The #1 Reason Why Your Products Are Not Selling

Have you ever wondered why your products are not selling, no matter how good they may be? Let’s do an experiment. Imagine you want to sell a vacuum cleaner. What would you say to a prospect, how would you explain the features and benefits? What do you have to do to cause them to want to buy from you?

There’s an ancient Chinese proverb that says: Hearing something 1000 times it’s not as convincing as seeing it once. You see, most entrepreneurs and salespeople often focus mostly on what they need to say if they want to sell. They want to focus on smarter words, fancier words, or better scripts. That’s good, that’s closing 101 and has its place. But today you will learn an advanced strategy.

With this strategy, you can sell anything to anyone anytime and it is not what you think. Today, you’re going to learn about a very unusual way of selling. If you master this technique, you will have a powerful tool to supercharge your sales and put an end to not selling.

So, are you serious about making your business better? Do you really want to leverage all of its hidden potentials? If yes, then read on, because this article will give you a powerful swiss army knife of selling on a silver platter.

If You Are Not Selling as Much As You Could – Do This

One of the most profound questions that you can ask when you want to sell anything to anyone is: What is the one dramatic demonstration that I could do to create trust and certainty in the mind of my Prospect? In other words: How could I show and not just tell?

You see, it doesn’t matter what business or industry you’re in, or what products or services that you are selling, the same saying applies: There is no business like show business. We are all in the show business in one way, shape, or form. Why? Because there’s so much noise in the marketplace. There’s so much competition today, and we all need to find a way to stand out. 

Imagine if you were a magician and you perform in the street. Now here’s what most salespeople and entrepreneurs do: They go yell from the top of their lungs at anyone who passes by. They shout: Look I’m the best magician in the world. Look at me, I can do card tricks, I can do coin tricks I can do all kinds of tricks. Trust me I am the best. I can do all kinds of tricks, you will be dazzled and you will be amazed! This is precisely what most entrepreneurs and marketers do – all day long. And if you’re doing the same – that’s why your products are not selling.

This kind of promotion doesn’t cut through the noise. So what do you do instead? 

What Your Clients Need To Feel To Buy From You

Following our magician metaphor, you should simply say – Hey let me show you something. –  and then perform the trick. That’s called a dramatic demonstration. I also call this moment the WTF effect, meaning: What the f***just happened?

So how could you use this effect in your business? Let’s go back to our vacuum cleaner example from the beginning. If you push the features and benefits you would do what everyone does. You would explain how durable the vacuum cleaner is. You would talk about how good the company is, how many vacuum cleaners you’ve sold, and so on. That’s all good and, in some cases, it works well. But would this inspire you to buy a vacuum cleaner now? – Probably not. 

So here is a very powerful example of a dramatic demonstration. There once was a home-shopping show, where the pitchman was not selling like everyone else. He was selling a vacuum cleaner but through a dramatic demonstration: He used the vacuum cleaner to lift up a bowling ball through the suction alone. What would you think as a viewer when you saw this? But he didn’t stop there. He even demonstrated lifting not just one bowling ball but two at the same time. Now, that’s a powerful WTF effect.

Everyone knows that you won’t use the vacuum cleaner to lift bowling balls. But what does this provoke in your mind? How likely are you to believe that this vacuum cleaner is powerful enough to clean your house?

Why Your Dramatic Demonstration Are Not Selling Yet

We broke down the basic principle and laid out the process you want your prospect to go through. Here it is in a simple formula: If this product can do [effect of dramatic demonstration] then it can do[actual purpose of the product]

So, if your products are not selling, it’s often one of three reasons.  If any of those three things are out of place, your dramatic demonstration won’t work.

1. The prospect doesn’t trust you, your brand, or your company. 

If they don’t trust you, they will likely think your dramatic demonstration is a trick or a fake. They will try to find the trick and challenge you to prove your claims. Do you believe that a magician has real magic powers? Some people try to figure out every magic trick, while others just enjoy the show. Your prospects are similar to that. Some trust you and enjoy your offer, while others suspect a trick or scam and try to “expose” you.

That’s why some entrepreneurs are not selling – they often hear: I want to think about it, or send me testimonials. These objections come from a lack of trust. If you build trust, you can use a dramatic demonstration to sell. The prospect wants to check if others can prove your claim.

The prospect is thinking about where you could scam them and if your terms are in some way putting the prospect at a disadvantage. Build trust with a powerful and believable dramatic demonstration and you can solve this issue faster.

2. The prospect is not convinced of your, or your company’s/ brand’s competence.

In this case, people will likely think that your demonstration is not powerful enough. It’s not giving them the feeling that you can deliver on what you said you will. How is this different from a lack of trust? They might trust you personally that you mean well, but not the quality of your offer.

How do you behave as a customer if you doubt someone’s competence? As long as this issue stands, you will hear: Why are you so expensive?, or Your competitor is doing it cheaper. It does sound like they object to the price, right? But in reality, they only do that because they don’t believe your competence justifies the fee.

As you see, when you’re not selling, it’s not always the money itself. It’s how people experience the value of your offer.

3. The prospect doesn’t see you as special or especially gifted or talented.

Lastly, the prospect can’t discern you from your competition. They are lacking this “wow” experience. Imagine someone pitched you a “new” phone, that can use the internet, be a walkman, and a computer. You probably wouldn’t be impressed, because almost every phone can do that. When the first smartphone came out, the world was in awe. Today, every year new smartphones come out. They mostly compete on the best camera, longer battery life, and the biggest storage.

Now, how many people stand in line for the new phones of regular phone brands? Not many, correct. But you probably know a company where people camp days in front of a store to get a new phone, right? And those phones cost more than the competition and often have fewer features than the others.

What is different? It’s still a smartphone- but the user experiences it differently. The brand gives powerful demonstrations and emotional experiences during the product introduction. If you are missing this, you will often hear: Let me do some research, or I’ve seen this somewhere else before.

Click here to continue reading.

What do you think?

***Connect with me on LinkedIn.