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Soft Touch

A soft sell makes the hard step of buying from you a whole lot easier.

This story appears in the November 1996 issue of Entrepreneur. Subscribe »

Imagine how difficult it is for a prospect to make the decision to buy what you are selling. He or she has never purchased from you before, doesn't know much about you, and has been stung in the past by making purchasing errors when dealing with others.

Guerrilla marketing makes the hard step of purchasing a lot less painful by creating a series of soft steps for prospects to take first. One such soft step is the offer of a free consultation. It's easy to say yes to such an offer because it carries no pressure. And after it's over, it makes the hard step of buying a whole lot easier.

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