10 Reasons Why People Don't Buy From You
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The document outlines the top 10 reasons why sales may be adversely affected for North East businesses: 5 sales mistakes - failing to follow up on leads, trying to sell too quickly, talking more about themselves than the customer's needs, being greedy by not providing value upfront, and lacking a genuine desire to help. 5 marketing mistakes - not changing website content, lack of awareness of competitors, no consolidated list of reasons to choose the business, failing to get prospects thinking, and lacking proof of the business's quality. Each issue is accompanied by a proposed solution.
10 Reasons Why People Don't Buy From You
- 1. …and what to do about it 10 Reasons why people don’t buy from you…
- 2. I can guarantee Sales Growth if you address the issues raised today! Introduction • The Top 10 issues adversely a ecting sales growth in North East businesses I've worked with since 2010. • Separated into The Top 5 Sales errors & the Top 5 Marketing errors. • Each issue raised is a training workshop in itself!
- 3. Top 5 Sales Mistakes Are you guilty of any?….
- 4. 5. Failure to Follow Up ‘Dead’ Leads… • Incoming enquiries - many companies not even taking contact details of caller! • If details are taken but a sale is not made, what is done with the prospect’s details? • Many sales ‘leads’ fall into a black hole never to be contacted again • In the field, what is done with non- converted prospects? When are they contacted again?
- 5. 5. Failure to Follow Up ‘Dead’ Leads… Solution = Lead Nurturing Via CRM & Lost Sales Analysis (surveying why people never bought)
- 6. 4. Trying to Sell too quickly • Many Salespeople far too quick to enter ‘sales mode’ • However, it’s likely a prospect will not perceive a need for your o ering • The most successful salespeople identify a ‘pain point’ prior to selling. • After all a doctor wouldn’t give you pills as soon as you walk in the room. • If a customer is happy with the status quo you need to make them think by asking questions
- 7. Solution = Identifying precise needs first and then sell solutions to these needs 4. Trying to Sell too quickly
- 8. 3. Talk More About YOU Than Them… • Salespeople talk too much! • A deal has never once been lost whilst listening! • Talking doesn’t drop barriers! • The only part in the sales process you need to talk about YOU is after you have agreed there is a need for your product or service… • …And even then it must be relevant and punchy
- 9. Solution = Talk predominately about THEIR issues and how you can help THEM 3. Talk More About YOU Than Them…
- 10. 2. Being Greedy - Give a little, Get a LOT • Sales tends to be a one-sided relationship in the early stages • Give Me YOUR PRECIOUS TIME and I MAY give you something that you MAY benefit from • No wonder so many salespeople aren't listened to • Why not change this dated dynamic?
- 11. Solution = Helpful Giveaways help change the dynamic and facilitate both trust and Cialdini’s first principle of influence - Reciprocity 2. Being Greedy - Give a little, Get a LOT
- 12. 2. So….What can you give away?… • Fact sheets and Guides (either printed or electronic) • Articles and valuable information not available elsewhere • Exclusive research findings and white papers • Valuable insights
- 13. 1. Lacking a Genuine Desire to Help • We all have a ‘sixth sense’ and buyers can tell a mile o when you are genuinely interested in helping them or just want a sale • Who Cares Wins • If prospects know you genuinely want to help they're FAR more likely to listen • More and more blue chips now recruit salespeople using tests for EQ rather than IQ
- 14. Solution = Give the best (justifiable) recommendation for a particular customer. After all, a long mutually beneficial relationship is far better than a one-o sale! 1. Lacking a Genuine Desire to Help
- 15. Top 5 Marketing Mistakes Are you guilty of any?….
- 16. 5. No Changing Content on Website • Google loves fresh new content - rewarding websites that change content and penalising o enders • Changing content also gives visitors a good reason to come back
- 17. Solution = Include changing content such as an up to date blog, embedded social media feeds, event photos, press releases, news, revamped design, etc. 5. No Changing Content on Website
- 18. 4. Lack of Competitor Awareness • If you aren’t aware of what your competitors are doing (your customers sure will be!) then how can you keep a competitive edge? • If it works for major FMCG then why wouldn't it work for you? • Knowledge is power! • Failure to remain competitive can be business suicide
- 19. Solution = Regularly ‘mystery shop’, and ‘spy’ on competitor’s online activity - rather you than your customers! 4. Lack of Competitor Awareness
- 20. 3. Lacking a Consolidated List of Reasons to Choose you • Companies usually have more than one key selling point / USP and reasons to choose them • The key selling points are however far too often diluted throughout a website and therefore lack power
- 21. Solution = For maximum power group reasons to choose you together in a single ‘Why Choose Us’ / ‘Reasons to Choose Us’ website page 3. Lacking a Consolidated List of Reasons to Choose you
- 22. 2. Failure to get Prospects to Think • Prospects at the outset are 99% of the time happy with current product / service / situation • Successful sales & marketing messages ideally need to create a shift in mindset to the final stage - Desire to Buy • Far too many business communicate ‘Buy our green widget’ instead of asking ‘Does your green widget do this?’
- 23. Solution = Ensure your marketing messages convey the reality of the customer’s better world after they buy your product / service and how it will improve their current situation 2. Failure to get Prospects to Think
- 24. 1. Lacking Proof You’re Good • A crucial psychological tool is backing up your claims • After all you’re going to say you're good aren't you?! • This is why Amazon use product reviews • Given a choice of 2 companies - people will choose the one with great independent feedback • Proof tools such as Feefo and promoting NPS results are really taking o
- 25. Solution = Include recent case studies / testimonials / reviews / NPS results in your marketing material and in your sales presentations 1. Lacking Proof You’re Good
- 26. 10 Reasons why people don’t buy from you 10. Failure to follow up dead leads 9. Trying to sell too quickly 8. Talking more about YOU than THEM 7. Being greedy - give a little to get a LOT 6. Lacking a genuine desire to help 5. No changing website content 4. Lack of competitor awareness 3. Lacking a consolidated list of reasons to choose you 2. Failing to get prospects to think 1. Lacking proof you're good