Every business exists to sell something and without sales, all businesses would certainly die. That’s why it’s always important to find out the real reasons why customers are not buying your products or services.
Whatever you’re selling, the whole idea of succeeding in business is to find customers who will gladly give you their money in exchange for that thing you’re selling.
Every year, hundreds of businesses close down around the world because they couldn’t make enough sales to keep the business going.
It is my intention that you will find something in this article that will change the way you sell your products and attract more customers to your business.
Nobody buys stuff unless they’re hungry for it, or want it just for fun. *Bottom line*: People usually buy stuff they need.
The biggest mistake most business people make is to sell a product that customers don’t need.
If I have a full tank of petrol in my car and you’re trying to sell me another 30 litres, you will be wasting your time.
Why should I need extra petrol when I already have a full tank? Even if I could afford the petrol you’re selling, I wouldn’t buy it because I don’t need it!
Let’s look at a practical example:
Fred lives in Nairobi in a neighbourhood with a large population of young working class people. Many of these people are single and work from 9 to 5 everyday. They come back home tired and spend their weekends catching up on lost sleep.
Fred comes up with a brilliant idea and starts a laundry business within the area. He offers to pick up dirty laundry from peoples’ homes and delivers them clean and fresh in under three days.
What do you think happened? Business boomed! Why? His target customers had a desperate need for the convenience that his laundry service provided.
The problem is often that many entrepreneurs do not target the right customers.
We often go ahead to create an amazing product or start up a business without first researching if the market has a need for what we’re selling (or about to sell).
You may sell a wonderful product or deliver an amazing and professional service but if people don’t need it, they won’t buy it, no matter how hard you try.
Why would customers not need the product or service you’re selling?
Here are a couple of reasons:
*Competition* – If there is a product or business that already provides a solution to your target customers’ needs and problems, they wouldn’t buy from you. Except if they are not satisfied with the product or service they currently use.
However, if your product is more valuable (cheaper, faster, better, safer etc) than the ones they already use, they would, at least, consider yours.
*Substitutes* – If I have a domestic help at home who does a good job with my dirty laundry, why would I want to pay a laundry business to do the same job? If my car runs on diesel and you’re trying to sell me petrol (gasoline), why should I even listen to you?
*Bottom line*: If your target customers already have a substitute product or service that already does the same thing as your product, they may likely not need yours.
*The lesson here is simple*: Any product that doesn’t solve an urgent pain or a pressing problem will be a tough sell to customers anywhere. More than 90 percent of sales happen because a customer needs a product or service to solve their pains and problems.