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. Become obsessive about getting them so smooth and trouble-free that they?re hardly noticeable at all.Assess each obstacle/choice point you?ve got built into the buying and paying process. As the sales process goes along, customers have to be willing to take another step – to make further commitments (however small) of their time and attention.When customers already trust you and are interested in what you?re offering, [...] And just because the deal?s complete, don?t relax. And a business needs to do that routinely. A person has to think about whether it?s worth the effort or inconvenience to try or assess something new. What are the odds she?ll be in a hurry to come back?Online, seventy to ninety percent of those who start to make a buy don?t complete the process (abandoned shopping carts, etc.). That?s at the heart of repeat business. Whether contact occurs in a single encounter or over time, each step is riddled with choices. Anything that cuts customer bail-out goes straight to the bottom line.Keeping Customers is Much Easier than Getting New OnesYellow Pages ads are primarily a tool for acquiring new customers (your ?unknown? A relationship builds as a sequence of steps follow one another. market).
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