Frequently, in our business development process, we encounter the
situation in which the prospect or suspect ends up not buying. Lacking
an
understanding of how and why people
buy and coupled with lacking a process to disqualify
unqualified people early, we often naturally rationalize a
reason
the
person did not buy from us. On a fundamental basis, there are only four
real reasons why a person will not pursue a solution to the
problem.
There is no problem, there is no pain. Therefore, there is
no
motivation, no call to action to pursue a solution.
There is no
match. Specifically, the solution presented does not adequately address
the
problems
uncovered.
There is no immediacy or urgency to solve the problem. The
effect or impact of the situation is not critical enough to motivate
your
prospect to pursue the solution immediately.
There is no trust. This is the most important reason. You
have not established the
relationship wherein your prospect believes that your purpose
... helping them figure out what they need or want and
finding a solution, whether or not they purchase
it from you ... is truly ahead of your goal of making the sale.
Look back at all of the situations where your prospect or customer did
not buy. You will find that one of these four or a combination of all
of these reasons ultimately resulted
in the final decision. Knowing how and why people buy, having a
process that
engenders trust and respect and uncovers the client's true issues and
allows them to prioritize addressing these issues while providing
adequate solutions, is truly the process of effective Business
Development.
