And sales seldom happen without trust. Once Your Yellow Page Ad or Website Brings Customers In, Make Purchasing Easy for Them It?s unlikely that figures are anywhere near that high in retail situations, but they?re still much higher than they need to be. 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 [...] When customers can?t get the help needed, can?t find the product in the model or size wanted, can?t navigate through the check-out without mishap, she?s likely to stop midstream.Let?s assume that she gets all the way through and completes the buy, despite the obstacles. As you eliminate the aggravations of doing business with you, you?ll see more of that. A person has to think about whether it?s worth the effort or inconvenience to try or assess something new. Stand out online and offline, so you capture more Internet-savvy buyers for your brick and mortar business. –Dr.
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