Why there is no interest on buyer’s side?

You have arranged the meeting with your customer, and you got his attention. Next step is to secure his interest in your products or services.

Interest is usually lacking for one of two reasons — either you have not secured your customer’s attention, or your argument or selling pitch or presentation is not the best.

If you believe your argument or selling talk is failing to arouse interest, you must investigate the cause.

This could be one of the following:

1. Your proposition actually has no interest for the customer and for good reasons can have none. If this is the case, the sooner you find it out, the better for you both. A salesperson, however, should be very careful about giving up on this supposition. There is a constant temptation to believe it is impossible to interest a customer, when as a matter of fact, the whole fault lies with the salesperson.
2. You do not understand your customer and are not grasping the things that will be sure to interest him.
3. You are not describing your products or services in an attractive, intelligent way.
4. There is something objectionable about you as a salesperson.

In short, you will see that unless the fault is of the first point mentioned, it lies in your failure to understand and make the most of either one of the three factors of the sale: the product, the customer, or the salesperson.

It is very natural when the salesperson is putting up the best talk he knows how, and knows that his products are right, that he should believe that the fault lies with the buyer.

The fault is rarely with the buyer.

While it may be true that certain ignorant buyers will hurt their own interests rather than purchase from a certain salesperson, the reason for this is always to be found in some matter connected either with the salesperson or his products in a direct or indirect way. If the customer will not buy a certain new style of products, it may seem that it is the prejudice of the customer that makes the sale impossible; but the thing that really makes the sale impossible is that the salesperson does not know how to overcome this prejudice.

In short, it is wrong for the salesperson to blame his failure upon the buyer. He can’t properly excuse himself for the failure to make a sale by merely saying, “I could have sold it to him, if he had had any sense.” The salesperson must take the customer as he finds him.

More about how to awake interest on buyer’s side in my next article on this blog.

Post from: The Science and Art of Selling by Alen Majer

Why there is no interest on buyer’s side?