Are you worried that people don’t buy what you sell? Do you have awesome products or services but don’t get enough customers or clients to patronize you? Then this article is for you.
In it you’ll find out why people don’t buy from you (or hire you) and also learn how to turn things around and start getting tons of customers and clients into your business – on autopilot.
Let’s get started already:
5 Reasons People Don’t Buy Generally
Generally, there are 5 reasons people don’t buy. These 5 reasons are actually the same reasons people don’t buy what you offer. When you understand these 5 reasons, you’ll be well informed to position your business or offer in a way that overcomes these buying objections.
Here are the 5 reasons people don’t buy:
They have No Interest
There’s no two ways about this: they simply don’t want or need what you buy and nothing can change that.
Let’s say for example, you see a row of finely crafted caskets beautifully arranged in a show-glass while you’re on your way to work. Would you for any reason enter the casket shop when you don’t have anyone dead around you?
The answer is an obvious NO.
That might be an extreme example, but it just shows that people won’t buy your stuff if they aren’t interested in it.
They Have No Money
See…this is an obvious one; no matter how good your product or service is, if someone doesn’t have the money to pay for it – and can’t find a way to get that money – they’ll definitely just ignore and move on.
You’d do the same if it was you. No need to even spend time on this point.
They Don’t Believe You
This is one of the major reasons people don’t buy – even if they have money and want what you sell. They simply don’t believe what you’re saying is true, or they just don’t trust you as a credible source.
The slightest doubt in what you sell or in you as a seller can deny you a sale. We all do it.
Let’s say you offer coaching services to fresh secondary school graduates that want to write JAMB. If for any reason a student or parent thinks you’re not qualified enough to help anyone pass JAMB, then they won’t pay for your service.
If you sell a pill that can make people taller, if your prospect doesn’t believe it’s possible that a pill can make anyone taller, then you lose the sale.
They Don’t Believe in Themselves
Whether you believe it or not, this is among the biggest reasons people don’t buy stuff.
Let me give you an instance…
Let’s say you sell a certain weight loss product that definitely works like magic. If you have a prospect that has tried about 18 other ways to lose weight and failed, they may start to believe nothing can work for them.
That’s when prospects go like: “I know it works for other people, but I know myself, it won’t work for me.” Have you heard that before? Yea, that’s a tough one!
I know it sounds unfair, but some people are either too lazy to buy your stuff, or they just decide to buy it later – and in most cases, that later would never come.
Some people just find it bothersome to walk down your store or travel down to your city, or to visit your website, or to call your number…in fact, some are just too lazy to bring out their credit card and type those details or go to the bank to pay you.
Not that they aren’t interested in what you sell…they just can’t find that time or energy to buy your product. So they either postpone the buying or just forget about it altogether.
How to Overcome These Reasons
Your job as a businessperson is to become familiar with all these common reasons people don’t buy, and find clever ways to overcome them. Some are easy to overcome; some aren’t!
While there are several ways to overcome them, let’s discuss some, according to the order they are arranged above.
Overcoming “No Interest”
Sorry to break this to you, but there’s no how you can make someone who neither wants nor needs your product to buy it. Just No Way!
So what do you do instead?
Focus your attention on finding those who want, or at least need, your product or service, then offer it to them.
For example: instead of advertising your casket in a trade fair, go put posters or sign posts in mortuaries.
Instead of advertising your cigarettes around a religious gathering, take it to the bars and night clubs.
It’s that simple: find where your ideal customers hang out and offer your stuff to them. Stop stressing!
Overcoming “No Money”
This is another tough one to overcome: if one doesn’t have money, s/he doesn’t have. There’s nothing you can do about it.
But like the first reason, you can find a way around this by:
- Reducing the price of your product or service
- Creating a payment plan – installments – for your stuff. Or esusu (thrift savings).
- Simply focusing on serving people that can afford what you sell. Shikena!
Overcoming “No Belief in You”
Just in case you don’t know, this is easier to overcome than the previous two. All you have to do is to make them believe in you – make yourself credible in their sight.
I know it’s easier said than done, but here are few ways you can make prospects believe you:
- Prove that what you’re saying is true – that your solution truly works – especially by using testimonials of past customers or clients. Better with before-and-after photos or videos.
- Show credibility – certificates (including tax and corporate registration too), awards, celebrity endorsements, professional memberships, media mentions or features, list of past or current clients, how long you’ve been in business, the list is just endless!
- Try influencer marketing – making popular people with a huge following market your stuff for you.
- Build trust relationship over time by offering value for free before asking them for money – before asking them to buy anything!
Overcoming “No Belief in Themselves”
This might be tougher than the last one, but it’s also definitely easier to overcome than the first two.
The best way to do this is to show the prospect other people like himself/herself that your stuff worked for.
This is one of the biggest objections I get in my beauty business. In fact, most of the people that buy from us are people who have tried several other things in the past but didn’t get any good result.
As you can already imagine, you’ll be needing a lot of testimonials here. If you’re advertising online, video testimonials are perfect for this! Before-and-after photos too are great in helping the prospect overcome self-doubt.
Secondly, give some value before asking for the sale. This way, you help the prospect experience how it is to use your product or service. In fact, they might already begin to get some little results before they buy anything from you. And that’s a good thing.
This is why there are things like “Free Consultation” and “Free Trials” or “Free Samples”.
Imagine selling an anti-wrinkle serum and giving free bottles that will only last for 3 days. If the prospect gets any result in those 3 days of use, even if very little, don’t you think many of them will come back to buy?
It’s all about building a relationship of trust before asking for the sale.
Lastly on this, you can use guarantees to overcome this objection of self-doubt. Money-back guarantees are great here. The prospect will definitely lower their defense if you assure them that they will get their money back if they don’t get results from what you sell.
This is a tricky one.
The best way to overcome this is to create some urgency or scarcity to motivate the prospect to act immediately. You either bribe or threaten – or do both.
Let me explain.
If your prospect really wants what you sell, they’ll rush to pay immediately when they know you have only two left in stock. Or when you say the first 10 to buy gets something extra – a free gift or some other bonus (just make sure the incentive is something they want).
That is using scarcity to motivate urgency in your prospect.
The Perfect System That Overcomes them All – and Consistently Brings in Fresh Customers and Clients on Autopilot
Like I hinted severally above, the best way to overcome majority of these objections is to make the prospect trust you and like you. It’s to build relationships first and offer value before you ask for the sale.
The important question is: How exactly do you build such relationships?
The fastest way to do so is to use a value-based sales system.
That is, a through which you take your prospect from getting to know you, to getting to like you, and then trusting you enough to buy from you – all automatically. You set it up once and you don’t have to do anything again.
Unfortunately, this post is over 1,500 words already, so this won’t be the place to talk about sales systems.
I however created a case study that shows exactly how I got orders worth over N1.1million within one week (Jan. 21 – 28) with less than N51,000 in Facebook adverts, for a business that had failed woefully for months — and how I went on to generate over N18million with just N3.6m for the same business…with a system that overcomes all these objections – in an industry which I had just newly entered (Beauty).
The case study shows you the exact system I used for the business, the exact steps I took to achieve that result, and most importantly, how you can apply same system in your own business to sell ANYTHING!