A fun and inexpensive exercise is the following: take the buyer’s side, try to rethink a few purchases you haven’t made, and make a list of the reasons why you haven’t bought.
Now put yourself back in the shoes of your customers.
“Is it true or is it not true” (cit. Di Pietro) that even your customers don’t buy for one of these reasons that maybe you mentioned?
- They don’t need the product
- They don’t know that there’s a product like yours that could suit them
- They aren’t interested in the product
- They don’t believe that the product works
- They don’t believe the product will work for them
- They don’t know you
- They don’t like you
- They don’t trust you
- They have an established relationship with another supplier, and they are happy with it
- They don’t believe the product is worth the price
- They are not willing to pay that amount for that product
- They don’t have the money
- They’re afraid they’ll lose that money.
- Making the purchase is complicated
- This isn’t the right time for them
- They don’t feel any urgency
- They don’t think they’re going to be able to make the product work.
- They don’t know how to rationally justify the purchase to their wife or boss.
- Fear of making a bad impression if the purchase will be a flop
- They think they already know everything
More or less consciously, each of your potential customers ticks the list and then decides.
But what can you do as aspiring supplier?
We’ll come back to some of these points in our next articles.
To prevent point 2 (no knowledge of a product you might need), remember that these days we are promoting a new product called 1-2-3 Campaign.
It’s a pret-a-porter lead generation campaign: in practice we have described a real lead generation campaign in a PDF file, divided into three steps.
In the PDF we explain why and how, we give the time, etc…
In addition, fundamentally, the file contains the templates to be used in each of the three steps.
To find out more, here’s the link (it is not recommended to see who falls under point 20):