Why people don't buy from you - Part 2

Your prospect is not in a rush

At least that's what they think. When supply is unlimited, there is no rush. Limit supply and the value of the product or service rises. Think of it like this. There is no limit of fresh milk in Australian supermarkets, but as soon as a report surfaces of a possible workers strike somewhere along the supply chain, milk starts flying out of the supermarket at an astounding rate. How can you create urgency for your product or service?

  • Create deadlines. Real deadlines are ideal, but artificial deadlines work equally well when combined with a benefit that will be received before the deadline expires.
  • Limit the quantity. Some products and services have this built in and yet it remains untapped by business owners. Think private education and limited class sizes. Think consulting services, with a fixed number of hours each day. Think creative services ... the number of talented people are few.
    Your prospect has no desire

At least that's what they think. A lack of desire is really a lack of perceived value viewed from another angle. It's education time again. Educate your prospect about how your product or service will benefit them. Don't play around the edges with this concept. Be prepared to go deep. Most people in business are smart enough to know what they need or want. What lies undiscovered for them is the best way to solve that need or want. If your prospects can't see for themselves that your product or service is the answer for them, you need to explain it and educate them. Be prepared for a longer journey down this communication path, but ensure that every time you craft a communication, you demonstrate how your product or service can be used to their advantage.

Your prospect does not trust you

At least that's what they think ... and what they think is reality. Get past the fact that you are unswervingly honest and always act with integrity. It counts for nothing if your prospect doesn't trust you. Incumbent suppliers of a product or service have a natural advantage because they can demonstrate they are worthy of the trust placed in them.

  • Guarantees are a wonderful tool to generate trust, but don't treat this concept as though it came off the side of a cereal box. Talk to the prospect. Ask them what would make them comfortable, then be creative about crafting a guarantee that addresses their specific concern.
  • Testimonials of delighted clients are indispensable marketing communication tools. But please keep it real. Make sure they are real people saying real things. It's not unknown for a prospect to ring up the client giving the testimonial to check if it's for real. It's far more powerful for a testimonial to recognise that there "was a problem with delivery," but that "... it was solved with one call to our account representative".
  • Offer to reverse the prospect's risk. Find out what is at risk for them and take it away if you can. It's often not just cash that's at risk. There may be deadlines that can't be missed, reputations and egos that can't be dented.

Get more headlines every month - Subscribe to 7 Seconds