Hmmm...what if we revised the way in which products are presented to the customer? We might try a multiple choice type of presentation (after a brief intro of the product line availability and reason why to proceed with us) to help them decide which product/version best meets their needs.

We could also, in the copy which accompanies the selection process, give suggestions and ideas to help them decide. Most importantly, at any point in which they know what they want (made a decision) they should be able to abandon the choice process and proceed to the order page, along with appropriate copy etc. without a hassle.

The answer might be to put ourselves in our customers' shoes and imagine what would be most helpful to them. Most folks are familiar with deductive logic to arrive at a decision so why aren't we using it instead of so much rah! rah! and hype? We've been going about it wrong, IMHO. People who are really potential purchasers don't need bribes and gee-gaws and hype...they need help to make the right decision for them (one of the primary principles of sales we seem to have forgotten in our rush to push the product).

Those who give the reins back to the customer will be rewarded with happier, less stressed customers who are unlikely to abandon the sale at the order page. Why? Because no customer wants to make themselves look like inconsistent, wishy-washy fools. If they choose...they have a vested interest in following through. Sales 101...remember?

Sandi Bowman