"Profit in business comes from repeat customers, customers that boast about your project or service, and that bring friends with them." - W. Edwards Deming
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I am always shocked and appalled by the number of businesses that make it difficult and sometimes virtually impossible for people to buy from them.

It happens in all kinds of crazy and covert ways and in the professions as well as in businesses. 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 instructions in its sales letter. Prospects are left feeling confused, so much so that many of them simply toss the whole direct mail package into the nearest waste basket.

* A dentist typically keeps you waiting a half hour or more. To make matters worst, the waiting-room furniture is drab and uncomfortable, and the magazines are woefully out of date. You say to yourself, "Next time, I'll go to another dentist."

* You visit a web site to place an order. The site downloads slowly and there are no descriptions about their products or services or directions on where to go or how to order. You click on a couple of pages and then go to their competitor's site.

* You're eating a great meal in a restaurant you've never patronized before. You go to the rest room and find wet floors, no soap or towels. Conditions are so revolting that you don't even want to return to your table, must less to the restaurant.

These types of transactional turn-offs literally kill off hundreds of millions of dollars of sales. The good news is that there is a simple way you can avoid these turn-offs and turn it to your own advantage.

The first stet 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 strong strategic position when you move to step number two.

This is step number one: Carefully go over your own operations to make sure that you aren't losing sales because of some act of omission or commission that has escaped your notice.

Look for anything that might discourage people from buying from you and if you find one or two things that are turning people away, fix them! To root out the culprits, ask yourself these questions:

* Is our offer clearly stated? Are the buying directions clear?

* Do our ads explain and emphasize the specific benefits customers will enjoy if they buy our products or services?

* Are we treating customers, clients or patients as we ourselves would want to be treated? Are we invariably courteous and prompt and always solicitous of the customers needs and wants? Do we suggest follow-up purchases that would add to the benefit of the first purchase?

* Can people get through to us by phone or fax without long delays? Do we make people feel at home when they come in to shop or see us? Do we thank people for buying? Do we offer our best customers tangible proof or our appreciation? Do we give these best customers first crack at special discounts and other special buying opportunities?

* Do we answer all inquiries by email promptly? Do the pages of our web site down load quickly? Are all of our products and services described in detail as to the benefits they provide? Is our offer clearly explained? Is ordering from our site clearly described? When someone orders, do they get an immediate confirmation via email?

Copyright - 2008 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide.

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Learn to harness word-of-mouth and it can drive consumers to try your product or service more than any other marketing technique will; more than advertising, salespeople, direct response, and public relations combined.

In The Mastermind Marketing System, you learn how to take maximum advantage of the hidden opportunities, assets, and advantages your business possesses right now. Jay Abraham gives you step-by-step process for increasing your number of customers through staying in touch with your customers and customer care.