Paying customers are the lifeline of any business without them you’re simply running a hobby. Every entrepreneur dreams of creating a successful and profitable business, but for many getting those first customers through the door or to click the buy button can be challenging. People buy what they know, like and trust. It sounds so simple, doesn’t it? Accept that not everyone is going to buy your product because it could be that it’s the wrong colour, too big, too small and so forth for what they need. The problem though is when nothing at all is happening on the sales front leaving you frustrated, wondering why people are not buying your product and how you can fix it.
In order to know what to fix you need to know what the problem or problems are.
Five reasons why people aren’t buying your products
1. They don’t know you exist
What this says, you are not reaching your right audience. This raises an important question every business owner should be able to say yes to, ‘do you know who your customers are?’ If your answer is no, then this is something you need to get clear on before doing anything else with your business. Because how can you sell your product if you don’t know who you are selling it to?
How to Fix: Do You Know Who You Are Selling To? will help you get started on the process
2. You created a product you thought they would like not one they actually want
What this says, you’re not listening to them. Going back to the first point if you don’t know your customers how can you make sure your product meets their needs. Part of product development means taking onboard customer feedback to make your product better. By not listening to them customers will simply spend their money with someone who does.
How to Fix: Reach out to your customers by using a poll, survey or quiz to find out what their needs are or ask them face-to-face. When you are developing your product get a few customers involved in the process to help you make it better.
3. You haven’t given them a good enough reason to buy your product
What this says, you are not standing out from the competition. Your messaging is not having an impact. It doesn’t tell your customer why your product is different, special, unique. If you have created a product that meets their needs are you offering it to them in a way that makes them sit up and take notice and think ‘I have to have that’.? Mostly likely your customer cannot picture themselves with your product in their lives. And this means you haven’t made that all-important emotional connection, so your product is getting lost in the crowd.
How to Fix: Create copy and visuals that mirror what you customers are asking for. Your copy should include the questions they are using and provide the solution. Whilst your visuals should be aspirational in showing how your product will change their lives, make them look, feel and so forth.
4. You haven’t told them what to do (this especially relates to service-based offerings)
What this says, you don’t have a clear and compelling call to action. These can be buy buttons that are not immediately visible or the absence of a call to action telling them what they need to do next. People don’t want to spend too much time figuring out what they need to do to make a purchase. If they start to think it’s getting complicated they will simply abandon the process and look somewhere else.
How to Fix: Depending on what platform you are using for sales the key thing is to make sure your design is simple and straight forward. If it’s a website your navigation needs to be streamlined if its social media say Instagram the buy tag and an appropriate caption lets people know your product is for sale and where to get it. You haven’t given them enough of a reason to choose you over your competitors.
5. They only hear from you when you have something to sell
What this says, you haven’t taken the time to build a relationship. That all-important emotional connection is missing. And you come across as not being interested in them, just their money.
How to Fix: Going back to point 2 get them involved in the development of your product, this makes them feel a part of it. Engage with them on a regular basis so that they get used to hearing from you. You can do this through a regular newsletter, blog posts, social media comments, and meeting them at events.
The suggested fixes can transform your business. But to make them long-lasting solutions you need fix the root cause. That is because these reasons all highlight one very important thing. You have a communications problem be it written, visual or audio. This issue is usually the result of not taking the time to plan, implement and deliver a proper brand strategy.
One of the biggest mistakes many entrepreneurs make when it comes to branding their business is to head straight for a logo and some visual identity elements without stopping to think about what their brand actually means and how it will connect them to their right customers.
If you are in the first few months of your business, you are probably still figuring things out, but six months, a year in you should have an idea of what your brand stands for. In other words, the story and purpose behind your brand, why you do what you do. And it is this that your customers will connect to and identify with, and eventually come to trust.
If you have been in business for a while and feel like your brand could be performing much better than it currently is, do have a look at my bespoke Illuminate Your Brand offering, where I guide you through the process of developing a brand blueprint that will help you craft a compelling brand presence drawing your dream audience towards.