Brian T. Edmondson has written an excellent short piece on why there are 3 reasons people don’t buy from you..
1. They can’t afford it…
This means they really can’t afford what your selling, no matter how bad they want it.
For marketers, price as an objection is no excuse, but in some cases, the money just isn’t there
2. They don’t believe you…
Let’s face it, people are skeptical in nature, and tons of hype, big claims, and broken promises has made “buyers beware”…
Your job as a marketer (you’re a marketer no matter what business you are in), is to make sure people believe what you’re saying…
This is done with guarantees, testimonials, case studies, demonstrations, etc…
3. They don’t want or need what you offer…
This one is a little tricky. Basically you know whether or not you have a valuable product and whether or not people should want or need it.
Your job is to make them aware of what’s available and educate them in a way that shows them the value of what you have to offer…
They may need or want what you offer, and just don’t know it…
Keep these 3 things in mind whenever you are creating and type of sales and marketing activities.
1 response so far ↓
1 MorganLighter // Jul 17, 2007 at 2:08 am
Good points. You need to sell yourself first, regardless of what product or service you are offering. When you have established a ‘bond’ with the ’suspect’ they will move into the ‘prospect’ stage and might become a client.
Too many ’salespeople’ walk around with a neon sign on their forehead that reads ‘I need to sell you something’. Most people can read that ’sign’ in the first 10 seconds.
Salesmanship is an art form and sadly we don’t seem to see much of it today.
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