What Deters Customers from Buying
Although intended for technology startups, an article from SandHill.com, offers what could be useful insights for any business at any stage. I'm referring to "Nine Adoption Risks that Deter Customers from Buying". (There are two articles on this page.) Phillip Lay* reminds us that a potential buyer has three choices: Buy from you, buy from someone else, or don't buy. Two of the three are negative for you. Briefly, here are the adoption risks that could deter your customers from buying from you:
- Who are you, and how do we know you'll still be in this space in a year from now?
- What does your product do, and what does it not do?
- Do you actually have a product we can install and use?
- How is your offering different from the other ones we (could) use?
- What critical problem does your product help me to solve?
- Which companies in our industry use your product with positive results?
- How difficult is your product to install and implement?
- How will your product impact the way I/we work?
- What proof do you have that I/we can achieve the results you promise?
You have to answer all these questions to get into positive territory with your prospect.
*Philip Lay is a co-founder and managing director at TCG Advisors.
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