5 Reasons Why People Don’t Buy From Us
Includes AI prompt to generate persuasive copy using PASTOR framework
The success of your business hinges on understanding why customers aren't buying your products.
Sometimes, it's because they don't recognise their need for it. Other times, it's due to a lack of trust, making them hesitant to invest their time or money.
There are numerous reasons why customers may not purchase from you.
Identifying these obstacles in your sales process is crucial. So, continue reading to evaluate your weak points.
Here are 5 reasons why people might not be buying your products. There are other reasons, but I believe these are the most critical.
Imbalanced pricing,
Lack of trust,
No perceived need,
Lack of urgency, and
Poor customer service.
Price – People Think It’s Too Expensive or Too Cheap
What frustrates me most about pricing is the customer's perception. If you set the price too high, customers complain it's too expensive. But if you set it too low, they question the product's quality.
Though price is often not the primary concern for a targeted audience, it can be a significant factor when attempting to sell to a broad market.
If your product or service is more expensive than your competitors', customers are likely to recommend alternatives. However, if your quality is superior, and you have evidence of this, you can still appeal to a targeted audience. If these factors were already in place, you wouldn't be reading about why people don't buy!
Customer psychology 101 suggests that price is based on perceived value. An overpriced product or service won't sell if the perceived value doesn't match the cost.
To increase the perceived value of your products or services, consider the following strategies:
Emphasise the benefits and outcomes of your product or service, not just the features. Show potential customers how your product or service can solve their problems or improve their lives.
Differentiate your product or service from those of your competitors. If customers believe that your product or service offers something unique, they're likely to perceive it as more valuable.
Conversely, a higher price can indicate better quality to customers. Therefore, don't undersell your services or products - customers might mistrust you out of instinct.
Try to maintain a balance between price and quality. If that's not possible, work on building trust despite your pricing.
Trust – People Are Unsure
When a customer approaches your company with the intention to take action, they need assurance of quality.
They may be satisfied with the product and the price, but trust is a crucial factor.
Building trust from the outset is essential. Offering incentives and deals to new customers can help.
Building trust with customers in the online space can be achieved through several strategies:
Provide clear and comprehensive information about your products or services.
Maintain transparency about your business practices and policies.
Offer excellent customer service, including prompt responses to enquiries and effective resolution of any issues.
Leverage customer testimonials and reviews. Positive feedback from satisfied customers can greatly enhance trust. Without social proof like reviews and ratings, customers are unlikely to purchase your products.
Offer guarantees or warranties for your products or services. This can give customers confidence in their purchase decision.
Maintain consistent communication with customers through regular updates, newsletters, or social media posts.
Present credentials, certifications, or awards that your business has earned (if applicable)
Use high-quality visuals and well-crafted descriptions to present your products or services.
Need – People Don’t Need Your Product or Services
It might seem obvious that people won't buy a product they don't need. But the question to consider is, why is your product or service appearing to those who don't need it?
Here's a tip: STOP TRYING TO SELL TO EVERYONE!
While it might sound counterintuitive, you have a better chance of selling to a smaller, targeted customer base than a large, random audience.
Focus your advertising and marketing efforts on people within your niche. This approach will not only save you money on online advertising but also ensure a higher return on investment (ROI).
Before reaching out to your prospects, develop a suitable action plan.
Here’s a detailed six step plan for creating a niche
Leverage social media to your advantage. Research your potential customers, understand their interests, and tailor their experience.
This is why we should follow this in Social Media instead of blindly doing something viral >
Right content attracts the right customers, and creates the right opportunity to sell the right solutions
For online advertising, target audiences that share your interests. Invest in eye-catching ads and you'll see an increase in sales!
Urgency – People Don’t Think They Need Your Product Immediately
If you're not creating a sense of urgency around your products or services, you could be missing a significant customer base.
People are less likely to buy your product if they don't feel an immediate need for it. Creating urgency can encourage purchases.
With the highly competitive market, products need to capture attention quickly. If your product doesn't stand out, potential customers may not even consider it.
Many competitors use urgency to drive sales. They compel customers to buy now, rather than later.
Even if your product is appealing and valuable, people may not feel the need to buy it immediately. They may think they can purchase it when they have sufficient funds.
However, this is often a misconception.
If customers delay their purchase, they might end up buying the same product from a competitor or not buying it at all. At least this is what happens to me sometimes when I purchase items online.
