If your prospects don’t purchase, don’t blame them. They aren’t stupid. You’ve simply failed somehow to connect with them on the level they need to feel compelled to purchase. Your offering may be wrong, it may be packaged incorrectly or you may be incapable of relaying the benefits.  

But the odds are overwhelming your prospect isn't stupid

A quick story

Not long ago I attended a workshop series on business excellence that was embarrassingly unattended -- the host of the workshop expected far more people to attend. Faced with a lack of attendance, our host decided to open and close each sessions by blaming the people that weren’t there, accusing them of not caring enough for their success to have attended.

Think about this: People chose not to attend a workshop intended to build their business and the host accuses them of not caring enough about their success because they didn’t attend.

What!?

Is it possible people didn’t attend because they thought “to hell with this, I don’t care if I’m successful or not?”

It’s not very likely.

It’s most likely people didn’t attend because they don’t find sufficient value in the information discussed. Could it be that as great a value as the host believes he offers, the prospective workshop attendees decided otherwise?

It’s very possible and probable.

The morale to this post is don’t blame your prospect if they don’t buy.  And don’t blame your customer if they never buy again. If you get rejected in mass, look internal and search for the reason you’re losing. Make sure you’re meeting expectations, evaluate your pricing against market norms, test your offering against the needs of your market, etc., but never, ever blame your customer.

By the actions they take, your prospects and customers tell you most everything you need to know about your offer.  Not buying doesn't make someone stupid -- it's the ultimate sign something is not working with your offer.  Your job is to figure-out what's not working and fix it.  

What say you?