You can have the most effective marketing in the known universe and still not land the customers you need.  How?  By ignoring what happens once they’re ready to buy.  When prospects decide to do business with you, what happens next?  When they call, is the person who answers friendly and trained to bring new customers on board?  If they go to the website, is it working?  Is it easy to use and intuitive?  If they stop in, does their experience live up to your marketing?  Prospects change their minds every day because this side of the equation doesn’t get enough love.  Look into yours today.