1. No Procrastination

Procrastination has stolen millions of dollars from the pockets of business owners. And the longer a customer procrastinates, the less likely they will be to purchase your product.

Here's how it works when it comes to in-store sales.

First, the customer leaves your store without making the purchase. Next, time causes their desire for your product to fade. The customer is now distracted from making their way back. Finally, the customer totally forgets about making the purchase and your sale is lost completely.

What can we do?

Prevent procrastination.

Make deals so irresistible that potential customers can't say no. One way to do this is by setting an expiration date on the sale. A second way we can boost the probability of a sale is to price correctly in accordance with your competitors.

2. The Priority List

Sometimes we need to be reminded of what is and isn't important in life. And where we decide to spend our money is a good indicator of where we place our importance.

If customers aren't purchasing your product, then they have not found an importance for it in their lives. So it's your job to help them see why they're wrong. This is where storytelling comes into play. And the best kinds of storytelling are preemptive—they anticipate your response, eliminating the problem before it arises.

You're selling sunblock, and you're trying to think up an advertisement for your new line of products. What story should you tell? Why is sunblock important to your customer?

Sunblock protects against skin cancer. Sunblock protects your children. Sunblock helps us enjoy the summer. The beach. Family.

Help your customers to feel the importance of their decision to buy.

3. Build Trust

Do your customers lack the confidence that your brand will provide the services it says it will? How many times have you raised an eyebrow yourself at an offer that makes big promises? If someone doesn't already know that a brand is reputable, they're much more likely to take claims with a grain of salt.

A way to push past this is by making unconditional guarantees on your products when possible. Testimonials, as evidence that you have a proven track record, are another great tool to use. Some simple facts work great as well, such as letting customers know a bit about you and your team. It's always easier to trust a person rather than a business.

When it comes to making a connection with the customer, those based around internet sales are at especially high risks of feeling a legitimate amount of distrust in a brand. After all, anyone can make claims about anything over the internet. Why should they trust your brand over others? 

A clear track record, an active social presence, a support phone number and other contact information—are all some of the top ways to help toward building trust in your brand over the internet.