Put your customers' shoes on
Easy to say but sometimes it's more difficult to put in place. However, at all points in the sales process you should be thinking like your customer, and making their journey to a purchase as easy as possible.
How many times have you attempted to buy something online and given up because the website didn't make sense or was too hard to use? How many times have you given up waiting in a shop for someone to serve you?
Make it easy for people to buy from you, otherwise there's reasons for them to go elsewhere.
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