You don’t need to be a salesperson to engage in sales. In reality, people often promote products, services, ideas, and even themselves without holding a formal sales position. When people don’t buy what you’re selling, do you question if it’s a matter of sales training, or could there be another reason? Some obstacles can’t be overcome solely with sales skills. It’s crucial to identify and address the underlying cause. Are people buying what you’re selling?

10 Reasons Why People Aren’t Buying It

You don’t even believe what you’re selling. Some people recognize they have a tough sell because their “product” is weak. To compensate for this inadequacy, they create a misleading narrative and deliver a slick presentation. However, even if the sale is successful, the buyer will eventually learn the truth — resulting in a short-lived relationship. Remember, always tell the truth, or the truth will tell on you.

You have no idea what your customer wants. Some folks operate in the dark, dismissing formal or informal surveys, convinced that they know better. As a result, it’s challenging to sell something that nobody wants. At the end of the day, if you don’t ask, you won’t know.

Your focus is on your needs rather than their best interests. Some people prioritize internal meetings, paperwork, and bureaucratic procedures over meeting the needs of their customers. When customers feel neglected, they won’t hesitate to seek alternatives.

You’re fixated on money…and it shows. Some folks prioritize profits over customer satisfaction. They resort to cutting corners, nickel-and-diming customers, and even compromising quality to earn a quick buck. Remember, never win at the expense of a relationship.

You prioritize PR over delivering genuine value. Some folks believe that marketing is the key to success for everything, leading them to prioritize PR (or smoke and mirrors) over adding genuine customer value. They should heed the adage, “You can’t put lipstick on a pig.”

You acquire a customer one day only to lose them the next. Some people eagerly pursue new relationships, only to take them for granted once they are established. This “turnstile” approach prioritizes short-term transactions over long-term relationships.

Your reputation precedes you. Word of mouth can either enhance or damage your reputation. Remember, promises should be as binding as a contract.

You’re falling behind the times. Some people become complacent, relying solely on their past reputation as a selling point. Remember, when you choose to stop improving, you’re destined to fall behind.

Your high-pressure sales tactics leave people feeling deflated. Some folks try to drive change using high-pressure sales tactics instead of fostering buy-in through education. That approach is bound to fail.

You can’t get out of your own way. Some people may prioritize one aspect of their “product,” neglecting other important areas. For example, a restaurant might excel in food quality, but fall short in service or ambiance. Similarly, a job applicant may demonstrate exceptional competence but present themselves in a sloppy manner.

Communication Is Key

Of course, communication is a crucial element in any sales effort. Here are eight factors to keep in mind:

1. If you don’t know why you’d buy from you, neither will your customers.
2. Be well-prepared. Just as the buyer does their homework, you must do yours, too. Knowing the strengths and weaknesses of your offering allows you to proactively address them.
3. Communication is a two-way street — and requires more than talking. Attentive listening allows you to tailor your message instead of using a one-size-fits-all approach.
4. Highlight benefits rather than features. People don’t want to know what your product does or how it works; they are interested in how your product solves their problems or meets their specific needs.
5. Underscore why your “product” uniquely satisfies the buyer’s needs. Focus on two to three compelling benefits rather than overwhelming them with numerous ones, which can dilute your message.
6. Speak in language that the buyer understands. Using technical jargon may seem impressive, but it can actually turn off your customer.
7. Make sure there are no surprises. Anticipate questions and objections your buyer might have before the meeting. This preparation will help you evaluate your responses effectively.
8. It all comes down to trust. The buyer will evaluate your organization, product, and even you before making a purchasing decision. So, remember, as former Senator Alan Simpson said, “If you have integrity, nothing else matters. If you don’t have integrity, nothing else matters.”

Check out Frank’s new book, BECOME: Unleash the Power of Moral Character and Be Proud of the Life You Choose  

Are People Buying What You’re Selling?

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Additional Reading:
Words Matter — Communication Affects Every Area of Your Life
23 Ways to Spot a Hypocrite
The Costs of Poor Communication
13 Ways to Spot a Lie
How Credible Are You?
50 Ways to Lose Trust and Credibility
25 Common Sales Mistakes to Avoid

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