It’s so frustrating. A prospect has seen your marketing. They’ve spoken with you and had all their questions answered. They admit that they genuinely need what you’re offering. However, they still don’t make the purchase.

Typically in this situation, the temptation is to provide additional reasons why it’s exactly what they need. But that’s not what’s stopping them. When the prospect tells you they need what you’re offering, what’s stopping them from buying is that they’re not ready to buy.

At this point, you need to switch your focus away from the benefits of the product or service. Instead, focus on uncovering why the prospect is not ready. There’s always a reason. And it’s usually extremely easy to overcome. Tip: A great place to start is simply by asking them.

So take a little time to find out why they’re not ready. Then remove the barrier. When you do, you’ll make the sale.

They know they need it. So why aren’t they buying? was written by Jim Connolly and originally published on Jim’s Marketing Blog