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 [...] 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. These are the exact places where you?re losing customers – and sales.
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