If people are not buying ask yourself why.

Many businesses have found 2023 tough. The cost of living crisis has certainly impacted people's buying decisions. It's easy to blame this for the lack of sales but this would be an oversimplification.

People are still spending money but buying decisions are more considered. This has implications for all of us.

Why do people buy what you sell?

People generally buy to solve a problem or to get a job done. However, when money is tight they are less likely to indulge in retail therapy... buying just to give themselves good feelings.

Are you really clear about why people buy what you want to sell? Are you using that in your marketing? Are you emphasising the things that are important to your people right now?

Changes to buyer behaviour.

When money is tight we are much more conscious about how we spend it. Value is really important to us. This might mean buying cheaper e.g. opting for the value range in the supermarket. Or it might mean buying less but buying better... quality over quantity.

Sustainability is making its way into more and more people's buying criteria. We are keen to reduce our impact on the environment. We want less plastic, fewer horrible chemicals and less waste.

How sustainable are your products/services? What are you doing to make them more sustainable? How are you communicating that? Your message needs to be clear at every step in the buyer's journey and repeated often. It needs to be genuine and not 'greenwashing.'

This year my brother-in-law has said that he doesn't want 'stuff' for Christmas. He's not alone! More and more of us are recognising we have too much 'stuff' in our lives and it's not making us happy. We are overwhelmed by clutter.

We do want things that help us to get things done and which make our lives easier. How does what you sell help us to achieve these goals? How clearly are you communicating that?

The buying decision.

Buying decisions are taking longer, have more steps and involve more people. We're being more thorough in examining our options.

More of us start our buying decision online, usually via mobile and we're more inclined to look for a local provider. We'll look at a range of solutions and suppliers. Then we'll ask others for their opinions.

At the early stages of the buying decision we'll ask people in our network for recommendations and advice. As we get nearer to parting with our money we're more likely to need buy in from others, family, colleagues, advisers etc.

The implications are that our marketing messages need to be clear and consistent. We need to keep in touch for as long as they are thinking about buying. This means getting them on to our mailing list as soon as possible. Perhaps you could send them a buyer's guide in return for their email address. Then follow up with some FAQ type emails including some that address the possible objections for the others involved in the buying decision. Help them towards making that decision and don't forget to ask for the sale.

In summary...

If you are struggling for sales ask yourself...

• What changes do I need to make to my products and services to make them more appealing in today's market?
• How could I make my products more sustainable?

How can I make my marketing more effective? Think messaging, personalisation, frequency and consistency

And don't forget that your network can really help. They can provide you with ideas, feedback and support. They can introduce you to potential customers and they might become your collaborators.

If you would like to widen your network pay Fabulous Networking a visit. We have a mix of in person and online events from 45 minutes to two hours. In addition to networking meetings we have a book club, Get it done days, working lunches and other support activities. Visitors are welcome to try up to three events and online they're free. Check us out at https://fabulousnetworking.co.uk/events/