Put Your Hand Up If Your Product/Service Is Great? Why Don't More People Buy Then?

It's Exciting When People Are Interested In What You Do, But...

...why don't they all buy?

Exactly at the moment someone enquires, that's where it all goes wrong.

The challenge is keeping control of the enquiry. You really want the enquirer to buy, so much so, that you do not wish to risk upsetting them.

So you give them exactly what they ask for. And very often, people ask for more information which you quite rightly give them.

And it's at this point where control of the process is lost.

If you are selling a low-value product, you may want to consider changing your business process. Instead of sending them information, could you consider a guarantee? If they buy now, and are not happy for any reason, they can claim a full refund?

If however your product is higher value, would it be worth changing the process so you offer to go and see them?

Instead of sending information, suggest you meet up for a chat. Promise to bring your brochures with you if necessary.

Granted, some people will just want the info, but what if 80% or more agree to meet? Will your sales increase if you have the chance to answer questions interactively?

And on that point, does your literature answer every single objection you can remember receiving?

If it doesn't, consider changing it.

How You Can Keep Control

Subtlety. What's the difference between asking when someone is available to meet, and, suggesting a date/time to meet?

The answer? Lots. Think about it. When someone says "are you free next Thursday at 10AM" and after checking your diary you are, what do you say?

You are far more likely to agree.

But when you reverse that, when someone asks "when are you free?", how often do you either not answer the question (especially by email!), or, suggest a vacant spot in your diary further into the future?

Time is the enemy.

The sooner you meet someone after an enquiry, the fresher the "need" which made them enquire feels to them.

I would suggest that the sooner you meet someone after an enquiry the better. And because it's harder to think of a reason to say "no" when you suggest a date/time they are free, then YOU should suggest it.

You lose nothing by doing so. When you are suggesting specific dates/times, you are still in control.

And because a high percentage of people will agree to your first suggestion, you've lost nothing.

The worst that could happen is that they suggest an alternative.

But getting say 80% of enquiries converted into appointments soon afterwards will increase the percentage of people who buy.

And because a high proportion of the remaining 20% will agree to a meeting later, you've circumvented the usual barrier to a sale - i.e. wanting information without the interactive chat.

My advice? Always suggest the meeting date after each enquiry. 9 times out of 10, people will agree. Isn't that better than sending brochures to 100% of people?