The Two Reasons People Don't Buy From You

Scott Hogue

There are only two practical reasons people don't buy from you. Here they are:

          1. They don't want what you are selling.

                                           and

          2. They don't want what you are selling.


​Let's look at that. One of the ideas common sales training teaches is that people don't buy things they don't need. In fact you often see "No Need" on a list of sales objections. Do people really buy only things they need?

Do people really need a sports car, a widescreen television and the latest Iphone?

You know they really don't "need" them, but those markets still prosper, even during recessions.

The old example is people with cats don't buy dog food, but my wife has. She is a super shopper and when dog food is on sale and she has coupons, she is going to buy dog food for the neighbor's dog. She surely doesn't need dog food and our cat doesn't need dog food, but she wants it and she buys it. Want beats need every time.

What about money? People don't buy if they don't have the money do they? Twenty years ago when I bought this house I am living and working in I didn't have all of the money so I took out a loan. I hear a lot of people have home mortgages. How many Iphones are paid for with cash and how many are on some payment plan? People buy things they can't afford every day. It happens every day in every town and city in America and most of the world.

The real reason people don't buy from you when you offer your product or service to them is they don't want it. At least not enough to trouble over it.

Like all equations there are two sides to this.

You can work on making them want your product or service.

or

You can offer something they already have a strong desire for. Something they really want.

Of course it doesn't hurt to do both.

With this insight, look over your business. What are you doing to help your prospect want your product or service? Where can you do more? Are you talking a lot about features or are you promoting real benefits to your prospect? Do you have any testimonies of people happy with your products? Do you work on eliminating the reasons they don't want your products? Do you need a product or service that is simply in more demand?

This is one of those key areas where a little work and probably not much money invested can pay back significantly to your bottom line.

Best and be blest,
​Scott Hogue CChH

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