8 reasons why

your clients
don't buy.

Address them proactively to close

more deals.
 When your clients
don't buy, it's always
for a P.O.W.E.R.F.U.L
reason.
 1

P - No Pain
Are they experiencing
a little pain?

"It's annoying to have

to remember following
up with prospects all
the time."
Or excruciating pain?

"If we keep using Google

Sheets as our CRM it
leads to poor lead
management and a
closing rate of 20%. That's
costing us $1M in missed
opportunities every
month."
 Remember that
humans don't like
change. Your job is to
make it as painless as
possible compared to
the status quo.
 2

O - No opportunity
cost
 Do they believe that
doing nothing will cost
them more than the
investment?
Do they believe there
is massive opportunity
cost for not taking
action?
In the example above,
they'll lost $1 million a
month if they do
nothing. That's their
cost of inaction.
 3

W - no
Wants/Needs/Desires
 Does your solution
align with what they
want, need or desire...
at a business level
AND at a personal
level.
Example of an average
want/need/desire:

"Get a CRM so reps

have better follow-up"
 Example of an elite
want/need/desire:

"Get a CRM so our sales team

is more efficient due to
increating closing ratio to 40%
so our company can scale from
$5 to $10 million while
maintaining 50% margins for
cash flow."
 4

E - No Executive-
level decision-
making power.
Do they believe they
have the power to pull
the trigger?
If not you're probably
talking to the wrong
person (or group of
people).
 5

R - No resources or
access to resources.
Do they believe they
can access resources
if they see ROI and
cost of inaction?
 For example:
Imagine they have no
budget but they
understand that a
$100k investment will
lead to $12M/year...
Can they pull budget
from somewhere else
to make it happen?
Can they take a loan?
Or raise capital?
 6

F - No Fear of failure
or doubt.
Do they believe that
their current way of
doing things is
working?
 If they think it's
working then they'll do
little to change it.
 If they think it's not
working though... then
they'll be open to
alternatives.
 7

U - No Unequivocal
trust in your solution,
in you or in your
company.
Do they trust that your
solution will deliver?

Do they trust you?

Do they trust your

company?
If 'yes', they'll listen
and be open to work
with you.
 If not, you'll have a
very hard time closing
the deal.
 8

L - No "Little things"
requirements
satisfied.
Does your solution
match ALL your
prospect's
requirements?
 For example:
Tech specs
requirements, wish
lists, compatibility
So now that you know
the 8 reasons why
your clients don't buy...
...address those in
your discovery and
pitch.
 P
Magnify the pain
they're experiencing by
quantifying it and
highlighting
consequences of doing
nothing.
 O
Quantify the
opportunity cost so
that they know what
they stand to lose if
they don't take action.
 W
Uncover their business
and personal needs,
wants and desires and
present your solution
according to them.
 E
Make sure you're
talking to all the
decision-makers early
on in the process.
 R
Highlight the ROI of
your solution (and the
time to ROI). If it pays
for itself, they'll figure
out a way to buy.
 F
Ask quantifying
questions about their
current process. Make
them aware that what
they're doing isn't
working.
 U
Listen to them, be
transparent, look
professional... and
don't try forcing the
sale.
You want them to trust
you and your solution.
 L
Uncover the little
requirements early on
and make sure you
incorporate them in
your presentation.
Follow for daily
tips to earn
$50K-$100K this
year in sales.