What do you sell to the clients you already have?
Once a client hits the promised goal they feel done. You cannot sell them the same thing again. The next offer is their next problem: the upsell, the resell, the extension for people close to the goal, the downsell for people who are not ready. Every one of them sells with no ad spend.
13 playbooks on back-end offers, in reading order.
Each one answers the question in its title in the first paragraph, then gives the procedure and the number it reports to.
Most coaching businesses lose clients at the moment they succeed.
A resell is a second run of a program, or the next offer, sold to a client you already have.
The back-end offer ladder has five rungs, one per client situation.
At Acquisition Ace we built a premium version of the main offer at almost double the price, with nothing extra to fulfil.
In one offer we ran, hiring a closer who only sold to existing clients took upsells and resells to 30 to 40% of revenue.
Build the resell offer from what already works: find the outcome clients ask about most after they finish, package the pieces of your program that deliver it as the next 90 days, price it on the result, and sell it from inside delivery.
A coaching money model is the ordered set of offers a client moves through: an attraction offer that gets them in, an upsell that solves the next problem, a downsell for those who cannot take the bigger step, and continuity that keeps them paying monthly.
Acquisition Ace added over $1M in six to eight months from upsells and resells to clients it already had.
Clients who paid $5K or $10K do not want a $97 a month community: they have a new need, and it is the same access for less money.
A downsell in a coaching business is the video training only, low maintenance, offered as a last chance at the end of a sales call that did not close.
A continuity offer is a lower-priced, ongoing membership a client joins when the main program ends: monthly or quarterly billing, group calls, community access and light accountability.
Start the renewal conversation at the two-thirds mark of the program, not the last week.
A renewal call has five parts: review the results the client got, name what is still open, show what the next phase covers, make one clear offer with a date, and handle the answer.
