If you’ve been struggling to make sales it’s probably your fault…
…but there’s a chance it might not be.
We spend a lot of time trying to figure out why someone buys but we don’t spend nearly enough time or attention on why the DON’T buy.
So today I’d like to share the 4 primary reasons people don’t buy from you.
- No DesireAs far as I know, there’s no way to make someone want your product. Take cat food as an example.I hate cats. Why anyone would want to feed, love and care for an animal that treats you with indifference is beyond me. No offense to cat owners. You’re all just psychos with low self-esteem. 🙂
It doesn’t matter how well you position your offer or how compelling a case you make. There is zero chance I’ll buy a single bag of cat food. Much less choose yours over the dozen other brands on the store shelf.
So make sure you’re targeting the right people who are already predisposed to desire what you’ve got.
- No MoneyIf what you offer costs money, and your prospect doesn’t have any, you’re wasting your breath.One of the most common complaints I get from clients is “All the people in my market are broke and everyone competes on price.”
Well guess what? Not only is that untrue but if it was who’s fault is that? Why on earth would you enter an industry where everyone is broke and there’s no way to create a unique promise of value?
The truth is, in any industry there are people with money and those who have nothing. How we position our marketing and offer has a lot to do with the type of person who shows up looking to buy.
If your marketing approach is, “Hey, I’ll solve your problem, even if you have no money, no credit and no clue..”don’t be surprised when that’s who shows up.
You can’t do anything about broke people but you can limit the number of those people who show up by focusing your marketing on people who have both the desire and ability to buy.
- No UrgencyWe all love to procrastinate. If you really considered it for a moment I bet you could come up with a dozen things you WANT to do but still haven’t done.If you’re put on a few pounds during covid I’d imagine you’ve been telling yourself that you need to lose a few pounds. Why haven’t you? No urgency.
However, if you went to the doctor and he told you you’re pre-diabetic or worse yet you were rushed to the emergency room because of a clogged artery I bet you’d change your diet immediately. Why? Urgency.
As marketers we do this through Urgency Stacks. Things like time, number and price scarcity.
If someone has desire and ability yet still hasn’t bought, it’s likely because you haven’t provided them the right level of urgency.
- No TrustIf this is your problem then shame on you. It’s understandable that your prospect might not have desire, ability or urgency. It’s taken me years to learn the skill of influential communication and marketing. But it’s never ok for them not to trust you.Trust is free to build and only requires that you be present, honest and helpful.
The internet has give us the ability to reach a world wide audience. Social media made it possible for us to stay in front of those people 24/7 365 for free.
If you show up consistently, provide value without asking for anything in return, your followers and prospects will grow to trust you.
They may not want what you’ve got, have the ability to pay, or feel a sense of urgency to buy. But they will walk away from every encounter feeling like they are better for the experience.
And that will serve you well in life and business.
P.S. Almost forgot to make you an offer! How crazy is that? Anyway, if you found value in this please do me the favor or sharing it with a friend. And don’t forget to join my Morning Mail email list so you never miss one of my morning emails. Just go to www.jasonstapleton.com/email.