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Are You Scaring Away Customers?

Your efforts to get to know your customers could be driving them away.

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This story appears in the April 2006 issue of Entrepreneur. Subscribe »

You want your website visitors' contact information, right? Of course you do. But is requiring registration causing you to lose prospects instead of gain them?

According to ThomasNet.com's "Industrial Purchasing Barometer" study conducted in July 2005, 89 percent of respondents want anonymity when searching the internet, and 95 percent want vendors to send them information only when they request it. Unfortunately for marketers, the study says buyers have learned how to avoid unsolicited communication by "staying away from websites that require registration."

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