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EPISODE 123: GET SALES SERIES: REASONS WHY PEOPLE ARE NOT BUYING FROM YOU

Get Sales Series- Reasons Why People Are Not Buying From You

In running my online business and helping other online entrepreneurs over the past few years, I have found that there are a few common reasons customers don’t buy that keep popping up.

People don’t buy for a variety of reasons, and we have to understand the reasons customers don’t buy so that we can address those reasons and overcome any sales objections.

So in this episode, I’m going to share some common reasons customers don’t buy from you.

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"These are the common transformations that customers are looking to get: more gains, profit, productivity, performance, convenience, status, quality and safety. Less pain, hassles, waiting time, breakdowns, mistakes, and downtime."

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Topics Discussed In This Episode:

  • What's the root cause of many sales objections
  • Why you don't need to benchmark your prices to your competitors... if you do this
  • What to say during a sales call or meeting if you sense their objections
  • The importance of a small win
  • How to deal with a lack of trust in you, the offer, or your company
  • How to follow up without harassing

Resources Discussed In This Episode:

Hey guys, welcome back to Hack Your Online Business podcast episode number 123. On this episode, I continue the series of podcast episodes around getting sales, and today I want to talk about the common reasons why customers don’t buy.

In running my online business and helping other online entrepreneurs over the past few years, I have found that there are a few common reasons customers don’t buy that keep popping up.

People don’t buy for a variety of reasons, and we have to understand the reasons customers don’t buy so that we can address those reasons and overcome any sales objections.

So in this episode, I’m going to share some common reasons customers don’t buy from you.

Before I dive into the reasons customers don’t buy, if you want some sales generating activity ideas, then go to the website hackyouronlinebusiness.com/freesaleschecklist to download a list of 10 sales generating activity ideas.

Now if you want to learn more about online business and online marketing, then I encourage you to subscribe to the podcast on Apple Podcast, Spotify or anywhere you tune in from. Even better, leave a quick review for the podcast on Apple Podcast, and if you do, take a screenshot, and then tag me on Instagram @thisischrystan.

The first reason customers don’t buy from you is because the value of your offer is not convincing enough. To get someone to buy anything, they must be able to see and imagine the value and the promised transformation.

This first reason is actually the root cause of many sales objections, such as “it’s too expensive”. The majority of the time when someone says or thinks that your offer is too expensive, it’s not so much because of the price, but because of the lack of perceived value or transformation that is in relation to the price.

And this is seen across all types of offers, from coaching sessions to your cell phone you use to the internet company that you picked to the restaurant that you dine at.

We make decisions based on the amount of value we perceive we will get from that service or that product. Your coach might not be the cheapest in the market but you chose him or her because of the value you perceive and the promised transformation.

iPhones are not the cheapest cell phones but if you’re using an iPhone, it’s because of your perceived value of what this iPhone can do and the transformation it give you - maybe you feel and you’re seen as cooler or richer using an iPhone instead of a cheap Android phone. That is the promised transformation.

The restaurant that you visit is probably not the cheapest dining spot in your city, but you chose it because of its perceived value to you, and the transformation you think you’re going to get. That could be a moment of happiness from eating something delicious at a beautiful place.

So when our offer doesn’t appear to be of enough value in relation to the price, or the promised transformation is not convincing enough, it becomes one of the biggest reasons people don’t buy from you.

So what can we do to address the lack of perceived value or transformation reason? We want to start by making sure that the messaging around our offer is not stating what the offer is, but also what the offer can do for the customer.

That’s talking about the promised transformation of using or having this product or service. You’ll want to bring up the reason why they need to care about this offer, and that is tied to the problem that the offer can solve, or the change in status that the offer can bring.

These are the common transformations that customers are looking to get: more gains, profit, productivity, performance, convenience, status, quality and safety. Less pain, hassles, waiting time, breakdowns, mistakes, and downtime.

Remember this: people don’t buy because of your offer. People buy because they want to solve a problem or a challenge or accomplish an objective or a status or a state of being.

So review your messaging and your materials. On your landing page or sales page, you want to make sure that you address the change that your offer will provide, call out any problems or emotions that the person is having and how it ties to the offer, before you jump into listing down all the features and the cost of your offer.

Say if you are on a sales call and you’re sensing that the objection is because they don’t see the value or transformation of your offer and they are using the cost as an excuse not to buy, then you’ll want to dig deeper.

Ask them “If money wasn't an issue, would this be an investment you would be comfortable making? Does this get you where you need to be?”

They might even bring up how much they love the service or the product, they absolutely can see the value but the price is too high from your competitors and they cannot justify it.

Two reasons: first reason is actually because of your offer. If you want to charge more than your competitors in your marketplace, then you need to make sure that the value and the experience and the transformation is better than what your competitors are offering.

So many times, online entrepreneurs are told to raise their prices. There is a prelude to raising your prices above your competitors. Are you offering something that is better than your competitors? So that’s one.

The second reason is the interesting part. Say your offer is indeed so much better than your competitors, but they are saying that the huge price difference cannot be justified. It sounds like they are saying that yes, they see the value, they understand the transformation. It sounds like it, but it’s not really the truth.

Because the truth of the matter is, if they really understand the value of your offer and the transformation that is going to happen, then again, paying more for this offer should not be a reason not to buy.

So if they continue to ask you to justify your price and the difference between you and the others, then you have to work on how you are demonstrating the value and the promised transformation of your offer.

It is less about benchmarking how much your competitors are charging. The Apple Macbook is so much more expensive than the cheaper laptops. But people pay for it even though Apple is not benchmarking their prices to the other brands.

The second reason why customers don’t buy is because they don’t trust you or your brand enough, or they don’t see you or your brand as the leading authority in the marketplace.

