My column this week in the National Post looks at what you can do to turn browsers into buyers.
It was actually inspired by my experience in Jamaica during a brief business trip last week, when I stopped into a den of ramshackle souvenir shops. One owner in particular was an excellent saleswoman: she wouldn't let me leave until I promised to come back the next day.
Her sales savvy made me wonder how many Canadian business owners excel at converting tirekickers into actual revenue-generating customers – and how many let prospects slip through their fingers due to simply not trying.
Excerpt: "Therein lies the secret of winning over reluctant customers: you need to create a dialogue. Not in a "what-can-I-do-to-sell-you-this-car-today?" way, but a genuine conversation aimed at solving the prospect's problems rather than filling your weekly quota."
Read the rest of the story here.