Tripwire tasks in sales

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Let's not forget about the difference between a lead magnet and a tripwire: the first one attracts a lead (hence the name), the second one follows and draws the person further down the funnel.

The key task of a tripwire is to convert "warm" leads into clients. However, the tripwire's functions are not limited to this; it solves a number of underlying tasks:

Helps the client overcome the first barrier saudi phone numbers separating him from the main purchase. This is the role of the "trap": having made a small and inexpensive purchase, a person receives confirmation that the company is doing business honestly, and it is easier for him to move on to familiarization with the rest of the product line.

Gains the trust and favor of consumers, allows for the establishment of the first contact between the company and its clients.

Removes doubts . If a buyer is afraid of throwing a large sum of money down the drain and getting a defective product, buying a cheap but high-quality tripwire will instill in him a certain confidence and show that his fears are groundless.

Serves as a visual confirmation that the offered product is useful and has real value. A tripwire, which acts as a bonus to the main goods and services, reveals their advantages.

Encourages the client to make a quicker decision about the transaction. Usually, people who are just getting to know the company and its product range spend a long time sorting through the options, studying the catalog, doubting the choice, weighing all the pros and cons. Tripwire allows them to quickly and with minimal costs evaluate the quality of the product or service, after which the clients are more willing to make their first order.

Tripwire tasks

Let's study the principles of tripwire operation within the framework of the entire concept of the sales funnel. Its structure is as follows: first touch ─ lead magnet ─ tripwire ─ purchase ─ constant purchases.

First touch . The consumer sees an advertisement for the first time, receives a leaflet on the street, visits your company's website, etc. He doesn't know anything about the product you offer, and doesn't even know whether he needs this product at all.

Lead magnet . You give something to a person and in return ask them to share their contact information – phone number, email address.

Tripwire . Your customer responds to the lead magnet, and you offer them a small, inexpensive purchase. The consumer agrees to it partly impulsively, since the low price combined with the obvious benefit of the purchase looks tempting.

Buying a product or service from the main line. The client decides to do it when, through the tripwire, he receives visual confirmation that you are running a transparent business and offering a quality product.

Regular purchases . These are satisfied customers who are completely satisfied with the cooperation with your company. At this stage, the client receives VIP status. You should make every effort to ensure that he remains a regular customer for as long as possible: offer personal discounts, bonus programs, etc.

How tripwire works

Here is a standard example of a tripwire in the infobusiness. Let's consider a combination of a tripwire and a lead magnet used in selling online courses:

as a lead magnet, we offer the user free useful information in exchange for their contact information: a book in electronic format, a checklist, a selection of recommendations from an expert, and the like;

we use the received contact to "warm up" the client: we create a chain of emails, set up automatic sending of messages on social networks. At the right time, we offer a tripwire - for example, the first training video at a minimum cost;

For clients who have purchased a tripwire product, we offer the entire online course.

The same principle applies to offline business. For example, for a florist's salon, a flyer guaranteeing a discount to its bearer will be a lead magnet, and a small flower arrangement that is inexpensive and already waiting for the client in the salon can be a tripwire.