6 Reasons Why Prospects Are Not Buying from You & How to Fix That!

The science affirms that there is a gaping disconnect between how people sell and how humans make buying decisions. And to make matters worse, the way most salespeople are taught to sell is grounded in selling, not buying. To sell the way our brains make buying decisions, there are specific questions that represent the mental steps all potential customers go through when making a purchase decision.
The root of all objections is found in one of the Whys:

1. Why Change?

People acts the same way unless there is some good reason to change. This is what makes the status quo so alluring: people have a natural aversion to change. The brain is wired to associate a high level of risk with accepting a new idea or purchasing a product or service. Ultimately, if you don’t give buyers a reason to change, they won’t. The most compelling ways to incite change is to find problems by challenging the status quo with insights that compel your buyers to think about how they can improve themselves or their business.

2. Why Now?

Once your buyer has committed to change, you need to help them understand why change must occur now. Why? The more time it takes to get a buying decision, the lower the probability the sale will happen. While you don’t want to become an overbearing hustler, you need to help your customer realize that embracing change now rather than later is in their best interest.

3. Why Your Industry Solution?

To be successful in answering this question you may need to rethink your definition of a competitor. You need to make sure your potential customer understands the positive results your solution delivers that those outside of your industry cannot match. What are some of the problems that potential customers have experienced when they have chosen a solution outside of your industry?

4. Why You and Your Company?

Numerous studies have revealed that the best way to reduce a buyer’s perception of risk is through trust. Think of trust and risk as opposite ends of a seesaw. When trust goes up, the perception of risk goes down. The best way to increase trust is to position yourself as an expert and share meaningful insights.

5. Why Your Product or Service?

There are two types of primary advantage: 1) cost, and 2) differentiation.
The offering a concept of distinct value is most effective. Distinct value is a unique value that a buyer desires and will receive from your company, product or service. But there’s a catch: your distinct value must matter to your buyer. It changes from buyer to buyer and most distinct value that salespeople offer is irrelevant to buyers. Your distinct value also needs to be unique.

6. Why Spend the Money?

When you are asking buyers to purchase something from you, you are also asking them not to do something else. The most effective way to answer this question is to appeal to their dominant buying motives, which are the emotional reasons buyers will buy. Dominant buying motives are highly influential on purchasing decisions and are comprised of two scientifically validated triggers of human behaviour: 1) the desire for gain, and 2) the fear of loss.

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