We love choices! When Henry Ford first developed the modern assembly line and started pumping out Model T's he completely took over the automobile industry. No one could compete with the price and quality Henry Ford was offering, but his domination of the auto market didn't last forever. What was caused the downfall of the Model T? Everyone was driving the exact same car! Ford even quipped, "The Model T comes in any color you'd like, as long as it's black." Eventually other car companies stared offering more choices in color, style, features, etc. and the Model T faded from glory as consumers were given more options to pick their dream car.
Similarly, you want to give your customers options, especially when it comes to providing ways for them to contact you. Some customers may prefer to give you a call after checking out your website, while others would rather send you an email, yet a select group may just want to head right to your store. Don't miss out on interested customers just because you've failed to make it convenient for them to contact you on their terms. Include your phone number, driving directions, and a lead form on your site. A lead form may be one of my favorite ways for a customer to contact me. It's non-threatening and instantly gathers key information from a prospect. Watch for next week's post too and I'll show you how to grow a list of customers using a lead form that can become one of your greatest assets!
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