Once Your Yellow Page Ad or Website Brings Customers In, Make Purchasing Easy for Them These are the exact places where you?re losing customers – and sales. Stand out online and offline, so you capture more Internet-savvy buyers for your brick and mortar business. 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 cardSour notes that creep into the experience can break the inevitability of them taking the next step. But with all the effort spent finding more business, it?s easy to forget that getting buyers to come in is easy compared to [...] A person has to think about whether it?s worth the effort or inconvenience to try or assess something new. On some unstated level, buyers know they?re committing to the next step, bringing the transaction closer to happening.
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