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HOME   >   BLOG POST  > WHEN PROSPECTS ARE NOT COMPELLED TO BUY YOUR PRODUCT
When prospects are not compelled to buy your product
by   |    |  | 26 Jun 2023
So the next red flag that I think we should talk about is, When prospects don't feel compelled to make a change. So this is something that, you know, we've heard here and there, and I think something that probably more people than not are sometimes feel, or this is what comes up, is that prospects aren't feeling compelled to make a change.
You feel like you've got a strong message or case for change, so you feel like. Internally, you know, the message is there, we know why prospects should choose our solution over our competitors, and we know exactly what's gonna get their attention and all of that. But we, you know, you, you find that there's really no sense of urgency for those.

So the next red flag that I think we should talk about is, When prospects don't feel compelled to make a change. So this is something that, you know, we've heard here and there, and I think something that probably more people than not are sometimes feel, or this is what comes up, is that prospects aren't feeling compelled to make a change.


You feel like you've got a strong message or case for change, so you feel like. Internally, you know, the message is there, we know why prospects should choose our solution over our competitors, and we know exactly what's gonna get their attention and all of that. But we, you know, you, you find that there's really no sense of urgency for those.


Prospects to actually make a change. So you're getting this message in front of them, but whatever it is within that message just isn't compelling enough to get them to say, yep, it's time. I changed softwares. I'm gonna go through that entire implementation process again, and I'm gonna move from one to the next.


That's another. Red flag. I would say that comes up a lot. Yeah. I feel like our, uh, a lot of our clients are very passionate about their products. They're very, you know, they, they know that it's better. They know that it's, maybe it's even less expensive. Maybe it's, you know, more efficient. There's all kinds of reasons that, that people feel very passionate about.


Why. Everybody should be using their product. But if you're not making that statement known to your prospects and and really convincing them of it, it's not gonna do you any good. You know, you have to maybe rethink your messaging. I mean, you can say until you're blue in the face. It's the best. It's the best.


It's the best. But, If your message is just not hitting home with these people, like Erica said, they don't wanna go through the rigamarole of having to change, you know, softwares and all the things that go with that, and all of the training and everything. So you really have to make sure that you're hitting the message correctly.


And sometimes that means maybe even trying a few different ways to say it, a few different messages and testing them out. Right? It sounds so obvious to say that, hey, if your message isn't resonating clearly, you need to change it. The reality is for organizations, it's not always obvious because like you said, Jenny, they're so passionate inside the organization and they believe with such conviction that we can see they need this.


It's clear to us this is why they need it. The problem is we're not getting enough traction, and so I think it's really hard to step back and acknowledge that as an organization that, hey, We're not onto something here, you know, with this messaging. It's not resonating the way we expected it did I? And it's okay to take a step back and talk to the market and find out how they view things, why they have no sense of urgency around it, what their priorities are, and start to test the different variations of your messaging to see what actually resonates.


And you've got to build the long game. So even if you have really good messaging and it doesn't feel like it's getting traction, and you've had those conversations with individuals in the market, who would be your ideal customer profile? And everything lines up. Well, you've gotta play the long game. You know, it takes time to build trust and they have to hear the message over and over and over for it to really stick with them and for them to come along on the journey.


And so you just kinda have to evaluate like, is our message where it needs to be? If not, let's start testing variations of it and if it is where it needs to be. How do we get out there in the market more to get in front of them on a consistent basis and to reinforce that message over and over and accept that this doesn't happen overnight.


It's, it's something that takes time, especially if you're new to the market or your messaging is relevant, relatively new to the audience you've been talking to for years. Yeah, I think you make a good point, Deanna, with consistency too, because sometimes you're working in silos and you're trying different marketing tactics or you're doing different pieces of content and things like that, and you're, your message doesn't say stay consistent.


And sometimes you forget too, to focus that message on your ideal customer profile, which is really important. Why that? That kind of work is done upfront so that as you build out this message and as you test different variations and you start to think about that long game, you're able to continue to build that consistent message and so that people start to see that same thing from your brand and.


Those types of things start to resonate and stick and so that ultimately when they do identify they have a problem and they're looking for a solution, they can remember, oh yeah, that's right. I've seen something on this before. And they start to remember or think of your brand. So if you're having this problem where you are not getting the.


Engagement with your prospects. Try and think about what content do you have out there and are they engaging with it, and in what respect are they engaging or not engaging? And like what percentage of the people that are looking at what you're putting out there are raising their hand and saying they're ready to have a conversation.


If all of that is low. You know, if your engagement is low and you're, and percentage of conversions is low, then you know, obviously I think that that means you need to start to rethink your message and start to, you know, talk about what is our unique point of view. You know, what, what is it about our company that we can say, With conviction is different or better, or you know, whatever than everybody else, and just iterate, iterate, iterate.


You know, get it out there all the time, over and over until eventually you break through the clutter. One more red flag that.

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