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Three Reasons People Don’t Buy

We’re already talked about three reasons why people buy.  When you boil it down, they’re looking to find out what’s in it for them, their company, their shareholders or other stakeholders.  They are selfishly (and I mean that in a positive way) motivated to buy based on that which will help their profitability, productivity or image. 

There are also various factors that lead people to not buy a product or service or from a particular sales professional.  Honestly, one can come up with scads of reasons but there are three reasons that are encountered more often than not.  Listed below are three reasons people don’t buy.  Understanding the root cause of these reasons can help you avoid them and focus on building a long-term customer relationship.

Reason #1 People Don’t Buy – Failing to Build a Relationship

Some customers simply refuse to do business with those they don’t know well or like.  This makes sense.  People buy from people they like.  Imagine two sales reps selling a nearly identical product to a company.  Sales rep one is affable and has taken the time to know his client.  His product is priced at a little over $2,000.00 per unit.  Sales rep two is also a nice guy but he has been so focused on getting the sale that he barely knows the client.  His product is priced at under $2,000.00 per unit.  While customer look at the bottom line, they are more likely to pay a bit more to receive better service and enjoy a better buying experience.  In the instance when the “friendly rep” has the product with a higher price, they’re likely to call that rep and say, “You know, I really would rather deal with you.  The other company is willing to sell us the product at X amount. Can you match that?  I want to send the business your way.” 

Get to know your customers.  Understand a bit more about them and what makes them tick.  Let them know a bit about yourself.  They’ll see you as a living breathing person… just like them.  Build credibility and trust so that they know your desires to help them, not just push product. True genuine relationships are rewarding for both parties and will enable everyone to benefit. 

Reason #2 People Don’t Buy – They Don’t Need What You’re Selling

You would be surprised how many sales reps continue to pursue the same prospects over and over again when those prospects don’t have any need for that particular product or service. Persistence pays off in smart situations but persistence does not pay off when, no matter how much one calls or e-mails a company that has no use for what one is selling. Trying to sell riding lawnmowers to landscaping companies that service patio homes or carpet cleaning service to a homeowner with hardwood floors is pointless. If you’re calling on people who just don’t need what you’re trying to sell, you’re simply barking up the wrong tree. Before wasting a lot of time and energy, make sure you’re talking to those who need what you have to offer.

Reason #3 People Don’t Buy – You’re Talking to the Wrong Person

This reason is very similar to number two. A lot of decision-makers delegate the evaluation of various products and services to underlings who know very little about why a product or service needs to be purchased. They don’t know the business issues that need to be addressed, how much money can be spent, when decisions will be made and a variety of other key pieces of information. What does this lead to? Sales reps who keep calling on those who, other than functioning as a vacuum cleaner for information, don’t have answer and lack authority to make purchases. If you find you’re talking to the person who has been tasked to collect as much information as possible, ask them if you can speak to the decision maker to make sure you have provided them with the information they need based on their business issues. Enlist them to help set up a conference call with the three of you so that they don’t feel pushed aside or left out. Whatever you do, have them get you to the decision maker. If you’re selling to the wrong person while someone else has direct access to the one who signs the checks, you’re going to lose.

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