This phase is one of the most important, but it can also be very frustrating for business leaders. The key to success is to use entry-level offers. These offers are often very advantageous to the customer and that is precisely why some will take them up. The main goal of this phase is to convince people to become customers, not to make a profit. Companies that are aware of this often even use lossy offers. Once the customer is in, profits come later.

Example

You start a special promotion, where new customers get 10% off their first purchase. If your product or service convinces them, they are more likely to make a second purchase.