Whether it?s worth changing their existing preferences to consider what you?re offering.Reduce Obstacles that Make Customers Walk AwayImagine a typical sales process that takes eight-steps, from the time the person steps into the store (or website) looking for a particular product, until she walks out with it. What percentage of your potential buyers taking the first step make it through to the last one? These steps get riskier (for you as well as them) whenever you specifically ask them to do something more.Choice points are precisely the places you?re most likely to lose them – when they bail out of the process.Kinds of buyer choice points – Come into the store – Read the ad beyond the headlines – Listen to this audio tape – Visit the website – Pick up the phone and call – Try it for 30 days without obligation – Take a test drive; check out the product – Write the check – Negotiate the monthly payments for a buy – Present their credit [...] ” >Once Your Yellow Page Ad or Website Brings Customers In, Make Purchasing Easy for Them And sales seldom happen without trust. And just because the deal?s complete, don?t relax. If you want them to complete the whole sequence, it?s critical their entire experience moves as smoothly as possible.Identify each place where your procedures impose upon customers.
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