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Sales Processes - Using a Two-Step Process for Direct Mail
By Joshua Feinberg
Sales processes vary depending on the type of marketing you are doing. Many computer resellers use direct mail advertising as part of their marketing strategy. The process that is critical in this type of campaign is the two-step process.
What is a Two-Step Sales Process?
A two step process is based on the premise that you are not going to close a $10,000 client from a direct mail postcard. You need to get a foot in the door. The two step process does just that. It is designed to get the receiver to raise their hand and indicate they are interested.
For a two step process to be successful your offer must motivate the desired action. Typical two-step process requests include:
calling to reserve a seat at a seminar
requesting a report
setting up a free, no obligation mini needs analysis
providing a confirmation email address
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The actual call to action is less important than just getting the initial response. Once you have a person who is interested, it is much easier to sell them in the second part of the two-step process.
Tracking a Two-Step Sales Process
When you use a two-step process it is critical that you build in mechanisms that allow you to track these inquires. If you mail out 2500 postcards, you need to be able to log with 100% certainty how many inquiries were generated by that mailing. The other factor you need to track in your two-step process is how many of those inquiries turned in to paying clients or customers during 30 days, 60 days, 90 days, 100 days, 180 days whatever it is following the mailing.
You need to know these statistics. It is extremely important when planning your next direct mail campaign and two-step process. You must know what is working so you can do more of it.
The Bottom Line on the Sales Process
A two-step process is the most effective method for selling using direct mail advertising. With this type of process you get the targets to raise their hand first. Then you make the harder sell with only those people who have identified an interest.
The two-step process allows you to track your results and it lets you focus on those people who have a high likelihood of being converted to paying customers.
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Joshua Feinberg helps small business computer consulting firms get more steady, high-paying small business computer consulting clients. Learn how you can too. Sign-up now for your free access to a 1-hour audio training program on Small Business Computer Consulting secrets
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