Have you ever wonder after spending so much time marketing your product you are still not getting the desired increase in sales you would like for your business? The truth is consumers have certain needs and they go through a thought process about the benefits and the perceived value of a product that will eventually persuade them to buy or reject. If your marketing is not meeting those requirements it is probably why your product is not selling as well. Most consumers are simply not only persuaded by the “price” tag, they are more visually stimulated by what a product can bring and do for them. That is the most important reason for purchasing.

If you are totally bewildered and having difficulty in selling your product after implementing so many marketing and promotional strategies you may want to consider the following reasons why consumers don’t buy.  You should then carefully evaluate how you can do better at marketing your products in a way that converts consumers into your customers which is the true measurement for the success of your marketing strategy.

1.    Your targeted consumers are not fully aware of your product

Consumers cannot purchase products they are not aware of. If you are aggressively marketing, but consumers are unfamiliar about your product, it is time to evaluate why your marketing campaigns are not working and save your hard earned money.

Invest smartly from your allocated marketing budget as this will become a major component of most small businesses’ operating expenses. Firstly ask, are you targeting the right demographics with your message? Is your message reaching a specific audience that would have a strong interest in your product?

It’s important to remember that the answer may not be more marketing as the problem could lie with where you are marketing at, and what marketing vehicles (print, internet, TV, radio, events and trade shows) you are using. All marketing vehicles will have a specific concentration of a particular group of niche audiences (age, gender, occupation, nationality and income level). By talking to the publishers and promotional organisers of these marketing vehicles before you commit to advertising, you should be able to gain valuable insight into what type of medium is best suited for your product as you can narrow down the demographics of your targeted audience.

2.    Perhaps your Consumers don’t understand the benefits of your product

Consumers don’t buy products solely based on price. This does not mean that they don’t factor in price, of course they do. However, the modern consumer will effectively buy based on the benefits your product brings to them.

If you asked your customers what the benefits of your product are, would they know? This is important as it is an indication of whether the marketing messages are getting through to your target market. Your marketing ideas must be centered on the benefits of your product in order for consumers to take an interest in considering purchasing your product. Nobody knows the benefits of a particular product better than its maker or supplier. List the many benefits of your product and for maximum impact only use the top three benefits to capture the essence of what your product has to offer. If you use more three benefits, your marketing messages may become too cluttered and superficial to the consumer.

Make comparisons between the product that you manufacture and with those of your competitors. Then determine whether your product has any comparative advantages over your competitors. This will give your consumers something extra to think about when deciding whether to buy your product or that of your oppositions.

3.    Consumers may feel that your product has no perceived value.

Consumers will not buy if they perceive your product as having no intrinsic value. Many marketers have tried using various clever and obscure messages in their marketing strategy. This does not create consumer interest or curiosity and may often lead to the rejection of the product you are trying to promote.

Most consumers these days are quite savvy and will constantly put a value to your product. You can use the benefits of your product to create a perceived value of quality, reliability and customer satisfaction. It is this perceived value that will eventually drive the sales of your product. If a customer cannot see value they will simply pass by your product without any hesitation.

You must create that perceived value in your marketing message and if you are able to back that up with real value to maintain that perception and you will have successfully established a brand loyalty where your customers buy again and again. Always remember the golden rule of marketing: the first purchase is based on perceived value which may be quite different from the actual value of the product. It is the actual value which influences the customer’s decision to continue buying from you.

4.    Customers do not see how your product meets their needs.

We have talked about benefits and perceived value, now let’s talk about needs. Do consumers know how your product meets their needs? Does it make their life easier (convenient), save them time (faster) and make them feel better (increase in self esteem or social status)? What need does your product satisfy? You must be effective in telling your consumers that product provide solutions to their needs!

Don’t make them guess or come up with the answer on their own, tell them direct and help educate them on why they need your product. Hence when a customer buys your product, they are often buying a moment that has already been visualized in their mind by your marketing message. 

5.    Your product is not accessible to them.

Consumers cannot buy what is not available to them. If they hear about your product but it is not accessible, you can forget these potential sales! This important step may be overlooked by many businesses. Consumers want ease in obtaining and using your product. Do not simply assume that your wonderful marketing message is enough to entice the customers directly to you. You should carefully consider the most cost effective distribution channel for your product. Investigate the profitability of placing your product in different locations using many commission-based resellers to increase your overall sales volume? Perhaps it is more convenient to your customers if you are able to offer the product online or through telesales. Evaluate the accessibility of your product and see if you need to make changes.