If you must succeed online as a business then your prospects’ resistance to buy must be lowered. The prospects should always inspired, intrigued and interested to reward your efforts. However, this is not always the case because so many factors could come into play to affect how the prospect views a particular product or brand.
A high resistance to buy implies that a product or brand is not appealing to the prospect. This could be happening always and affecting the overall conversion of the business.
In my understanding, the following factors can lead to the rejection of a product:
♦ Poor and unsatisfactory product – If the product is poor in value and doesn’t meet the buyer’s or prospect’s expectation then the possibility of acceptance would be low. An invaluable and irrelevant product is easily rejected.
♦ Poor Presentation And Promotion Of The Product – A product could be good in terms of quality or value, however, if the presentation or promotion is misplaced then resistance would be high. If a business markets its product to the wrong prospects then the acceptance level would be low. In addition, if the promotional platform doesn’t suit the final buyer it would be difficult to make any sales.
♦ Past experience and Apathy towards a brand – A bad experience with a product or customer service in the past can affect the perspective of a product. A previous ‘good’ experience would be acceptable for a product or brand. On the other hand, apathy towards a brand as a result of bad customer service experience or dissatisfaction from the use of a product will increase buyer resistance.
♦ High cost of a product – The cost of a product may not be problem for buying for some people, however we cannot rule out the fact that high cost compared with similar product will result to rejection. If the cost of purchasing a product would be low compared to a competing product then buying the cheaper product would be the likely decision. This should be the case when quality, features and functionality is same across brands.
Now, the above are some reasons that could influence the prospect’s resistance to buy. Of course there are other factors because people buy or reject products for different reasons.
Identifying the exact cause of buyer resistance is a step to lowering or avoiding it, especially if it becomes persistent.
Now, it’s your turn, how do you lower the prospect’s resistance to buying if it becomes persistent?