Here are some of the ways we can create urgency to encourage purchases:
Limited-time offers: Create promotions that are only available for a short time to encourage immediate purchases.
Countdown timers: Display a countdown on your website showing how much time is left to take advantage of a special deal.
Stock level indicators: Show how many items are left in stock to create a sense of scarcity.
Exclusive deals for members: Offer special deals or discounts to members or subscribers, encouraging others to join and make purchases.
Early bird discounts: Reward customers who purchase early with a discount.
Flash sales: Have sudden, short-term sales to generate excitement and encourage quick purchases.
Seasonal or holiday promotions: Tie promotions to a season or holiday, creating a sense of urgency because these deals are only available for a limited time.
In such scenarios, a proactive outreach plan is essential. This could include sending emails to potential customers, offering limited-time incentives and promotions, guiding them through the purchasing process, and generating a sense of urgency.
Good customer support plays a crucial role in this process.
Customer Journey – The Sales Process is Complicated
Each stage of the customer journey deserves equal attention.
Contrary to the belief that attracting a large number of leads will inevitably result in some purchases, every part of the sales funnel is crucial. It's essential to attract qualified leads, adequately address their questions and concerns, and provide a seamless purchasing process.
If a potential customer encounters an obstacle when close to making a purchase, they may not bother reaching out. A flawed sales process can appear unprofessional, undermining your credibility. It's crucial to maintain professionalism throughout your sales funnel.
One effective way to achieve this is through role-play. Pretend to be a customer interested in your product. Go through the entire sales process step-by-step, identifying and resolving any issues you encounter.
To further enhance this process, have your team members or a group of BETA testers go through it as well. Different people have different experiences.
If you're struggling to sell your products, consider examining your customer service.
Ineffective customer support can directly harm your branding and reputation.
Keep in mind, word of mouth is a powerful tool. Customers share their experiences, and if those experiences are negative, it could explain why people aren't purchasing.
Poor experiences also lead to a loss of customer loyalty. Customers who have had a negative encounter with your company are unlikely to engage in future business.
If people aren’t buying, use email, DM and live chat to outreach to them. Whenever a visitor hops on your website, make sure to be proactive and guide them.
If you’ve got a potential lead, email them with limited-time promotions and offers to create urgency.
If they contact you back, help them by means of expert customer support agents to make sure they don’t come across any hurdles.
Conclusion
In conclusion, understanding why people don't buy your products isn't complicated. It merely involves evaluating several parameters.
We can overcome many obstacles that prevent customers from purchasing by focusing on excellent customer service, offering competitive pricing, providing clear and concise information about products and services, and creating a sense of urgency.
AI Prompt To Generate Persuasive Copy
Here’s an AI prompt to generate a persuasive copy for any type of content such as email, social media post or landing page to boost conversions for your product or service using the PASTOR framework.
I need your help to create compelling content for a [CONTENT TYPE - Email? Social Media Post? Landing page?].
The objective is to convince [TARGET AUDIENCE] to look into [SOLUTION].
For a better understanding, here are some additional information:
[CONTEXT - about your business and your solution]
The content should adhere to the PASTOR framework, as follows:
P for Problem - Clearly define the problem you intend to solve. When you highlight the problem in the beginning it attracts people and makes them want to read further. They can relate to your copy.
A for Amplify - What are the consequences of not solving the problem? What difficulties are the readers facing because of the problem not being solved? Highlight the pain points. Magnify the misery. Create the sense of urgency to solve this problem.
S for Solution - Present your solution. Preferably, present the solution with a simple story. Make it convincing. Make it irresistible. List benefits and features.
T for Transformation - How are lives transformed by your solution? Describe a scenario where they have used your product or service and now, they are living a life free from their problems.
O for Offer - What do you offer as a solution? Why is your solution transformational? What wonders can it work? Why no other alternative must be considered? This is the section where you describe features and benefits along with the results the readers will enjoy.
R for Response - Incorporate a powerful call-to-action (CTA) that motivates the reader to take up the proposed solution.
Please ensure each sentence is on a separate line and clearly demarcated by headers.
The final content should be well-structured, logically progressing from one point to the next, and incorporate persuasive elements such as storytelling, clear analogies, and emotional appeals to engage and persuade the reader.
“If you work just for money, you’ll never make it. But if you love what you’re doing and you always put the customer first, success will be yours.”
—Ray Kroc
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