Two-step marketing is a prospecting system where you break the sales process into two or more parts. It’s often the best system to use when the prospect needs to be educated before they will purchase, when you sell expensive or high risk products (investing, advertising, cosmetic surgery), or when it’s important for them to try out your product or service before buying.
Here’s how it works:
In Step One, you use advertising vehicles — such as newspaper advertisements, radio spots, direct mail, press releases, contextual search on the Internet — to offer free information, sample items, a demonstration, a special report, an audio CD preview and so on to encourage prospects to identify themselves to you.
In Step Two, the informational item you promised does the job of converting the prospect into a buyer — or your salespeople follow-up with prospects once they’ve received or experienced the free item or service, then close the sale by telephone.
Just a few examples of two-step prospecting are:
• Expensive resort timeshares that offer you free vacations
• Ads that offer a free information kit when you call a toll-free phone number
• A martial arts studio that offers a free lesson or a health club that offers a free trial week
Why does two-step prospecting work?
First, your sales team wont be prospecting for cold leads, but rather will be focusing on well educated and well qualified prospects. Secondly, a compelling special report, audio CD, or DVD preview can be sent inexpensively to thousands of people at a time (or distributed free via the Internet at no cost) — converting a much larger group of prospects than you and your sales staff might ever be able to talk to personally personally.
In my next blog post, we’ll dig into two-step marketing in earnest by discussing how to run a two-step advertisement in the newspaper, a magazine, on the Internet and elsewhere.
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Finally, feel free comment on what you’ve read so far. Are you beginning to think differently about generating new customers — and ultimately cash — for your business?
Tell me by leaving a reply below.
Until next time,