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Don't Ask, Don't Sell

By Dan Furman

I recently bought a new pickup truck, and was looking online at truck-bed covers and other accessories. I found this one cool site that had some great stuff, and I spent some time there reading about the various types of covers and such.

Finally, one really caught my eye. I was excited, as I envisioned it on my truck. I read about it, read about it some more, read all the way to the bottom of the page, and then....

Nothing.

No "e-mail us for more info", or "click here to buy" or "available at these fine stores".... In short, the page did a great job selling - it told me everything about the product and why I would want one, but it offered absolutely nothing in telling me how I would go about getting one.

I was dumbfounded. I clicked around a bit more, and finally found a general "how to buy" page, but by that time, I had forgotten the exact model number and quite frankly, I lost interest.

And they lost a sale. Because they didn't ask me to buy when I was ready.

It amazes me how many businesses do this. They get all wrapped up in having a great looking page / brochure / proposal / etc etc, and fail at the most crucial moment: They neglect to ask me for action when I am ready to act.

It's this simple: If you don't ask for action, you are wasting your time.

Asking for action is simple. It doesn't quite have to be aa direct as "click here to buy" or "e-mail us for more info", but you should ask for some type of action. It could be as simple as "come visit us soon" or "open Monday - Friday. Walk-ins welcome".

The truck-cover place bombed because they figured I'd read the whole site before buying - nope, that didn't happen. I saw what I wanted and desired to learn more right away.

Don't be shy - ask for action.

E-Mail me to learn more.

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