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Learn About Your Non-Buyers

Spend some resources learning why potential buyers don’t buy from you. The sales universe opens up dramatically once you understand who could be a buyer but hasn’t been reached at all or properly managed.

How do you prospect for new clients? Does your message assume that everyone knows how great you are? How many new customers are you getting every month? What is your customer retention rate? Where would you find new prospects? How best to reach them? How often? How do you adjust your message to keep on building the value of doing business with you?
There are many elements that go into developing a marketing communications campaign to attract new customers. Drip marketing is a method of consistently pushing different but related messages to your prospects until they take the desired action. This method may work best for you.

A good first step is to understand why potential buyers do not buy from you. The more you understand how your target audience thinks when it comes to you and what you offer, the better your chances of convincing them to do business with you.

Most companies send one standard marketing message to their entire database, which includes good customers, “bad” customers and new prospects. Well that does not work. Even if you do get some results, it is most likely from the group to which your message was targeted. Each group must have its individual targeted message. Many underestimate the reaction from prospects when they feel the message is “generic”. Your message must also evolve as part of an on-going conversation to your prospects. Repeating the same message over and over may likely annoy your prospects. A great way to test out your message is to use colleagues, vendors and friends as a focus group to find out what message it takes to motivate the desired behavior from the target audience.

In addition to the message being relevant to their needs, non-buyers can be motivated when they see someone “fighting” for their business. Their current supplier may have simply become too complacent and takes them for granted. A top reason why clients leave is because they feel that their needs are being ignored. Why should I do business with them if they do not seem to care about me?”

Always review the basics after a “No”.

Preparation. Were you prepared with a thorough knowledge of your products and services?

Benefits. Did you emphasize the benefits the buyer would receive from your product/service? Did you speak in their language and show how your product/service could solve their problem?

Impression. What impression did you make? Were you prompt and well groomed?

Turn Off. Did you exaggerate benefits, knock the competition, or in any way pressure the customer to buy from you? Can you think of anything you said that might have turned them off?

Order. How did you ask for the order? Did you wait for buying signals? Did you ask several times? Did you ask at all?

Courtesy. Where you polite and friendly when they said no? Did you ask to be of help in the future? Did you leave them feeling glad they spoke with you?

You can learn just as much from non-buyers as you can from your regular buyers. When you master this task, you actually become better at marketing your business. There are many self-help marketing books and tools available to help you get the job done, but this will require your time and effort to learn how to do it correctly. The challenge for most companies comes when it is time to execute the tasks. Engaging a marketing professional with a proven track record may be a wise decision to save time and costly mistakes.

Typically it takes at least 7 touches for a prospect to react. Do not give up. Marketing done right will eventually lead to sales in a similar way that spring follows winter. It should be a professional and consistent process that you do every day to generate new prospects.

Keep in mind that doing poor marketing may be just as bad as doing no marketing. Doing a good job in marketing is the minimum. You can always improve as you go, but the basics must be done right.

You may also want to consider a marketing management tool to help you with your contacts, communication pieces and broadcasting. CRM tools offer some of the functionality that you need. Some of the VAR Office Suite partners offer tools for managing your marketing tasks. We are currently evaluating a solution that may have all of the right functionality for VARs, MSPs and ITSPs. If you need more help, ask to speak to one of our marketing coaches.

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