Why People Want But Don't Buy

I have started reading "Why People Buy" written by John O'Shaughnessy back in 1987 and it seems to be a classic case of forgetting much of what we already know. Chapter 2 talks about the fascinating idea of why people want but don't buy.

I haven't read much of the book yet but I already believe that it will be important in shaping my thoughts about custompreneurs (customer focused entrepreneurs).

The "Why People Buy" book starts with the premise that people have a vision of what "the good life" means to them and that subconsciously translates into a set of spoke or unspoken goals. These goals then drive a want, desire or need for various products and services but because people's visions are hazy, their goals can be shaped by effective marketing.

Why People Don't Buy What They Want

The book gives three reasons why people don't buy what they want:

1. The want may be latent - the potential customer is aware of the product or service but doesn't realise the how the potential benefits link into their own goals for a desired life.
    
2. The want may be passive - the potential customer may be aware of the benefits from the product but feel inhibited from buying. There is something holding back the desire.
    
   It occurs to me that this is particularly true for owners of small businesses and the entire topic of business advice.
    
   Their goal is clear. They know that they want a more prosperous business which often translates into more profits for fewer hours worked but they have a reluctance to pay for business advice, training, consultancy and coaching in all the different varieties and forms.
   
   It may be a concern over the benefits v costs or more often a concern about the extra time it will take out of their already over-stretched working week.
    
   It may even be an issue of pride - "I don't want to admit I don't know how to do things - the business adviser will think I'm stupid." (No they won't, the adviser can't do what you do in your trade or profession) or "This is my business. I'm not paying someone else to tell me what to do." (Again a misunderstanding, any adviser will be focused on helping you to achieve the goals that you set at the beginning, the adviser's role is to make your journey easier and faster.)
    
3. Purchase may be held back for exclusionary reasons which may be temporary or permanent. These include the lack of money and I have blogged before about the "ability to pay" as a key issue in your lead prospecting or it may be an existing commitment to other people.

It shows that sometimes it is so useful to go back to basics in your marketing and ask the most basic of questions:

Why don't people who want buy?

and

Why don't people want what is good for them?

Instead of finding new ways to send out the promotional message, just stop and put yourself in the prospective customer's shoes. Try to "be the customer."

I will be reviewing the full book "Why People Buy" John O'Shaughnessy when I have finished it but don't be surprised if I don't blog about a few other excerpts that fire my imagination.

The more the customer focused entrepreneur understands their target customers and all the issues which surround their purchasing decisions, the more effective they will be at designing, communicating and delivering customer value.

Comments

[John]

Sounds like an interesting book, thanks for bringing it to my attention.

With respect to business advice, I find that those that need it least are the most willing to pay for it.

[Paul Simister]

HI John

Good to see that you are still reading my blog.

I'll know much more when I have finished the book but it has certainly started in a thought-provoking way that may be stand back and reflect.

Then I leapt into action and wrote the posting.