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As entrepreneurs, we create businesses that are built around products and services that solve problems in the lives of our customers.

If you’re like me, maybe at some point you begin to realize that you’re not converting your leads to paying customers at a good enough rate, and you begin to ask why? Why are my customers not buying?

Having run my own businesses since I was in college over 15 years ago, I have been selling my products or services in one way or another, and I’ve found three reasons why customer aren’t buying:

  • You’re Not Focused on the Client’s Needs
  • You’re Talking Too Much and Not Listening
  • You Aren’t Closing

Focus on Client’s Needs
I have read a lot of sales books and invested thousands of dollars in online sales programs from very successful sales professionals. When my clients are not buying, it’s because I’m focused on my presentation, my numbers and, frankly, I probably have commission breath.

I know you know what I’m talking about: the customer, even if we’re on the phone, can smell my commission breath 3,000 miles away.

For example, if I sell suits in a retail store, then I can talk over and over again about the quality of the suits, the two-for-one deal we have and our cool ties, but if I just find out why the client needs a suit, I’ll make a lot more progress. Does he need it for a big meeting? A wedding? What is the need the customer has?

In my business, clients are much less concerned about the funding I can get them and much more focused on what they need the money for, like inventory, marketing, hiring staff, new office and working capital. Focus on what the client needs, and you will increase your sales dramatically.

Shut Up and Listen
As a young business owner, I was often guilty of continuously throwing out why my product was so good and doing literally 90% of the talking. Successful salespeople and business professionals shut up, ask good questions and listen.

The more good questions you ask that are open ended questions that cannot be simply answered with a yes or a no, the more the client will tell you about what matters to them. Show that your product or service will address that concern or hot button, and now you have a chance to bring that client into the fold!

Be Bold and Close
Over the last few months, as our business has grown and we have hired a lot of people, I have learned that to be successful I have to be uncomfortable to a certain extent. For a lot of business professionals, it can be uncomfortable to ask the client for the sale and give the client a proposal.

What you will find is that the more you practice on your close and the more value you bring a client, the easier it will be to close the sale. At some point, you must be bold and ask the client to move forward so that they can accomplish what they want. Now if you don’t have absolute belief in your product or service, then you may need to fix that first.

Or, if you work somewhere that doesn’t deliver an incredible product or service, then you may need to look for a better work opportunity or start your own business. At the end of the sales process, you must close confidently. Business is a numbers game of course, so the more clients you ask to buy your product or sale, the more successful you will be.

There you have it. Those are three valuable items you can focus on so that your customers buy your product or service. Focus on the client’s needs, ask questions, shut up and, finally, be bold and close baby! Have an incredible day, my entrepreneurial friends!