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This has been analysed by behavioural scientists and they have concluded that
there are five primary reasons because of which people refrain from buying goods
or services.

Let’s look at these reasons and ways to overcome them, which can be adopted
in your marketing strategy to increase sales.

1. Monetary Factor - In a way, any product
that you buy is a gamble. Many people feel that by buying a particular product,
they are taking a monetary gamble and if the product does not hold true then they
could end up loosing their money.
You can however, provide them security from this issue by offering some kind of
guarantee on the product. This guarantee could be in any form. You can offer them
various options such as cash back guarantee, free trial, or chance to exchange
their product free of cost. You can also try to lower the price so that it is
no longer a big monetary risk. Showing other peoples testimonials about your product
could also work wonders.

2. Functional Factor - When buying anything
that they have not used before, most people are apprehensive that the product
would not work properly or may be defective etc. As a result, they might avoid
buying products, which they feel are complicated.
You can however change their mindset by giving a full-fledged demonstration before
they buy the product. You can also give them an on-site training once they have
bought the product.

3. Social Factor – Society also plays a very
important role in the way people think.. All of us have a question at the back
of our minds, all the time “What will people think?” Many a times, it
happens that people want to buy a product, but are held back because of public
opinion.
You can however, give them a push by getting testimonials for your product from
the high standing members of society. This will make the people feel more confident
about their choice making them think that if it is good enough for so and so then
it is also good for me.

4. Psychological Factor – People at times
are not ready to indulge and pamper themselves. As a result, they many a times
refuse to buy a product because they feel guilty in doing so. Most of them think
that perhaps the money could be well spent on something else.
What you need to do is to make them realise that it is quite okay to indulge,
and spend on themselves once in awhile. They have full right to do so as they
work hard all round the year.

5. Physical Factor - Believe it or not there
are products in the market, which make people think that they may cause bodily
harm to them if they buy and use these products. If people feel that the product
in question is dangerous to use and can have adverse physical repercussion then
they will definitely avoid buying such products.

In such a scenario, first of all, you should make sure that your product
is safe to use and is not dangerous for anyone. Next, the task is to inform the
people about the safety of your product. For this, you can also get your product
certified, for its safety, from any creditable agency. Include demonstrations
and testimonials from known personalities to verify its safety.

Overall, your approach should be to make people buy your products through legal
and fair means. At any stage, you should not try to cheat your customers.

The idea is to help the customers in their decision to buy your products by answering
any questions that they may have. This would be a worthwhile exercise because
you would be helping those who may really want to buy your products but have a
few apprehensions. In fact, it is your duty to guide them in the right direction.

Customer is all-important and so are there concerns. Therefore, there requirements
should be kept in mind even when you start designing your product. If you keep
the above points, in mind while designing your product then you can be sure
that half the battle is won.

This article was written by Craig Dawber of smarket-associates.com
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