If yours is like many small businesses, much of your marketing program is geared towards attracting prospective clients to your business. Getting them in the door (or on the phone or at your website), however, is just the first step. Once they arrive, you need to do all you can to move them along the sales process and convince them to buy something from you.

In other words, you need to make it easy for prospects to say, “yes”!

If you have not identified and removed sales obstacles, you may be losing out on a lot of business. Here are six things you can do:

Establish credibility – Provide helpful information about your company, product and expertise. Avoid using “hype” in your marketing materials. Let people know about the awards you’ve won, and be sure to share testimonials from your happy customers.

Demonstrate value – Make the benefits and value of your product or service clear. When possible, use specifics, such as “increase your profit by X%,” “save over $80 per day,” “keep your network running 24/7,” etc. Specifics are another way to add credibility, as they tend to seem more credible than generalities.

Offer a free taste – Have you ever thought about Amazon’s “Look Inside the Book” feature? I can tell you that it works. I started selling my first food allergy cookbook on Amazon in 2000, which was long before they added that ability. Sales increased once people were able to see the table of contents and some recipes. What kind of a “free taste” can you offer?

Give a guarantee – Your prospective customers want to know that you stand behind your product. A money-back guarantee can take the risk—or perceived risk—out of a purchase.

Make obtaining results look easy – Getting the desired results with your product or service should appear as easy as possible. People are busy, and they demand simple solutions to their problems. If using your product or dealing with your company appears to be a hassle, you’ll lose the sale.

Examine your website – Is it easy to navigate? Is your contact information easy to find? Do you provide multiple ways for customers to contact you (phone, email, snail mail, chat)? If you’re selling something directly from your website, is your order information easy to find and your shopping cart simple to use?

Identify and eliminate every sales obstacle you can, and start closing more deals!