We can talk and share all about the value of the offer and the transformation that they will get, but if there isn’t enough trust in your brand, then it wouldn’t convince them to buy from you.

Thankfully, trust and being an authority is something that can happen over time with enough sales nurturing. So you do that through things like showing up consistently, providing valuable content to prospective customers who are on the fence or need more time, getting your brand endorsed by more prominent brands - for example, getting featured in the news, getting interviewed, etc.

We can also build up the trust by demonstrating proof in the form of testimonials. This is why it is so important to have a collection of testimonials of your service or your product so that you can whip them out and use the testimonials to build confidence in buying from you. You’re not a scam artist and these testimonials proof that.

The third reason why customers don’t buy from you could be because it’s not that they don’t trust you or your offer, it’s because they don’t trust themselves.

What do I mean by that? Say for example, this person has been trying different diet programs and has been trying to lose weight for the longest time. They see your offer, they start to read about the transformation they’ll get, they see the testimonials, they know it works, but they don’t believe that they are strong enough to complete the program or they don’t believe that it’s going to work for them because of all these past failures.

When you are faced with this reason that is about the lack of faith and trust in themselves to get the result and the transformation they want, then we have to bring up and remind them the difference between your offer and all the other things that they have tried but didn’t work.

It also helps if you first help them to get one small win. What is a small win? A small win is a simple quick change or solution that makes them realize that it is possible for them to achieve the change they want with your offer.

So for example, using the dieting example, if you have a quick small win exercise or activity that would help them to shed some weight quickly, that would help them to visualize what they can achieve with the full program (which is your offer), and also to get past the lack of confidence in themselves.

The fourth reason why customers don’t buy could be because they are afraid. They are afraid to make a mistake, they are afraid of being wrong. They logically know that it makes sense to buy your offer.

But what if they sign the deal or complete the payment and something goes wrong? If it’s a B2B offer, it puts their career and reputation at risk. If it’s a B2C offer, they might just have wasted their money. And so why should they stick their neck out and take the risk?
An example is like skydiving. The instructor tells you that the equipment is working. You know the parachute will bring you down to earth safely. But it is scary to look out and jump out of the plane! Fear is one huge factor that stops people from buying.
The way you can deal with this fear and overcome this objection is selling not just your offer, but selling yourself as someone who is trustworthy and experienced, and also selling your company as trustworthy, stable, and growing.

Back to the third reason about trust, feature customer testimonials, logos of customers using your offer, or case studies. If you know for sure that they have an objection or a question that is causing them fear about taking the next step with you, bring up the elephant in the room.

A lot of online entrepreneurs try to avoid the elephant in the room, they try to stay clear of objections unless the customers bring it up. Instead, we want to prepare ahead, know exactly what objections scare them, and then pull this hidden objection out of the dark and shine a big bright light on it and kill it in front of them.

If you’re with the customer or you’re on a sales call, you can say something along the lines of: “I know what you’re thinking. You’re thinking ‘This offer works. Now I actually have to consider purchasing it.’ And that can be a scary thought, you’re skeptical because of fear 1, fear 2 or fear 3, right? That’s completely normal. I encounter this every time. That’s how every single of my customers felt at first.”

So you acknowledge the fear or fears, you give them the chance to verbalize and express their concerns. Just by letting them express the fear in their minds, you’re defusing the emotional impact it has on them. You’re getting this psychological roadblock out of the way.

The fifth reason why customers don’t buy could be because you’re not following up faithfully. That’s making sure that you stay in contact with a potential customer after the sales call, or after they send you a message or an email or a call asking for more information about your offer.

You have to be persistent but without being pushy. That’s the key point. Harassing people is irritating, no one wants it, so there’s a way to follow up without coming across as harassment.

One thing I like to do if it’s a sales call is to explicitly ask when is the best time for me to follow up with them. Sometimes they need to get the approval from other people in their business, and so they might say get back to me in a week.

And so after one week, I’ll reach out to the person and say that I’m following as promised and wanted to hear if they have reached a conclusion.

If someone enquired about your offer and you gave them the details and they disappeared after that, I recommend at least following up with them 2 days later and a week later, ask them what they thought about the offer and if they have any questions about it.

Now the last reason why customers don’t buy could be because you’re coming across as aggressive and pushy. Just like the last reason, no one likes feeling sold to and being forced to buy something.

When I started learning about sales, a lot of the big names teaching sales were pushing very aggressive ways of selling. Getting the person to keep saying yes through micro questions that prompts them to say yes, crushing sales objections by making them feel bad, these are very pushy ways of selling that are stereotypically associated with car salesmen or insurance agents.

I don’t like coming across as being aggressive and pushy with my offers. It is not in line with who I am and my values. The way I see it is, some people are just not ready to buy my offer or they are just not my ideal customers.

So getting pushy and aggressive and trying to force them to sign on as a client or to buy my product is just going to back-fire. Yes, they might cave in and buy now, but once buyer’s regret sets in, this customer is going to be a huge pain and I don’t want that.

So I hope you found this episode useful in helping you identify the 6 most common reasons customers don’t buy, and what you can do to overcome them.

Now, don’t forget if you want to get more sales generating activity ideas, then go to the website hackyouronlinebusiness.com/freesaleschecklist to download a list of 10 sales generating activity ideas.

So I hope you find this episode very useful. Now don’t forget to subscribe to this podcast so that you don’t miss my weekly Monday and Thursday episodes.

Lastly, go connect with me on Instagram. I’ll love to get to know you and your online business. You can find me on Instagram at @thisichrystan, send me a DM and tell me you listened to this episode.

Anyway thank you so much for listening to this episode. Please leave the show a review on Apple Podcast if you have not already, it means the world to me. Alright guys, talk to you soon.

Thanks For Listening, My Friend!

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