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Why won’t they buy my product?

By Alexandra Gavril - October 4, 2013

It happens so often. You launch a product, it’s getting plenty of coverage and attention, and people are reading about it, signing up, trying it out but no one’s buying it. Why?

Let’s take a look at some of the most common reasons you aren’t getting (any) sales:

You’re attracting the wrong customers via the wrong channels

You may be getting a lot of coverage but are you getting it from the right channels? Are you, by any chance, promoting your product on the wrong channels thus attracting the wrong customers? If they aren’t interested in using it or have no need for it, why would they buy it? You might as well try selling wedding dresses to single guys.

So, fix your marketing by filtering out bad channels where your potential customers are nowhere to be found. Don’t waste time trying to figure out why it’s those channels that aren’t converting, what’s the point? These will only cost you money you could be investing in marketing your product on the right, profitable channels.

They don’t understand what your product does

You might be over the moon about your product and what it can achieve but if you can’t clearly explain what it’s all about, how it works, what your customers can achieve with it, no one’s going to buy it. Don’t be too technical in your description. If you know what certain terms mean, that doesn’t mean your potential customers will. Try to be clear rather than clever by using simple words anyone can understand.

They don’t trust you

No one will buy from you if they don’t trust or believe you will deliver on your promises. So your product is cutting edge, the best of the best, the most innovative? Back up your claims with proof. Get testimonials from customers who have tried your other products. Have your visitors sign up for a 24-hour or 30-day free trial and ask for their feedback at the end of it.  If it’s not all positive, at least you’ll get valuable feedback and you’ll know what needs to be improved. Either way, it’s a win.

They think it’s too expensive

If they believe they can’t afford to buy it, your job is to convince them that they can’t afford not to have it. 99% of people have bought something that they couldn’t afford, at least once in their life. But they convinced themselves they needed it and couldn’t afford not to have it. So, it’s not that they can’t afford it (well, some really can’t) but it’s a block in their mind that keeps saying: “Do I really need it?”, “Is it worth spending that much money on it?” If you have a great product that delivers on its promises and can provide a shortcut to success, tell them that and reinforce the message that they can’t afford not to have it. Also get some testimonials in there to show how your other customers have become rich, more organised, gotten better results by using your product.

They don’t need it NOW

If you can’t convince them to buy when they’re on your site, chances are you’ve lost them. They rarely come back so if they didn’t buy it that day, they probably won’t come back to buy it tomorrow, in a week or a month. So, what can you do? Create a sense of urgency. They might not need your product right now, but they might need it next month. So, make them a limited-time offer that they won’t want to miss out on. Give them a discount, another product for free, a voucher if they spread the word about your product via Facebook, Twitter, LinkedIn or whatever channels you are targeting.

What else have you done to help sells your product? Share your thoughts and insights in a comment below.