I can come up with a number of reasons, and the problem is how to overcome those issues. Maybe we can get some freebie training in sales from some of the community? :-)
Categorically, I think we can say that when something isn`t selling there are two broad reasons. One has to do with something you`re doing. The other has to do with something the customer is doing. This is more about the customer side of the problem.
We`ll assume that you`ve examined the pricing, laid out a fine display, your product has real value, it`s appealing, and so forth. There`s nothing wrong with the product, in other words. You get lots of people coming in, checking it out, saying it`s nice....but they`re just looking.
Here`s what I`ve listed so far, not in any order of priority:
- "I don`t have the money right now, but it sure does look nice!"
- "This really isn`t necessary. I have to stick with things I really need."
- "This is cool, but I don`t need it today. I`m gonna come back later."
- "I can get this somewhere else, way cheaper!"
- "Oh, these are all over the place. I don`t really feel like buying one now, I`ll get it later.
- "I can`t figure out why I would want this, but it`s definitely interesting!"
I also see a relationship with "need" and "fear," looking at some of the world-class sales situations. One would be the car salesperson.
- If you don`t buy this car, you`re never going to see a deal like this again, ever. Your car is going to break on the way home and you`ll probably die!
- This is the best car ever developed, and you won`t even have to be awake to drive it and arrive at your destination. It reads your mind, uses GPS technology, and actually flies when the ground traffic is too heavy.
- No money? No problem! We`ll Finance it!
We can create a perception of need based on lust and greed, or fear of disaster. Personally, I don`t like selling on the basis of fear, and prefer selling because of use and benefit.
The problem we`re having is lots of viewers, a few sales, much like plenty of "Lots of clicks, few conversions" threads that pop up routinely here on SuN. This isn`t about how to get more viewers, or really even to increase transactions.
It`s more a basic question of how to "close the sale" when your only real venue is text and graphic Web sites. We can`t hold a real-time conversation with someone who`s looking at a Web site or catalog ad.