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.
Definition: sales barrier
Context: Business sales. Genus: obstacle. Differentia 1: Stops or slows a buyer from agreeing to purchase. Differentia 2: Comes from the buyer’s view of need, worth, trust, ease or risk. Differentia 3: Can be reduced or removed by action from the seller. Differentia 4: Shows in lower sales until fixed.
Show CG4D Definition
- Stops or slows a buyer from agreeing to purchase
- Comes from the buyer’s view of need, worth, trust, ease or risk
- Can be reduced or removed by action from the seller
- Shows in lower sales until fixed
Article Summary
Buyers walk away for eight clear reasons: they cannot find you, they do not want the offer, they doubt your skill, they doubt the value, the buying steps feel hard, they dislike the seller, they doubt the firm, or they fear a wrong choice; remove each block with sharp sales skills, clear worth and an easy sales process, and the sale follows.
Frequently Asked Questions
Here are some questions that frequently get asked about this topic during our training sessions.
How can I make it easy for customers to find my offer?
What makes customers feel they need a product?
How do I prove my company can deliver high quality?
How do buyers decide if my price offers value for money?
Which parts of the buying process most often drive customers away?
What traits help a sales person build instant rapport?
Why do prospects hesitate even after liking the offer?
Thought of something that's not been answered? Ask Us Today!
Did You Know: Key Statistics
A Gartner survey in 2024 finds 74% of business buyers look at three or more online sources before they speak to a sales person. PwC’s 2024 Experience Report states 86% of customers will pay more for a better buying experience, yet only 27% say the buying process is easy.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.
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