Posted by: Mark Tayar | June 2, 2009

The only two reasons people don’t buy

When I posted that Buyers are Liars, I mentioned that you will rarely lose a sale on price. Thull’s book Exceptional Sales proposes only two reasons buyers don’t buy:

  1. They don’t believe they have a problem, so they don’t have incentive to change.
  2. They don’t believe the solution proposed will work.


  1. This is one thing I am learning quite fast. When I started out, I was so focussed on price that I neglected other elements of sales and value. For my business in particular, to compete of price wouldn’t be a smart move.

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