Why Slow Sales Stick

I’m often asked, “what can I do to speed up my customers in their buying decision?”
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In very considered purchases it might take 6 months or more from when your company first appears in front of a prospective customer to them actually buying from you. In a small business, it can be excruciating to wait patiently while your perfect customer considers whether they want to buy from you.

It’s tempting to want to try and rush them when you know they’d get so much value from what you have to offer, but it’s crucial that your customer is allowed to buy in their own time.
Here’s why:

1. When a buyer feels under pressure to buy, they’re more likely to go elsewhere
   We’ve all experienced a pushy salesperson at one time or another and it doesn’t make for a pleasant buying experience. Unless you are the only person in the world selling what you sell, your buyer still has a choice. And they might just choose someone else.
   
   
2. Once they’ve had time to properly consider, your buyer might change their mind
   If we buy something without giving it enough consideration, we’re more likely to return it, cancel our order later or if we do keep it, we’re less likely to buy again because we don’t want to make another mistake.
   
   
3. Once your buyer has proactively chosen you, they’ll keep choosing you
   If your customer has enjoyed the buying process and has proactively chosen to spend their time and money with your business, they’re more likely to stick with you and stay loyal.

Remember, even if you have managed to persuade someone to hand over their money quickly, it doesn’t necessarily mean they have adopted you, in their own mind, as their supplier.

People will always have to go through all the stages of the sales funnel if they are going to get to loyalty – unfortunately there’s no short-cut.

That’s why slow sales stick!

This blog draws on key concepts, frameworks and illustrations that form part of the Watertight Marketing™ methodology. These remain the intellectual property of Watertight Marketing Ltd and are used with permission and under license.

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