If They’re Not Buying…

If they’re not buying what you’re selling, then you’re not selling what they’re buying

The are two ways of looking at this…

The simple one is to change what you’re selling to what they are buying. This is a good path for someone who wants to start a business. Having a ‘hungry crowd’ is a definite advantage. I’ve seen too many businesses spend a ton of money getting ready to open their doors and when they do, no one shows up. Soon the doors are closed and a dream lost. Some people are so fixated that they’re going to open a particular type of business that they will spend years of savings, but rarely do they ever do any market research to make sure there are enough customers where they put their business.

So if you have a choice, find the need first and then fill it rather than picking the product or service and then chasing around trying to find the customers.

In the other case, perhaps you’re committed to a product or service and can’t leave it behind or add something new. In this case, you might be able to reposition what you’re offering to better appeal to the prospects or target different prospects. If you sell Mercedes, your prospect might not respond to the status factor or the comfort, but he might be willing to pay a high price for protecting his family. This can be more than just market segmentation, it can include finding new uses in the changing world. Things change, people change, what new needs do they have that they didn’t have before?