’s a lot of money on the other side of this problem for you.

Backend selling is the difference between education calls and sales calls. Between low show rates and high show rates. Between long sales cycles and quick closes.

Most people focus exclusively on the front end. They obsess over their ads, their VSLs, their landing pages. And yeah, those things matter.

But if you’re not building a proper backend selling system between the opt-in and the conversion event, you’re leaving massive amounts of money on the table.

Confirmation page videos with breakout content answering common questions. Value dense email sequences that build trust and handle objections. Manual outreach from sales reps who tailor information to application data. And the hammer them retargeting campaign hitting prospects with fifteen to twenty impressions before the call.

These four components working together create prioritization. They give prospects the right information at the right time to make buying a priority rather than just another thing they’re curious about.

The result? Higher show rates. Better close rates. Shorter sales cycles. More people paying in full.

This isn’t theory. This is what’s working right now for businesses doing seven and eight figures a month.

The question is whether you’ll actually implement it or keep wondering why your leads show up cold and uneducated.

What I can teach you isn’t theory. It’s the exact playbook my team has used to build multi-million-dollar businesses. With Master Internet Marketing, you get lifetime access to live cohorts, dozens of SOPs, and an 80+ question certification exam to prove you know your stuff.

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