--- title: "The two-step sale" description: "Use a cheap discounted first step to qualify, take a card and set up the real sale." canonical: https://tomsharman.com/bookshelf/100m-leads-2-bonus-chapters/the-two-step-sale/ updated: 2026-11-03 --- # The two-step sale > 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. Framework 4 of 4 from [$100M Leads, 2 Bonus Chapters](https://tomsharman.com/bookshelf/100m-leads-2-bonus-chapters/index.md) by Alex Hormozi. Category: Offers and pricing. ## The steps 1. **Ad and opt in.** Advertise a small piece of your offer at a deep discount. 2. **Phone call for the promo.** Take the card over the phone and set an appointment. 3. **Delivered appointment.** They show up for what they paid for, get value and book a follow up. 4. **Upsell.** At the second appointment, sell the far larger programme with the card already on file. ## Where it comes from 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. ## The animation 24 seconds, 4:5, no sound. - MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/the-two-step-sale.mp4 - MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/the-two-step-sale-dark.mp4 - Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/the-two-step-sale.png - Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-leads-2-bonus-chapters/the-two-step-sale-dark.png