Inviting Clients Into Your Backend Offer (Without Feeling Awkward)

mini workshop

By Jenn Monaghan 

You’ve created an awesome backend offer that you know your clients are going to love. 

The only thing holding you back? 

Inviting your attendees into your backend offer makes you squirm — you hate sales and you don’t know the first thing about marketing. 

Here’s a newsflash…

You don't need a fancy upgrade strategy to sell your backend offer. 

 And while we have your attention, you don’t need an extravagant sales page or an awkward elevator pitch either. 

Inviting your workshop attendees to continue working with you can be as simple as making the invitation. Whether it’s asking them to join your membership or buy your course, this shouldn’t feel uncomfortable. 

For us, forming human-to-human connections with our attendees is the best place to start. 

Once we get to know our attendees on a personal level (and come to understand their goals and intentions) introducing them to our backend offer doesn’t feel pushy or out of place. 

Instead, it feels like we’re making an offer to help them. And, if they don’t need our help at that moment, that’s totally fine too — we’re not about forcing sales around here. 

Not sure how to start these conversations?

Digging into our own techniques and with the help of some awesome Sale-A-Day members, we’re gonna show ya how :) 

Ask for feedback 

Marla loves to start her conversations with a solid ice-breaker — a question. 

This doesn’t feel invasive or uncomfortable. Instead, it’s a simple way to initiate a comfortable conversation and connect with your attendees one-on-one. 

A natural place to start is to ask what they’re enjoying about your workshop content. From here, it’s all about getting feedback on your workshop and any next steps they might desire — maybe they’re interested in a feedback session or a template bundle. 

"Questions are good...even a 'hey, glad you could join us! What are you loving about X? What else would you like to see?' Something like that...It engages a convo, and for the second question, your membership might be the solution, so that is a great way of raising it without feeling salesy" -Marla Mac 

Even if your backend offer isn’t the right fit for them at the time, getting feedback will always be valuable.

It might give you insight into some helpful resources you can add to your workshop (a bump, a helpful bonus, a template) or even generate your next workshop topic. 

Assess their goals 

For Jan, it’s all about getting to know his clients' goals and navigating their next steps. 

Once he understands what his clients are striving to achieve, he can better assist them. If your backend offer (a membership, a content bundle, a done-for-you-service) is in line with their goals, making the invite feels like a natural next step.

" I like starting with a question first, see if they respond, have a conversation on what's next/their goals and if it's a good fit, then share the details of your backend offer." -Jan Keck 

Remember, your backend offer doesn’t have to be set in stone. While it’s great to have a dedicated backend offer, there’s also a power in flexibility. 

Let’s say your client isn’t interested in joining your digital marketing membership at this time. However, they have hinted at needing help with automating their email systems — something you just happen to be an expert in. When this happens, don’t be afraid to extend a spur-of-the-moment offer to your client. 

This could be anything from a VIP day (walking them through how to automate their systems) to a done-for-you service (automating their systems on their behalf). While you don’t want to force them to continue working with you, you do want them to understand that you’re available to help.

Keep it simple: ask how they're doing 

Jodi likes to check in with her clients to see how they’re doing. 

How has life been since they attended your workshop? Did they get a chance to get started on their next step? Was your workshop genuinely helpful in guiding them closer to achieving their goal?

To Jodi, these “check-in” questions are at the forefront of many of her conversations. Once Jodi knows that her clients are happy, she lets them know how they can continue working with her. 

It’s all about being authentic and staying true to your own values. You don’t want to be overarching or come across as forceful. At the end of the day, just be a human and make a simple invitation.

"I don't like to ask for the next thing unless I know they are happy. I would take the conversation you want to communicate and break it up in many moments so it's more authentic and not trying to do all the heavy lifting all in one." -Jodi Bueckert 

Not sure how to start these conversations? 

Don’t overthink the notion of initiating a conversation — open with a simple question and allow the conversation to flow naturally. Here are some simple conversation openers: 

“Hey <name>,

“It was so good to have you as part of my workshop. I just wanted to check in to see if you found <name of your workshop> helpful in <the goal of your workshop>?” 

“Hey <name>,

“Thanks again for joining me in <name of your workshop> — it was so awesome having you there with me. I know you were interested in <goal of your workshop> and just wanted to check in to see how you’re doing?” 

“Hey <name> 

“I know you were planning to <next step> after my workshop. I wanted to check in with you to see how that’s going?” 

These conversations can take place on whichever platform you feel most at home — email, DM, Messenger. 

Default to human 

While there’s no one-size-fits-all way to make an offer, there’s one rule we like to remind ourselves of: just be a human

We strive to connect with our audience on a human-to-human level — we ask them questions, we give feedback, and we build relationships in simple yet meaningful ways. 

When we invite them to continue working with us, it doesn’t feel off-putting — it feels right.