Direct Sales require force to overcome Prospect inertia to create awareness, consideration, purpose, and value in the mind of the Prospect.

All four elements in the Direct Sales process (awareness + consideration + purpose + value) must be understood early or the Prospect will ignore further communication on the subject.

The 4 Direct Sales hurdles are:

1. Awareness – who are you? The first and most crucial step to influence, without it no further progress can be made! Awareness must overcome prospects’ ignorance, indifference, defense,
   and hostility.
2. Consideration – why are you contacting me? Must inspire the prospect to conjugate on the message to divine the purpose and value proposition to move forward.
3. Purpose- what are you contacting me for? The Prospect must see a reason.
4. Value proposition-why does this matter to me? The Prospect must be curious about value.

Because Direct Sales lacks curiosity it must carry the message and overcome the Prospects ignorance, indifference, defense, and hostility hurdles all the way to the end to be successful.

Direct Sales strategies are wasteful, expensive, and fail, as evidenced by the fact that nearly 50% of all sales executives fail in 10 months or less. There isn’t enough differentiation in technology services, or the prospect’s understanding of the value proposition, to create demand at scale using Direct Sales.

Curiosity on the other hand uses the Prospect’s intrinsic motivation (curiosity = value proposition) to discover the value proposition quickly for himself.

Curiosity is a powerful basic human motivation that cant be denied and be can predicted.

Curiosity is Interest + warranted attention = attraction.

1. Interest- interest comes from value and value motivates intrinsic buying behavior.
2. Warranted attention-genuine and bonafide value proposition.
3. Attraction-desire to work for the value proposition.

Curiosity’s results come from the Prospects epistemic intrinsic motivation whose results can be predicted on curious people meta personas.

Bait Marketing is a demand generation strategy based on  curiosity that motivates buyer behavior.  Bait Marketing is used to catch, convert, and close customers at scale.

Bait Marketing uses your monetized value proposition (MVP) message to create curiosity.    

Bait Marketing is sent through digital marketing channels in curiously smart messaging your prospects can’t refuse, and curiosity does the prospecting and qualifying for you.  With Bait Marketing the Prospect is effectively selling himself.

Benefits of Bait Marketing:

• Curiosity does the prospecting, qualifying, contact, scheduling, and presales for you!
• The MVP places you as an industry expert and leader from the beginning.
• Eliminates the need for direct salespeople.
• Is affordable and naturally works.
• Exists independently of effort, is non-intrusive, persistent, customizable, and scalable.
• Is not needs-focused thus has the largest appeal.
• Showcase your samples, examples, and thought leadership before meeting you.
• Differentiates you from competitors without a monetized value proposition. 

Bait Marketing and curiosity do what Direct Sales can’t; create influence to motivate intrinsic buying behavior.