Yesterday’s article with the checklist of the 20 reasons why customers don’t buy generated numerous responses (thank you all for the feedback, I’ll take some ideas back soon).
This emblematic answer has also arrived:
“If what you propose worked for the sector I am working in, it would be an exceptional result, but unfortunately I have tried everything with zero results.
Before accepting I would like to see at least 1 of the 3 examples that you propose: what it contains and what it says, if it really works for me you are a genius. Finally, I kindly ask you an email that can remove all the doubts that I have accumulated over the years.
Checklist in hand:
- if it should also work for the sector I am dealing with >>> point 5
- Unfortunately, I have tried everything, but the results are zero >>> still point 5 (and maybe a hint of 17 for past disappointments?)
- Before accepting I would like to see at least 1 of the 3 examples that you propose: what it contains and what it says >>> point 8
- if it really works >>> point 5 and maybe 4
- email that can remove all the doubts that I have accumulated over the years >>> see points 4,5,8,17 (18?)
As I have already answered separately to this kind colleague, if we wanted to attract customers, we could offer a satisfaction guaranteed or money back.
But we do NOT want to use this formula.
I think it’s more honest to say an uncomfortable truth, namely that, no matter how good a product is, it’s not possible to guarantee any result, because we don’t know how the customer will implement the campaign, to what target, with what product, with what reputation on the market, etc.
So, when the customer isn’t convinced, we prefer that he does NOT buy. A choice that I have suggested to our interlocutor.
Moreover, experience has shown us an almost infallible correlation:
Customer not convinced = purchase ticket-lottery style = it never works
Customer convinced = purchase with determined attitude = it works
For today I’ve finished, but we’ll come back to these issues again, as I said, because they’re always fascinating dynamics.