Someone who leaves store without buying, because they couldn't pay now, will seldom be seen again. Sure, some go to an ATM, withdraw cash and return, but they are exception rather than rule. Others will write a check, but there are people who can't afford, at this moment, to write a check either. If you can't close a sale when they are ready to buy, they have time to cool off, and you will most likely lose opportunity.

The same holds true on web. If you can't close when someone has made up their mind to buy, you will probably lose sale. Now there are several methods of accepting payment on web. One is to have them send you a check or money order. They have to write out check or get a money order, and time passes - in other words you have lost immediacy of moment.

Many people buy on impulse, and if you provide a convenient way for them to pay for purchase, you have a better chance of making sale. This can take several forms on web, and let's talk about just two.

Many online business barely make expenses when starting out. As you get known, it will increase, but after awhile will level out. You are losing impulse purchases. Once you install online checks, your business should immediately increase.

Obviously online check submission has an effect. But, you can then expect your business to level off again, even though it will be at a higher level than before. Realize that people will not submit a check online if they are tight on funds.

Some people will write a check or submit one online, knowing they don't have sufficient funds to cover it. Yes this is illegal, but there are those who will do it hoping to get merchandise. Those that do are fairly comfortable in fact that it is usually not worth merchants time and effort to prosecute, and they will simply write it off as a bad debt. While number of bad checks you get will be low, you should take next step.

Now let's think a little. Would it pay you to advertise sporting goods to people in a nursing home? How about advertising a local fence installation company on National TV?

Why is answer to both of above no? Simple - their ads don't match their potential clients. Your target market should consist of people who not only need your product or service, but also have wherewithal to pay for it.

Does Internet have this same requirement? Sure - while Internet is worldwide and covers most of globe, it is probably more important to find your target market there than anyplace else.

Most places you might advertise in don't have detailed demographics of their visitors or readers. Some companies are trying to get this information, but it is a long uphill battle as most people are unwilling to give out personal information on web.

This is one instance where you have to use some common sense. While you may not have detailed demographics available, there are some things you can do to sharpen focus a bit. If you were selling a health product geared toward older people, you can automatically rule out "kiddie sites" or ones that appeal to a young crowd such as sites where you swap music.