3 reasons why products don't sell: Good products don't sell

Hello. Fujii: Takashi.

This time, I will introduce three reasons why it doesn't sell in sales. Why can't products and services sell?

If you break it down and think about it, many people don't sell because of these three causes.

Table of Contents

1 Just because it's a good product doesn't mean it sells.
2 Conclusion: 3 reasons why products don't sell
3 (1) I don't know the product
- 3.1 Why money is important for most people
4 (2) I don't know the prospect
- 4.1 You have to understand the other person's anxiety more than the other person
5 (3) I don't know myself
- 5.1 What is playing a role?
6 Summary: If you eliminate the three causes, you can sell

Just because it's a good product doesn't mean it sells.

"My products are pretty good."

For some reason, it doesn't sell, it's cheap but it doesn't sell. In fact, it doesn't sell just because it's a good product.

In the first place, it is rare for your product to be better than all other products in the market.

Even if you think your product or service is unique, you actually have competitors.

To increase sales over them, you can sell with a little ingenuity in this sale. The cause is very simple.

Conclusion: 3 reasons why products don't sell

I'll summarize it quickly.

First of all, the reason why it doesn't sell even if you sell it is

I don't know the product itself
You don't know your prospects
I don't know myself

Because of these three reasons, it is difficult to sell products. No matter how good a product is, it cannot be sold unless these three causes are solved.

From here, we will talk about the cause in detail. Please read to the end.

If your product has not sold so far, you can sell it by reading this article.

I will only talk about the obvious parts of what I will talk about this time. However, in many cases, it does not sell because it lacks commonplace.

It sells by creating the obvious. No other advanced techniques or tools are required.

(1) I don't know the product

I don't know the product, that is, I don't understand where the product needs are.

What problems will the product/service you sell solve for your customers, or what will your customers get?

When a product sells or a person wants something, these are the two ways. As a motivation,

Because I want to solve something
Because I want to get something

Having one of the two motives, or both, sells the product.

If the product is not selling at all, or if none of them are selling, then you are definitely not aware of the motive.

I want you to think about it, but money is important.

Why money is important for most people

For many people, people work part-time for one hour to get a 1000 yen bill. It's money that I sold my time and effort with sweat.

Shopping is getting something in exchange for giving up the money you have earned. So people become cautious about paying.

I don't want to waste what I have spent part of my life getting.

What can be solved
Can you get something?

That's why in order to get people to pay, think about what kind of demand your product can appeal to.

(2) I don't know the prospect

The second one. What kind of anxiety, pain, and worries do potential customers have in the first place?

It starts with knowing your prospect's ecosystem. What are they worried about in a day, and in which situations do they hold their heads?

I will give you a specific example. Recently, there was a flyer for cleaning drain pipes in my post. If the water pipe is clogged, you call a contractor. "The water pipe is clogged, so please come."

As you may know, there are many bottakuri companies. The flyer says that it can be solved for 1,000 yen, but when you actually call me, you will be charged 5,000 yen for the basic construction cost, plus an option, and finally charged 50,000 yen.

Prospective customers who request drain cleaning are worried about these risks. I know that there are a lot of bottakuri in the contractor, so I feel uneasy.

I call with anxiety. In today's world, if you look up the company on the Internet, you will find a lot of information. That's why it's easier to pick up anxiety factors on the Internet.

In other words, you need to understand what kind of anxiety your prospects feel during the application process.

You have to understand the other person's anxiety more than the other person

First of all, we, the sellers, understand the prospect's anxiety.

If you are a drain pipe cleaning company that gave the example above, prepare a hypothesis that "your company may be worried that it may be a bottakuri" and advertise it to eliminate that anxiety.

"We will not charge additional fees" Write this on the flyer.

It's safe for potential customers. There is no need to worry about additional fees or bottling fees.

(3) I don't know myself

And the third one. Why can't it be sold? This is the cause of "not knowing yourself".

In other words, it is a "role".

Why are you selling the product?

This is the role. What role will you play in selling products? This needs to be clarified.

If you are in a sales role, you will start to dress, speak, posture, eye contact, and branding that suits the role.

Everyone's salesperson does it
Experts recommend

Naturally, products recommended by experts are more reliable. There are various similar products on the market. Also, many salesmen are trying to sell their products.

In the meantime, why do you have to buy the products you recommend? Yes, that's why we need a reason to buy from you.

The reason is to recognize your own role.

What is playing a role?

I also have a role. It is the role of "distributing usable marketing information".

I adjust my way of speaking and posture to suit this role every day. I take a video, check it myself, and modify it to suit my role.

My clothes are also dressed like this according to my role. She is dressed in black and wears only loose clothes. This is to give it a geek-like, nerdy-like, and slightly angry feel.

Socially sloppy, isn't it? Working people have an image of wearing suits.

If my role is to propose lead generation services for BtoB, I will wear a suit. But my role is to provide services to sole proprietors, small business entrepreneurs, so I wear this black and loose outfit.