What could be done to make interaction points less risky or annoying? What percentage of your potential buyers taking the first step make it through to the last one? On some unstated level, buyers know they?re committing to the next step, bringing the transaction closer to happening. There are always plenty of reasons why a person changes her mind and wants out (or returns the product) afterwards.That?s why even free offers can be a hard sell. 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, they?ll take the next step without hesitation. These are the exact places where you?re losing customers – and sales. It?s unlikely that figures are anywhere near that high in retail situations, but they?re still much higher than they need to [...] A relationship builds as a sequence of steps follow one another. 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. Whether contact occurs in a single encounter or over time, each step is riddled with choices.
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