You’ve got a great product or service. It provides value. You’re even connected with people that you can serve.

But… are you making it easy for them to buy from you?

Let’s learn a lesson from a trip to the gas station.

The other day I had just left home when the gas light lit up on my car, politely telling me it was time to fill up.

So, I did what most men would do… I kept driving.

Eventually, though, at the last possible moment, I stopped to get gas.

I was in a little bit of a hurry, but no one else was at the pumps so I picked one out and started pumping gas.

I had every intention of filling up the tank, but as I looked back up at the meter I noticed it was moving at a snail’s pace. Actually, a snail would have looked like a track star compared to this thing.

In my head, I was wondering how long this would take and if I really wanted to stick around.

Then I made a decision.

I just stopped partway into my fill-up, paid at the pump and left.

I had no issue with the product itself (gasoline from that brand of station). The price per gallon was competitive as well.

But when it came to the offering of the product, I just wasn’t willing to wait for another hour to top off my tank.

So, effectively, they lost out on money that I would have been more than willing to spend with them.

All because of a slow pump.

And I wondered how many others had gone through a similar experience there and left money on the table.

What about your customers?

As I thought about my encounter, it made me think about your customers and how we might be missing out on opportunities to serve them.

Are you making it easy for them to take advantage of all that you have to offer?

Or are they stopping short and going elsewhere?

Is your website easy to navigate?

Or is to slow, confusing, or cluttered and is driving away traffic?

Are you responsive to inquiries?

Or do you take too long to respond to questions and leave your would-be customers guessing?

Time to make it easier.

Take a step back today and look at your website, your communication, the way you and your business appear to those who visit.

Maybe ask for some feedback from some trusted friends.

Then make a tweak or two (or maybe an overhaul) that can make it easier for your customers to get what they’re looking for from you.

What are your tips for helping to make it easier for customers? Let us know below in the comments…

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