Your offer may be wrong, it may be packaged incorrectly, or you may be incapable of conveying its benefits.
A quick example
A few years ago I attended an embarrassingly unattended workshop on business excellence — the host expected far more people to attend. Faced with a lack of attendance, he decided to open and close each session blaming the people that weren’t there, accusing them of not caring enough for their success to have attended.
Think about this
His premise was people chose not to attend a workshop that’s supposed to build their business because they don’t care enough about their success to attend.
Is it possible people didn’t attend because they thought “to hell with this, I don’t care if I’m successful or not?”
It’s not very likely.
It’s most likely people didn’t attend because they didn’t find sufficient value in the information to be discussed. Could it be that as great a value as the host believes he offers, the prospective workshop attendees decided otherwise?
It’s most possible and probable.
The morale to this post is don’t blame your prospective customer if they don’t buy and don’t blame your customer if they never buy again. If you get rejected in mass, look internal and search for the reason you’re loosing your audience. Make sure you’re meeting expectations, evaluate your pricing against market norms, test your offering against the needs of your market — but never, ever blame your customer.
By the actions they take, your customers tell you most everything you need to know about the things you do for them and the things you offer.
What do you think?