Why clients don't buy from you

How to give people a reason to buy from you without reinventing the wheel.

Do you know why people will pay for your knowledge and skills?

It’s not because you can teach them a better way.
It’s because you can teach them a different way.

It’s why toothpaste brands are magically coming up with new formulas every other week. It’s just toothpaste.

Or why men’s razor brands keep adding more blades or some scientifically advanced coating.

The available solutions all serve the same basic function. But people make buying decisions based on what differentiates a product or service from the rest.

It doesn’t need to be special.
Just different.

And it’s precisely the reason why—no matter how good your business is—people don’t choose your offer.

But you can fix this quite easily.

Let’s use the example of a lawyer who’s particularly good at billing clients. He starts a consultancy business to teach other lawyers how to get paid more and faster with his tried and tested selling techniques.

His offer already seems different. He solves a specific problem for a specific type of client. But here’s the thing…

This is not so obvious to his clients.

All they know is he offers to teach them how to do something they probably need.

This exposes several challenges:

• What’s stopping them from hiring someone else?

• Or finding the answer online?

• Or simply figuring it out themselves?

All he did so far is reminded them of the problem and that there are some potential solutions available.

He hasn’t given them a reason to pay him to show them the solution.

When you try to sell all the wonderful features of your business, all you’re really doing is telling them what they might need. Not that they should buy it from you.

There are several ways to communicate what makes you different. Here’s the easiest one: