Do You Do The Two-Step?

Time after time, I see managers in all types of organizations make the same mistake in pursuing new business. They spend money and waste time trying all sorts of things to get leads, but they neglect a fundamental piece in sales process management. What are they doing wrong?

The simple truth is: they try to do too much all at once.

It's an easy mistake to make. You see, when it comes to our own goods and services, we all inherently "get it". We understand the value of what we have to offer, and naturally think that others will, as well. Anxious managers assume that all they have to do is reach prospects with their message, and they will be ready to buy. Of course, there are probably some number of prospects out there who will respond to the right message. But for selling to the rest of us, it's usually not quite that easy.

Trying to go "all the way" in one fluid motion is not your most effective strategy for at least two reasons. First of all, you will have to sift through a far greater number of prospects to find those few that are ready to buy today. This will always will cost you more and take you longer. Secondly, you miss the opportunity to identify and keep in touch with prospects that may not be interested in or able to buy today, but for whom the situation might change in the near future.

If you are not getting the response you think you deserve from your promotional efforts, try using a technique called the two-step. Divide your sales process into two sub-processes: (1) acquiring prospects, and (2) converting prospects to customers.

Admit that it's okay for prospects to talk to you, and not buy right away. Then make sure that you focus the efforts of any mass-delivered communication (advertising, writing, speaking, direct mail -- whatever fits your business best) on getting potential customers to identify themselves and voluntarily jump into your prospect pool.

Here's the key: Don't try to sell anything, just yet. All you are looking for at this point are those few traits that indicate that a person or company would be a good prospect for you. The best way to do this is to offer something of value to induce candidate customers to "self-identify" their interest in what you have to offer.

Once you have filled the prospect pool, move on to customer conversion. Start the process of identifying those prospects closest to making a buying decision, and lead them into your formal sales process. Whether you are a software sales executive, a banker, a recruiter, or a real estate agent, the goal is the same. You are trying to develop a systematic way to move people from a state of acknowledgement of interest to the point of making a buying decision.

Have a clear plan for what you need to say, show, or do in order to get prospects to buy from you. If your sale is a complex one, plan multi-step follow-throughs to qualify prospects and advance them slowly but surely through your sales process. Offer low-risk ways for prospects to get started, and help build their confidence that your solution is a good fit for them.

Do the two-step, and don't waste any more time or money trying to sell to that vast mass of people who are unqualified and who may never have the interest, authority, or money to buy from you.