On some unstated level, buyers know they?re committing to the next step, bringing the transaction closer to happening. As the sales process goes along, customers have to be willing to take another step – to make further commitments (however small) of their time [...] These are the exact places where you?re losing customers – and sales. These were people motivated enough to attempt to buy, and gave up. 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.
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