I am shocked and appalled by the number of businesses that make it difficult, sometimes maddeningly difficult, for people to buy from them.
It happens in all kinds of crazy overt and covert ways--and in the professions as well as in business. It's not a deliberate thing, but it might as well be because the effects can be just as massively damaging to your bottom line.
Consider just a few examples of what I'm talking about:
* A company selling by direct mail fails to include important ordering directions in its sales letter. Prospects are left feeling confused, so much so that many of them simply toss the offer into the nearest waste basket.
* A telephone operator snaps, "Hello, hold please" and then leaves you dangling so long that you finally hang up and promise yourself that you'll never deal with that company again.
* A dentist typically keeps his patients waiting a half hour or more. To make matters even worse, his waiting-room furniture is drab and uncomfortable, and his waiting-room magazines are woefully out of date. His suffering patients mumble to themselves, "Next time, some other dentist."
* You're eating a great meal in a restaurant you've never patronized before. You go to the rest room. YYYYYuuuckKK! Wet floors. No soap. No towels. Conditions are so revolting that you don't even want to return to your table, much less to the restaurant.
I call these insidious transactional turn-offs "The Spike," because they literally kill off hundreds of millions of dollars of sales. The good news is that there is a simple way you can avoid "The Spike" and even turn it to your own advantage!
Two Steps to Help You Keep "The Spike" Away and Give You a Powerful Edge:
The first step I want you to take is a very obvious one but extremely important, because unless you take the first step you won't be in a strong strategic position when you move to Step Number Two.