This is a very important way of keeping a company making money.
Why go to the trouble of getting a new customer then selling them a product/service and just letting them go?
This is what a lot of companies do.
If your going to do all the work and expense to get a new customer why not keep selling them stuff after the initial purchase.
Now if you need back end products or services here someways to do it without creating or developing your own products/services.
Joint venture with other companies that sell complimentary but non competing products /services. You can sell there products/services on your back end and they sell your products on there back end.
You can find products/services that you can brand as your own which is called private labeling.
If you don’t put a back end into your business you are leaving money on the table needlessly! Your customers buy other products/services and since you built trust with them why not offer them other things of value.
Here’s how a backend can work:
Lets say you sell boats and boating products or you sell fishing products and gear. Some boaters are into fishing. Some people who fish own or want to buy a boat and boat products. A match made in heaven to sell products on a backend.
Your customers also buy other products and services outside your business category and niche. It’s worth the trouble to find out what those are and offer these on your back-end.