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  • Writer's pictureBecca Marie Lucio

Why Am I Not Selling? | Five Reasons People aren't Buying

When it comes to selling anything, everyone needs a little more time, connection, or savings that make them make that final Add to Bag!



For me, it's jeans. I am 5'2" and danced for 16 years of my life + am a runner (read: Short + Curvy). I do my research from reading blog posts to checking Pinterest. It took me six different purchases over quarantine to try on different cuts, styles, and colors to finally land on a pair that was just right. Levi's Wedgie Skinny is perfect for me and I am going to buy it in every color possible! In the end, what did me in was seeing people I trusted recommending it, eliminating the barrier for entry (Amazon Try at Home? YES PLEASE!), and brand recognition.


Now you're thinking that this may not apply to you because you're not the world's largest maker of jeans BUT IT DOES! This struggle applies to everyone looking to make a purchase. Some customers like me are a little more likely to Add to Cart where my boyfriend needs a little more convincing.


Check out the 5 reasons your customer may not be buying today.


Your Customers haven't seen it enough.


Customers need to be exposed to something at least seven times in an 18-month period before they commit to buying. In the old days, getting in front of your customer seven times was a hassle. In today's social media age, there are multiple ways to get in front of them without just saying BUY BUY BUY. Share across multiple channels and make sure you're getting them to capture on an email list! Multiple touchpoints means that customers are more likely to commit


Your Customer doesn't feel anything.


When it comes to making a final purchase, a customer needs to emotionally feel connected with your brand. Anyone that has met me knows I am a huge Lin-Manuel Miranda and Hamilton fan. He's funny, quirky and reminds me of that theatre dork side of me. What you may not know is Lin-Manuel also runs a t-shirt shop. Teerico offers a number of shirts themed on LMM shows and life but, I had never made a purchase. That was until he released his Broadway Cares fundraiser. By giving it this additional meaning, the shirt became more and my Add to Cart happened {despite having TOO MANY T-SHIRTS}. What kind of story are you providing your customer? How are you pulling on their heartstrings?


Your Customer doesn't see the Value.

This may be the hardest one to crack because everyone's tendency is to undervalue the service or product you provide. Remind customers of the value {and time} they will save by working or purchasing from you. When it comes to value, people need to visually be told a story. Set the scene and help them understand how you can make it better for them. If there was a way I could wake up, have a robot get me ready, feed me breakfast, and drive me to work, there is no amount of money I would spend to not make that happen!


Your Customer doesn't Trust you...yet.

When you're fresh kicking this badass business of yours off, you know that you know what you're doing, but how would your dream customer know that? Gain trust by becoming a voice in your community. Ask previous clients to provide testimonials and if you have products, SEND THEM to those who make the right connections for you. I'm not talking the biggest influencer on Instagram; look more local and makes sense for your target market. Maybe, you'll get a truly organic response that will allow you to grow tenfold. Build that trust and be transparent.


Your Customer doesn't know what to do.

The biggest problem I see is when a customer doesn't know what to do. A page can be designed beautifully but if it doesn't tell them what to do or remove any barriers, they will NOT commit. What is your page telling the customer to do? Is there a direct Call to Action (CTA)? Is it easy and barrier-free to make the purchase on my mobile device? Examine this on every page of your purchase. Tell your customers what you would like them to do and they'll do it!



Drop a note below if you have any questions! As always, feel free to reach out to me here!

Happy Designing!

B


Having an unconventional high school experience (Art School kid here!) has defined Becca into the creative that she is today. 


With degrees in Fashion Merchandising + Luxury Management, Becca understands what branding means to heritage brands (think Givenchy + Moet) and how those attributes can be applied to your business. Let's Work Together!



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