The Multi-Step Sales Process
Once your "back end" strategy is locked down, you can start to build your lead generation strategy.
Part 3: Lead Generation Strategy
Now we'll show you how to build a high-performance lead generation program to support the selling system.
The Role of Lead Generation
The role of a lead generation package is to build a bridge between the mind of the consumers and the selling system. That's why it's the last—not the first—thing you do when creating a multi-step selling system.
Lead Generation Objective #1
The objective of a lead generation package is not to sell the product, the goal is to generate a lead!
In fact, the goal of each step in a selling system is to get prospective buyer to the next step in the process. When you try to leap-frog or cut out steps, the buyer often opts out of the selling system!
Let me give you an example. I recently received a letter from a local golf club. The opening line was, "you'll be glad to know that a limited number of memberships are available for only $35,000 each."
You can't sell me a $35,000 membership in a club I've never even visited with a one-step letter! Invite me up to play a round or two! Take me on a tour of the facility! Get a friend to bring me to a tournament! Take me to lunch! Come to my office! Anything! As long as you bring me along slowly and give me the information I need to make a decision.
There are somewhere between 12 and 16 formal steps required to sell this membership (see previous example on p. 110). By leaving them out, the chance of making a sale is virtually nil.
SS-E—In the SS-E world, products are well understood and product information, per se, often has low perceived value. Value-added offers and premiums are often used.