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The Biggest Reason Why Customers Are So Indecisive
by Sean D'Souza
Published on March 4, 2003

Do you know why your customer won't buy? You've given her the best price, possibly even the best options.

Yet she fidgets. Maybe, maybe not, she ponders.

You stand by the wayside and sweat, praying the sale will go through. Then almost inexplicably, it slips out of your hand, and you don't even know why. You curse, rant and rave silently at her indecisive nature. Yet ironically, the fault is all yours.

Don't agree?

Hold your horses and you'll learn a simple, fundamental psychological factor you've been missing, and how you can rectify it in a flash.

Article continues below

Why the Trees in Our Front Yard Are Still Looking for a Barber

Let me tell you a story about our front garden. Any time now, I'm expecting Tarzan and a couple of chimps to swing merrily by.

Like something out of a horror movie, the foliage has spread its tentacles, and now hangs menacingly over several parts of the house.

Yes I know we need an arborist to lop off those branches. And yes, we have called in at least half a dozen.

Incredibly, we haven't made up our minds on whom we should choose. Like deer caught in the headlights, we've been frozen in indecision. One itty-bitty factor would have made it easy to decide, but it has eluded us completely.

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