In a simple yet clever way, the dressing room in Marshall’s sets the expectation that you are going to make a purchase. Instead of just plain hooks on the walls, they are labeled: Definitely, Possibly, and Tomorrow — inferring that if you don’t buy today you can always come back. There is no option for “no.”

What subtle change can you make to your forms or your signage to help nudge your customers toward the desired action? For example, our credit union runs ads that say “if you’re not yet a member…” and online games offer downloads that offer a choice of now or “maybe later.”

Plant the idea in your customer’s minds that their options remain open. Tomorrow will be here in a day and they may be ready to act then.

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