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Why They Don’t Buy: The 4 Reasons Prospects Don’t Become Customers

November 3rd, 2021
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I feel very fortunate to work with and around so many entrepreneurial people. I love ideas. And I love it when people try to realise theirs. But there’s one question I hear over and over again in one form or another and it’s this: “Why don’t people buy from me?”

In this post, I’m going to explore the 4 biggest reasons why people won’t buy from you and perhaps more importantly, what you should do about it.

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They don’t really want it

I thought I’d start with this one because it is by far the most common reason. People don’t buy things they don’t want. Many a first-time entrepreneur has tried to sell their fairly niche product or service to friends and family that just aren’t that way inclined. This is painful to watch and painful to do.

For the longest time, I thought that if I said the right things, I could get anybody to buy more product. While I had no evidence at all of this, the belief persisted for many years. But the truth is, if they don’t really want it, they won’t buy it.

Sometimes, it’s not so obvious. There may be people who claim they want something because they like the idea of it. But when it comes down to making the commitment and paying the money and signing the contract, you start to see that they’re not really that into it.

This type of problem is internal to the customer. There isn’t much you can do about it. Once you establish that they don’t really want what you’re selling, the best thing you can do is stop marketing to them because you’re wasting precious time and resources in doing so.

They don’t believe in it

Sometimes people really do want something but they don’t believe it will work. They have reservations about the product itself and it’s ability to solve their problem.

To help prospects believe in your product or service, you need to sell it to them. Point out all the reasons why they will be better off with your product or service than they are without it. Point out why it will make their lives better.

If it’s some sort of product or service that may seem outrageous to some, you may need to educate your prospects on exactly how and why it works.

This is all marketing and branding. If you’re meeting customers online, it all starts with professional web design and copywriting.

They don’t believe in themselves

In this case, the potential customer doesn’t think the product or service will work for them. They have some sort of a problem seeing how their problem could ever be solved.

This comes down to low self esteem. And there are things you can do over time to build your prospects’ confidence in themselves.

This type of problem usually occurs with services and info products. Say, something like a personal training program. Motivational webinars and such will likely become a big part of your marketing. In order from prospects to buy your personal training program, they have to believe they can get the body they want.

They don’t think it’s worth it

They may want it and believe the product or service will solve their problem, but when it comes to the price, they don’t think it’s worth it. Which is another way of saying the problem they have isn’t big enough to them to warrant paying so much money to solve.

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