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Getting People to Buy is Simple in a Complex Way!

Whether you are in sales, managing your business or leading a team, there are three reasons why people don’t buy what you’re selling or offering. Based on these reasons, here are suggestions regarding what it will take to get them to buy from you.

Okay, let’s look at the three reasons people don’t buy what you’re selling or offering:
  • They Don’t Want it – They simply don’t want what you have to offer at that moment in time. If you take it personal you will create a bigger gap. Others are just not buying in because it is not important to them at the moment.
  • They Don’t Have the Money or Investment in Time and Effort – They simply can’t afford to invest in your offering – be it a sale or a project. In many cases, it is the lack of available time to devote to the change necessary to buy from you.
  • They Don’t Believe You – Now this is the toughest one to deal because it feels personal and it could be personal. When people don’t believe you, it shows a total lack of trust. Trust is a subjective issue which can be illogical in the eyes of the logical person - think soft skills.

So how do you deal with the three reasons listed above? Let’s take each one in more detail, and see how you can respond to each issue:
  • They Don’t Want it – In sales, this is a case of no need, no presentation. Walk away from the selling agenda when they have no interest. However, it is time to place this prospect on a drip marketing campaign. Keep in touch using a longer term horizon – become top of mind when they do want and need what you offer. In management, realize that it could be the wrong time to push your project. Other projects must have a higher value or perception of value. Therefore, back off and just talk to the players, listen to their thoughts and ideas, then formulate a new plan for the future.
  • They Don’t Have the Money or Budget – This is more interesting since they may want and need what you have, yet have difficulty justifying the purchase. In this case, the value has not been raised high enough for others to make it happen. When the value of your offer is elevated to levels where they have to have what you are offering – then they will find a way to get it. Plus, the ability to show a Return on Investment (ROI) or Payback Returns will accelerate the positive decisions. In management, it’s all about connecting the dots to show how a person wins by choosing to get on your team for a project or task. It becomes a personal win to make it happen; things get done when it’s personal and emotional.
  • They Don’t Believe You – Now this one is tougher because it’s all about TRUST – or really the lack of trust. If they trusted you, then belief in you would occur. So, you must do more to make it happen. First, listen to them, learn about their experiences, get their opinions about the topic and explore what is possible. Get them involved in creating the solutions, which raises their commitment to take action. Ask a manager or leader. Lack of trust usually means a lack of participation with others. A lack of effective communication is usually the root cause for the distrust. Managers and Leaders need to take time to ask questions of their teams and actually listen with an open mind to their answers. Gain more understanding by asking clarifying questions using the phrase “Help me understand…” at the beginning of a question.
Follow these suggestions and you will be more successful whether you are in sales or leadership. A key competency for the “New Economy” is the use of the Questioning Models, rather than the old-school Presentation Models. The Questioning Model and the above methods work and have been proven to work over the years. Enjoy.

--Voss Graham
Posted: 6/5/2012 10:46:54 AM | with 0 comments
Filed under: business, buy, buying, chamber, council, customers, leaders, marketing, memphis, offering, sales, small, team

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Your business may be small, but that doesn't mean that your impact can't be huge! The Greater Memphis Chamber's Small Business Council serves to encourage, support, recognize and be a resource to small- and medium-sized businesses in the Memphis area. Here, our talented panel of contributors will present big ideas that could make a huge difference to your small business. And don't be afraid to ask questions ... no matter how small.

Sales & Small Business Ownership
Voss W. Graham is CEO and Senior Business Advisor for InnerActive Consulting Group Inc. He is known by his clients as "a knowledgeable partner who helps our team achieve business growth." He provides practical experience as a small business owner for over 29 years, yet is often engaged with Fortune 500 companies in the development of their people and business strategies.

Public Relations
Several professionals and strategists from the local Obsidian Public Relations firm provide excellent advice on everything from research to media relations to event planning. They believe that all companies, no matter how big or small the company or its budget, should have a public relations plan driving how they manage their relationships with key stakeholders. Public relations is an integral part of doing business the right way.

Human Resources
Joel Myers is a career Human Resources professional, with over 40 years in the field including 26 years in consulting.

Small Business Advice
Tom Pease is a small business owner of an office equipment dealership called e/Doc Systems, Inc. He has also owned a full-line Kawasaki dealership as well as a document shop. He used 30+ years of experience in owning a business to author two books, including: Going Out of Business by Design: Why 70% of Small Businesses Fail and Small Business Survival 101. He also has published 85 columns in The Memphis Daily News as the Small Business Advisor.

Marketing & Public Relations
Lori Turner-Wilson is CEO and Founder of RedRover Company, a sales development, marketing and PR consulting firm. Lori works with companies large and small, from start-ups to mature organizations, to help them improve the productivity of their sales force and the return on their marketing investment. Lori writes a weekly syndicated column for the Daily News, Memphis News, Nashville Ledger, and Desoto Times, among others, titled “Guerrilla Sales & Marketing,” for which she won a 2011 Summit International Award and 2012 International Communicator Award.

Design and Digital Strategy
Founded in 1999, inferno provides brand development, advertising, public relations, design and digital marketing services to clients across a broad spectrum of industries. Headquartered in Memphis with a satellite office in Kalamazoo, Michigan, the award-winning firm produces results-driven work by passionately combining strategic thinking, creativity and culture to ensure the success of its clients. For more information, visit

Labor & Employment Law
Fisher Phillips attorneys are ready to help you take a stand: in court, with employees and unions, or with competitors. Fisher Phillips has the experience and resolve to back you up. That's why some of the savviest employers come to the firm to handle their toughest labor and employment cases. The firm has 350 attorneys in 32 offices, including Memphis. For more information, visit

Since its founding in 2005, Paragon Bank has maintained a solid focus on the community and customer service. For more than 10 years, Paragon has delivered innovative products and financial expertise, convenience, and a deep understanding of what both businesses and individuals need from a ban, in order to provide solutions that make a difference. In the areas of business or personal banking, lending options or wealth management, Paragon delivers cutting edge technology, an experienced team and the most service-oriented staff of any community bank.