Buy This,Get That!

When It Comes To Selling, A Lot Of Time Is Spent Talking
About Why People Should Buy From You, But Not Enough
Time Is Spent Talking About Why People Don’t Buy From You.

We tend to focus on increasing the amount of" people who say yes to our offer", rather than
decreasing the amount of people who say no. There’s a big difference. And decreasing
the no’s usually gives far greater results than increasing the yes’s.
So here then are the four major reasons why people won’t buy from you. (And remember:
Your opportunity is one of your products. I feel it’s necessary to repeat this every now
and then because I know sometimes it’s hard to think of your business in these terms).
Reason #1 – They don’t know about you.
Reason #2 – They don’t want what you’re selling.
Reason #3 – They don’t want what you’re selling more than what they would have to
give up to get it.
Reason #4 – They don’t believe you.
Together these four reasons encompass every possible variation of why a prospect won’t
do business with you. If you can conquer every one of these, "you will succeed".
In this book, I talk about how to overcome all of them. But right now we’re going to
focus in on Reason #4.
The fourth reason why people don’t buy from you – because they don’t believe you – is
one of the most, if not THE most important elements in the whole sales process. It’s also
one of the most overlooked.
The funny thing about it is that when most people see a sale slipping away or when
they’ve been experiencing a lot of rejection or when their ad isn’t working very well,
their immediate gut reaction is to sell harder. Inflate their claims even more. Make bigger
promises. Ratchet up the hype.
This is counter-productive. The reason people weren’t buying from them in the first place
is because they didn’t believe them. Now they’re only making things worse.
Gary Bencivenga, one of the most successful and respected direct marketing copywriters
in the past 30 years, talks about how your prospect or customer is looking for excuses to
dismiss you because they’ve got 100 other messages they have to get to. The second they
hear you over-promising, you’ve just given them permission to blow you off.
As he says, “Nobody buys without belief”…and if you can get them to believe
you…“most of the battle is already won.”
"Here’s where things really start to get interesting for us". In our industry, almost more than
any other, the single biggest hurdle we have to overcome in our prospect’s minds… is…
they don’t believe us!
So how ‘bout that? One of the most essential elements to the whole process is also the
one thing that is lacking more than anything else in our particular business.