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Sales Training Course - 8 Reasons Why People Don't Buy your Product

Book Online Now, or Call Us +44 020 3856 3008
Posted 21 July 2011 by Chris FarmerChris Farmer

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We offer both:
• Bespoke in-house training.
These can be tailored to your specific needs.
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You may find the following will help with your Persuasive Communication skills training.

8 reasons why people don't buy your product

You have to be able to sell what you do.

Why?
Because 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; I.e. they won't fund your future.

Instead they will either:

  1. Buy it from someone else
  2. Go without the product

What are the eight test questions?

Here they are:

1. Is your customer able to find you?

Are you in the right place at the right time?

Yes or no?

You've heard the phrase: "Location, location, location!"

When the buyer is looking, are your clearly visible? Yes or no?

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?

Yes or no?

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:

  1. You don't want to buy your car tax disc: but you will, because you are compelled to, by law.
  2. 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?

Yes or no?

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?

Do 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 he-she 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 he-she makes first contact with you?

4. Assuming the customer thinks you can do the job well; do you represent VALUE FOR MONEY?

Yes or no?

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?

Yes or no?

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?

Yes or no?

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 likable
  • 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?

Yes or no?

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?

Yes or no?

If no, then call us,

  1. Are you in the right place at the right time?
  2. Have you given sufficient thought to the appearance and presentation of your product?
  3. How much thought have you given to the building of your organisational credibility, in the mind of your buyer, even before s/he makes first contact with you?
  4. You don't have to be the cheapest: but do you represent value for money?
  5. Is your purchasing process simple or is it too complex?
  6. Does your organisation have a good reputation, in the marketplace?
  7. Do you have excellent sales people?
  8. Would your organisation benefit from doing good sales training?

If yes, please call us.

For more information about our Release your sales potential with NLP visit the Corporate Coach Group website

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