Why is my product not selling?

Four potential reasons why your product might not be selling and how to get consumers to purchase.

You have, what your business believes to be, an excellent product or service, but sales are slow. It can be tempting to try to stimulate demand by simply dropping your pricing however this will most likely not improve the situation.

Here are four potential reasons why your product might not be selling and how to get consumers to convert to purchase.

1. Lack of awareness.

According to the rule of 7, a prospect needs to be exposed to a brand message at least 7 times before they will commit to buying a product or service.

Fortunately, in today’s digital world, consumers are engaged with several different platforms daily.

What does this mean for your brand?

Understand what channels are relevant to your target market and engage with them across these channels. Ensure your brand message is clear and enticing.

2. Your consumer is confused.

Perhaps your prospect has, in fact, seen your brand message but this has still not garnered a positive outcome. What does this mean? It might mean that your brand message is unclear and needs to be refined to address a consumer need or desire. Or it might simply mean that they understand and want your brand offer but have faced a barrier preventing them from committing to purchase.

What does this mean for your brand?

Convey to your target consumer why they need to ‘buy now’. Ensure all brand messages have a call to action and check that the purchase experience does not contain any barriers.

3. No emotional connection.

While a consumer’s purchase decision might be triggered by functional elements, such as product, price, or promotions, emotional elements, such as surprise, security, and happiness to name a few are what seal the deal.

According to a study by Deloitte ('Exploring the Value of Emotion-driven Engagement'), 44% of consumers would recommend a company based on emotional criteria.

What does this mean for your brand?

Understand the emotional factors that drives your target market and create a compelling emotional reason for them to commit.

4. Your consumer doesn’t trust you.

Those consumers purchasing from a brand for the first time are often sceptical as they do not have a prior brand experience yet to refer to.

What does this mean for your brand?

Gain brand trust by establishing bi-directional communication with your desired target market and, if possible, capture and share testimonials in your marketing mix.

If you can understand and work through the above-mentioned barriers, you will not only see an increase in purchase rate but in consumer loyalty as well. At The Brand Foundry, we can help you strategize and execute your marketing campaign for best return on investment. Book a free consultation with us.

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