Point of First Contact

There is little debate that the point of first contact with a customer is an important "moment of truth". It's possible that we can destroy our chances right on the spot. In fact, it happens more often than you can imagine.

One of the reasons businesses have trouble seeing this issue clearly is that they don't know when and where that contact happens. Contact isn't just face-to-face, "Hello, I'm here" contact. It happens whenever a potential customer knocks on any one of your doors looking for answers that will allow them to continue on the path (our path) - Call, Click or Visit.

Give it up. Do all you can to share everything you can at the point of first contact. This is your best and most likely only opportunity to keep this potential transaction alive. This fruit is hanging low. If you don't recognize what's happening here, you're burning cash.