“There’s a knock at your door. It’s a friend, and she’s really thirsty. You invite her in and proceed to find out what she’d like to drink. You can go about this in several ways.
Option 1: You can ask, “What can I get you to drink?” She runs through a list of drinks she’d be glad to have, and you shake your head every time she identifies something that isn’t in your fridge. Gradually, you’ll narrow in on the drink, if your friend is persistent.
Option 2: You can ask, “What can I get you to drink? I’ve got chilled water, milk, orange juice, diet soda, or I’d be happy to make you a cup of tea or coffee.” Now you’ve told her up front what you have, and she can make her selection.
You have just helped your friend “qualify” her choice, making it so much easier for her to get her needs graciously fulfilled by her charming host. More than that, you have treated your friend with respect and removed any chance she’ll feel awkward requesting something you haven’t got. You haven’t wasted anybody’s time. Nobody winds up feeling disappointed in the exchange.
This is not just the nice stuff you do in polite society, it’s what you have to do on your Web site. Help them qualify easily, and you’ll draw many many more folks deeper into your conversion process.”
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