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 [...] 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. As you eliminate the aggravations of doing business with you, you?ll see more of that. However, if they?re unsure about you (or had a prior negative experience), they?ll want to think about it – and just maybe that?s when they realize they aren?t all that interested after all.Each buyer choice point actually ups the ante. A relationship builds as a sequence of steps follow one another. That?s at the heart of repeat business.
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