It is not every day businesses encounter a declined purchase. But when they do, it has the effect of a sledgehammer to the face.
We’re exaggerating of course. But it brings an uncomfortable feeling that despite your best branding and lead generation efforts, there are clients who suddenly decide to back away from your offers.
For goodness’ sake, why?!
Don’t hit the bars just yet. Writing for About.com, here’s Laura Lake with the “Top 5 Reasons Customers Don’t Buy From You.”
They are not aware of your product.
Consumers cannot purchase products they are not aware of. If you are marketing, but consumers still don’t know about your product it may be time to evaluate why it’s not working. It’s important to remember that the solution is not always more marketing, because the problem may lie with where you are marketing at, and what marketing vehicles you are using.
They don’t understand the benefits of your product.
Consumers don’t buy products solely based on price. Now, this does not mean that they don’t factor in price, they do. Consumers buy based on the benefits your product brings them. Create a list of the top three benefits of your product and use those in your marketing message.
They don’t feel your product has perceived value.
Consumers will not buy products that they perceive as having no value. Why should customers value your product? You can use the benefits of your product to create a perceived value and it is that perceived value that helps in the sales of your product. If a customer cannot see value they will simply pass your product by. You must create that perceived value in your marketing message.
They don’t see how your product meets their needs.
We’ve talked about benefits and perceived value, now let’s talk about needs. Do consumers know how your product meets their needs? Does it make their life easier, save them time, make them feel better? What need does your product satisfy? You have to tell consumers that, don’t make them guess or come up with the answer on their own tell them and help educate them on why they need your product.
Your product is not accessible to them.
Consumers cannot buy what is not available to them. If they hear about your product but it is not accessible, forget it. Consumers want ease in obtaining and using your product. Evaluate the accessibility of your product and see if you need to make changes.
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