3 Reasons Why People Do Not Buy Something

If you are not closing a sale this may be why

It does not matter if the decision is about the new gym membership, buying a product, or investing in self-development. The reason people do not buy something that is good for them or will solve their problem is simple. They do not understand, believe or trust in the seller, the product, or themselves.

Understanding the customer's problem

People have problems and need solutions. Whether they buy a solution, seek someone to solve their problem, or decide to hit YouTube to find a solution, they will not implement the solution if they do not understand how it will help them. In the first two cases, buying the solution or seeking someone to solve their problem, the responsibility of imparting understanding lays with the seller. People that are aware they have a problem and are seeking a solution are known as “Problem Aware”. Now it is up to you to present your solution to this person so that they understand how your solution will solve their problem.

Let us use self-development as an example. Someone wants to learn a new skill or improve an existing skill in their free time and decides to take an online course. This person will probably start searching online and find more than enough offers on how to learn or improve a skill. First, they need to understand how your course is the best choice. You need to communicate with them on their level. You need to be attuned to them. Do not try to sell an advanced course to a beginner with the hope of getting a sale. You want this customer for life and you are not doing him or yourself any favors by selling a solution they can not use. If you are not attuned to your customer’s needs, you will lose them because they will not understand why your solution is the one to solve their problem. If you do not understand the customer's problem how can you offer them the solution? How can you get them to understand your solution is the best solution for them?

Belief in the solution and themselves

Belief falls into two categories. Belief in the solution and belief in themselves. Not only must the customer believe that the solution you are offering is for them, but they must also believe in themselves that they can follow or implement the solution. This is the part where you convince them at their level that not only is this solution the one for them, you also need to ensure that they can use the solution to solve their problem. A good tool for this is testimonials. Show them that people just like them have used the solution successfully. Nothing inspires belief like seeing people just like themselves enjoying success in an endeavor. This inspires the, “If they can do it, so can I” attitude. Testimonials also have the added effect of “Don’t take my word for it, take their word for it”. A recommendation is a powerful thing. I can talk about how my product is the best product all day long. That does not make it believable. Of course, I am going to say my product is the best. When other people talk about my product being the best for them, that is a powerful message. Would you go to a restaurant because the owner said he had the best steak dinner in town or would you go because all of your friends that ate there said it was the best steak dinner in town?

Trust in you

Even if your customer understands your solution, believes the solution can help them, and believes they can use the solution, you still may not make the sale because of trust. If the customer does not trust you, they will not buy. This is where you have to be you. Most people can sense when someone is putting on an act just to get a result. It might be something as simple as a smile that does not reach the eyes or always trying to be likable by having so many commonalities with them. I mean if your customer has a hobby like Free Fall Parachuting and you have never even flown in an airplane, you can not say “Oh, I was just parachuting at the airfield last weekend”. You can build an honest rapport with your customer without resorting to lying.

Another part of building trust is just being truthful. If your solution only covers nine from ten categories then say that. Do not promise anything that you can not deliver.

caveat venditor

With the rise of the internet and the information highway, it is now the seller that needs to beware. Customers will not buy your product unless they understand what the product can do for them, believe that it is the right solution to their problem, and trust the person selling it to them. If any of these three pillars fail, you have lost the customer.

Originally published at https://pivottowardsfreedom.com.