For those who don’t know, Frank Kern is one of the leading Sales & Marketing experts. This is a MUST READ for anyone building (or re-building) their web site or any kind of Marketing. TRUST is what you are trying to build, and through several layers of trusted action, you create customers.
“In every sales situation, there’s always an action or series of actions a prospect typically takes before he buys. We call these actions “response indicators”, and they are the key to your success. Example: In a car-buying scenario, people rarely buy a car without first taking it out for a test drive. Therefore, the test drive is the response indicator. This is why when you go to a car dealership, the salesman’s first priority is to get you to take the test drive.” – Frank Kern