HOW TO OVERCOME
THE 4 REASONS
PEOPLE DON'T BUY FROM YOU
copyright 2003
Bob Leduc
Sales are produced by people. It doesn't
matter if you're selling lemonade to tourists
or airplanes to governments. Even on the Internet,
every sale is the result of a live person
or group of people deciding to buy from you.
Unfortunately, many decide NOT to buy from
you.
Would you like to increase the number of
sales you get? It's easier than you think.
There are only 4 reasons why people decide
not to buy from you. Once you understand the
psychology behind each of them you can implement
proven strategies to neutralize their impact
and get a higher percentage of sales.
REASON #1: NO NEED
People in our modern society rarely buy something
because they need it. They buy something because
they want it. When prospective customers say,
"I don't need your product" they
really mean, "I don't want it".
How can you avoid losing these sales? Target
your marketing. Promote your business only
among people likely to have a strong desire
for the benefits provided by your product
or service.
EXAMPLE: A network marketer will lose
money by advertising a business opportunity
in the local newspaper. Most readers aren't
interested in a business opportunity. Instead,
she can generate a lot of business by advertising
in trade magazines, newsletters or ezines
read by opportunity seekers.
REASON #2: NO MONEY
Consumers and businesses rarely avoid buying
something because they don't have (or can't
get) the money needed to make the purchase.
They avoid buying what you offer because they
place a higher priority on spending money
for something else.
You can get these sales by making YOUR product
or service their priority. What is the most
pressing problem you can solve for prospects
in your targeted market? Dramatize how they'll
feel when your product or service eliminates
that problem. Make it so important they'll
move your offer to the top of their priority
list.
TIP:
You can demonstrate a low cost for your product
or service by breaking down the price to its
lowest time increment. For example, "Enjoy
all of this for less than 90 cent a day"
(for something priced at $325 a year).
REASON #3: NO HURRY
Many people tend to procrastinate after they
decide to buy something. As time passes some
will forget why your product or service is
so important. They'll be distracted by other
priorities and forget all about you. You'll
lose the business.
You can avoid losing sales because of "no
hurry" by rewarding customers for taking
immediate action and penalizing those who
don't. For example, offer a special discount
price or a special bonus for ordering before
a deadline.
REASON #4: NO TRUST
Most people fear losing something they have
more than they desire gaining something they
want. This fear causes many people to avoid
buying something they really want. They're
reluctant to buy because they might not get
what they expect from your product or service
and they'll lose their money. You have to
remove this perceived risk to avoid losing
business because of "no trust".
Here are 3 way I've found effective for any
business...
1. Eliminate the risk with an unconditional
money back guarantee.
2. Provide reassurance with testimonials
from satisfied customers.
3. Increase your credibility by allowing
customers to communicate directly with you.
For example, give them your direct phone number.
You'll only get calls from serious prospects
who want the reassurance of dealing with a
real person.
There are only 4 reasons why people decide
not to buy from you. You can increase your
sales and profits by understanding the thinking
behind each reason and implementing proven
strategies to neutralize their impact.
Bob Leduc is a Sales Consultant with 30 years
experience in generating low-cost leads. He
recently wrote a manual for small business
owners, "How
to Build Your Small Business Fast With Simple
Postcards", and several other
publications to help small businesses grow
and prosper. For more info: mailto:BobLeduc@aol.com
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