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Buying Process

FutureNow Article
Tuesday, Apr. 21, 2009

Can your Website Handle the Complexity of your Sale?

April 21st, 2009

As weird as it sounds, it’s the norm for businesses with sales cycles that might be as long as several months to a year and that might involve multiple decision makers and influencers to utterly fail to take these factors into consideration when constructing their website or selecting an analytics package.

In fact, whenever I work with B2B and complex sales clients it’s a sure bet their website won’t:

1) Adequately address the multiple decision-makers and influencers involved in securing the lead…

...continue to read "Can your Website Handle the Complexity of your Sale?"

FutureNow Article
Tuesday, Mar. 31, 2009

Does Online Browsing Bend the Laws of Scent and Relevance?

March 31st, 2009

So your friend shows you this book he can’t stop raving about. After giving it the old dust-cover/random-flip-through examination, you pretty much decide to buy it. Now, when you arrive at, my question is: are you at all interested in the book recommendations that Amazon has for you?

Absolutely not, right?  Or at least not yet.

You came to buy a specific book.  You’ve already got a task in mind and browsing random books aint it.  You’ll likely…

...continue to read "Does Online Browsing Bend the Laws of Scent and Relevance?"

FutureNow Post
Wednesday, Feb. 18, 2009 at 9:25 am

The Diagnosis? Buying Stage Schizophrenia

February 18th, 2009

Every visitor comes to your site in their own personal “buying stage.”  The buying stage is a wide spectrum, but we generally break it into Early, Middle, and Late stages:

Early means that the visitor has a problem, and is looking for a solution.  They may not know who you are, or that your product/service solves their problem. Middle means that they have an intention to buy a product or service that solves their problem, but not necessarily from you. Late means…

...continue to read "The Diagnosis? Buying Stage Schizophrenia"

FutureNow Post
Wednesday, Dec. 17, 2008 at 3:11 pm

Instant Clarity on Common Website Problems

December 17th, 2008

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Get Elastic‘s recent post on reducing friction kicks butt – providing incredibly clear explanations of too-common Website flaws along with great examples of how to do it right.  I wish I wrote it.  Not only did the article reduced me to green-faced envy, but many of the post’s links pointed to further “must reads.”

Do yourself a favor and go read it now.

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...continue to read "Instant Clarity on Common Website Problems"

FutureNow Post
Tuesday, Nov. 18, 2008 at 5:15 pm

Texas Tech Tuesday – It Ain’t Just About the Website

November 18th, 2008

As part of my Texas Tech series, I’ve been corresponding with West Texas entrepreneur and football fanatic (sorry for the redundancy), Tom Grimes, who has consistently offered outstanding commentary and feedback on the Texas Tech and Coach Leach phenomenon.

In fact, his last e-mail was so good and applied so well to most lead generation websites that I thought I’d share it with you directly:

“…Leach recruited the BIGGEST OFFENSIVE LINE in college football (bet it’s bigger than most pro teams as…

...continue to read "Texas Tech Tuesday – It Ain’t Just About the Website"

FutureNow Post
Tuesday, Nov. 11, 2008 at 9:15 am

Bridging the Psychic Pain Gap

November 11th, 2008

psychic painWhen people are confident of their next paycheck, they have a predisposition to buy most of their “because I want it” items that are within financial reach (and maybe even just out of reach as well – hence the credit card).  That’s because their psychic pain threshold for buying is just above their actual expendable income level.

Here’s how to visualize it: there are usually, say, 5-7 “extra-budgetary” purchases a person might have in mind for the next two months…

...continue to read "Bridging the Psychic Pain Gap"

FutureNow Post
Monday, Sep. 22, 2008 at 6:01 am

Why You’d Be Smart to Let a Stranger Select Your Baby Stroller

September 22nd, 2008

There I was at Babies”R”Us, way back in 2003, manhandling different strollers and finding myself more eager to read the reviews than to kick the tires myself – and it had nothing to do with wanting to avoid the in-store shopping experience and everything to do with wanting to make the best purchase decision possible.

So why would I want to read reviews when I could examine the stroller first hand?

Because I was a yet-to-be-first-time parent and I knew that what…

...continue to read "Why You’d Be Smart to Let a Stranger Select Your Baby Stroller"

FutureNow Post
Wednesday, Jul. 23, 2008 at 6:23 am

How Online Searches Affect Offline Sales

July 23rd, 2008

poochesI was recently looking for a new speaker stand for my iPod. It would never even occur to me to go into my local electronics store to see what was available and what might be right for me. I do what I always do when researching a new product. I go to Google. Once I do my research on the Internet and decide what I want – THEN I may go to a brick and mortar store to buy it.


...continue to read "How Online Searches Affect Offline Sales"

FutureNow Post
Tuesday, Jul. 22, 2008 at 8:21 am

Preventing the Add-and-Abandon; Making a more user-friendly wish list

July 22nd, 2008

wishlistEver wonder what happens when you watch your customers put loads of merchandise in their shopping cart; spend a significant amount of time on your site and then all of a sudden abandon it?

Ever get frustrated that they didn’t utilize the wish list tool? Your online shoppers may be falling into the “add and abandon” method of online shopping.

There are 3 core reasons people don’t utilize your wish list.

1.    Sites often require you to…

...continue to read "Preventing the Add-and-Abandon; Making a more user-friendly wish list"

FutureNow Post
Wednesday, May. 14, 2008 at 11:50 am

Another Reason She May Abandon You: Hormones

May 14th, 2008

SNL writer Tina Fey is overcome by yearly hormone rage from AnnualeI go into the garage for a hammer. On my way back into the house, I stop for a cold drink and remember that the kitchen trash needs to be taken out for tomorrow’s collection.

Dropping the can at the curb, I turn and notice that the landscaper forgot to turn on the drip irrigation system, so I trot over and flip the switch. I walk back into the house and realize that I forgot to put the cold bottle of…

...continue to read "Another Reason She May Abandon You: Hormones"

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