Reasons for NOT buying

You and your salespeople can come up with lots of reasons your prospect should buy your stuff pretty easily – that’s what you talk about all day, and tell about in your marketing.  But what you also need to be great at is identifying the customers’ reasons for NOT buying and address them.  

There are common reasons they would not buy, and these should be addressed in your marketing and sales materials, with financing, in R&D by changing your offering, and with sales training.  

There are a thousand “custom” reasons for not buying, too; it seems each individual customer has a new one.  These can only be uncovered and addressed with a skilled salesperson who is looking and listening for them, and asking the right questions to bring them out, so they may be skillfully addressed.  Canned presentations can miss them.

How good are your salespeople at uncovering “reasons for NOT buying” and dealing with them?  My guess is that if they weren’t very good, you don’t know it because you aren’t out there with them on sales calls – and that’s a problem.