Four reasons they’re interested but not buying

A business owner asked the question, “Why is it that I have so many people expressing an interest in what I have and seemed like they genuinely interested in my products and services but then they’re just not buying?”

Are they truly interested?

The first reason is that, on the surface it seems like people are interested in it; however, they may not really have a deeply rooted interest until you get connected with the problem that they want to solve. People do not buy products and services but they buy our solutions to their problems.

So the more you get intimately familiar with the key problems that your market wants you to solve and the key problems that you already solved for your market, the easier it is to communicate at a much deeper level what it is you offer.

Sometimes on the surface it may seem like the person is interested but then they respond, “Well, I’m not quite sure if that solves the problem that I’m having.” You have to be able to clearly and powerfully articulate the problem that you solve.

Are you talking about services or outcomes?

The second reason is that people are talking about features and not outcomes. Specifically marketers talk about their services and the aspects that they focus on are features, however, it’s not really what people want to experience.

A makeup artist, for example, applies make-up. So a lot of what she may be focused on are the features, meaning, “I used this kind of make-up, I used this kind of cosmetic, I used this kind of eyelashes”; those are all features.

But what the person really wants to know is “What is this going to look like in the end? If I invest to work with you and invest in your products and services, where am I going to be at the end of all that?” The more you are able to articulate the results that people are paying to receive from investing in your products and services, the more they’re able to see how you can truly help them.

Are you addressing unspoken objections?

Reason number three is not addressing unspoken objections. That means when people show up to work with you they usually have a bunch of questions. Sometimes those questions show up as “Well, what if so-and-so?” or “Do you also do so-and-so?” and “What if I x, y, z?” Those are all things people are thinking about in the process of making a decision.

You should be aware of those common objections. They are questions that need to be answered, putting them on the path to them saying, “Yes” to what it is you have to offer.

Reflect back on all the questions that people have asked in the process of signing up to do business with you. This way when you’re speaking with a new client you can say, “You know, some of the common questions that I get are…”

Sometimes people don’t actually voice what they’re thinking when you’re talking to them about your products and services. So the more you’re able to go ahead and address the conversation that is already happening in their heads the easier it is for them to make a decision.

Are you following up?

The final reason is not following up. For example, I go to a lot of business meetings but when I do go, I often meet business owners who do things that are pretty phenomenal and I’m really impressed by what they do and interested in engaging their services. I put their business card on the side meaning the follow up and I never do it.

That does not mean that I’m not interested in buying. If they followed up with me, I would probably purchase your service.

If people genuinely express an interest in what you have to offer, don’t be afraid to follow up. When you follow it’s not saying, “Do you want to buy?” Again, you would focus on the key problems they may have shared with you so that you can engage them at a genuine level in terms of understanding what it is they really need to have solved in their businesses or in their lives.