経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

フロントとバック。セールス以外への応用法。

投稿日:

こんにちは。NISHIです。

「型」と「応用」がありますが、
「型」を知っているだけでは
それほど役に立ちません。

それはあくまで
「知識」として知っているにすぎず、
「知恵」として使えるレベルにまで
なっていないからですよね。

「単なる知識」のまま、
口から発したり使ったりすると、
説得力が全くなかったり、
効果を発揮できないどころか
応用して使うことすらできません。

そういった意味でも、
「型」を知った後は
「応用」できるよう、
使ってみて使えるように
練習することが必須ですが、

「そもそもどう使っていいか」が
わからなければどうにもならない。
スタートしませんからね。

そこで今日は、
「1つの型」を「応用」できるよう、
ちょうどいい事例かなと思うものが
ありましたので、
そんなことをお伝えしてみますね。


まず、ネタはコチラを使いましょう。

http://grass-ex.jp/Lo30/12041

今日ご説明するのは、
「フロントエンドとバックエンド」の話。

もしくは、
「集客商品と収益商品」と言い換えても
何ら差し支えはありません。
非常に基本的なマーケの原則ですよね。

フロントエンドや集客商品は、
お客にそのお店の商品やサービスを
格的に利用していただくための
お試し商品や客寄せパンダ的商品
といったところでしょうか。

それに対し、
バックエンドや収益商品とは、
単価や利益が高く、
効率的な稼ぎ頭の商品のこと。
ま、売りたいものですよね。

たとえばサプリなんかですと、
「初回お試し価格」のような形で
紹介される小分けの商品だったり、
時には無料サンプルだったりします。

言葉は悪いですが、
無料や低価格でお客を釣り、
高単価、高粗利商品を購入いただく。
王道中の王道のプロセスで、
フロントとバックエンド、
集客商品と収益商品はセットで考え、
設計していく必要があります。


さて、
この2つの組み合わせですが、
何も商品販売だけに使える考え方、
というわけでは決してありません。

先ほどのリンクを見てみましょう。
再度貼り付けておきます。

http://grass-ex.jp/Lo30/22041

タイトル通り、
「札束で学生買収」といった
言葉がありますが、
別に間違ってはいませんよね。

【奨学金の肩代わり】
=フロントエンド・集客商品

であり、

【大学4年間連続アルバイト】
【入社後4年間は継続勤務】
=バックエンド・収益商品

に該当しますよね?
トレードオフといいますか。

これは
フロントエンドとバックエンド、
集客商品と収益商品といった
マーケティングの原則(型)を
「採用」に活かした(応用した)
ということです。

これが、
「型」を知って「応用する」の
典型的な例かと思いますね。

ちなみに、こういった
奨学金免除や学費免除の制度を
人材の確保や採用の目的で
フロントエンド商品化すること。

これは何も
「今に始まったこと」でもなく、
昔からあるんですよね。

たとえば、
美容室が美容専門学校を運営し、
その専門学校卒業後の就職先を
母体である美容室にし、
一定期間継続した勤務を条件に、
学費を全額ないし一部免除、という
制度を持つ会社もあります。

このことからもわかるように、
フロントエンドとバックエンド、
集客商品や収益商品といった
マーケティングの基本的原則も
商品販売だけが使い道でないことは
よくおわかりいただけたと思います。

「型」も知っているだけでは
単なる知識のまま。使えません。

「事例」をみて、
「もしかしたらこうかも?」と
アタリをつけてみるのも
よいトレーニングになりますよ~。

では。

NISHI

-日記

執筆者:


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