6. Why People Love What You Do...But Don't Buy

You know when someone sees what you offer, thinks “that looks really good”… and then doesn’t buy? 

In this episode, I talk through exactly what’s going on there, using something that happened to me yesterday (and I catch myself doing it all the time). 

This will take the pressure off if you’ve been thinking your pricing, offer or marketing is the problem… because a lot of the time, it isn’t. 

It’s timing. Headspace. Real life. 

And once you see it, it changes how you show up,  and how you think about sales altogether.

Transcript

SPEAKER_01 0:08

Welcome to the Girls Mean Business Podcast, where we share business and marketing tips, advice and trade secrets to help you raise your game and build your brilliant business. Get more clarity, more customers, and more sales. Here to show you how.

SPEAKER_00 0:47

Let me give you an example from yesterday. So I was scrolling Facebook, not even looking for anything, just scrolling like you do, and an ad popped up. And I remember thinking straight away, oh that looks really good. It was exactly the kind of thing I would normally be interested in. So I clicked on it and I started reading it. And then the doorbell went, it was a postman. And then I sat down again, started reading it, and the dog started barking. She wanted to go out. And then something else needed doing. You know what it's like? So I left it, didn't think much of it, carried on with my day, got to tea time, made tea, ate tea, cleared up, just like normal. And then later on, finally, I sat down again and picked up my phone. And I remembered it. So I went back, found it, the tab was still open, and I clicked through, and this time I read it properly. Went through it slowly, looked at what it included, and I was thinking, this is actually really good. And it wasn't even expensive. It was the kind of thing where I'd think, yeah, that's fine. So I read it again, and then I got into that headspace where you start asking yourself questions. So would I actually use this? Do I really need this right now? Is it just something else I'm going to buy and not follow through on? And while I was in that little loop in my head, my husband started chatting to me. So we were chatting, chatting, chatting, and I just closed my phone and I didn't buy it. And that was that. And the important thing here is that seller didn't do anything wrong. The ad was brilliant. The page was great, it was really clear, it made sense. It was exactly the kind of thing I would usually say yes to, but I didn't. And if you were the seller and you didn't understand what was going on there, you might look at that and think, Well, I must be wrong here. Something must be off. Maybe it's the price, maybe I need to work on my sales page. But it wasn't any of that, it just wasn't the right moment for me. And this is what's happening in your business all the time. People see what you're doing and think, oh, that looks good. So they click and they read and they even consider it properly and give it proper thinking time. And then they don't buy. And that has absolutely nothing to do with you. It's not because your price is wrong, it's not because your marketing isn't working, your marketing is working because they found you and they clicked and they read. It's just because life is happening around them. They get interrupted, they get distracted, they start thinking about something else, or they get to that point where they think, would I actually use this right now? Do I actually need this right now? And that's where they get stuck in the decision. Because buying isn't just about whether something is good, it's about whether it feels like the right thing to say yes to right now. And they're very different. You can have something that's exactly right for you and still not buy it. And you'll have loads of examples of this. I know I have things that you've saved, so I've got loads of things I've saved into my um saved reels, saved posts on Facebook, things you've screenshotted. I've got a whole album of them in my phone um album. Just loads of things that I've thought I'll come back to that later, and I haven't. And you're probably the same, and it's not because they weren't good, they grabbed your attention at the time, but then the moment passed. And once you really kind of see this and realise this, it changes how you look at your marketing because you stop trying to fix things that don't need fixing, and you start recognising that a lot of the time people just aren't there yet. And that's a much more useful headspace for you because your job isn't to try and force them to buy, it's just to be there when their moment does come. So, in other words, you know, your job is to be there so that when they decide to buy, they buy from you. Because when I do decide that I want something like that, I won't go searching again. I'll go back to my screenshot or my saved thing in my Facebook saved folder, the one that I've already seen that made sense and felt like a really good fit. And that's how most people buy. So some people will impulse buy, of course they will, but usually it takes them a bit of time. So if people are watching what you're doing and liking it and engaging with it but not buying it, don't panic. It doesn't mean it's not working, it's just where they are, and this is the bit that matters. Just because they didn't buy this time doesn't mean that they won't next time, because there's a really good chance that I'll go back to that thing, or I might see it again in a few days on my feed and think, do you know? Actually, I do want that, or I might come across something similar and realize I should have bought the other one, and that's how it works. People don't always buy the first time they see something, usually it takes a few times. There's an old marketing statistic that's been around for years, which is people need to see something like 27 times before they're ready to buy, and sometimes it just takes the right moment, sometimes it just takes them having like breathing space because they're busy or being in a different headspace. So your job isn't to try and catch them perfectly the first time, is to keep showing up, to keep being there, and to make it easy for them to come back to you when they're ready. Because when they're ready to buy, they will buy from you. They won't start from scratch, they'll go back to what they already know. So if it feels like people are hovering but not quite buying yet, you're probably a lot closer than you think. Just stay consistent, keep going, and when they're ready to buy, they'll buy from you.

SPEAKER_01 6:46

That's it from the Girls Mean Business Podcast. Join us for even more stab tips, advice, interviews, and great secrets to help you get more confidence, more clarity, more customers, and more sales. Connect with us on Facebook at facebook.com forward slash the girls mean business. And check out our website at www.thegirlsmean business.com. See you next time.