It could be either of those, but a good framework I like to use, to determine exactly why each client isn’t buying is an acronym I call “M.T.N.UT”

The client probably doesn’t have one or more of the following:

Money

Time

Need

Urgency

Trust

Our job as salespeople is to systematically lower a prospects resistance to us and our product. 

As we’re talking to the client, we can mentally go through this checklist and narrow down why exactly a client doesn’t want to buy from us. 

Money. Most clients do have the cash and resources to make your product work especially if they reached out to you. 

The other side of this objection is the question: do they think your product will be of enough value to them to justify the cost? If you properly quantify the value to the client, this should no longer be a big objection in their minds. 

Time – If your product or service can either save the client money, increase profits or expand market share, I guarantee they’ll find the time to implement your product. 

Another strategy to incorporate into your process, is showing the client a roadmap and 3-60-90 day timeline to demystify the implementation process. 

Need – Some people know they need a product, some aren’t so sure. Does the client know they need the product? Has the client had some sort of trigger event to innate research phase of buying? Determine whether your client actually can and will benefit from your product, and show them how it can help their business. 

But… 

Just because they need it, doesn’t mean they’ll buy it. 

“I need it, but do I need to get it now?

We need to create a sense of Urgency and show them why its beneficial to take action now. 

“Ms. Customer , every quarter that you’re not using XYZ Product, you’re losing $XX. “

We often sell the gains of our product or service, but its important that we sprinkle a little bit of ‘pain’ too. The pain of losing quantified money, market share or time will help you move the needle on the decision making process. 

The last part, the foundation of your process, is Trust. Have I successfully positioned myself as an expert in the field? Have I given them a reason to trust my product or reputation. 

You can gain trust through insights (information beyond the obvious), case studies, and testimonials.