Directions – How do we get from here to the party?

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The easiest way to get to the party may not be the shortest OR the fastest. The same is true when you start from never doing business together to successfully completing your first order with a new prospect.

Need an example? In my neighborhood there is a street called Burnet Park Drive – which is only 4 blocks long, yet includes; two left turns, one hard right, and the feeling you’re going the wrong way up a one way street.

That may be the shortest way to get to our house, but if someone who has never been to the neighborhood is coming over we’ll send them blocks out of the way to avoid that one road.

Make it easy; make them want to come over. Give them a short list of streets to travel or some very familiar landmarks to spot on the way to doing business with you.

What complex directions does your company put in the way of turning prospect into customers? What can you do to eliminate them?

Maybe it is as simple as getting credit approval ahead of time, or setting up a shipping account for them – no matter what don’t dilute the joy of the party by making it an ordeal to even arrive.