You can write a clear, concise paragraph to direct your prospects to your order form so you can minimize the probabilities of them getting lost. Also, do you offer multiple payment options? Some folks may feel snug paying through Paypal, some may only need to pay with their card and others might wish to send a check.

In fact, it would not make any sense to sell tough to a prospect to find that they will not be able to pay you when they need to. Is your order form secured using encryption technology? You would need to look into SSL for this. You may supply a refund guarantee so that people will feel assured about purchasing from you. Make them feel safe about purchasing something from you, a total stranger to them on the other end of the Net. As a conclusion, it might be terribly pathetic if you sold hard and sold well to a prospect and something goes belly up when she or he is prepared to pay.