10 reasons why people don't buy from you
Post on 09-Jan-2017
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Walker Filtration
10 Reasons why people don’t buy from you…
…and what to do about it
Walker Filtration10 Reasons Why People Don't Buy From You
I can guarantee Sales Growth if you address the issues raised today!
Introduction
• The Top 10 issues adversely affecting 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!
Walker Filtration10 Reasons Why People Don't Buy From You
Top 5 Sales Mistakes Are you guilty of any?….
Walker Filtration10 Reasons Why People Don't Buy From You
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?
Walker Filtration10 Reasons Why People Don't Buy From You
5. Failure to Follow Up ‘Dead’ Leads…
Solution = Lead Nurturing Via CRM &
Lost Sales Analysis (surveying why people never bought)
Walker Filtration10 Reasons Why People Don't Buy From You
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 offering
• 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
Walker Filtration10 Reasons Why People Don't Buy From You
Solution = Identifying precise needs
first and then sell solutions to these needs
4. Trying to Sell too quickly
Walker Filtration10 Reasons Why People Don't Buy From You
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
Walker Filtration10 Reasons Why People Don't Buy From You
Solution = Talk predominately about
THEIR issues and how you can help THEM
3. Talk More About YOU Than Them…
Walker Filtration10 Reasons Why People Don't Buy From You
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?
Walker Filtration10 Reasons Why People Don't Buy From You
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
Walker Filtration10 Reasons Why People Don't Buy From You
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
Walker Filtration10 Reasons Why People Don't Buy From You
1. Lacking a Genuine Desire to Help
• We all have a ‘sixth sense’ and buyers can tell a mile off 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
Walker Filtration10 Reasons Why People Don't Buy From You
Solution = Give the best (justifiable)
recommendation for a particular customer. After all, a long
mutually beneficial relationship is far better than a one-off sale!
1. Lacking a Genuine Desire to Help
Walker Filtration10 Reasons Why People Don't Buy From You
Top 5 Marketing Mistakes
Are you guilty of any?….
Walker Filtration10 Reasons Why People Don't Buy From You
5. No Changing Content on Website
• Google loves fresh new content - rewarding websites that change content and penalising offenders
• Changing content also gives visitors a good reason to come back
Walker Filtration10 Reasons Why People Don't Buy From You
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
Walker Filtration10 Reasons Why People Don't Buy From You
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
Walker Filtration10 Reasons Why People Don't Buy From You
Solution = Regularly ‘mystery shop’, and ‘spy’ on competitor’s online
activity - rather you than your customers!
4. Lack of Competitor Awareness
Walker Filtration10 Reasons Why People Don't Buy From You
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
Walker Filtration10 Reasons Why People Don't Buy From You
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
Walker Filtration10 Reasons Why People Don't Buy From You
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?’
Walker Filtration10 Reasons Why People Don't Buy From You
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
Walker Filtration10 Reasons Why People Don't Buy From You
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 off
Walker Filtration10 Reasons Why People Don't Buy From You
Solution = Include recent case studies /
testimonials / reviews / NPS results in your marketing material and in
your sales presentations
1. Lacking Proof You’re Good
Walker Filtration10 Reasons Why People Don't Buy From You
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
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