Consumers rarely buy anything of significant value on the spot anymore. We spend considerable time doing extensive research even about which restaurant we’ll spend $30 at for lunch. Can you imagine how much research a potential customer might do about a $3,000 television or, more importantly, your company’s $50,000 service?
“ABC: Always Be Closing” is a saying we’re familiar with — even if we’re not in sales. But given the amount of time consumers spend online consuming information, the most important moment in the customer-acquisition process isn’t closing anymore — it’s the journey there. And it’s up to you to guide potential customers on that journey. ABG: Always Be Guiding!
