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If you can correct a major reason that people won’t buy and make that correction obvious, you will have a point where you can be better than competitors. Some of the reasons people won’t buy are:
- Fear of loss. This affects industrial accounts more than consumers. Buyers don’t like to make a purchase for which they could be criticized.
- Lack of trust. People have to trust your business before they will be willing to buy from you.
- Lack of comfort. People have feelings that they don’t always understand. If they don’t feel “right” about your business, they won’t buy from you.
- Lack of quality. Customers won’t buy a product if they don’t think it looks well made.
- Not really a solution to the problem. People may not think a product will do what they want it to. This doesn’t mean that the product is poorly made, just that it doesn’t address the real problem.
- Lack not need. People don’t think they will need the product.
- Clash with people’s lifestyle. Customers will have an image of themselves that they want to project to others.
- Not that important.
- Has a defect. Prospects might see something about the product that they feel will cause it to either fail or work poorly.
- Bad past experiences.
- Preference for another product.
Surveying people and asking why they don’t buy is probably the best way to find a good way to differentiate your product, primarily because it is an area that most people don’t look into. You will be able to discover products and benefits you need to include, psychological factors you may need to overcome, and key selling points that you may have but are not communicating.
