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. 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. 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. These interaction points represent higher risk [...] Whether contact occurs in a single encounter or over time, each step is riddled with choices. And a business needs to do that routinely.
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