Nine Tips for Two-step Acquisitions

Here's how to do it: Direct your potential customers to a handful of questions that help diagnose problems or provide benchmarks. For example, a paint supply company could offer an online assessment that compares a prospective customer's level of knowledge regarding which paintbrush is right for a particular job, and compares the answer to an expert's, say, an engineer from the paint supply company. The prospect now is using the paint supplier's Web site and thinks of that supplier as a valuable resource.