10 Reasons why people don't buy from you and what you can do about it details common sales and marketing errors businesses make when reaching out to win new business

1. Walker Filtration
10 Reasons why people
don’t buy from you…
…and what to do about it

2. Walker Filtration10 Reasons Why People Don't Buy From You
I can guarantee Sales Growth if you address the
issues raised today!
Introduction
• The Top 10 issues adversely affecting
sales growth in North East businesses
I've worked with since 2010.
• Separated into The Top 5 Sales errors
& the Top 5 Marketing errors.
• Each issue raised is a training
workshop in itself!

3. Walker Filtration10 Reasons Why People Don't Buy From You
Top 5 Sales Mistakes
Are you guilty of any?….

4. Walker Filtration10 Reasons Why People Don't Buy From You
5. Failure to Follow Up ‘Dead’ Leads…
• Incoming enquiries - many companies
not even taking contact details of caller!
• If details are taken but a sale is not made,
what is done with the prospect’s details?
• Many sales ‘leads’ fall into a black hole
never to be contacted again
• In the field, what is done with non-
converted prospects? When are they
contacted again?

5. Walker Filtration10 Reasons Why People Don't Buy From You
5. Failure to Follow Up ‘Dead’ Leads…
Solution =
Lead Nurturing Via CRM &
Lost Sales Analysis (surveying
why people never bought)

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4. Trying to Sell too quickly
• Many Salespeople far too quick to enter ‘sales
mode’
• However, it’s likely a prospect will not perceive a
need for your offering
• The most successful salespeople identify a ‘pain
point’ prior to selling.
• After all a doctor wouldn’t give you pills as soon
as you walk in the room.
• If a customer is happy with the status quo you
need to make them think by asking questions

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Solution =
Identifying precise needs
first and then sell
solutions to these needs
4. Trying to Sell too quickly

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3. Talk More About YOU Than Them…
• Salespeople talk too much!
• A deal has never once been lost
whilst listening!
• Talking doesn’t drop barriers!
• The only part in the sales process
you need to talk about YOU is after
you have agreed there is a need for
your product or service…
• …And even then it must be
relevant and punchy

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Solution =
Talk predominately about
THEIR issues and how
you can help THEM
3. Talk More About YOU Than Them…

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2. Being Greedy - Give a little, Get a LOT
• Sales tends to be a one-sided relationship in the
early stages
• Give Me YOUR PRECIOUS TIME and I MAY give
you something that you MAY benefit from
• No wonder so many salespeople
aren't listened to
• Why not change this dated
dynamic?

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Solution =
Helpful Giveaways help
change the dynamic and
facilitate both trust and
Cialdini’s first principle of
influence - Reciprocity
2. Being Greedy - Give a little, Get a LOT

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2. So….What can you give away?…
• Fact sheets and Guides (either printed or
electronic)
• Articles and valuable information not available
elsewhere
• Exclusive research findings and white papers
• Valuable insights

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1. Lacking a Genuine Desire to Help
• We all have a ‘sixth sense’ and buyers can tell a
mile off when you are genuinely interested in
helping them or just want a sale
• Who Cares Wins
• If prospects know you genuinely want to help
they're FAR more likely to listen
• More and more blue chips now
recruit salespeople using tests
for EQ rather than IQ

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Solution =
Give the best (justifiable)
recommendation for a particular
customer. After all, a long
mutually beneficial relationship
is far better than a one-off sale!
1. Lacking a Genuine Desire to Help

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Top 5 Marketing
Mistakes
Are you guilty of any?….

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5. No Changing Content on Website
• Google loves fresh new content - rewarding
websites that change content and penalising
offenders
• Changing content also gives visitors a good
reason to come back

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Solution =
Include changing content such
as an up to date blog,
embedded social media feeds,
event photos, press releases,
news, revamped design, etc.
5. No Changing Content on Website

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4. Lack of Competitor Awareness
• If you aren’t aware of what your
competitors are doing (your
customers sure will be!) then how
can you keep a competitive edge?
• If it works for major FMCG then
why wouldn't it work for you?
• Knowledge is power!
• Failure to remain competitive can
be business suicide

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Solution =
Regularly ‘mystery shop’, and
‘spy’ on competitor’s online
activity - rather you than your
customers!
4. Lack of Competitor Awareness

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3. Lacking a Consolidated List of
Reasons to Choose you
• Companies usually have more than one key
selling point / USP and reasons to choose
them
• The key selling points are
however far too often
diluted throughout a website
and therefore lack power

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Solution =
For maximum power group reasons
to choose you together in a single
‘Why Choose Us’ / ‘Reasons to
Choose Us’ website page
3. Lacking a Consolidated List of
Reasons to Choose you

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2. Failure to get Prospects to Think
• Prospects at the outset are 99% of the time
happy with current product / service /
situation
• Successful sales & marketing messages ideally
need to create a shift in mindset to the final
stage - Desire to Buy
• Far too many business communicate
‘Buy our green widget’ instead of
asking ‘Does your green widget
do this?’

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Solution =
Ensure your marketing messages
convey the reality of the customer’s
better world after they buy your
product / service and how it will
improve their current situation
2. Failure to get Prospects to Think

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1. Lacking Proof You’re Good
• A crucial psychological tool is backing up your
claims
• After all you’re going to say you're good aren't
you?!
• This is why Amazon use product reviews
• Given a choice of 2
companies - people will
choose the one with great
independent feedback
• Proof tools such as Feefo
and promoting NPS results
are really taking off

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Solution =
Include recent case studies /
testimonials / reviews / NPS results
in your marketing material and in
your sales presentations
1. Lacking Proof You’re Good

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10 Reasons why people don’t buy from you
10. Failure to follow up dead leads
9. Trying to sell too quickly
8. Talking more about YOU than THEM
7. Being greedy - give a little to get a LOT
6. Lacking a genuine desire to help
5. No changing website content
4. Lack of competitor awareness
3. Lacking a consolidated list of reasons to choose you
2. Failing to get prospects to think
1. Lacking proof you're good