There are a number of reasons why people elect not to move forward with any single purchase. The sooner you understand these reasons, the sooner you will be in position to address these concerns. There are nine of them.
They See No Need
This may or may not be true; but if they don’t see a need for what it is you are representing, you have your work cut out for you. You can give it a shot, but my money is against you on this one.
They Lack Important Information
This is understood, and the solution is to provide them with information. If you try to accomplish this all at once you are flirting with “information over-load.” The best way to do this is to trickle information their way…over time.
They Have a Natural Tendency to Resist
Salespeople through the years have taught most of us to exhibit this behavior. We just don’t trust people (sales people) coming out of the blocks:
“May I help you?”
“I’m just looking.”
It is a knee jerk response and should not be considered rude or crude. It simply must be dealt with accordingly.
They Really Are Not a Qualified Prospect
You should not want to sell the wrong thing to the wrong person. You should not want to sell the right thing to the wrong person. You should not want to sell the wrong thing to the right person. Get it? Qualify your target audience and your life will unfold much more smoothly than it is.
They Are Exercising Their Bargaining Instinct
This is not bad. In fact, it is kind of cool. After all, negotiating is and should be fun. Don’t take it personally. Let the games begin.
They Feel the Sacrifice Is Too Great
I suppose this has something to do with your “value proposition.” If you have not clearly demonstrated the worth of your product or service, it is only proper that the customer step off and think about it. The solution to this is to build value and address any potential sign of “buyer’s remorse.”
They Don’t Feel Comfortable with You
This is a beauty and often occurs when the salesperson comes on too strong, too fast. Slow down. Get to know the person. Make them feel comfortable and welcome first. Ask non-intimidating questions and see how this one goes away all by itself. You are a good person (I hope). Be that good person in your business dealings.
They Have Friends in The Business
I am the first to play the friend card…if in fact, the friend can deliver the goods. When this stops being the case, give me a buzz.
They Feel That the Price Is Too High
This goes hand in hand with the “sacrifice” thing. Repeating myself makes little sense. Scoot up three paragraphs and read that section again.
Now that you have finished reading these nine reasons for delaying a purchase, read them again…and again.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at firstname.lastname@example.org.
Mike’s daily column is made possible by AmaWaterways.