How to Use the Two-Step Selling Process
I’m a big fan of the Two-Step Selling Process. What I want to do in this article is explain to you what it is and how it works. Please keep in mind that this won’t apply to EVERY single business in the marketplace, although it will apply to most businesses.
The Typical Sales Process
Before I tell you what the Two-Step Selling Process is, I think you should understand the One-Step Selling Process. The One-Step Selling Process is when a business advertises their products or services in hopes of making a sale.
This is how 99% of all businesses advertise. They place ads on television, the radio, in magazines, in newspapers and via signage to generate more sales. Hopefully, a portion of the people who read/see/hear the ad will respond and make a purchase.
While this form of advertising (and selling) is better than doing nothing at all, it’s not the most effective way to sell.
The Two-Step Selling Process
I think the best way to sell is with the Two-Step Selling Process. This is when you advertise to generate leads, rather than to make a sale. You advertise FREE information that people can visit your website, write to you, or call your phone number to learn more about.
For example, an insurance agent could offer a FREE Report titled “17 Ways to Plan for a Secure Retirement.” An accountant could advertise “Top 10 Secret Ways to Save Money On Your Taxes.” And an auctioneer could advertise “Get a FREE appraisal on any one antique item.”
These are just a few examples and will vary slightly by industry. The purpose of these ads is not to make a sale, but instead to get people to contact you first!
When someone contacts you to request the free information, your job is to follow up with them (through various communication methods) and convert them into a paying customer. You can follow up by direct mail, telephone, email, etc.
Most people who see your advertising are not ready to buy at this SPECIFIC moment in time. As a result, most of your advertising dollars will be wasted.
But if you can learn how to generate leads, rather than focusing on making sales, and then follow up with your leads consistently, you will make even MORE sales.
Does that make sense? I’ve been using the Two-Step Selling Process for several years now and I can speak from personal experience and tell you that is the BEST WAY to sell.
What are your thoughts? Leave a comment below and let me know what you think.
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