Use a cheap discounted first step to qualify, take a card and set up the real sale.
Alex Hormozi's framework, from $100M Leads, 2 Bonus Chapters, pp. 21 to 24.
Ad and opt in
Advertise a small piece of your offer at a deep discount.
Phone call for the promo
Take the card over the phone and set an appointment.
Delivered appointment
They show up for what they paid for, get value and book a follow up.
Upsell
At the second appointment, sell the far larger programme with the card already on file.
From pp. 21–24
These pages finish the discount section. Hormozi explains how to use a heavily discounted front end to take a card on file, then upsell far more smoothly in a two-step sale, with a $19 test and a $2,100 programme as his example. He adds an author note on why upselling an existing customer is easier than making a first-time one and a pro tip about giving away lower cost staff time. The cons are giving away the farm and attracting bargain hoppers, which he answers by discounting only a sliver of the offer. He closes the Attract section with a brass tacks conclusion: flow, then monetize, then friction.
