You’ve got all the things in place for your business – your products, your online branding, your followers, but no one is buying from you. Why is that? This blog looks at the Reasons Why People Aren’t Buying From You.
Here are some possible reasons as to why your business may be struggling to keep up.
Common Misconceptions as a Business Owner:
- Believing that everyone is a customer – Not everyone is a customer, so don’t be afraid to get really specific and niche and focus on one type of person, demographic or market. Let your message be heard by the people that you know will value it the most. Put your time and energy into this particular type of customer and let them spread the word for you.
- Believing that people care – No one cares about your business more than you. Many business owners build up this idyllic image of customers hanging onto their every word, researching the business’ journey, and endlessly scanning their website and profiles. This is not the case.
- More people = more sales – Volume doesn’t necessarily always equal sales, particularly when it comes to the volume of online followers. You may have thousands of Instagram followers, but if you’re not getting thousands of sales – then it may be time to reconsider whether numbers online are really that important.
Customer Journey: What It Really Looks Like:
What is this? How does this apply to me/my life? What’s in it for me?
According to research, you typically have 0.8 seconds to grab someone’s attention online. The customer wants to have immediate gratification and understanding.
This business looks interesting – do I like them? – can I trust them? Should I buy from them or someone else?
This process from follower to the customer can often take a long time. You need to ensure that your followers are convinced by you and your business and that you gain their trust, not just through likeability, but credibility too.
Where can I buy? How can I buy? How soon can I get it?
From the customer’s perspective, all they are thinking about is whether the benefits of the product are truly worth it. Many business owners are guilty of showing more interest in their business than their customers, so make sure your main focus is whether the customer is able to identify with your product.
5 Reasons Why People Aren’t Buying From You
1. You’re not making things clear.
- Confusing offering/everything for everyone – you’re selling too many different kinds of things. It’s confusing and uncomfortable for customers. Diversifying and trying to cover all the bases can be off-putting and overwhelming. Stop trying to please too many people. Your market needs to feel your confidence in what you’re selling.
- Lack of information – Make sure you include all of your important contact information so your customers know how to reach you.
- No clear path to buy – Include links and instructions for all products and promotions. Calls to action are essential to get you the sales you need.
2. You’re making things too complicated.
- Obstacles – make your route to purchase as simple as possible. Don’t make your customers fill out a form before purchasing at checkout. Get your customer from A to B quickly and reliably.
- Payment processes – Include a range of payment options, whether it’s on or offline so it’s convenient and accessible for everyone.
- Overthinking it – Keep things simple. Your customers have a short attention span.
3. Assuming people know things.
- Assuming people see/read everything – Don’t place buying information all in one place. Some customers may spend more time on your other profiles. Upload your information on all platforms to reach as many of your customers as possible.
- Assuming people pay attention – Post as regularly as you can and make sure you’re consistent, your customer has a life outside of being your customer and may miss a post or two! Keep reminding your customers until the message gets through.
- Assuming it’s obvious – Just because you understand an aspect of your business, doesn’t mean they will. Customers aren’t mind-readers!
4. Not selling with confidence.
- Hiding behind your free stuff – Free samples are refreshing, but if someone is happy to pay for something, let them pay. Remember that you’re a business!
- Being cagey about pricing – Don’t get defensive, believe in what you’re selling.
- Being apologetic about price – Many people are guilty of not owning their value. Don’t apologise for a product’s worth if you know it’s excellent quality.
- Offering far too many discounts – Discounts are a treat. They shouldn’t be offered all the time.
5. Not following up.
- Undervaluing relationships – We buy from people that we know, like and trust. It’s important that you build a relationship so you feel comfortable with every sales approach. Form a base that you can always spring back to.
- Not keeping a CRM – Forgetting customer relationships can be damaging, particularly if you’re a small business.
- Leaving the ball in their court – Assuming customers will always come back is a bad strategy. Go back and speak to them.
- Afraid of being too “salesy” – Find mindset strategies and tactics to get you to the point where you don’t see sales as being “pushy”, but in fact helping others.
Remember: you’re not a business if you’re not selling – you’re an expensive hobby.
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