Do You Know Why You’re Not Selling?

I don’t know about you, but I spend equal time marketing my business as I do actually doing my business and serving my clients. 

Marketing is a huge part of any business, but are you doing it right?  You might be thrilled that you have a 25% purchase rate (which by the way is amazing), but have you put it into context? Keeping it simple, let’s say 1 out of every 4 people that see your ad, buys. What happened to the other 3?  Where did they go?

I know it sounds a little uncomfortable, but you should be asking yourself why those other three people didn’t buy what you are offering. Was it your price, your pitch, your offer itself?

Persuading customers that your product/service is beneficial to them and worth the money is easier said than done.  If you are spending the time marketing your product but are not seeing your efforts convert into sales, it’s important to evaluate why and make adjustments.

But those adjustments need to be thought out and done with data behind them.  Don’t just willy nilly start changing things! If you do, you will just be running yourself in circles instead of tweaking your marketing and sales funnel to address the deficiencies.

Start by looking at these five areas of your marketing and sales funnel where you are most likely to find a need to make changes to your marketing approach.

Lack of Awareness

Your ideal client will not be able to purchase your product/service if they are just simply not aware of it. Where do your ideal clients spend time and is your marketing reaching them? Are you even targeting the right market with your message? 

It’s important to recognize that the solution isn’t just more marketing. In this case, the problem could be that you aren’t marketing enough or it could also be that you are just not marketing in the right places to find your ideal clients. Assess the key demographics of your target market and research where your marketing efforts are likely to reach them.

​Lack of Understanding

There are other factors in a client’s purchase decision other than price. That is a factor, but they also buy based on the benefits of what you are offering. And therefore, your marketing should be focused on the benefits of your product/service and how they might benefit from it. Create a list of the top three benefits and make sure your marketing is centered around those.

Lack of Perceived Value

No one would buy a product that they perceive has no value. Are you using the actual benefits of your product or service to create perceived value for the client? If a customer cannot see the value they will simply pass your offer by.

One of the best ways to connect the dots from actual value to perceived value for your ideal customers is to show people using your product or benefitting from your services. You can do this through testimonials, behind-the-scenes views, or even demonstrations.

Lack of Necessity

Does your offering save people time, money, frustration? What need does your product/service solve? You have to have that clearly defined and communicated in your marketing and sales funnel in order for your marketing to be successful.

Don’t make your ideal clients guess or come up with the answer on their own. Tell them and help educate them on why they need what you are selling. In addition to showing value, your marketing should also show how the absence of your offering can create problems for the customer - driving them to take action.

Lack of Accessibility

Clients cannot buy what is not available to them. Consumers what to experience ease in obtaining the using your product/service. And if they can’t, they see it as a direct reflection of what purchasing from you would be like.

How can you make your offering more accessible or make the purchase experience more streamlined and simple? Take into consideration the nature of your offering and your target demographic. Keep in mind that some things sell better in some places/platforms than others depending on your ideal client.

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Don’t forget that it’s not always about how much are you are selling. You can get so much more value and understanding of what it takes to be successful based on who is choosing to not purchase your product/service as well.