Did you know that you could be losing a significant number of
sales from potential customers who stop right before clicking on
the button that submits their credit card number to you or your
online retailer?

Yes, it is true and this even happens after they have submitted
all their address and credit card information.

It doesn't matter if your sales letter has convinced the
potential customer that your product or service is the solution
to his or her problem.

They already know that.

So why is it that the potential customer does not complete his
or her order after spending their valuable time filling out your
entire order form?

I will tell you why.

Because the little voice in the back of their brain comes to
their forefront just before they click the button, telling them:

"Are you sure?"

"What if this really isn't the solution?"

"Maybe there is something better out there?"

"Maybe you should think about it a little longer?"

All the questions that stop your potential customer dead in his
or her tracks.  Your potential customer decides that maybe he or
she needs more time to think and they end up never coming back to
order your product or service.

Worse, the purchase it from a competitor.  Oh the cruelty of it
all!

I know that it can be a tough pill to swallow, but that is the
reality.  It doesn't matter how much time you have spent on your
sales letter or how good your product or service is.  Potential
customers will always have doubts just before they send their
credit card number into cyberspace.

You need to understand your customer's brain to tackle the
issues that they may have.  You literally have to become your
customer.

Think about what happens in the offline world.  An individual
at the checkout counter may second guess making a purchase and
have the same doubts.

But what happens when they ask their friend's opinion about the
purchase and their friend replies that it is good deal?

All those doubts vanish and the purchase is made.

Now, when you are trying to sell the on the Internet,
unfortunately you can not sit right beside your potential
customer and reassure them that they are making the right
choice.

Think about all the things that are going through the mind of
your customer just before they order your product or service.
If you can understand what they are thinking, you can address
those issues.

Remember, they are sitting in front of their computer with
their credit card in their hand.

It is *your* job to make sure that the sale is completed.

One easy way to do this is to *restate* a few of the major
benefits from your sales page right on your order page.

This is the type of reassurance that your potential buyers need.

You need to be that friend that is right beside them.

For example, you could restate:

* How it solves their problem...

* How you offer what your competitor does not...

* Your "Unique Selling Proposition"...

* Your Guarantee...

... and countless other benefits.

Don't forget to mention that their credit card order will be
processed using a secured server.  Some people are reluctant to
give out their credit card number on the Internet and may decide
not to order at the last minute for this very reason.

But sometimes doubts remain even after purchase is completed and
the product or service is delivered.  Your customer may have
second thoughts about whether they made a good decision to
purchase your product or service.

You can eliminate these doubts by sending a follow up email
explaining, once again, how they are about to benefit from their
purchase of your product or service.

Offer to answer any questions or concerns that they might have
about their order.

This shows that you care and will reduce the likelihood of a
refund request.

Customers need to be babied every step of the way.  You will
find that this little bit of effort will have a significant
impact on your overall sales.