I’ve been reading a lot about the front-end vs the back-end. The basic gist is that while you make an initial sale (front-end), should have an additional back-end product to sell. As the experts put it, the hardest sale is the first. Once a customer buys from you, they are much more likely to buy again (if the experience was positive).

Some people are willing to even take a loss on front-end sales so they can have the shot at a more lucrative back-end product or service. At minimum, a smart business move is to always have something else to sell after the first purchase is made.