The 5 Reasons People AREN’T Buying From You – And What To Do About It!

5 Reasons People Aren't Buying From You - And What To Do About It!
Want to maximize your conversions by getting more clicks, more leads and more sales?

Of course you do! Who doesn’t, right?!

Well, did you know that when it really comes down to it, there are only 5 different reasons why people AREN’T buying from you…

Or clicking your email… Or opting in… Or whatever else it is that you want them to do.

Yep, only 5!

These 5 reasons apply across the board. No matter what niche you’re in. No matter what you’re asking your prospects to do.

BUT… the good news is that we can do something about it!

In this post, we’re exploring the 5 reasons people don’t do what you want them to do. PLUS, more importantly, what you can do to overcome each of the 5 barriers to getting your prospects to take action!

Now, to make things a little more interesting, I’ll be using a dog training course example for each of the 5 reasons to illustrate my points. Let’s jump in!

Reason #1:
They Don’t Believe You

It doesn’t matter how good your product is, if someone doesn’t believe that it can do what you say it can do, they’re not going to buy from you.

Whether or not they believe you isn’t necessarily black and white, yes or no. It’s a spectrum. From our experience, and working with countless others, we’ve found that the higher the price of your product, the more trust and belief it takes to get the sale over the line.

What you can do about it…

One great way to build trust is to give something of value away for free.

In our dog training course example, BEFORE the prospect has ever bought anything from you, give them a quick tip for FREE. Perhaps, you could show them how to make a dog sit in 5 minutes or less.

If the information you provide is valuable and helps them, then they’re going to be much more likely to believe anything else you have to say.

In general, the more time you spend developing a relationship with your community, the more they’ll trust you. So, the higher the cost of whatever you’re selling, the longer your sales presentation needs to be.

Reason #2:
They Don’t Believe THEY Can Do It

Ok, so you’ve shown them your amazing trick where you can teach a dog to sit in 5 minutes. They saw it happen on video, so now they believe you.

Great start…

The problem is that they think you’re the dog whisperer, born with a supernatural talent to talk to dogs. There’s no way THEY could do what you do.

So of course, they don’t buy.

To get people to fork out their hard-earned cash, not only do they need to believe YOU, but they need to believe that THEY can get the results you’re promising. This is HUGE!

What you can do about it…

Obviously the first step is to tell them how easy it is. This is important, and it will help, but that alone is not enough.

By far the best tool in your arsenal for this is 3rd party testimonials. When potential customers see other customers “just like them” getting the results they want to get, this builds massive belief.

The other thing that helps here AND with reason 1, is a strong guarantee. Let them try it out for 60 days, and if they don’t like it for any reason, give them their money back no-questions-asked.

The extra sales you’ll make as a result will more than make up for the few returns you might get.

Reason #3:
They Don’t Think It’s Worth The Effort

Right, so now your lead believes YOU, and they believe they COULD do it. But you know what… they might not want to have to spend 30 minutes a day for a month, they’d rather have a misbehaving dog…

What you can do about it…

If your prospect is thinking about all the effort, then your copy has them focused on the wrong thing.

Make sure you’re directing their focus, which should be on the desired outcome. In our case, a well-behaved dog.

Paint the picture – visually and vividly… make sure that the attention and focus stays there.

The other thing you can do is hone the product itself. Especially if you find that you’re having this problem a lot… Is there a way to train your dog with less effort? A shortcut perhaps?

Reason #4:
It’s Not Worth The Money

Ok, they believe you. They believe they could do it. They don’t mind spending 30 minutes a day… But $197 for a dog training course? Come on!

This one often manifests itself as “I can’t afford it.” Most of the time when someone says “I can’t afford it,” they actually mean “It’s not worth the money you’re charging.”

Let me ask you, could you afford to spend $2,000 on a SEO course right now? No? If you had to come up with $2,000 for an important operation, could you? If your answer to that last question is “yes,” then you can afford $2,000… You just don’t think that you need the copywriting course enough to justify the spend.

What you can do about it…

Ensure that when you’re making the offer, you build up the value.

You know who the master at this is?

Demtel.

If you don’t know who Demtel is, they’e an infomercial company. You might have heard of “but wait, there’s more”… that’s them.

First, they tell you about how this kitchen knife can cut through anything, even a car tire. It’s worth $50. It’s amazing, it does this and that. You get the idea…

Oh, but you don’t just get that 1 kitchen knife, you’ll get the WHOLE set. At $50 each, that’s $300 worth of value.

But wait, there’s more…

Order today, and get the self-sharpening knife block worth $200… By now you’re thinking, “Wow, this is cool!”

But wait, there’s more…

You’ll also get… and on it goes. By the time they get to the price reveal, you’re salivating. They’ve shown that you’ll get $3,000 worth of value, but you’re not going to pay $3,000 today!

Then comes the price countdown. This technique builds the value up, then counts down the price. It sounds simple, but it works.

Today you don’t pay $3,000… Not $2,000… Not even $1,000. We were going to charge $500, but if you order in the next 15 minutes, we’ll knock half of that off and it’s all yours for only $250.

See how that works? It can be a very effective approach.

Reason #5:
They Don’t Want What You’re Selling

Let me ask you a question… if someone was trying to sell you the greatest dog training course in the world… you believed it to be the greatest dog training course in the world, and an excellent value for the money…

But you don’t have a dog.

How good would the copy have to be in order for you to buy?

The fact is that you would NEVER buy, no matter how good the copy is. No amount of clever copy tricks are going to get the sale over the line.

What you can do about it…

If a non-dog owner hits your dog training sales page, then you have a targeting problem, not a copy problem.

Where did they come from? Are you getting the wrong affiliates to promote? The wrong interest groups in Facebook? The wrong keywords on Google?

Don’t get me wrong, you’ll always end up with some non-qualified prospects on your page, it happens. But do keep an eye on it, and make sure your targeting is right.

Conclusion

You’re never going to convert all of your prospects… Not even close.

But if you do your best to remove all the reasons that your prospects may not buy from you, then you’ll maximize your conversions – and make more money!

What do you think about the 5 reasons I shared today? Have you come up against any of these obstacles in your business? How did you overcome them or what obstacles are you currently facing in your business? Leave a comment below, so our team and Lurn nation can help 🙂

Note: Comments are no longer active on this blog post. If you have a question, comment or feedback, please reach out to support@lurn.com.

About the Author:

Dan Leman, Marketing Director, Lurn, Inc.
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Internet Marketing is one of Dan’s greatest passions and hobbies. He serves as Lurn’s Marketing Director and is largely responsible for our marketing strategies, initiatives, campaigns and partnership opportunities. Dan is an avid student of all things marketing and strives to stay on the cutting-edge, so he can continue to effectively teach others more about digital marketing too.

Dan lives in Australia with his wife and 2 children. He enjoys spending time with his family, coaching and playing soccer.

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