From the Window to the Counter: Getting Shoppers to Buy
In This Chapter
Getting shoppers to identify themselves
Understanding your customers’ decision to purchase
Identifying purchase barriers
Re-contacting shoppers and overcoming barriers
Chapter 10 discusses ways you can protect and grow your relationship with your current customers. But you also need to find new customers. You can’t grow your business — in fact, you can’t even keep your business from shrinking — without a steady stream of new customers.
Many of your company’s marketing and advertising efforts are directed at increasing awareness of your brand and interest in your products. This means there’s a group of potential customers out there who are ready to begin a relationship with you. Many have gone so far as to actively investigate your product offerings. These are your hottest leads.
In this chapter, I use the term shopper to mean anyone who has shown an interest in your product. I talk about some ways to identify these potential customers. I also address some basic strategies for moving them from interested ...