Some people are never going to spend any money on your products/services.
And I do mean NEVER.
They’ll read your blogs, join your groups, maybe friend-request you on Facebook. They might even become your affiliate and sing your praises to the world. But they’ll never give you a dime.
Why do they do this? And more importantly, what should you do with them?
What’s a non-buyer?
Oh, this isn’t hard. We’ve all been that non-buyer before. There’s a 101 reasons for this:
- They think they don’t need it.
- They just like to chat and read info about it.
- They like to DIY (and your product would kill the fun for them).
- They’re a competitor just snooping around for new tricks/clients.
What to STOP DOING with non-buyers…
1. Stop trying to convert non-buyers.
I think this is the #1 marketer’s death-trap. Trying to “convert” non-buyers. I know the feeling. You keep thinking if you only twist some copy around, and add one more super-convincing benefit point…that these non-buyers will jump the fence and give you money.
The truth is…these non-buyers already decided they aren’t going to buy. And they’re 99% certain. They’ve already proactively put up a defense wall and it’s a waste of your time and energy to sell to them. Again…these are not “on the fence” buyers, these are NON-buyers!
Worst of all, even if you did manage you get them to buy. I can assure you they’ll be the most difficult buyers you’ve ever won over. They’ll be extremely demanding, eat up all your time, and then ask for a refund because your product didn’t take them to the moon. The whole ordeal is as futile as asking that hot girl for a pity date.
2. Stop listening to non-buyers.
Seriously. Biggest f**ken waste of time ever. Don’t poll them. Don’t bother asking them for feedback. Even if you did cater to their feedback, they’re STILL not going to buy. Their feedback means zero because they aren’t your ideal client. They might appear like one or fit your target demographic, but trust me…they are not your ideal buyer.
Take whatever feedback they give you…that your product is “too much this”, “too much that” and throw it out the window. Again, they aren’t your customers. If you’re a serious business and you know what you’re doing, you’re doing yourself a huge dissatisfaction by listening to people who aren’t aligned with your vision.
3. Stop attracting non-buyers.
This is why every pro advertisement (whether in print, or digital) is fantastic at excluding people. The ad itself might appeal emotionally to everyone, but it’s very clear who their target demographic is.
And I know this is going to be a hard temptation for most of you. Your new business is barely starting up. Nobody knows you. So you’re dying for fans and friends. You’ll take anybody that makes you feel like you exist. You so badly want to be heard, you don’t care if they’re not potential customers.
Perhaps you’ve even fallen into that “numbers game” mentality. Thinking that if you attract more people (regardless of quality), you increase your chances of sales. Personally…I think new businesses should drill down on who they serve best. It’s better to establish a laser-focused target client base, than to spray your product all over the place to see who buys.
What to DO with non-buyers…
1. Learn to identify non-buyers.
And no, I’m not asking you to do this so you can kick them out. You need to learn this so you can brush them aside without wasting time/resources that could have gone to existing or actual potential customers. All good sales people instinctively know how to do this. And you should, too!
2. Engage non-buyers in community manner.
This is their greatest strength. Chat with them. Be positive. Trade ideas, jokes, personal stories. Just because they don’t buy doesn’t mean they can’t indirectly help you. They might be authority figures within their own social circle. And later refer people to you that they couldn’t help themselves. They might also like to hang around your Facebook groups and chat with your customers. The more, the merrier…right? (They’re also good for mentioning competitors and helping you keep tabs.)
3. Create a new product for non-buyers.
I know, I know. I said not to try selling to them. But perhaps what I meant was not to try selling your existing products to them. If you keep attracting many non-buyers and you understand what they need…maybe you can create the perfect product for them!
4. Ignore non-buyers.
I promise this will come naturally with time. I didn’t even need to say it. The bigger your client base grows, the less time you’ll have for any non-clients. All your blogs and social media start to feel like an internal communication channel. That’s if you even have time to blog at all. And surprisingly…the more you shut people out, the more they want to get in. Go figure!
Non-Buyer .. =)
Seems like somebody had a bad start this week .. =)
Hahahaha! No not for me. This post was inspired after a marketing consultation call with a client. 🙂