Soft Steps and Hard Steps

This rule looks at buying from the perspective
of the buyer. Buyers have it tough because of
the possibility to waste money, waste time,
or just make a dumb mistake.

Handing money over to you, with those results
looming, is a hard step to take. There are untold
numbers of other businesses vying for the customer's
money. How do they choose between a big screen
TV, a trip to Mexico, or a new mountain bike?
Or your product?

So what is a guerrilla to do? Get involved in their
decision. Guerrillas make it easy for the customer
to buy from them.

They accomplish that by offering soft steps that
can be taken prior to the hard step. They help
customers make their selection.

You can soften them up with information,
with service, and your caring attitude.

A sale is made most often when at least one, if
not several, soft steps are used to lead the
customer to their decision. It is the quality of
those steps that lead to results, not the quantity.

One of the best ways to make a sale is to create
momentum. And one of the best ways to do
that is to get customers to say yes.

Do you want a free ezine subscription? Yes.
Do you want a free teleclass? Yes.
Do you want a free coaching session? Yes.

Although it is more difficult to say yes to the hard
step, they will frequently say yes to the soft steps.
Soft steps are different from bribes in that they are
a direct introduction to your products or services.
They create momentum that leads to the hard step.

Here are 10 suggested strategies for guiding
your customers, step by step, to making a purchase:

1. An offer of a free videotape
2. An offer of a free audiotape
3. An offer of a free brochure
4. An offer of a free sample
5. An offer of a free demonstration
6. An offer of a free consultation
7. An offer of a free booklet
8. An offer of a free estimate
9. An offer to attend a free seminar
10. An offer of a free newsletter

The soft steps answer questions, defuse anxiety,
establish a relationship, and set the stage for a yes.

(c) 2006 Steve Brewster
Executive & Business Coach
403.283.5706
www.brewsterconsulting.com
steve@brewsterconsulting.com