In the nautical industry, it’s still not that common—at least not for boats—but it’s becoming so for accessories. In 2023, global online purchases in Italy exceeded €54.2 billion (+13% compared to the previous year), according to a study by Osservatori.net.
Have you ever bought something online? I don’t just mean through Amazon, eBay, or Subito.it. I have—both inexpensive and high-value items.
The first type was impulse buys: you see an ad on Instagram and suddenly find yourself making the purchase in just a few clicks.
I’ve also bought items worth several thousand euros from people I’d never met in person before. With one big caveat: it wasn’t my first purchase with that person/company.
You sell boats or services that cost several thousand (if not hundreds of thousands) of euros. Whether you reach your customers online or offline, via Facebook or at a boat show, it doesn’t change the situation.
In almost all cases, these are purchases with a long decision-making process. How often have you closed a sale on the first meeting?
In any case, you’ll only find people willing to pay your asking price if you address a range of factors that make you attractive, interesting, and desirable to boating enthusiasts.
Here are the 9 main reasons why you’re not selling your products and services.
- Nobody Knows You: Remember what we were all told growing up? “Don’t accept candy from strangers.” Now, think about how people generally feel about strangers…
- They Don’t Trust What You Say: What proof do you provide that what you’re selling delivers on its promises?
- They Don’t “Feel the Pain”: What you’re offering doesn’t solve a problem your customer feels they have (have you read what we said here about knowing your customer?).
- They Don’t Understand Your Offer: Are you sure that the people you meet clearly realize they’re missing a golden opportunity if they don’t buy your product right away?
- They Don’t Have Enough Money: Yes, this happens too—you might be focusing on someone who simply can’t afford your products or services. Not only do you miss the sale, but you’ve also lost the only irretrievable thing: time.
- They Don’t Have the Time: See above—you’re trying to convince someone to buy something they already know they won’t have time to use.
- They Don’t Believe It Works: This is similar to point two, but here the distrust isn’t directed at you; it’s aimed at what you’re offering.
- They Aren’t the Decision-Maker: Have you heard the saying: “Men pay for the boats, but women choose them”? That’s exactly the point. If you want a harsher example: pet food is marketed to the buyer, not the consumer. Who do you need to convince—the end user or the one who pays?
- They Don’t Believe in Themselves: This happens too. Some people can afford it but think they can’t, and no matter how much effort you put in, you won’t change their mindset. Unless you can alter their self-perception.
Understanding these reasons allows you to find solutions. And if you think a little help could make the task easier, we’re more than happy to put our expertise at your disposal.
Contact us at: info@lliquida.com
