The Internet business is developing by leaps and bounds. This is because it does not need to rent premises for shops – a small warehouse is enough, it does not require a lot of staff – sellers. And in general, the Internet business is built differently, cheaper in terms of its costs.
This business has its problems because sales are carried out through Internet sites, which, if potential buyers visit, do not always make their purchases there.
Why Do You Need Two-Step Sales On The Internet?
One of the main problems of any Internet business is a large percentage of untargeted and disinterested customers ( website visitors ). Usually, these people get to the site through random links or random keywords or phrases, which are not disclosed in the content (in the text posted on the selling site) or are absent.
One of the ways to reduce the number of random visitors is to conduct competent internal optimization (bringing the content on the site to the desired form, removing irrelevant keywords not related to the main topic of selling products or services).
Nevertheless, even a perfectly optimized site will still be visited by quite a few non-target visitors who are not interested in the offered goods or services in principle.
Thus, they will underestimate the overall conversion of the site and its behavioral factors, which leads to the fact that the site will drop in search engine rankings, which will cause fewer and fewer potential buyers to come to the site.
How to be in this situation? The answer is relatively trivial – to use the principle of two-step sales. This approach allows you to weed out most of the random site visitors at the preparatory stage (before the product itself is offered to them).
In addition, the use of two-step sales often increases the trust and loyalty of potential customers, which ultimately significantly increases the chances of closing a deal.
What Is Two-Step Selling Through The Internet Site?
Standard one-step sales, as a rule, are made in one stage (step). In other words, a person comes to the site, chooses the product he likes and immediately buys it. It is clear that everything happens quite quickly (which is good for the seller), but the chances of closing a deal are not very high.
Two-step selling, as the name suggests, consists of two steps:
- At the first stage, the seller receives the contact details of a potential client and tries in every possible way to win him over (to gain trust).
- At the second stage, a direct transaction takes place.
Moreover, the period from the beginning of the first stage to the conclusion of the transaction can be very long (from several days to several months).
The practical implementation of the two-step sales technology most often comes down to the following scheme: the site hosts a form for subscribing to news or article updates. There is a field for entering the email of a potential buyer so that later all materials can be sent there.
If a person is interested in the subject of the site and the goods, he is very likely to subscribe, of course, if the seller undertakes to provide him with precious and unique information.
Reading articles and materials, the client will be more and more convinced of the seller’s professionalism, imbued with confidence in him. And by the time the buyer needs a specialized product or service, he will most likely turn to the seller’s company, to whose newsletters he subscribed.
Instead of or along with free information, it is quite possible to provide some free goods or services, for example, consumables.
Benefits Of Two-Step Selling
From the point of view of psychology, the effectiveness of two-step sales can be explained by the fact that, in this case, there is no pressure on the potential client. You do not force him to make a purchase here and now. You do not “push” your goods to him but only gently and unobtrusively convince him of the practicality of concluding a deal.
One-step sales in this regard are much more aggressive because when pressure is applied to a client, a protective barrier begins to form in his brain, which prevents an adequate perception of all messages from your side.
And the more robust the pressure goes, the stronger this barrier becomes. So-called objections arise, objections to the purchase of the offered goods and services, which are challenging to deal with in direct contact with the buyer, and even more so it is almost impossible to fight in absentia, without seeing a potential client, without communicating with him.
Also Read: Internet Advertising And Its Main Tasks