As business owners, we are always on the hunt for more customers, more growth, and more revenue.
When we look at our monthly sales figures, we tend to say things like:
- Our biggest problem is not enough people know about us
- In order to grow, we need to attract more customers
- We need to hire a SEO expert to get us on page one of Google
- If only my team were better at selling
- We should offer a special promotion or discount to help us attract new customers
Sure, these thoughts are valid, but they’re all ‘tactical’ solutions. Here’s where I’ve made mistakes in the past: starting with tactics often blinds us to the real issue.
Tactical thinking can lead to frenetic activity that often misses the mark. Often, we feel productive simply because we’re busy, but I’ve learned (sometimes the hard way) that being busy doesn’t necessarily mean we’re being effective…
Just because you’re sweating doesn’t mean it’s working.
Before we jump into execution mode, let’s take a step back. It’s crucial to first figure out an essential question:
“Why are our ideal target customers—those who know, like, and trust us—not currently buying?”
Too many of us mistakenly divert our attention to marketing our products and services to new audiences with flashy pitches and new tactics, instead of examining why our existing customers aren’t taking the plunge. Spoiler alert: there’s a good chance we don’t have all the answers just yet.
If you look closely, the key to addressing this question lies in understanding that potential customers who are familiar with you, who have the money, but aren’t buying are usually facing one of four common hurdles:
1. Risk
Many people hesitate to buy something when they perceive a risk involved—whether it’s about the effectiveness of a treatment, the quality of a product, or any potential downsides.
Think about your own experiences as a business owner. How many times have you politely turned down an offer from a sales person, because you doubted their product or service would work as effectively as the one you are currently using? You perceived the risk was too great.
2. Friction
Sometimes potential customers do not buy because, despite the obvious benefits of the product or service, the effort or disruption associated with getting the desired outcome is too great. This is called ‘friction’.
In other words, the perceived pain of the change is not worth the gain.
To illustrate the point, how would you feel about switching your practice management system over to a new one right now? Would the benefits of a new system outweigh the effort it takes to make the switch?
3. Confusion
Confused and / or overwhelmed customers don’t buy, they procrastinate.
If a potential customer does not have a clear understanding of what you can do for them, or they do understand but they can’t see how it is meaningfully different from your competitors, they’ll likely shy away from making a commitment.
I’m sure you’ve been there; wandering around aesthetic conferences and exhibitions for hours trying to figure out who to consider for your next big purchase – feeling a bit overwhelmed – and then deciding to leave it for another day.
4. Obliviousness
It’s mind-boggling, but some people in your database might be getting one or more treatments done elsewhere simply because they don’t even realise you offer it.
They might be willing and ready to switch—if only they knew you did it.
How many times have you heard a patient utter the dreaded phrase, “I didn’t know you did that, I’ve been going somewhere else for that”
So, what’s the takeaway?
People hesitate to buy for real reasons, and understanding these reasons is essential. It gives us the chance to reformulate our messaging, adjust our consultations, or find ways to ease their concerns so we can turn a polite ‘No’ or ‘Maybe’ into an enthusiastic ‘Yes.’
It might even lead to the revelation that they might not be the right target customers for you in the first place. Either way, that insight is invaluable.
Let’s focus on understanding the barriers our customers face instead of just jumping to tactics. The results will follow.
There’s a lot more to share, but for right now, I would like you to take some time to pause and spark your thinking…
Please click on the button below to download and print a reflective exercise that will help you decide on your next steps. I suggest you ring-fence around 30-40 minutes of your time to work through this – ideally with your partner, or a colleague, or a member of your team, or a trusted advisor:
As you are working through this exercise, if you realise you don’t have all the answers, or you don’t like the answers you are getting – that’s okay. That’s what I am here for, to help you figure all of this out so you can make new decisions and drive your business forward…
Reach out here, and let’s talk
Best Wishes
Pam