Sales Training Course - 8 Reasons Why People Don't Buy your Product
8 reasons why people don't buy your product
ALL organisations have to sell what they do.
If a particular organisation cannot effectively sell what it does, (either to free market customers or to a funding agency) then it goes extinct.
In order to sell to the people who make the "buying / funding decision" you must be able to satisfy eight test questions.
If you fail on ANY SINGLE test question, then your buyer won't buy your product; ie. they won't fund your future.
Instead they will either:
- Buy it from someone else
- Go without the product
The eight test questions:
1. Is your customer able to find you?
Are you in the right place at the right time?
You've heard the phrase: "Location, location, location!"
When the buyer is looking, are you clearly visible? Do you appear on the Google search, on page one, or not?
Do you appear on the buyer's landscape, at the right time, in the right location, or not?
You could be the very best in the world at what you do, but if nobody can see you: then you don't stand a chance!
Remember that your organisation must be, at least in part, a sales organisation.
If you can't sell it: you will not last long.
2. Does the prospect want or need your product?
Obviously, if they don't want it, they are less likely to buy it.
On occasion, people will buy what they do not want, if they are forced to, by law.
Examples:
- You don't want to buy your car tax, but you will, because you are compelled to, by law.
- I don't want to buy my BBC licence fee, but I will, because I am compelled to, by law.
But generally, people will buy only what they want to buy.
So you have to make sure that your product looks attractive to prospective buyers.
Does your product look attractive enough so that people who are interested will want to buy it?
Have you given sufficient thought to the appearance and presentation of your product?
3. Does the prospect think you are CAPABLE of delivering the product to the standard he/ she needs?
Do you look like you can do a good job? How can you prove it?
How do you go about demonstrating your proof to the customer, in advance of the sale?
How do you go about building your credibility, in the minds of the customers, as they are deciding whether to look at your organisation in greater detail, or rather to move on to view another supplier?
This act of credibility building must be done WELL in advance of the sale.
It needs to be done BEFORE they will even call you for the first conversation.
How much thought have you given to building your organisational credibility, in the mind of your buyer, even before they make first contact with you?
4. Assuming the customer thinks you can do the job well; do you represent VALUE FOR MONEY?
They might like your product and they may think you will do a good job, but do you give "value for money". If not they will say: "They're good but they are charging too much."
If they think you are overcharging they won't buy, even if they could afford it.
They won't buy on principle.
You don't have to be the cheapest: but you should represent value for money.
5. Assuming they think you represent good value for money, they won't buy if you make it hard. Have you made it easy to buy?
How easy is it to buy from you?
Some organisations make it too difficult to buy from them:
It is too fiddly and irritating.
Is your purchasing process simple or is it too complex?
Some organisations make it so difficult to buy their product that the buyer simply gives up.
Example: two weeks ago, I gave up trying to buy a railway ticket. It was too hard; they asked too many questions, and the web site timed out etc.....
6. As an individual personality; does the buyer LIKE the sales person?
Do you have excellent sales people?
Some sales people are no good:
- Some are unhelpful
- Some lack knowledge of their products
- Some are aloof
- Some sales people are rude
- Others are too pushy
Some sales people are excellent:
- They are warm
- They are likeable
- Knowledgeable
- Prompt
- Helpful
They make lots of sales!
7. Does the buyer trust your company?
Does your organisation have a good reputation, in the marketplace?
People talk. If you go to a good restaurant, you tell your friends; "Go there, it's great!"
If you have a bad experience, you tell your friends that too: "Don't" go there, it's terrible".
Now, more than ever, the World Wide Web allows people to broadcast their experience of your business to everyone!
Experiences that may be good or bad.
Which is wonderful: if you treat your customers well.
8. Does your buyer have the courage to make a buying decision?
Many buyers are cautious. They don't want to make a mistake.
It easier to say "no" and not spend the money, than say "yes" and spend the money.
So you have to have sales people who are adept at helping people to make the buying decision.
As opposed to hearing the prospects say "Thank you. I'll think it over. I will call you back, next week. Good bye".
You need sales people who will "close the sale" by helping the buyer to make the buying decision!
Do you have such sales people?
Sales Training
If you are looking for sales training for your personnel, we run a terrific on-day in-house Sales Training Course, which we can deliver at your premises.
About the Author: Chris Farmer
Chris Farmer is the founder of the Corporate Coach Group and has many years’ experience in training leaders and managers, in both the public and private sectors, to achieve their organisational goals, especially during tough economic times. He is also well aware of the disciplines and problems associated with running a business.
Over the years, Chris has designed and delivered thousands of training programmes and has coached and motivated many management teams, groups and individuals. His training programmes are both structured and clear, designed to help delegates organise their thinking and, wherever necessary, to improve their techniques and skills.
Blogs by Email
Do you want to receive an email whenever we post a new blog? The blogs contain article 5-10 minutes long - ideal for reading during your coffee break!
Further Reading in Communication - Persuasive Communication
-
The Power of Evaluative Questions
Our emotional responses are largely dictated by our evaluation of situations. By asking the right type of questions you can cultivate a confident and problem-solving mind set.
Read Article > -
How to gain more confidence when speaking
Self confidence: Do you want to know how to gain more self confidence when speaking? Last week, I received a phone call from a man who wanted to know if I could help him with his low levels of self-confidence. The conversation went on for over an hour and it was...
Read Article > -
How to change someone's mind
If you want to change someone's mind about their belief in something, don't challenge the idea itself, but the validity of the source of the belief.
Read Article > -
How to Master the Art of Sales
Learn how to build good relationships with your clients, without being too pushy. Learn to ask the right questions to discover their needs. Present the solution convincingly. Master the art of persuasion and you will master the art of selling too.
Read Article > -
Communication Skills: Etiquette and Politeness
Do unto others, as you would have others do unto you. Does old fashioned etiquette have a place in modern society?
Read Article >
Looking for Communication Skills Training?
If you're looking to develop your Persuasive Communication Skills, you may find this Communication Skills Training Course beneficial:
Open Training Course Pricing and Availability
Next Open Course Starts in 2 days, Gloucester (M5 J11), places available