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Have you ever thought that the cost of your services is the reason why people aren’t converting? I think we’ve all felt that insecurity creep up, especially if you recently increased your prices. Well today, we’re debunking that myth. Price is not the reason why people aren’t buying your stuff.
5 Reasons People Aren’t Booking or Buying
When people aren’t buying our products or booking our services, we tend to freak out, especially right now when grocery prices are equivalent to a mortgage. 😅 There are still people out there who are willing and able to spend money on your services, but these are some reasons why they might not convert.
1. They don’t see the value
Maybe this is the wrong word for it… they don’t feel the “need”. You need to make your audience not just want this, but NEED it.
If someone books with you solely for the price and they’re looking for the cheapest option, they’re not for you. They probably won’t be a good client.
On the other hand, if someone wants to work with you but they have budget constraints, they’ll likely say something like they’ll come back when they can afford the cost of your services. They see the value in working with you.
There’s no need to slash your prices during a time of scarcity.
2. Your messaging is weak
What are you communicating? Are you focused on price or are you focused on value? Sara from BTL Copy talked about this in episode #12. How you describe your services and the value you provide will convince people to convert. It won’t be because you’re the cheapest option. It will be because they clearly understand how you can make an impact on their business.
3. You don’t understand your audience or you aren’t reaching the right audience
Do you know who you’re talking to in the first place? Listen to episode #17 to learn how to understand your target audience. When you understand their pain points, solutions they’ve tried already, financial situation, and general geographics, you can speak directly to them. You can relate to them and make them feel heard and understood.
We recommend surveying people in your target audience to learn about them. This could be a current or past client or someone you’ve never worked with before. We like to offer a small gift card to thank them for their input!
4. You haven’t built trust yet
This is a huge mistake we often see people making. Are you only selling or only educating? There’s a fine line between the two because you want to do both.
Nurture the audience you already have (while also bringing in new people, too!) and show them the value of working with you through education and sales. Teach your audience what they’ll get from working with you, and sell them on your offer specifically. When someone trusts you and the work you’re doing, they’re more likely to work with you despite the cost of your services.
A great way to build brand trust is to have an army of affiliates. A referral program also works! If people see other people promoting you and your offers, they’ll trust you. Which leads us to our next point…
5. You are missing the credibility
Credibility and social proof show potential customers that you’re legit! You know what you’re doing and you can get them the results they’re looking for. Scatter testimonials, case studies, and stories on your website, but mostly importantly on your services or sales pages. Show people that other people trust your services and believe in what you offer.
Example: SEO on Tap
Take SEO On Tap, for example. We needed to understand the why. Why would someone want to take this course over the hundreds of others out there? What are the barriers to purchase?
“I can’t do SEO on my own.”
“SEO is hard.”
“Where to start? I am overwhelmed.”
So what did we do? We found ways to make SEO easy. We don’t focus on price, but we focus instead on flipping perspectives and removing barriers. We empathize with their current mindset. We educate them about easily learning SEO with us. We sell them on our course.
What are those barriers to your offerings? The cost of your services isn’t what’s holding you back. You may just need to revisit the points above and make some changes to see your ideal clients rolling in, even during slower seasons.
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Abbey Oslin and Courtney Petersen are Minnesota-based marketing experts, educators, and co-founders of boutique marketing agency Duo Collective, which specializes in SEO, social media strategy, and branding for small business owners and creative entrepreneurs. To learn more about Duo Collective, or to inquire about working with our team, head over to www.duocollective.com.
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