10 Reasons Why I Don’t Buy From You

No matter how great a product, service, category or industry seems, there is always room for innovation that can drive more sales.

Ed Yourdon via Flickr

Often times we unknowingly create barriers to purchase simply because we don’t understand they exist as they aren’t insurmountable, just annoying. Or, we leave industry-accepted barriers in place because that’s just the way everyone does it.

One of the surest routes to drive new sales is to look for ways to remove as many barriers as possible. Entire industries have be reconfigured by people (usually from outside the industry) that look to some combination of the following elements for clues to the keys to innovation.

  1. Price – I don’t understand your pricing model or I don’t appreciate the perceived value you attach to the price. Explain why you priced it like you have and go to work on a price/value combination that blows everyone else away. (Hint: Don’t just lower the price, heap on value!)
  2. Package – I don’t get why I can’t buy it the way I want. Why can’t I bundle, mix and match and create pairings that make sense to me. Deconstruct how products and services are generally sold.
  3. Access – I want to buy direct from the source, see the product being made and talk to the people I might engage. Find ways to break down normal distribution channels and put faces on the people that do everything in your organization.
  4. Payment – I will gladly repay you Tuesday for a . . . today. Find ways to create the most favorable payment structure you can afford.
  5. Quality – I don’t want what the industry puts out there. Go over every inch of what you sell and find ways to make it better and demonstrate just how much attention is given to your quality. Define your processes so I know what I’m getting has a great deal put into it.
  6. Training – I just don’t think it will work for me. Teach me how it works, assure me that you’ll be with me until I get the result and perhaps long after as I try to get even more from my purchase.
  7. Accountability – I’ve been down this road before and I know I won’t use it like I should. Add a level of accountability. Show me how you will make it work for me this time, create a feature that allows me to track my progress or better still tell me that you’re going to work with me until it works this time.
  8. Design – This doesn’t wow me at all. What if you used design as a point of difference? What if you caught my attention because your space, packaging, product, communications and materials were stunning in field where everyone else just did enough to get by?
  9. Proof – Sure it sound good on paper, but . . .Get data, get tangible proof, get customers so thrilled with the actual, measurable results they’ve received that they are willing to sing your praises to the point where the proof in your promise is overwhelming.
  10. Assurance – The truth is I don’t really trust myself. Let me know that if it doesn’t work out, for any reason at all, for absurd, no fault, it was just an impulse and now I changed my mind, I can get my money back!
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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
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  • http://jeffkorhan.com Jeff Korhan

    John – A simple but powerful list. Anyone who has spent time selling has run into every single one of those challenges.

    They are simple enough to solve with the right focus and effort.

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  • http://www.online-business-virtual-assistant.com/ Shilpi Roy – Virtual Assistant

    Excellent list John. Price is the main criteria which attracts customers as well as drives them away..

  • Melly

    11. Your blog shoves a giant pop-up window in my face requesting my email address before I can read the first sentence on your page.

  • http://twitter.com/PureInkCreative Pure Ink

    Point 6 is crucial as if people don’t believe a product will work for them then they’re never going to buy it. Educating people by using interesting and in depth content is a great way to ensure they understand what you’re offering. Great post.

  • http://www.brosix.com/ Amy Lewis

    Agree, especially with your packaging point.

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  • http://www.facebook.com/JoeyGiangola Joey Giangola

    Good stuff. What do you think about changing the title to “10 Reasons I Don’t Buy Cable” and send it to all the major cable companies in the country? Seriously though, I can’t think of a better industry that exemplifies the first four or five points.

    • http://www.ducttapemarketing.com/blog ducttape

      Or 10 Reasons I Don’t Rent Cars or 10 Reasons I Don’t Fly With You or 10 Reasons, well I think you get the point, lots of work to be done out there :)

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  • Melody Campbell

    Your list emphasises just how much today’s marketing is much more driven by the consumer than years ago. I am taking a class on American Pop Culture and I am seeing a very stark contrast in yester-years marketing vs today’s marketing.

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  • http://www.facebook.com/karelisa.falkner Karelisa Falkner

    The pop up window was distracting, but the giant non-scrolling share bar is straight up obnoxious. Could not get past these features to engage in the list.

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  • Pat McDaniel

    Helpful list John. I have passed it on to my 2nd Mile Marketing readers. Thanks for pulling it all together here.

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  • http://www.facebook.com/Simon.J.Benn Simon J Benn

    Great list…I’d add Rapport…the buyer doesn’t like the seller perhaps it’s because the seller didn’t take time to find out what the buyer really wants. And/or what the company wants

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  • Nick Willard

    Thanks for the list, As I read those I see them all.

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  • Casey Hart

    I recently presented a 10 minute “coaching” session for a group entitled “Why we don’t buy from you” (great minds think alike). The one issue I covered was “I don’t know if you’re any different from your competition.”
    Think about it…whether you’re selling a commodity (like heating oil, gasoline, or firewood) or a product or service that easily distinguishable (payroll services, real estate, or even marketing consulting) most companies use the same cliché phrases in their advertising: “Quality is job 1” “Building your future on Rock Solid Ground”, or “Love, It’s what makes a Subaru”. None of these clichés tell us the least bit about what you really do, how you really do it, or what makes you different from your competition. So if you look just like your competition, how do we figure out who to buy from? The only real difference consumers can readily identify is price. So we all just shop for the lowest price.
    Unless you tell your customer how you’re different from your competition, in terms that hit your customers’ “hot buttons”, we won’t buy from you.