one or two purchase options (“basic” and “premium,” for example) and no more. Do not offer multiple shipping options. Offer one fast method instead and charge a premium. Do not offer overnight or expedited shipping (it is possible to refer them to a reseller who does, as is true with all of these points), as these shipping methods will produce hundreds of anxious phone calls. Eliminate phone orders completely and direct all prospects to online ordering. This seems outrageous until you realize that success stories like Amazon.com have depended on it as a fundamental cost-saver to survive and
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