When you’re trying too hard to close the deal, your customers will notice—and it well send them in the other direction. If you push somebody too fast and too soon because you’re trying to get something out of them, defenses go up and suspicions arise. That’s just human nature. A standard rule of thumb for success is 1 percent. If you have 100 visitors to your site, only one out of that group is going to pick up the phone and call or dash off an email to you. And if the number is zero, then you have work to do.